Abel Delgado
Marketing Director
AMI
In a previous story, we covered why LatAm B2B marketers can quickly power up their thought leadership by conducting a market study. Besides breaking down the benefits, we offer practical advice to help companies pick the kind of study they should do, define the specific results they expect from the study up front, and determine who in their company will be the thought leader(s).
Once you have the study results in hand, then you start off your actual thought leadership marketing campaign.
Since not all B2B marketers have extensively rolled out these kinds of campaigns, in this piece we’ll provide a sample approach. While it’s not the perfect playbook, it should be good enough to give you ideas to develop your own campaigns that reflect your company’s positioning and specific thought leadership goals.
Why Market Research Is the Key to Strong LatAm Thought Leadership
Market research can fill LatAm’s data gaps, fueling thought leadership and B2B marketing efforts.
When prelim study results come in
- Start pitching your thought leader as a keynote presenter at major industry events the following year, since lead time for this is 6-12 months
Initial rollout
- Publish a whitepaper by your thought leader and place it on a landing page, either gated or ungated
- Promote the whitepaper via a webinar to share key results and inviting potential partners or clients as guest speakers
- Create a video executive summary of the whitepaper that is narrated by the thought leader and quickly breaks down the key results—this can be posted on social media and distributed to the press along with a transcript to share quotes
- A PR push to industry publications for coverage based on study results
- Drafting several articles based on the study to pitch for placement in industry publications
- Publishing an infographic series on social media with pieces that point back to the landing page of the whitepaper
Secondary rollout
- Creating 10-12 stories based on the study results and sending as part of a newsletter (push) and posting on your site after search engine/language model optimization (pull)
- Create videos based on specific study results that are narrated by your designated thought leader(s) and pushing via social media (each video can highlight 1-2 results, nothing more, to give it a sharp focus and keep it brief)
- Brainstorm new blog posts or content inspired by the study results (thought pieces that are an extension of the ground covered by the study) and publish
At this point, with any luck, your thought leader will now be even better known, and you will have an array of published content that serves your customers, perhaps industry partners, and your company.
This one study could become an annual study—possibly a reference for your industry. Or it could be the start of further research that constantly places your thought leader(s) and your company at the forefront of your industry.
Next Steps
The easy part in all of this—as surprising as it may be—is creating the content based on the study.
The challenge is actually in execution, because Latin America presents its own challenges in data gathering, as we explain in these stories on LatAm market sizing, using AI to research Latin America, and evaluating export markets in Latin America.
But you can easily meet that challenge by hiring us—we’ve been producing market studies for Latin America in dozens of sectors since 1993.
Contact us so we can show you how we’d deliver the results you want in a way that will quickly turn your company leaders into thought leaders.
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