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The Sophisticated Marketer's Guide to Thought Leadership: The Webinar


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Slides from the Sophisticated Marketer's Guide to Thought Leadership on LinkedIn by Jason Miller

Published in: Marketing

The Sophisticated Marketer's Guide to Thought Leadership: The Webinar

  1. 1. presents Jason Miller Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg
  2. 2. “Who I am as a guitarist is defined by my failure to become Jimi Hendrix.” – John Mayer
  3. 3. What is Thought Leadership? ​“Thought leadership consists of ideas that require attention, that offer guidance or clarity and that can lead people in unexpected, sometimes contrarian directions (think of Seth Godin). Thought leadership needs to be educational and ideally provocative; content marketing can simply be fun or entertaining”
  4. 4. ​ As Jeff Ernst, principal analyst at Forrester Research puts it: ​ “Business buyers don’t ‘buy’ your product or service, they ‘buy into’ your perspective and approach to solving their problems.” 1 The Why
  5. 5. Thought Leader vs Thought Leadership Don’t confuse the two. Not everyone can be a “thought leader” but by sharing ideas collectively your company can achieve thought leadership. There’s a big difference. Thought Leader Thought Leadership
  6. 6. Three Types of Thought Leadership SUCCESS Industry Leadership Product Leadership Organizational Leadership
  7. 7. Industry Thought Leadership
  8. 8. Industry Thought Leadership
  9. 9. Product Thought Leadership
  10. 10. Product Thought Leadership
  11. 11. Cultural Thought Leadership
  12. 12. Cultural Thought Leadership
  13. 13. The blog is the social media rug that ties the room together.
  14. 14. Laying the Foundation
  15. 15. Company Page/Showcase Page Company Page Showcase Page
  16. 16. Sponsored Updates
  17. 17. LinkedIn Groups
  18. 18. Publishing on LinkedIn LinkedIn Pulse
  19. 19. SlideShare Marketo Moz Content Marketing Institute
  20. 20. Activating Employees
  21. 21. Tap Into Multiple Sources (Curating Thought Leadership)
  22. 22. LinkedIn Pulse
  23. 23. Why it’s important to measure Thought Leadership Reputation Relationships Revenue
  24. 24. Thought Leadership Throughout the Funnel
  25. 25. Aligning thought leadership with messaging strategy Understand what prospects and customers believe Develop and articulate a well informed point of view Frame a story in terms of the value delivered to help buyers see new possibilities
  26. 26. The Sophisticated Marketer’s Guide to LinkedIn The Big Rock
  27. 27. 29
  28. 28. Take it Global
  29. 29. Email Blog InMail Company Page Sponsored Updates SlideShare Display PPC Twitter For those about to Launch….. FIRE!
  30. 30. 33 MQL 33 Turkey Slices (Non Gated) Lead Capture No Yes RevenueSales SDR Sales Qualified? BIG ROCK (Gated) Nurture No Yes
  31. 31. The Results Out of the Gate 34% 32% 15% 9% 6% 4% Email Blog InMail Direct/ SEO Other Display AdWords 64%7% 7% 7% 6% 4% 2% 1% 1% United States Netherlands India Canada Australia UK Germany New Zealand Singapore France 47% Percent of total NAMER inquiries driven by social YTD 17% = SU, 15% = Blog
  32. 32. 35
  33. 33. 37 18,000% ROI
  34. 34. “Sometimes you want to give up the guitar, you’ll hate the guitar. But if you stick with it, you’re gonna be rewarded.” – Jimi Hendrix
  35. 35. But don’t think you have to go it alone. Here’s a handy checklist for thought leaderships success: Define what thought leadership means to you/your organization Secure top-level buy-in and support Align thought leadership with product/service and organizational leadership goals Establish a process for brainstorming, vetting and developing a manageable number of ideas Develop a unique and groundbreaking viewpoint Use content marketing concepts and best practices to disseminate your thought leadership Deliver thought leadership at every stage of the buying cycle Define success criteria and measure and report on it
  36. 36. Thought Leadership Will Save Us from Content Shock
  37. 37. 42
  38. 38. “People want a thrill, people want a spectacle and people love to be entertained.”
  39. 39. The most effective platform for marketers to reach audiences, nurture prospects and acquire customers Accelerate sales by reaching the right people with helpful content throughout the buying process Share relevant content and campaigns with the world’s professionals Content & Campaigns Get to the right people with precision-focused B2B multi-channel marketing B2B Marketing
  40. 40. Thank You! Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg