Thought Leadership Marketing

When David Silverstein launched Breakthrough Management Group (BMG) in 2001, he sought ways to establish BMG as business performance improvement specialists in the financial services, healthcare, and manufacturing industries. Knowing that advertising was not a viable strategy, he embraced thought leadership marketing to establish BMG in key target markets. Silverstein spoke at industry conferences and commented on industry trends in his Leadership and Business blog. He co-authored INsourcing Innovation, a book that articulates BMG’s approach to developing core business competencies that drive innovation. He offered his expertise to the media, helping BMG garner coverage in over 100 publications, including the Wall Street Journal, Business Finance magazine, and Investor’s Business Daily. He also appeared on CNN’s Squeeze Play. In roughly five years, thought leadership took BMG from an unknown startup to a global organization with eleven offices on five continents. “Our reputation as a thought leader helped us expand into core markets, including Asia and Latin America, where credibility and name recognition go a long way,” says Silverstein. “Our reputation now helps our sales team get their foot in the door in key markets.” The Age of Thought Leadership Marketing used to be about “getting in front of” prospects, delivering your pitch and making the sale.

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