from the work that you do?

[Jahangir655]

Marte Gran Kristoffersen: We have a quite extensive spokesperson strategy, ensuring that the people that we put on front is on the core on what they should also be talking about externally. We make sure that insights is also relatable to the role that they have at Intrum, so that they both privately and professionally have something to bring to the table and also that fits naturally with the relevance and the work that they do for Intrum.

So that’s very important for us, that we have something to provide them that are close to their heart as well and that they find meaningful to talk about, and household economies and people’s everyday life and how we can help our clients to get back on track is very dear to many of those that we position.
And then very practical, what we have also learned down the years is that everything, all good things are telemarketing leads, usa telephone number data three, so we try to put everything in number three. Top three data points that our CEO should know about, top three trends, top three teams, everything is top three because that’s very easy to learn, and then we see that the engagement and the usage of the insights also is broader.

Rob Mitchell: What advice would you have for companies that are perhaps struggling to get their senior leadership on board with the thought leadership? And we talked about some of those areas there, but are there any specific tips that you would recommend that they follow?

Marte Gran Kristoffersen: Yeah, involve them early, already from the beginning if possible, so that they can be part of shaping the narrative, the analysis if it’s based on the survey that they give input on the questions. Because there might be conversations that they have where they don’t have backup data, and we can provide that so that they can use that insights and also have great conversations with the people that they talk to, so that’s important.

Rob Mitchell: Great insights and a fascinating perspective. Many thanks for joining us, Marta. That’s all we’ve got time for today. We’ll be sharing fresh perspectives from marketing and communications leaders in the months ahead. In the meantime, subscribe to receive our insights on our website at longitude.ft.com/subscribe.