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

by Craig Weber,  Karlyn Carnahan, August 31, 2015
Other
Global, Asia-Pacific, EMEA, Latin America, North America

Abstract

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.”

Celent is a research and advisory firm dedicated to helping financial institutions formulate comprehensive business and technology strategies. Celent publishes reports identifying trends and best practices in financial services technology and conducts consulting engagements for financial institutions looking to use technology to enhance existing business processes or launch new business strategies. With a team of internationally based analysts, Celent is uniquely positioned to offer strategic advice and market insights on a global basis. Celent is a member of the Oliver Wyman Group, which is a wholly-owned subsidiary of Marsh & McLennan Companies [NYSE: MMC].

Media Contacts

North America
Michele Pace
mpace@celent.com
Tel: +1 212 345 1366

Europe (London)
Chris Williams
cwilliams@celent.com
Tel: +44 (0)782 448 3336

Asia (Tokyo)
Yumi Nagaoka
ynagaoka@celent.com
Tel.: +81 3 3500 3023

Table of Contents

Executive Summary

1

 

Key Research Questions

1

 

Key Findings

1

Introduction

3

 

Defining the Genre

3

 

About this Report

3

 

Key Research Questions

3

Does Thought Leadership Matter?

5

 

Vendor Self-Assessment of Capabilities

6

 

Impact of Thought Leadership — A Carrier View

7

 

Who Provides the Best Content (Besides Celent)

9

Impact of Thought Leadership

10

 

Influence of Thought Leadership on Carrier Decisions

11

 

Most Effective Delivery Formats

12

 

Delivery Methods Used

13

 

Carrier Actions

14

 

Rapid Filtering?

15

 

But Surprising Patience for Consumption

16

Managing Production of Thought Leadership

17

 

Content Plans

17

 

How Much Content Is Created and Consumed?

18

 

The Content Engine

18

 

Value of Third Parties

19

 

Governance Models

20

 

Challenges in Creating and Deploying Thought Leadership

22

 

Investing for Thought Leadership

22

 

Measuring the Success of Thought Leadership

23

 

Putting It All Together

24

Conclusion

25

Leveraging Celent’s Expertise

26

 

Support for Financial Institutions

26

 

Support for Vendors

26

Related Celent Research

27

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