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Thought Leadership Marketing

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  • 1. Thought Leadership Marketing ‘Selling IT services is no longer a cost play. Learn how Thought Leadership marketing can help you improve competitive positioning and value realization’ Vinod Harith Nasscom Emerging Companies Forum 25th July 2008 Chennai Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 2. Defining thought leadership The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy & Business A commonly accepted definition is that thought leaders are individuals or organizations that are recognized by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate Thought leaders have a distinctively original idea, a unique point of view or an insight Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 3. Why thought leadership? Because customers now control the buying process Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 4. Why thought leadership? Simple. Because your customers are looking for it And 4 of the top 5 effective marketing vehicles AS RANKED BY CUSTOMERS have to do with thought leadership Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 5. Why thought leadership? And customers pay a lot of attention to thought leadership Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 6. Why thought leadership? Customers will even read junk mail if the message or idea is compelling Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 7. What thought leadership marketing delivers Moving beyond being just a cost player with your customer Building a strong brand – thereby helping you cut cost/ time of sale Increasing Marketing’s Business Impact Improving Competitive Positioning and Differentiation Implementing Demand Generation Tactics that Work Sharpening Marketing’s Edge Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 8. The Thought Leadership Ecosystem 1/3rd of organizations don’t Niche Identification Thought Leadership Creation and Positioning have a thought leadership Build in-depth research Identify the unique space strategy and another 1/3rd and compelling content around you should occupy in the the identified topics don’t communicate it Thought Leadership space Identifying your unique ecosystem helps you maximize touch points, improve effectiveness and Thought Leadership Partnerships Thought Leadership reduce cost of outreach Identify the right fit partners for Dissemination joint research and papers Distribution of papers, PPTs, webinars with academia and partners and podcasts though paid and unpaid channels Next practices – joint thought leadership with clients, customer councils Thought Leadership Repurposing Convert the content into webinars, Podcasts, speaking opps, etc Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 9. Where do we start Have a point of view - any view is better than no view Ideas, frameworks or hunches also qualify Build supports around your point of view – research, benefits… Get it endorsed by peers, customers and industry experts Find or create forums to communicate your thought leadership Be evangelical about your idea, don’t get side tracked Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 10. Measuring thought leadership We need to move away from traditional measures to business focused ones Touch points analysis and messaging recall Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 11. www.cmoaxis.com vinod.harith@cmoaxis.com; pramod.harith@cmoaxis.com Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd

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