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Thought Leadership: The Next Wave In B2B Marketing - Laura Ramos, Forrester

Presented by Laura Ramos, VP and Principal Analyst at the Business Marketing Association of Kansas City on Nov. 18, 2015.

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Thought Leadership: The Next Wave In B2B Marketing - Laura Ramos, Forrester

  1. 1. © 2015 Forrester Research, Inc. Reproduction Prohibited 2 Obligatory commercial…. Help us create great research. Please take our B2B budget survey: http://bit.ly/1NQAju1
  2. 2. Thought Leadership: The Next Wave In B2B Marketing Laura Ramos, Vice President & Principal Analyst Kansas City BMA, #BMAKC November 18, 2015
  3. 3. Business buyers don’t buy your product, they buy into your approach to solving their problem
  4. 4. © 2015 Forrester Research, Inc. Reproduction Prohibited 5 Today, we will talk about …. › What is thought leadership marketing? › Why does it matter to your business? › Introducing IDEA: a guide to marketing your thought leadership effectively › Examples of engaging thought leadership › Discussion and recommendations
  5. 5. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 Thought leadership vs. TL marketing Source: Wikimedia Commons: Seth Godin in 2009,
  6. 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 Thought Leadership Marketing Big ideas and POVs on Customer’s issues + Sharing + Dialog (before buying) + Exchange of Value = Trusted source
  7. 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 Thought Leadership sits at the pinnacle of content marketing strategy Source: 2015 Forrester Report, “Nurture Thought Leadership To Nurture Your Brand”
  8. 8. True Thought Leadership – the market decides…
  9. 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 Let’s continue to talk about …. › What is thought leadership marketing? › Why does it matter to your business? › Introducing IDEA: a guide to marketing your thought leadership effectively › Examples of engaging thought leadership › Discussion and recommendations
  10. 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 Source: October 10, 2013 “Competitive Strategy in the Age of the Customer” report. The Age of the Customer empowers your buyers – makes them harder to engage
  11. 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 How can you compete for attention? Source: http://blog.allegranetwork.com/ Perpetually connectedTime-pressed Overrun with choices Seeking context Not always rational
  12. 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 Content explains how you solve problems
  13. 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey and July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester report Yet B2B marketers admit their content doesn’t engage buyers or deliver value
  14. 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 B2B buyers don’t find it engaging
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Image source: https://infocus.emc.com/chris_gaudlip/forget-virtual-reality-reality/ 68%want vendors who “understand my business, my problems – and help me solve them” 50%want vendors “to share insights with me that I haven’t considered.”
  16. 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Let’s continue to talk about …. › What is thought leadership marketing? › Why does it matter to your business? › Introducing IDEA: a guide to marketing your thought leadership effectively › Examples of engaging thought leadership › Discussion and recommendations
  17. 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Forrester’s four-step IDEA framework I D Identify your target audience, their issues, and the sources of information they trust. Develop your thought leadership platform: the ideas and content that express the company’s positions. E Engage your audience through a considered mix of digital, social, and traditional channels. A Assess the impact on your business and revise or reinvest. Source: 2015 Forrester Report, “Nurture Thought Leadership To Nurture Your Brand”
  18. 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Industry Issues Brand Platform Strong brands set the stage for strong thought leadership Thought Leadership
  19. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 True thought leadership embodies bold attributes Source: 2015 Forrester Report, “Nurture Thought Leadership To Nurture Your Brand”
  20. 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Xerox praises stubbornness
  21. 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Make TL platform broad but specific Big Idea Position Position Theme Position Position • A hierarchy of ideas • Similar to a political platform • Centered on customer cares
  22. 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 TL delivers real business results Recognition as expert More inbound inquiries, short lists Philosophically-aligned buyers Faster sales cycles Differentiation Higher close rates, selling prices Sharing & WOM Greater reach at lower cost Emotional connection and trust Increased customer loyalty More valuable to customers Higher lifetime value Understanding of customer/market issues Better product/service fit Admired in industry Attract and retain top talent TL helps achieve: Which results in:
  23. 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 Let’s continue to talk about …. › What is thought leadership marketing? › Why does it matter to your business? › Introducing IDEA: a guide to marketing your thought leadership effectively › Examples of engaging thought leadership › Discussion and recommendations
  24. 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 25 Source: http://www.greendatacenternews.org/standard/about/ Verne Global shares green data center best practices
  25. 25. © 2015 Forrester Research, Inc. Reproduction Prohibited 26 Mercer features thought leaders to create engaging conversation
  26. 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 27 ChiefMartec keeps tabs on a burgeoning technology landscape
  27. 27. © 2015 Forrester Research, Inc. Reproduction Prohibited 28 Cognizant uses research to explore key customer issues and trends
  28. 28. © 2015 Forrester Research, Inc. Reproduction Prohibited 29 KPMG: highlights global perspectives Source: World Economic Forum Live (http://weflive.com/)
  29. 29. © 2015 Forrester Research, Inc. Reproduction Prohibited 30 Source: Owens-Illinois (http://glassislife.com/) O-I speaks to socially significant issues
  30. 30. © 2015 Forrester Research, Inc. Reproduction Prohibited 31 TEDMED tackles difficult problems
  31. 31. © 2015 Forrester Research, Inc. Reproduction Prohibited 32 › Know where you are…. › Focus on customer issues: be relevant and provocative › Strive to create conversation, not leads › Foster company-wide commitment › Get disciplined: create an editorial calendar › Report on business results How do you get started?
  32. 32. © 2015 Forrester Research, Inc. Reproduction Prohibited 33 › Focus on one key audience to start › Develop your “platform” › Collaboratively select thought leaders › Decide what to share without expectation of return › Create – and continue – conversations Use the IDEA framework to guide TL
  33. 33. © 2015 Forrester Research, Inc. Reproduction Prohibited 34 Questions?
  34. 34. Thank you forrester.com Laura Ramos lramos@forrester.com @lauraramos Help us create more great research: Please take our budget survey at: http://bit.ly/1NQAju1

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    Jun. 26, 2016

Presented by Laura Ramos, VP and Principal Analyst at the Business Marketing Association of Kansas City on Nov. 18, 2015.

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