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Create Thought Leadership with Content & Community

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Transform your company from a seller to a trusted advisor by leveraging thought-leadership. Many organizations today invest in thought-leadership without thinking through an overall strategy. Often, ...

Transform your company from a seller to a trusted advisor by leveraging thought-leadership. Many organizations today invest in thought-leadership without thinking through an overall strategy. Often, investments are directed either on white-papers, press releases, flash demos, social media or analyst coverage without much thought given to it. Attend our webinar, where our speaker shares his experience on how a young, agile VC-backed startup operating in B2B space created and implemented a well thought out plan to differentiate itself in a market dominated by players like SAP and Oracle. By leveraging social media to reach out to the early stage customers, at the same time actively building analyst relations, the company was able to stand out of the crowd, differentiate itself and create value for the user.

TOPICS INCLUDE

• How to position your organization into a trusted advisor
• Talk more about the problem without selling your product
• Real life cast-studies of successful content strategy implementation
• Mapping content to user goals, business objectives and key priorities

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Create Thought Leadership with Content & Community Presentation Transcript

  • 1. Create Thought Leadership through Content and Community Regalix, Inc April 22, 2009 think innovation 1-888-REGALIX | info@regalix-inc.com Palo Alto, USA | Bangalore, India | New Delhi, India | Chandigarh, India © 2006 Confidential | Think Innovation 1
  • 2. Defining Thought Leadership Who are Thought Leaders? “Individuals or Organizations that are recognized by peers, customers & Industry experts as someone who deeply understands the business they are in, the needs of their customers, and the broader marketing space they operate in” © 2006 Confidential | Think Innovation 2
  • 3. Why Thought Leadership Influence in Purchasing decision Source: How Customers Choose Solution Providers, North America, 2008, Focus Report © 2006 Confidential | Think Innovation 3
  • 4. Why Thought Leadership Contd.. Second biggest area of focus for Marketers Source: 2009 Sales and Marketing Industry Study by Go-To-Market Strategies © 2006 Confidential | Think Innovation 4
  • 5. Thought Leadership Toolkit PR & Media Presence Events – Email Speaking Marketing/ Engageme Newsletter nts s Tools for White- Thought Paper/Coll Social Leadership Media ateral/ Datasheets Book Corporate Authoring Blog Analyst Coverage © 2006 Confidential | Think Innovation 5
  • 6. Speaker – Gaurav Kapoor GM and CFO – MetricStream Led major initiatives to build thought leadership for a venture backed startup Market Leader in Governance, Risk and Compliance (GRC) Largest Open Portal in the world on GRC Led marketing and operations for $ 4Bn international business unit at Citibank with operations in 25 countries and customers in over 100 countries worldwide. Bachelors in Technology (with Honors) from the Institute of Technology in India, a degree in Business from FMS, Delhi and an MBA from the Wharton Business School, University of Pennsylvania where he graduated as a Palmer Scholar © 2006 Confidential | Think Innovation 6
  • 7. Creating Thought Leadership through Content and Community MetricStream Inc. Case Study Gaurav Kapoor, CFO & GM Metricstream Inc. Apr 24, 2009
  • 8. Year 2005 – One of Too Many Compliance and Quality Software company Solutions for Quality and Compliance Business model Enterprise Software Market Presence Mid Size Leaders in the market - Sox, HIPAA, FDA providers 200 vendors jostling for space Analysts unaware of company 8
  • 9. Year 2008 – Market Leader Governance, Risk and Compliance Specialists Patented ComplianceOnline.com portal Regulatory and Risk Management Platform Industry-leading Manage governance, risk and compliance issues across the enterprise Business model Enterprise Software Ondemand E Learning Transactions Market Leadership Forrester Wave 2008 ‘Leader’, Gartner Magic Quadrant Leader 2008 and Cool Vendor 2008 Red Herring 100, Deloitte Fast 50 Corporate Information 80% annual growth and profitable Backed by Kleiner Perkins (Amazon,Google, Genentech, Sun, Cisco..) 9
  • 10. Sample Customers
  • 11. Magic Quadrant for Enterprise Governance, Risk & Compliance Platforms
  • 12. GRC Forrester Wave 2008
  • 13. How Did We Do It ? 5 Point Plan to Build Thought Leadership © 2006 Confidential | Think Innovation 13
  • 14. 5 Point Plan to Thought Leadership 1. Look LARGER than you are 2. Value Domain Knowledge more than Functional Knowledge 3. Seek knowledge assets outside the company – not just within 4. Become a value provider in the larger ecosystem 5. Never stop innovating
  • 15. 1. Look Larger than you are Website Content Scale, Scale, Scale (quality and quantity) Executives part of Global/National/State Forums Chairman part of Global Energy Consortium CEO leading delegation to Senate around Healthcare, Education CFO works closely with NASDAQ/PCAOB/CROs of global organizations Engage with the Prospect as a peer – not as a ‘vendor’
  • 16. Press Coverage
  • 17. 2. Value Domain Knowledge More than Functional Knowledge Hiring ‘Domain experts’ in Sales/Marketing/Services/Support VP Sales – ex COO in a $10Bn company GM – ex Citigroup Executive Stay Ahead of the market Created a Map of all Risk and Compliance roles Behave like you were your prospect’s trusted advisor Research, Study, have stories
  • 18. 3. Seek Knowledge Assets Outside the Company Participate Make the community your friend Facilitate Create your own community Monetize or Motivate Incentivize the community
  • 19. ComplianceOnline Ecosystem Applications Lightweight Apps for SMEs and Community individuals Best Practices, Training Checklists Standards Premium Content Discussion, Forums by Role& Content Industry And Search Regulations, Discussions, Blogs Experts Train News, Feeds Professionals 1000 Topics
  • 20. Thought Leadership Portal
  • 21. Content & Community at Portal
  • 22. • Largest portal on Compliance on the Internet • Vertical search with over 5M documents • 1.5M+ compliance community • Over 1000 courses • Over 25K compliance products in the catalogue • Exclusive partnership with NASDAQ © 2006 Confidential | intelligent marketing & technology solutions 23
  • 23. 4. Become a Value Provider in the Larger Ecosystem Extend your value chain beyond your product offering Follow a lifecycle approach with the prospect Find ways to monetize while being patient
  • 24. Life Cycle of a GRC Buyer Enterprise Wide Governance Risk and Compliance Siloed point solutions ComplianceOnline.com to manage functional Or departmental $750-$3M GRC Lightweight Applications to Manage GRC $100-$250K processes Training & Certification $ 10,000 per year Awareness & $ 250 - $ 1,000 per txn Education about GRC Primary Business 25
  • 25. 5. Never Stop Innovating Innovate for your customers Leaders want to work with leaders Innovate in products/business model/distribution Analysts can see it Partners can see it Customers can see it
  • 26. Benefits of Thought Leadership © 2006 Confidential | Think Innovation 27
  • 27. 5 Point Plan to Thought Leadership 1. Look LARGER than you are 2. Value Domain Knowledge more than Functional Knowledge 3. Seek knowledge assets outside the company – not just within 4. Become a value provider in the larger ecosystem 5. Never stop innovating
  • 28. Creating Thought Leadership gaurav@metricstream.com
  • 29. About Regalix Forefront of Online Marketing, Research and Web 2.0 portals Multi-disciplinary Leadership Team Fortune 500 and Venture-Backed Customers (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices 150+ Team, Built on 8+ years of research Recognition © 2006 Confidential | Think Innovation 30