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Poking through the clouds

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From the Silicon Valley Cloud Computing Meet-up on 9/24, this presentation overviews strategies to break through the information clutter to become known as a Cloud Computing leading product and company.

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Poking through the clouds

  1. 1. POKING THROUGH THE CLOUDSTHE 3 C’S TO GETTING NOTICED
  2. 2. Ken RutskyPresident KJR Associates Strategic Product Marketing Expert
  3. 3. the world has shifted
  4. 4. we have data overload
  5. 5. Enterprise IT Cost Cloud Content Collaboration Transparency Management Software BusinessVirtualization & Flash Storage Intelligence Security Solutions Solutions On DemandEnterprise Social Virtualization Identity Software Software Management
  6. 6. 115,000 550,000 286,0005,170,000 1,230,000 2,800,000220,000 2,030,000 27,500
  7. 7. Breakthrough = Context + Concept + Content
  8. 8. Context Thought LeadershipConcept Breakthrough PositioningContent Engagement and Experience
  9. 9. Thought Leadership: Definition A subject matter expert with unique insights or perspectives who offers them to shift or contribute to the future direction of an industry, community or way of thinking. Source:
  10. 10. SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
  11. 11. “Theproblem is getting the right content to the right people...Producing smart, highly targeted and truly innovative content can be really challenging.” “Itʼs often difficult to find topics that have not already saturated the market. Putting a different spin on a subject takes time.”SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
  12. 12. CAPTURING THOUGHT LEADERSHIP Individual #1 Expertise Present Value Business Proposition Promote Individual #NIndividual #2 Expertise Expertise
  13. 13. CAPTURING THOUGHT LEADERSHIP Individual #1 Expertise Key Present Value Business Audience Proposition Lenses Promote Individual #NIndividual #2 Expertise Expertise
  14. 14. CAPTURING THOUGHT LEADERSHIP Individual #1 Context Meta Strategic Picture Frame Expertise Model Metaphor Its like... Concept Meaning Tactical Point Essence Key Statement: Explanation: Present Value Business Audience Proposition Lenses Content Matter Executable Stuff Detail ( Story / Case Study / Statistics / Research / Example / Process / Steps ) eg:1 eg:2 eg:3 Promote Individual #NIndividual #2 www.thoughtleaders.com.au Expertise Expertise
  15. 15. Context Thought LeadershipConcept Breakthrough PositioningContent Engagement and Experience
  16. 16. Three Strategies ForBreakthrough Positioning
  17. 17. Strategy 1: 1+1=3
  18. 18. Strategy 1: 1+1=3
  19. 19. Strategy 2 : Embrace and Extend
  20. 20. Strategy 2 : Embrace and Extend
  21. 21. Strategy 3 : Copy and Paste
  22. 22. Strategy 3 : Copy and Paste
  23. 23. Context Thought LeadershipConcept Breakthrough PositioningContent Engagement and Experience
  24. 24. Delivering the Message Engagement Thought LeadershipPresent PublishPromote Pitch Experience Positioning
  25. 25. Experience Matters Most
  26. 26. Experience Matters Most
  27. 27. Experience Matters Most
  28. 28. Experience Matters Most
  29. 29. CASE STUDY: NIMSOFTGETTING NOTICED AND WINNING
  30. 30. Nimsoft: The Big 4 Alternative
  31. 31. Monitored Datacenter AND CloudCustomers Cross Environment Unified Monitoring Enterprise Enterprise AND SPs Yesterday’s Cross Customer Tools Thought Leadership Datacenter
  32. 32. Positioningfrom the datacenter to the cloud
  33. 33. Engagement and Experience
  34. 34. Engagement Thought Leadership Unified MonitoringPresent PublishPromote Pitch From the Datacenter to the Cloud Experience Positioning
  35. 35. $350,000,000
  36. 36. SUMMARY 3 CS TO POKING THROUGH THE CLOUDS Context: Thought Leadership Content: DriveConcept: 3 Breakthrough Engagement and Positioning Strategies Experience

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