The Problem
An established software company focused on device and systems management wanted to strengthen its presence in the IT ops space via a thought leadership–driven content strategy. While the team had previously conducted this work internally, those efforts focused primarily on tactical metrics and lacked a cohesive narrative about broader industry dynamics.
They needed research support that could combine rigorous methodology with story-driven insight development to produce a State of the Industry report to power content marketing, webinars, and lead generation efforts.
The Approach
Designed and fielded a survey-based study to collect data for the thought leadership report and incremental initiatives:
– Conducted an initial workshop to align on the narratives and industry themes the team wanted to explore through the research.
– Crafted a survey to support the core thought leadership objectives while also capturing additional inputs to inform product and go-to-market decisions.
– Analyzed the data to enable segmentation by key audience groups, creating opportunities for additional reporting and content development.
The Results
Thought Leadership Narrative
We produced a findings memo outlining key narratives and supporting data points to help align the team around a cohesive, broader message of optimism in the face of automation and AI evolutions.
Incremental Content Opportunities
Through the study, we generated data to support industry-specific and geography-specific cut analyses, enabling the creation of incremental reports and ongoing content opportunities.
Marketing Channel & Content Planning
We collected incremental data to help refine channel marketing efforts and inform additional resource development.
Did You Know...
Did you know that the most effective thought leadership isn’t driven by raw data alone? Even large datasets can fall flat without a clear narrative. What makes thought leadership resonate is uncovering overarching stories and patterns that connect insights into a compelling, memorable message for your audience.
