You've got an innovative new product but a small marketing budget. How can you get your message out? One way is to leverage thought leadership to engage your target audience. Vehicles such as webinars, podcasts, and articles don't cost much but can help build the top of the sales funnel. But you need to know where your customers are, what they care about, and commit to reaching them. Join this session to learn about customer-centric messaging, sustained presence, building an audience, rinse-and-repeat use of material, and maximizing your precious advertising dollars.