The document discusses a new B2B marketing model that emphasizes the importance of dialogue, education, and community engagement. It advocates for quality content creation, such as white papers and blog posts, to establish expertise and build trust with potential customers. The model encourages using social media to promote insightful content and fostering relationships by participating in community discussions.

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Thought Leadership
The New B2B Marketing Model

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“Connecting today is
about dialogue and
education.”
Mike Parker, Nike

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Outbound
Advertising
Direct Mail
Product Brochures
Inbound
Informative Content
Establish expertise
Build trust
Permission Based

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Traffic & Awareness
Expertise & Authority
Trust
Leads
Create quality white papers, blog
posts and other content. Promote
via social media.
Create unique content that is
insightful and valuable.
Build communities, engage and
contribute.
Make it easy for customers to
connect with you.
The ap Thought Leadership Marketing Model

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Content Marketing
Establish Awareness and Expertise.

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Content Marketing
Quality content gets found and
shared.
“Tell them something they don’t know about
their challenges and industry.”

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Community Marketing
Build owned social channels.
Participate in other groups, add value
rather than promote.

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Community Marketing
Build trust, authority and
relationships.
“Listen, engage and inform.”

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Thank You

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Thank You