Thought Leadership: Positioning Yourself as an Expert in the MarketplaceDana Vanden Heuvel
Presentation to the Sheboygan Chamber of Commerce on 12/17 at their program: FOCAL POINT: Thought Leadership: Positioning Yourself as an Expert in the Marketplace.
Thought Leadership Marketing: From Hidden Talent to Visible Expert - Presente...Dana Vanden Heuvel
Thought Leadership Marketing: From Hidden Talent to Visible Expert - Presented at the Iowa AMA
Business-to-business (B2B) marketers are being asked to position their firms as thought leaders in the industries they serve, but many marketers are still murky on just what thought leadership is and even more unsure of how to activate their experts for thought leadership. Marketers need more than just a body of content and social media to become thought leaders on the issues that are most relevant to their customers.
This event is designed for marketers who seek to use thought leadership as a means to market their brand and want to know the best way to establish thought leadership within their industry. Attendees will walk away with an understanding of what thought leadership is, and what it is not, how to build the discipline of thought leadership in an organization and how to take the first steps away from ‘hidden talent’ toward the ideal of ‘visible expert’.
Attendees will leave armed with a series of tools to help them determine and test their platform, establish the right thought leadership channels and build the case for thought leadership marketing in their organization.
Becoming a trusted resource and perceived expert in a specific field or industry can bring great benefits to a brand. This presentation explains the strategy for becoming a Thought Leader among industry peers as well as a reliable information source for media.
Thought Leadership: Positioning Yourself as an Expert in the MarketplaceDana Vanden Heuvel
Presentation to the Sheboygan Chamber of Commerce on 12/17 at their program: FOCAL POINT: Thought Leadership: Positioning Yourself as an Expert in the Marketplace.
Thought Leadership Marketing: From Hidden Talent to Visible Expert - Presente...Dana Vanden Heuvel
Thought Leadership Marketing: From Hidden Talent to Visible Expert - Presented at the Iowa AMA
Business-to-business (B2B) marketers are being asked to position their firms as thought leaders in the industries they serve, but many marketers are still murky on just what thought leadership is and even more unsure of how to activate their experts for thought leadership. Marketers need more than just a body of content and social media to become thought leaders on the issues that are most relevant to their customers.
This event is designed for marketers who seek to use thought leadership as a means to market their brand and want to know the best way to establish thought leadership within their industry. Attendees will walk away with an understanding of what thought leadership is, and what it is not, how to build the discipline of thought leadership in an organization and how to take the first steps away from ‘hidden talent’ toward the ideal of ‘visible expert’.
Attendees will leave armed with a series of tools to help them determine and test their platform, establish the right thought leadership channels and build the case for thought leadership marketing in their organization.
Becoming a trusted resource and perceived expert in a specific field or industry can bring great benefits to a brand. This presentation explains the strategy for becoming a Thought Leader among industry peers as well as a reliable information source for media.
Company that are looking to engage with their buying audience will need to look at how people are buyer buying products now vs how they used to and how to engage with your buyers before they become customers How? By engaging buyers with the information they’re looking for, when they need it, and where they need it most.
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
This presentation covers the best ways to grow your firm in 2011 and beyond. It covers highly successfully marketing approaches and offers real-world case studies from IT services firms. It also examines a wide assortment of marketing approaches—from social media, PR and target account campaigns to events, award programs and the ever-essential website optimization—and shows exactly how industry peers are leveraging these techniques to achieve bottom-line results.
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
Thought leadership: winning the battle for attention in B2B technology marketingDamo Consulting Inc.
Thought leadership is the fastest growing spend category in content marketing today. Here are some best practices to get the most out of your investments in thought leadership marketing.
What a Tangled Web We'll Weave (without a Content Strategy)Stacey King Gordon
As companies discover the power of content to drive and nurture leads and deepen customer relationships, they’re looking at turning their marketing teams into content producers. But with content marketing comes great responsibility — and sometimes before they begin, brands don’t stop to think about the important things. Why are we doing this? How will we keep it going? How can we get the most out of our efforts? Are we really giving customers what they want and need?
In this session, we’ll explore how a solid content strategy can help your company nurture the good, tame the bad, and head off the ugly in your content marketing efforts. We’ll talk about:
• What a content marketing strategy is and how it supports successful content marketing initiatives
• How to create a content marketing strategy that improves customer experiences (rather than further muddying the waters with confusing, conflicting or unhelpful content)
• The unpleasant but very necessary topic of governance: ownership, standards and process
• Mining your company’s internal expertise — and making it relevant for customers
• Taking content marketing to the next level: how to use content strategy to evolve into a true thought leader
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
How content bridges the divide between sales and marketing by creating a unif...Varun Mittal
At LinkedIn, sales and marketing alignment is an important topic for us and for our customers. We
believe achieving alignment is crucial for sales and marketing to reach their full potential. Previous
global research from LinkedIn shows that 60% of respondents believed that misalignment between
sales and marketing could damage financial performance. From both the sales side and the marketing
side, there’s broad agreement that sales and marketing alignment can boost pipeline, improve
customer experience, and increase customer retention.
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
To learn how to track and identify your ideal buyer, amplify your efforts across multiple channels, and work with sales to capture different types of leads.
EVENT: Social Media Breakfast Seattle, 12/1/09.
AUDIENCE: VPs and Directors of Marketing
TOPICS: Engagement, consumer behavior, social media, marketing approaches
AUTHOR: Eric Weaver, Tribal DDB
SYNOPSIS: There have been myriad presentations on "social media strategy" but few to none on how to actually craft one. This is Eric Weaver's take. He describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and steps to take in creating an engagement strategy.
30 min guide: Discover the ZEN of B2B marketingAnders Lindgren
The formula is as powerful as it is simple. To reach and captivate your most likely buyers in our new digital service economy, simply be more precise and more human in your communication.
Improving marketing in B2B using Social Networking Dr.Hakan Tetik
The idea is very basic: Corporates should have their own facebook platforms expecially for their field services like sales, services and marketing. Employees or channels which are in cooperation with the main body of the echosystem can better teach each other, can better compete and can better collaborate - let them do but listen carefully !
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Marketing MO
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
Company that are looking to engage with their buying audience will need to look at how people are buyer buying products now vs how they used to and how to engage with your buyers before they become customers How? By engaging buyers with the information they’re looking for, when they need it, and where they need it most.
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
This presentation covers the best ways to grow your firm in 2011 and beyond. It covers highly successfully marketing approaches and offers real-world case studies from IT services firms. It also examines a wide assortment of marketing approaches—from social media, PR and target account campaigns to events, award programs and the ever-essential website optimization—and shows exactly how industry peers are leveraging these techniques to achieve bottom-line results.
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
Thought leadership: winning the battle for attention in B2B technology marketingDamo Consulting Inc.
Thought leadership is the fastest growing spend category in content marketing today. Here are some best practices to get the most out of your investments in thought leadership marketing.
What a Tangled Web We'll Weave (without a Content Strategy)Stacey King Gordon
As companies discover the power of content to drive and nurture leads and deepen customer relationships, they’re looking at turning their marketing teams into content producers. But with content marketing comes great responsibility — and sometimes before they begin, brands don’t stop to think about the important things. Why are we doing this? How will we keep it going? How can we get the most out of our efforts? Are we really giving customers what they want and need?
In this session, we’ll explore how a solid content strategy can help your company nurture the good, tame the bad, and head off the ugly in your content marketing efforts. We’ll talk about:
• What a content marketing strategy is and how it supports successful content marketing initiatives
• How to create a content marketing strategy that improves customer experiences (rather than further muddying the waters with confusing, conflicting or unhelpful content)
• The unpleasant but very necessary topic of governance: ownership, standards and process
• Mining your company’s internal expertise — and making it relevant for customers
• Taking content marketing to the next level: how to use content strategy to evolve into a true thought leader
How to balance performance marketing and brand marketing as you scale, with a specific emphasis on DTC / D2C strategies. Presented at FUTR Europe Summit 2021.
How content bridges the divide between sales and marketing by creating a unif...Varun Mittal
At LinkedIn, sales and marketing alignment is an important topic for us and for our customers. We
believe achieving alignment is crucial for sales and marketing to reach their full potential. Previous
global research from LinkedIn shows that 60% of respondents believed that misalignment between
sales and marketing could damage financial performance. From both the sales side and the marketing
side, there’s broad agreement that sales and marketing alignment can boost pipeline, improve
customer experience, and increase customer retention.
The B2B Marketer's Lead Generation Field GuidePascal Bourhis
To learn how to track and identify your ideal buyer, amplify your efforts across multiple channels, and work with sales to capture different types of leads.
EVENT: Social Media Breakfast Seattle, 12/1/09.
AUDIENCE: VPs and Directors of Marketing
TOPICS: Engagement, consumer behavior, social media, marketing approaches
AUTHOR: Eric Weaver, Tribal DDB
SYNOPSIS: There have been myriad presentations on "social media strategy" but few to none on how to actually craft one. This is Eric Weaver's take. He describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and steps to take in creating an engagement strategy.
30 min guide: Discover the ZEN of B2B marketingAnders Lindgren
The formula is as powerful as it is simple. To reach and captivate your most likely buyers in our new digital service economy, simply be more precise and more human in your communication.
Improving marketing in B2B using Social Networking Dr.Hakan Tetik
The idea is very basic: Corporates should have their own facebook platforms expecially for their field services like sales, services and marketing. Employees or channels which are in cooperation with the main body of the echosystem can better teach each other, can better compete and can better collaborate - let them do but listen carefully !
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Marketing MO
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
Our mission at The Faction Agency is to amplify every client's business objectives—from market share gains to increased sales revenue—with powerful brand equity.
Our commitment to achieving a new standard of excellence with every client sets our business apart. It's what keeps us tapped into what’s going on in today’s technology-driven markets so we can help our clients influence what comes next to achieve real and lasting success.
Seven steps to effective thought leadership James Ralph
Effective Thought Leadership boosts the bottom line and enables faster growth. This presentation sets out Good Relations' seven step process for developing and running business boosting Thought Leadership programmes.
Path To Revolutionary Merchandising And Marketing DecisionsG3 Communications
Retailers are under pressure from all sides today, from the empowered consumer to increased competition. Leading retailers have joined the revolution to harness the power of their data assets to improve their merchandising and marketing actions that drive real business value.
Hear DemandTec, an IBM Company and a recognized Retailer discuss the revolution that is driving superior decisions across price, promotion, and assortment by introducing science to put the shopper at the center of each decision.
In this webinar you will learn the value of integrating your merchandising and marketing decisions, and effectively collaborating within your organization and with your manufacturer trading partners. We will discuss how to
Use shopper insights to make better merchandising decisions
Localize your assortment through optimization and collaboration
Deliver relevant, targeted promotions
Make pricing decisions that drive category and customer goals
Partner with your manufacturing partners across all your activities
Overreacting to events, tackling symptoms rather than underlying fundamental problems and jumping to please the boss can prove fatal. Crippled marketing efforts can leave promising companies in the dust, or at least handicapped at the starting gate. Admired companies are leveraging Marketing Operations to improve performance and measure ROI as they refine their marketing organizations using an operational focus.
The Strategic Role of Product Management
The Strategic Role of Product Management explains why product management is a critical, strategic role in a technology company. One which guides products to be created based on a market need, not because someone thinks it is a good idea.company. One which guides products to be created based on a market need, not because someone thinks it is a good idea.
Social media marketing - Ugrow Marketing SEOugrowm
One thing that makes a difference in social media marketing is technique. In some ways, this type of marketing might be called “Confrontational Marketing Light.” The essence of social media is to produce communication that’s sharp and lightly confrontational. Social media marketers know their promotional and sales pitches can’t leave room for doubt about the identity of the products, goods or the business name.
When you need to get your marketing team focused and ready to move forward with new marketing technology like social media or thought leadership or you’re looking for a facilitator to help you get the most from a marketing breakout session, The MarketingSavant Group is ready with workshop sessions that range from a half day to two days. These customized workshops, seminars and boot camps address your specific priorities, marketing environments, and challenges. Our events are educational and action-oriented.
SOCIAL MEDIA ATTITUDE ADJUSTMENT: We'll take you through the world of social media through the artist's lens so that with the practical skills under your belt, you can confidently listen, participate and engage in positive conversations on the social web.
Seasonal Marketing: Prepping for the Next Wave so You’re Always One Step AheadDana Vanden Heuvel
Start planning for your next seasonal marketing campaign now so that you’re well prepared when back to school bells ring and the colors start to turn. This webinar will walk you through a checklist of things you can do now to prepare for next season’s promotion. Here’s a quick look at some of the topics we’ll cover in the webinar:
* Pick seasonal themes to base your marketing message around
* Select seasonal products/services to promote
* Set up your promotional calendar
* Reference Chase’s calendar of events for additional promotional opportunities
* Create a strategy to implement seasonal marketing year round
* Effectively integrate social media into all of your seasonal marketing efforts
Speakership: Grow Your Career or Business Through Speaking and Thought Leader...Dana Vanden Heuvel
One of the most incredible things that any professional can do to boost their career, credibility and professional potential is to take to the stage as a public speaker. While not everyone desires a career as a professional speaker, nearly every professional can gain from acquiring the skills necessary to command a room from the podium.
Make no mistake; this is not a presentation on how to be a great speaker, or even a competent speaker. Rather, Speakership is a presentation on how to be seen as the expert, how to earn your place at the front of the room and how to develop your career, business or cause with purpose through the power of speaking.
This one-hour webinar dives deep into the art of speakership. We’ll talk about how to leverage public speaking to position yourself as an expert or trusted resource in front of a room of ideal prospects.
Customer Twervice: Protect Your Reputation with Social Media Customer ServiceDana Vanden Heuvel
Have you ever had a social media customer service experience? According to one recent poll on customer service online, 83% of business respondents said they answer customer complaints via social channels in less than six hours. What’s your response time? If you’re reading this and think “hey, I don’t really monitor social media that closely, let alone respond” you’re not alone. In fact, only about 40% of retailers actually monitor what their customers say online.
It’s no longer enough to sit on the sidelines. When your target customer spends five hours a day on Facebook; sends 120 text messages and half a dozen tweets a day from a smartphone and posts photos, videos, and blogs around the clock; “checks in” regularly using Foursquare at favorite retail locations to become “mayor”; relies on a plethora of mobile apps like Google Maps to get from one place to another, you can bet that they expect you to be there in social media when they want service!
This one-hour webinar covers the fundamentals of social media customer service, the best practices to employ and shares cases and examples the good, the bad and the ugly of social media customer service.
What Every School District Needs to Know About Social MediaDana Vanden Heuvel
Twitter, Facebook, RSS feeds…so many social media tools
out there to provide information in ways that your audience
finds fast and convenient. School districts are faced with
the challenge of deciding which tools to use for what
purpose. This session will provide a summary of the most
popular tools school districts are using, share case studies
from districts around the country that have had success
with social media, and give you the top 10 best practices
for employing social media in your school district.
Ready to commit to social media in your trade show strategy, but not sure how to get your target audience to say “yes”? It’s time to stop flirting with social, and get engaged!
This webinar will walk you through the social media for trade shows planning process, discuss the specific tools that you will use and how you can use them to maximize your results and provide some concrete case studies of organizations that have experienced success with social media marketing for their shows and events.
Social Media Strategy: The 12-Point Program for the Social EnterpriseDana Vanden Heuvel
The webinar is a play on the “12-Step Programs” out there, but seriously, we’ve found about a dozen elements that need to be considered in order to be effective in social media as an organization. In this webinar you’ll learn what you need to do to succeed with social media and when you need to do it. You’ll also leave with a comprehensive understanding of the subject and how you improve your social media efforts tomorrow.
Social Media Marketing for the National Bicycle Tour Directors Association (N...Dana Vanden Heuvel
Social Media Marketing for the National Bicycle Tour Directors Association (NBTDA).
Presented by Dana VanDen Heuvel, President of the MarketingSavant Group, a social media consulting and training company in Green Bay, WI.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
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This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
2. Dana VanDen Heuvel
Dana is the founder of The
MarketingSavant Group and a widely
recognized specialist in thought
leadership and emerging marketing
technologies such as blogging, social
media, RSS, Internet communities
and interactive marketing trends and
best practices and speaks regularly
on these topics at industry events.
Dana is the creator of the American
Marketing Association
“TechnoMarketing” training series
and the author of the AMA
Marketech ’08 guide to marketing
technology.
Need help after the event? Email -
dana@marketingsavant.com
3. After-Event Slides & Resources
The slides and resource links are available
electronically after the event:
clients.marketingsavant.com/nmama
4. The Five Key Topics We’ll Explore:
1 | Defining Thought Leadership & Its Growth in B2B Marketing
Thought leadership is fast becoming the most widely used and desired B2B marketing practice...
2 | Attaining Thought Leader Status – The Thought Leader’s Mindset
Thought leaders set themselves apart using eight mandatory attributes.
3 | Thought Leadership Cases & Companies
Who’s using thought leadership marketing and how.
4 | The Thought Leadership Marketing Toolkit
The tools of the trade for thought leadership marketers.
5 | Building & Measuring the Thought Leadership Marketing Plan
How to, pitfalls and how to know if you’re succeeding with thought leadership marketing.
5. What is Thought Leadership?
“Thought leadership centers on earning trust and
credibility. Thought leaders get noticed by offering
something different—information, insights, and
ideas, for instance. Thought leadership positions
you and your company as an industry authority and
resource and trusted advisor by establishing your
reputation as a generous contributor to your
industry.”
RainToday.com
6. Thought Leadership Marketing
Thought Leadership Marketing provides a sustainable
go-to-market strategy based on your competence and
point of view by developing intellectual capital
Thought Leadership
employing elements of insurgent marketing principles
Marketing
and creating clarity in the marketplace through a
balanced digital and traditional channel approach to
achieve market share and demand generation.
Thought Leadership Marketing turns organizational activity into
Insurgent/Underdog Social Media & intellectual capital that supports relevant advocacy positions, tacit domain
Marketing Digital Marketing
expertise and point-of-view platforms to shape and influence market
perceptions and establish your organization a thought leader, knowledge
resource, subject matter expert and ultimately, a trusted client advisor
Social media and digital marketing combine with trusted, classical
marketing tools to form a foundation for sharing and relevant dialogue with
clients and markets that builds market capital and provides the insights,
access, and influence required to create demand generation
Effective Thought Leadership Marketing employs insurgent marketing
principles that deliver immediate and measurable lead and prospect
opportunity improvements and drives demand generation by focusing on
delivering wins and competing on higher ideals, not lower prices, in the age of
the empowered buyer.
7. The Thought Leadership
Marketing Equation
Strategic use of TLM
Competence, purpose and Thought leaders and trusted
tools and channels with
core market understanding advisors occupy the
media collaboration
inform the point of view & greatest share of mind
garner your share voice in
thought leadership among business buyers.
the industry and spark the
platform. Thought leaders Share of mind predicts
industry dialogue around
outshine their competitors share of market. Thought
your ideas.
who compete on price and Leadership Marketing
As buyers seek out more
advertising. steadily increases your SOM
real market dialogue, SOV with buyers, growing your
is an increasingly important
share of market.
factor contributing to
marketplace success.
8. TLM Tops B2B Marketers Lists
“Traditional approaches to B2B
marketing are losing their impact.
Today, B2B marketers are turning
to thought leadership marketing
as a way to differentiate their
organization, products and
services in an increasingly
competitive market.”
Economist Intelligence Unit, 2008
10. Thought Leadership
Gets Attention
9 of the top 11 effective ways of getting a business
buyer‟s attention of involve Thought Leadership
Marketing
How would you rate the effectiveness of the following marketing vehicles in getting your attention?
Mean Rating (N~344)
3.7
Speech or presentation at a conference or trade show
3.7
Case studies describing successful customer solution implementations
3.4
Article in the business or trade press
3.4
Invitation to a Webinar, seminar, or workshop
3.3
Analyst firm recommendation (such as Gartner/IDC/Forrester)
3.2
Search engine hits when doing research or surfing the Web
3.1
White paper offered on the Internet
2.9
Electronic newsletter from the service firm
2.8
Conference sponsorship
2.5
Direct mail brochure
Email from a sales representative from the service firm 2.3
Phone call from a sales representative from the service firm 2.3
TV or print advertisement 2.3
Vendor's blog 2.3
Online advertisement 2.2
Sporting or cultural event sponsorship 2.0
Source: ITSMA, How Customers Choose Study, North America, 2007
11. Thought Leadership Influences
Eliminates buyer confusion about how to solve a
business problem in their firm
Creates coherent conclusions amid market chaos
Reduces the risk of choosing the wrong advisor
Trusted advisors are 70% more likely to close deals than
their competitors
POV Frameworks illustrate your unique competence
in addressing client issues
Frameworks are just tools for understanding problems &
how to solve them
12. Thought Leadership Delivers
Coherency out of marketplace chaos
Diminished price resistance
Valid and credible value proposition
Self-qualified leads & opportunities
Shortened sales cycles
Value-forward marketing & selling platform
Ongoing market dialogue
Prospects experience your value before buying
Buyers invested in your ideas before purchasing
Growth in media placements & requests
Search engine find-ability
13. The Five Key Topics We’ll Explore:
1 | Defining Thought Leadership & Its Growth in B2B Marketing
Thought leadership is fast becoming the most widely used and desired B2B marketing practice...
2 | Attaining Thought Leader Status – The Thought Leader’s Mindset
Thought leaders set themselves apart using eight mandatory attributes.
3 | Thought Leadership Cases & Companies
Who’s using thought leadership marketing and how.
4 | The Thought Leadership Marketing Toolkit
The tools of the trade for thought leadership marketers.
5 | Building & Measuring the Thought Leadership Marketing Plan
How to, pitfalls and how to know if you’re succeeding with thought leadership marketing.
14. Thought Leadership is Attained
“Thought leadership is the recognition from the outside
world that the company deeply understands its business,
the needs of its customers and the broader marketplace in
which it operates.”
Elise Bauer
Your customers grant you TL status
You can influence using TLM tools & tactics
It’s not about budget – it’s about Intellectual Capital
and Content
Set yourself apart through mandatory TLM attributes
15. Thought Leadership Marketing Mindset
1) They love what they do – energy & motivation
2) They have the drive to teach – no strings attached
3) They reach out and communicate – to everyone
4) They take risks with messaging – on the edge
5) They balance confidence with curiosity & learning –
learn from everyone
6) They put in the time today (TLM activities) for
tomorrow’s benefit
7) They never stop working, connecting and
communicating – not drip marketing, but constant
education
16. Attributes: Thought Leadership Marketers
1) Marketing
2) Qualifications
3) Body of Work (Activity Leadership)
4) Body of Knowledge (Intellectual Capital)
5) Continuous Improvement
6) The Network
7) The Physical Plant (staying fit – as a company)
8) Self-Management
Guruship - Carl Friesen, Principal of Global Reach Communications
17. The Five Key Topics We’ll Explore:
1 | Defining Thought Leadership & Its Growth in B2B Marketing
Thought leadership is fast becoming the most widely used and desired B2B marketing practice...
2 | Attaining Thought Leader Status – The Thought Leader’s Mindset
Thought leaders set themselves apart using eight mandatory attributes.
3 | Thought Leadership Cases & Companies
Who’s using thought leadership marketing and how.
4 | The Thought Leadership Marketing Toolkit
The tools of the trade for thought leadership marketers.
5 | Building & Measuring the Thought Leadership Marketing Plan
How to, pitfalls and how to know if you’re succeeding with thought leadership marketing.
18. Thought Leadership Marketer
Cisco
Entire senior management team is organized around the goal
of promoting Cisco as a thought leader in the technology field
Earning credibility by creating information that places
company objectives second to the goal of educating
prospects
Every Cisco executive must establish and nurture his or her
own reputation for thought leadership, through blogging,
public speaking, and writing articles
“When you look at thought leadership you can break it out into a
number of different areas. It must be visionary. It looks at the future.
It must be provocative, and it must put the our customer’s needs
first.” Mark Peshoff, Senior Director of Cisco‟s Executive Thought Leadership
20. Thought Leadership Marketer
Cisco
“Once thought leadership is established, the rest of the
industry, the media, academia, government policymakers
and the broader business community turn to that company
for ideas and for insights into where things are going.”
“The credibility we gain through thought leadership
contributes to a sustainable market leadership position.
“Cisco’s status in the technology field, and the business
world, and its dedication to thought leadership are
inseparable.” Mark Peshoff, Senior Director of Cisco‟s Executive Thought Leadership
21. Thought Leadership Marketer
ADVANTA
Small business focused credit card company is
changing the business financing discussion
through ideas
Created ideablog.com to stir the
conversation about what it stands
for
Positioning itself as the most
helpful credit card company to
small business
Involved in other small business
related causes to help developing
countries
Online resources for small
business owners just getting
started
22. Thought Leadership Marketer
Pheedo
Start the conversation &
set the tone for a new
industry
First to market with data &
expectations
Built on blogging &
community
Strong media & speaking
presence
Over 50% of growth
attributed to TLM
activities
24. Thought Leadership Marketer
Crest Toothpaste
In the 1950s, the Holy Grail of toothpaste was to
create a product with therapeutic as well as
cosmetic benefits. Crest got there first—and
dominated for decades.
1960 recognition by the American
Dental Assoc.
Set the conversation for the entire
toothpaste industry
The Crest Dental Plan (Club Crest)
“Health Expressions” newsletter
Online resources for both dentists
and consumers (lessons, talking
points, chat)
Best-selling toothpaste in America
for more than three decades.
25. Thought Leadership Marketer
Indium Corporation
25% reduction in marketing spend
Major account wins
Entire organization involved
in the „community‟
26. Thought Leadership Marketer
Indium Corporation
“[Being a Thought Leader] is
being considered the best, most
authoritative, trusted source. It
means being the “go to” people.
It means being given the first
look, being invited into a
development project and asked
for advice. It means being the
organization that others MUST
HAVE involved with a project.
And it all leads to increased sales,
profits, and image or it simply
didn’t matter..”
Rick Short, Indium
27. Thought Leadership Marketer
Breakthrough Management Group, Inc.
Leader in Six Sigma consulting, training,
and software support tools
Media Availability & Expert
Commentary (hundreds of
column inches worth of
helpful press)
Keynote speakers, industry
event chairs
Cause Alignment
CEO Blog
Newsletters
Free Webinars
28. Thought Leadership Marketer
Breakthrough Management Group, Inc.
“Our thought leadership efforts
have become the flagship for
BMG’s reputation, which has
helped our global expansion
tremendously,” says Silverstein.
“It has been especially helpful in
Asia and Latin America, where
name recognition goes a long
way. My industry reputation has
helped BMG’s sales team get
their foot in the door in key
overseas markets.”
David Silverstein, CEO, BMGI
29. Thought Leadership is a Way of Being
“It‟s not about trying to pontificate on how great you
are, or just trying to edify yourself. In a lot of ways,
it‟s truly a way of being. It‟s something you can‟t say
about yourself… it‟s really what others say about
you.”
Brian Carroll
30. The Five Key Topics We’ll Explore:
1 | Defining Thought Leadership & Its Growth in B2B Marketing
Thought leadership is fast becoming the most widely used and desired B2B marketing practice...
2 | Attaining Thought Leader Status – The Thought Leader’s Mindset
Thought leaders set themselves apart using eight mandatory attributes.
3 | Thought Leadership Cases & Companies
Who’s using thought leadership marketing and how.
4 | The Thought Leadership Marketing Toolkit
The tools of the trade for thought leadership marketers.
5 | Building & Measuring the Thought Leadership Marketing Plan
How to, pitfalls and how to know if you’re succeeding with thought leadership marketing.
32. Articles, Research & Whitepapers
Weekly articles (trade,
paper, web)
Blogs
Whitepapers (answer
customer questions by
vertical)
Research reports &
surveys
33. Speaking, Workshops & Seminars
Connect with audience
Set your platform for the
industry
Engage, interact, get
feedback, LEARN!
Generate in-person leads
Industry events,
workshops, local opps,
client symposium, etc.
List ALL industry events
Volunteer
34. Get Blogging (Transparency)
STILL a hot topic for marketers
<10% of Fortune 500 on board
Metaphor for:
Transparent communication
Authenticity
Responsibility
Reputation
Blogosphere doubles: 5-7mos
35. Start a Cause
Take a stand & deliver
unique value (self
reflection, knowledge
of market,
commitment)
Starbucks
USPS
Advanta
UNICEF
36. Virtual Online Events + Webinars
Add value without the travel
Driven by:
Content
Connections
Reputation
Clean data collection & web 2.0 integration
Leverage assets for SMO and U-Search
Includes Second Life
37. Collaborative Idea Generation
Leverage the wisdom of
crowds/customers to
improve the company
Submit, vote, watch, see
what gets put into action
Integrate into other TLM
activities
Dell
Oracle
Starbucks
38. LinkedIn
Ask questions, get
recommended
Great for corporate
customer groups
Cast a wide net for
upcoming and acute-
need talent
Allows employees to
connect with the rest of
the world, and each
other
39. Custom Social Network
Customers gain access to
the significant corporate
resources
Connect to current and ex-
employees with whom I feel
a real camaraderie
Endless opportunities for
doing business with other
employees regionally,
nationally, or globally.
Involvement in initiatives of
mutual interest such as
community projects
40. The Five Key Topics We’ll Explore:
1 | Defining Thought Leadership & Its Growth in B2B Marketing
Thought leadership is fast becoming the most widely used and desired B2B marketing practice...
2 | Attaining Thought Leader Status – The Thought Leader’s Mindset
Thought leaders set themselves apart using eight mandatory attributes.
3 | Thought Leadership Cases & Companies
Who’s using thought leadership marketing and how.
4 | The Thought Leadership Marketing Toolkit
The tools of the trade for thought leadership marketers.
5 | Building & Measuring the Thought Leadership Marketing Plan
How to, pitfalls and how to know if you’re succeeding with thought leadership marketing.
41. Thought Leadership Marketing
MarketingSavant‟s Thought Leadership Marketing™
approach provides a sustainable go-to-market strategy
based on your organizational competence and
Thought Leadership
intellectual capital employing elements of insurgent
Marketing
marketing principles and delivering value to the
marketplace through a balanced digital and traditional
channel approach to create market capital and demand
generation.
Insurgent/Underdog Social Media &
Marketing Digital Marketing Thought Leadership Marketing turns organizational activity into intellectual
capital that supports relevant advocacy positions, tacit domain expertise and point-of-
view platforms to shape and influence market perceptions and establish your
organization a thought leader, knowledge resource, subject matter expert and
ultimately, a trusted client advisor
Social media and digital marketing combine with trusted, classical marketing tools to
form a foundation for sharing and relevant dialogue with clients and markets that builds
market capital and provides the insights, access, and influence required to create
demand generation
Effective Thought Leadership Marketing employs insurgent marketing principles that
deliver immediate and measurable lead and prospect opportunity improvements
and drives demand generation by focusing on delivering wins and competing on
higher ideals, not lower prices, in the age of the empowered buyer.
42. The Thought Leadership
Marketing Equation
Strategic use of TLM
Competence, purpose and Thought leaders and trusted
tools and channels with
core market understanding advisors occupy the
media collaboration
inform the point of view & greatest share of mind
garner your share voice in
thought leadership among business buyers.
the industry and spark the
platform. Thought leaders Share of mind predicts
industry dialogue around
outshine their competitors share of market. Thought
your ideas.
who compete on price and Leadership Marketing
As buyers seek out more
advertising. steadily increases your SOM
real market dialogue, SOV with buyers, growing your
is an increasingly important
share of market.
factor contributing to
marketplace success.
43. Thought Leaders
Have a Point of
View
Too often, firms
capture their „thought
leadership‟ expertise -
articles, speeches,
newsletters, books,
press pitches and so
on—without a point
of view.
Source: The Bloom Group‟s 2006 survey “Attaining Thought
Leadership”
44. The 4 A‟s of
Thought Leadership Marketing
Assets – Attitude – Acceptance – Alignment
Read the entire article: http://www.marketingsavant.com/articles/four-as-thought-leadership-marketing/
45. Are You Ready for Thought Leadership?
1) Do you love what you do?
1) Passionate enough to push TL
2) Sustain interest in years to come
2) Are you willing to teach?
1) “Educate the market” mentality
2) Do you “enjoy helping your customers & prospects”?
3) Are you comfortable with “reaching outside”?
1) Expand beyond your existing network
4) Are you will to take a stand with your message?
1) Do you have a unique position on industry issues?
2) Can you frame & express those views?
3) Can you get people to notice?
46. Are You Ready for Thought Leadership?
5) Are you a “confident learner”?
1) Balance your positions with listening
2) Ears to the ground for trend shifts & opportunities
6) Do you have a “long-term” perspective?
1) Spend time today for reward tomorrow
2) “Faith in the future”
7) Are you comfortable with “no end point” to TL?
1) Willing to work a long time toward this goal
2) Stay motivated!
47. Recognizing A Thought Leadership
Marketing Opportunity
Significant shifts or changes in your industry or field
Recognition that getting your ideas out ahead of
your competitors is critical to success
A mentor leads you to the opportunity
No one‟s having the conversation you want to have
in the industry or local area
Facing a business crisis
The desire to „attract‟ more of the right clients than
to „hunt‟ the “right now” clients
48. Barriers to Overcome
In a survey of professional service firms, they identified
key barriers to pursuing a thought leadership marketing
strategy.
1) Marketing Resources (time, money, people)
2) No Incentive (no reward for TL activities)
3) Lack of Process (ineffective approach to TL capture)
4) Secrecy (can’t talk about clients or ideas – no
“proof”)
5) No Skills (lack of know-how to capture IC)
6) Burdensome Approval Process (red tape)
7) No Recognition (firm doesn’t value TL)
The Bloom Group, LLC
49. Five Keys to Successful TLM
Be Generous With Your Knowledge
Share beyond the marketing speak
Be Consistent
Calendar your activities – daily, weekly, monthly
routine
Always Deliver Value
Listen, think, revise, teach, repeat
Take A Stand
Take your strong positions to market
Focus On The Long-term Benefits
Track your results in months & years
50. Altruism Before Capitalism
“In short, this is simply an organization putting the
needs of its constituents ahead of its own needs. Or,
aligning itself with advancing the welfare of its
customers before (and while) advancing its own. “
Dana VanDen Heuvel
51. Success Metrics
Reach
How many hear your message?
Acquisition
Who’s attention did you get?
Conversion
What information did you gather?
Who can you contact as a “lead”?
Retention
Who follows you after the acquisition?
52.
53. Watch for the Book!
Need help after the presentation? Email dana@marketingsavant.com