The Challenge
A global B2B SaaS platform targeting CIOs and CTOs faced a critical perception problem: strong product capabilities yet viewed as “one more tool” in an increasingly crowded technology stack. Sales teams lacked sharp, data-backed narratives to spark meaningful conversations with senior decision-makers, and deal velocity suffered as a result. The company needed to shift from vendor positioning to strategic advisor—but had no authoritative market data to anchor that narrative.
The Approach
Thinker Media Group designed and executed a multi-country, survey-led thought leadership program that became the foundation for a complete brand repositioning:
- Research Design: Conducted a comprehensive study across North America, EMEA, and APAC targeting 500+ CIOs, CTOs, and IT Directors to quantify the “execution gap” between digital transformation ambitions and real-world outcomes.
- Insight Generation: Uncovered critical data around missed revenue impact, project delays, budget waste, and the barriers preventing successful digital initiatives – issues that resonated deeply with C-suite priorities.
- Content Ecosystem: Transformed survey findings into a multi-format asset suite: flagship “State of Digital Execution” report, executive summary, 4 vertical-specific briefs, 12+ LinkedIn carousels, webinar scripts, and email sequences.
- Campaign Activation: Launched a 90-day integrated campaign on LinkedIn, email, and industry channels, positioning the client’s leadership as authoritative commentators on market trends – not product evangelists.
The Results
- Thought Leadership Impact: The flagship report became a cited reference within the industry, with media and partners actively approaching the client for commentary and insights.
- Sales Performance: C-suite meeting acceptance rates increased by 40%+ during the campaign, directly correlating with exposure to insight-led content.
- Pipeline Acceleration: Multi-million-dollar pipeline influenced in core target accounts, with deals progressing faster due to heightened executive confidence and awareness.
- Brand Positioning: Successfully transitioned from “vendor” to “strategic market authority,” opening doors to new partnerships and speaking opportunities.
Key Takeaway
When research becomes the hero of your messaging, buyers see you as a partner with credibility and foresight—not just another sales pitch.
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Advantage?
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