Getting Thought Leadership Right: When Vendors Speak, Does Anyone Listen?

There’s lots of thought leadership noise in the market. But vendors that do thought leadership right position themselves for success.

New research from Celent shows that insurers value thought leadership provided by vendors.

“It is easier to do thought leadership poorly than it is to do it well,” says Celent CEO Craig Weber. “But insurers clearly pay more attention to vendors who are credible thought leaders and are more likely to partner with them.”

The report, based on surveys of Celent’s research panels, notes that topic selection, choice of delivery mechanisms, partnering strategies, and governance models are all critical factors in thought leadership programs. Its 21 figures provide vendors with unprecedented insights into how carriers view thought leadership content and best practices for creating and delivering it.

“Our surveys of both vendors and insurers strongly support the value of thought leadership,” says Research Director Karlyn Carnahan. “Given the competition in virtually every segment of insurance software and services, we believe it is imperative that vendors create effective thought leadership.”