This document discusses the evolution of thought leadership and the rise of visible experts. It notes that the digital revolution has changed how information is consumed, with people going online before consulting peers. It advocates developing visible experts within an organization who address timely business issues and have compelling insights to help decision-makers. These experts should have an online and real-world presence, demonstrate deep expertise, and protect their ideas. Measures of success should focus on how decision-makers engage rather than just distribution numbers. The goal is to get closer to revenue by targeting insights to individuals' decision processes.

1. The rise of the visible expert.
Grooming thought leaders.
Getting closer to the revenue.
Excerpt from the thought leadership workshop
ITSMA Annual Conference
Cambridge, MA
December 2012

2. Evolving the thought leadership model.
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3. We live in the
era of expertise.
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4. Our world is increasingly complex + confusing.
source: Corporate Executive Board
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5. Thought leadership is about helping people
share + ignite ideas.
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6. The digital revolution continues to shake
things up.
Digital first.
Decision-makers and influencers go online before they go to peers.
•51 million blogs
•340 million Tweets each day
•187 million LinkedIn subscribers…2 new ones added every second
•100 million active users on Google
Face-to-face is still where relationships are built and most
ideas are hatched and expanded.
The discipline of thought leadership is evolving as
•1.8 million USonline channels and real-world venues.
much as events annually
sources: LinkedIn, Google, Twitter, Speakerfile
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7. Thought leadership has become a big business.
Tens of millions of dollars. That’s what leading firms are
spending to create and distribute thought leadership. It’s
central to strategy. But, costs can get out of hand.
Thought Leader is LinkedIn’s newest feature…a likely sign
that the term {although not a favorite by most} will become
more widely adopted.
22% of US adults
own a tablet… Brand journalism is a new career category. Editors and
2x the number as last year. reporters have gone corporate.
Content stacks provide online and print publishers with
huge new sources of revenue. Big firms have found a way to
dominate premium space.
Self-publishing is the rage.
Tablet devices and smart phones are changing how and
where we consume information.
Thought leadership awards programs are emerging.
source: Pew Research Center ITSMA received a record number of submissions this year.
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8. Expanding your idea culture means...
Finding + developing visible experts who
•Address issues that matter to clients
•Build a reputation for bringing insights + ideas
•Respond quickly when new regulations reshape
your clients’ business + financial landscape
•Have a compelling point of view about
technologies + processes that can accelerate
clients’ innovation and differentiation, creating
business value
•Are comfortable sharing their own story to add
the human element
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9. A few truths…
Decision-makers…
•Still prefer to buy local
•Will tap experts in small- to mid-size firms when
the talent + thinking is on par…and they can find
them!
•Want alternatives to long-term contracts and
retainer-based terms
In thought leadership…
•As true costs become clear, we may be headed
toward our own fiscal cliff
•Understanding clients + issues remains central
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10. Create an idea culture, with Marketing at the
center, because…
•There’s an outside in perspective
•Multiple stakeholders are considered…clients, influencers,
partners, competitors, media, colleagues
•Brand-building is balanced with business-building
– There’s alignment with themes and a deep dive into issues
– Creativity is still key
– The focus is on creating rock bands, not rock stars
•Insights + ideas can be aligned with the decision-maker’s journey
(epiphany through client loyalty)
•There’s access to key channels + know-how to use them
•Marketing analytics can capture key measures + marketers can
make sense of them
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11. Developing visible experts.
{It’s about people.}
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12. Your visible expert
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13. Narrow the focus.
• Specific + timely business
issues
• Specialized expertise
• The first name that
comes to mind
• Potential to command a
premium
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14. Personalized + customized.
• Get granular
• Broaden positioning in strategic accounts
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15. Be agile.
• With the foundation in place, be strategic + fast
• Mine content that’s pre-approved
• Share. Listen. Evolve.
• Pivot when needed
• Flexibility can drive innovation
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16. Bring something or someone new to the table.
• The best answer may come from inside the
organization or out
• Create a network of strategic partners…traditional
and unconventional
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17. Be credible. And likeable.
• Demonstrate deep expertise (beyond the CV)
• Breath life into each person’s profile
Substance
+
Style
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18. Balance online + real-world presence.
• Be visible online
• Build relationships in person
• Balance the portfolio
– Optimal minimal
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19. Protect great ideas.
• Align with legal + IP creation teams.
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20. Re-think the campaign model.
General campaigns Getting closer to the revenue
Who Broad groups of business executives, Highly targeted to individuals… decision-
grouped by industry and role — working makers focused on specific business issues
from largely unqualified prospect lists
What Focused on evergreen themes and broad Specific, actionable insights supporting each
business issues phase of the client’s decision process, at the
intersection of industry, role, company.
Timing Content distributed to broad audiences Timely issues require rapid sequencing.
when materials are ready or synched with
event Content and programs aligned with
individual decision-makers when they need
it, throughout their buying cycle.
Measures Numbers of people contacted: The bigger • How decision-makers engage
the distribution list, the better. • Number of meetings
• Pipeline
• Proposals
• Sales
• Value delivered | created
Mix of More, new and different Reframe…recycle, repurpose, reuse
content
type
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21. Measures
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22. A framework to determine priorities and align
measures that matter.
Reputation
Reputation Relationships
Relationships Revenue
Revenue
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23. “Be so good they can’t ignore you”
~ Steve Martin
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24. Create remarkable content.
Substance + style
• Build a solid foundation, then…
• Breakthrough the noise
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25. Tap the network.
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26. Exercise.
Building the business case.
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27. Wrap up.
Comments.
Questions.
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28. The rise of the visible expert.
Pauline Weger
@Visible_Expert
pweger@signaturethinkers.com
703.272.3822