This document outlines a presentation on thought leadership marketing. It discusses defining thought leadership and its growth in marketing. It provides examples of companies that use thought leadership effectively, such as Cisco, Crest toothpaste, and Breakthrough Management Group. It also discusses how to recognize thought leadership opportunities, the keys to successful thought leadership marketing, and benefits of thought leadership marketing for positioning a company as an industry leader.
This is considered to be the 4th part of a summarized presentation for the Deloitte report regarding 2021 Global Marketing Trends. Wish you enjoy it. Don't forget to like, share, and comment
Preston Williams III is Senior Partner & Chief Information Officer (CIO) at GBC® Global Services. He is a pioneer and futurist with 20+ years of Big 4, Fortune 500, Global 100 and entrepreneurial experience. That experience includes Senior Auditor with Price Waterhouse (PriceWaterhouseCoopers), Controller for Lynn-Phill, IT Consultant with McGladrey & Pullen and Andersen Consulting (Accenture) as well as Project Executive at IBM® Global Services. He also worked as the first Product Manager for Global Data Collection with Dun & Bradstreet (D&B) and the first Chief Information Officer (CIO) at Langston University.
From 2002 to 2004, Preston served as the first Chief Executive Officer (CEO) & Managing Partner at GBC®. Incorporated in Delaware, USA; the firm operates in Kenya, Liberia, Uganda and the United States. He has successfully implemented sound, reliable, dynamic and robust IT systems integration and financial management solutions in North America, Asia Pacific (APAC), Latin America (LATAM), Europe, the Middle East and Africa (EMEA).
Mr. Williams is Chairman of the GBC® Board of Directors, a recipient of the IBM® Global Services Leadership Award, a member of the Global CIO Think Tank and a member of the Internet Evolution Executive Clan.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
Cantina - Analytics + Modeling: Why Knowing Everything About Your Customers W...FutureM
FutureM 2013 session with Cantina
Speakers:
Joan Abrams
Head of e-Commerce, Ross-Simons
Mike Putnam
VP Mobile, Kayak
George White
SVP of Innovation, Cantina
It’s been said that analytics are the lifeblood of digital marketing. But what happens when channels blur? In-store and online sales are increasingly intermixed. A purchasing story might start as a product placement, be saved on a smartphone, researched on a tablet, ordered on a laptop and picked up in person. Properly modeling the customer context is the key to driving purchasing behavior. Learn how consumer brands are changing their approach to customer analytics and context modeling by joining this lively discussion from Cantina on the challenges of extracting actionable information from data, and on evolving ways to model consumer behaviors.
This is considered to be the 4th part of a summarized presentation for the Deloitte report regarding 2021 Global Marketing Trends. Wish you enjoy it. Don't forget to like, share, and comment
Preston Williams III is Senior Partner & Chief Information Officer (CIO) at GBC® Global Services. He is a pioneer and futurist with 20+ years of Big 4, Fortune 500, Global 100 and entrepreneurial experience. That experience includes Senior Auditor with Price Waterhouse (PriceWaterhouseCoopers), Controller for Lynn-Phill, IT Consultant with McGladrey & Pullen and Andersen Consulting (Accenture) as well as Project Executive at IBM® Global Services. He also worked as the first Product Manager for Global Data Collection with Dun & Bradstreet (D&B) and the first Chief Information Officer (CIO) at Langston University.
From 2002 to 2004, Preston served as the first Chief Executive Officer (CEO) & Managing Partner at GBC®. Incorporated in Delaware, USA; the firm operates in Kenya, Liberia, Uganda and the United States. He has successfully implemented sound, reliable, dynamic and robust IT systems integration and financial management solutions in North America, Asia Pacific (APAC), Latin America (LATAM), Europe, the Middle East and Africa (EMEA).
Mr. Williams is Chairman of the GBC® Board of Directors, a recipient of the IBM® Global Services Leadership Award, a member of the Global CIO Think Tank and a member of the Internet Evolution Executive Clan.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
Cantina - Analytics + Modeling: Why Knowing Everything About Your Customers W...FutureM
FutureM 2013 session with Cantina
Speakers:
Joan Abrams
Head of e-Commerce, Ross-Simons
Mike Putnam
VP Mobile, Kayak
George White
SVP of Innovation, Cantina
It’s been said that analytics are the lifeblood of digital marketing. But what happens when channels blur? In-store and online sales are increasingly intermixed. A purchasing story might start as a product placement, be saved on a smartphone, researched on a tablet, ordered on a laptop and picked up in person. Properly modeling the customer context is the key to driving purchasing behavior. Learn how consumer brands are changing their approach to customer analytics and context modeling by joining this lively discussion from Cantina on the challenges of extracting actionable information from data, and on evolving ways to model consumer behaviors.
S.O.T.I.: The Future of the Programmatic Forward MarketDigiday
Jeff Green, CEO and co-founder of The Trade Desk presented the findings of Digiday's State of the Industry survey, which draws on the most influential leaders in digital advertising to offer their assessment of agency efficiency and their evolving role in the creative process.
A forecast of what's shaping the digital era with insight from marketing executives. Interested in learning more? Check out our website at www.Mondo.com.
Showcasing Human Capital: How to Effectively Market a Professional Services FirmAchieve Internet
Effective marketing tactics for professional services firm marketing. In a service firm marketers do not have the luxury of marketing product features. The one key differentiator becomes the quality of your people and your core competencies. This presentation covers the importance of your Human Capital and the people that make up your Professional Services Firm
The Five Elements of a Best-in-Class Integrated CampaignG3 Communications
View the full webcast on demand here: https://dg-r.co/2GvQMtj
Many marketing organizations claim they’re running integrated campaigns, but what they’re often doing is running a series of tactics that are loosely connected at best, and working against each other at worst.
In this Webcast, SiriusDecisions service director Craig Moore will share the five elements of an integrated campaign and how best-in-class companies approach the planning, implementation and execution of their campaigns. Craig will also:
• Define what a campaign is and isn't;
• Discuss the programs and job families that make up a campaign;
• Provide a step-by-step approach to campaign planning; and
• Offer guidance on how to adjust campaign structure for an ABM approach.
This slide presentation is part of our digital strategy programme and put together in collaboration with my colleague Neil Kelley.
in here we look the Strategy part of SOSTAC (PR Smith), the RACE model (Dr. Dave Chaffey) some other models such as TOWS and Ansoff Matrix, and finally the introduction of a new e-marketing mix integrating on-line and off-line marketing activities.
Marketing strategy is different from marketing tactics. You have to know where you want to go and you have to know what it looks like when you get there. Market research and analysis plays a vital roll in marketing strategy. The information collected aids in making the correct product, competitive, and pricing decisions while minimizing your risk of expensive incorrect decisions.
Advances in digital IT and client savvviness have made marketing more specialized and strategic than ever. To thrive in this changing, high-stakes world, business leaders must invest in professional marketing capabilities. At many tech firms however, the focus placed on technical skills makes it hard to attract top-rank marketing professionals who can make a difference.
External marketing offers such firms flexible, timely expertise for creating new value and growth. In particular we've identified 8 specific jobs-to-be-done at tech start-ups and growing businesses, where external marketing helps firms enhance their position, while delivering new customer value and growth. (Published April 2013)
I've worked to simplify the partner marketing process by building a roadmap of what that process looks like. I call it the ABCD Partner Marketing Process. This process ensures partnerships are aligned and effective in empowering sales and creating revenue for both partners.
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.
S.O.T.I.: The Future of the Programmatic Forward MarketDigiday
Jeff Green, CEO and co-founder of The Trade Desk presented the findings of Digiday's State of the Industry survey, which draws on the most influential leaders in digital advertising to offer their assessment of agency efficiency and their evolving role in the creative process.
A forecast of what's shaping the digital era with insight from marketing executives. Interested in learning more? Check out our website at www.Mondo.com.
Showcasing Human Capital: How to Effectively Market a Professional Services FirmAchieve Internet
Effective marketing tactics for professional services firm marketing. In a service firm marketers do not have the luxury of marketing product features. The one key differentiator becomes the quality of your people and your core competencies. This presentation covers the importance of your Human Capital and the people that make up your Professional Services Firm
The Five Elements of a Best-in-Class Integrated CampaignG3 Communications
View the full webcast on demand here: https://dg-r.co/2GvQMtj
Many marketing organizations claim they’re running integrated campaigns, but what they’re often doing is running a series of tactics that are loosely connected at best, and working against each other at worst.
In this Webcast, SiriusDecisions service director Craig Moore will share the five elements of an integrated campaign and how best-in-class companies approach the planning, implementation and execution of their campaigns. Craig will also:
• Define what a campaign is and isn't;
• Discuss the programs and job families that make up a campaign;
• Provide a step-by-step approach to campaign planning; and
• Offer guidance on how to adjust campaign structure for an ABM approach.
This slide presentation is part of our digital strategy programme and put together in collaboration with my colleague Neil Kelley.
in here we look the Strategy part of SOSTAC (PR Smith), the RACE model (Dr. Dave Chaffey) some other models such as TOWS and Ansoff Matrix, and finally the introduction of a new e-marketing mix integrating on-line and off-line marketing activities.
Marketing strategy is different from marketing tactics. You have to know where you want to go and you have to know what it looks like when you get there. Market research and analysis plays a vital roll in marketing strategy. The information collected aids in making the correct product, competitive, and pricing decisions while minimizing your risk of expensive incorrect decisions.
Advances in digital IT and client savvviness have made marketing more specialized and strategic than ever. To thrive in this changing, high-stakes world, business leaders must invest in professional marketing capabilities. At many tech firms however, the focus placed on technical skills makes it hard to attract top-rank marketing professionals who can make a difference.
External marketing offers such firms flexible, timely expertise for creating new value and growth. In particular we've identified 8 specific jobs-to-be-done at tech start-ups and growing businesses, where external marketing helps firms enhance their position, while delivering new customer value and growth. (Published April 2013)
I've worked to simplify the partner marketing process by building a roadmap of what that process looks like. I call it the ABCD Partner Marketing Process. This process ensures partnerships are aligned and effective in empowering sales and creating revenue for both partners.
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.
Whether you're starting from scratch or already have an established business strategy and planning process, this session provides practical guidance on implementing a framework that boosts company performance, from digital strategies to overall revenue strategies.
Leading a business can be a challenging endeavor, characterized by long hours, tough decisions, and a lack of clear guidance in today's competitive landscape. This session helps executives understand their unique strategies and develop compelling narratives to drive success.
Compelling statistics highlight the importance for executives to define and communicate a clear business strategy and plan. By doing so, organizations can enhance employee engagement, improve execution capabilities, align projects with strategic objectives, increase the likelihood of successful strategy implementation, and ultimately outperform competitors in today's dynamic business landscape.
The statistics paint a clear picture of the critical role executives play in defining and communicating a clear business strategy and plan.
• Only 22% of employees believe their leaders have a clear direction for the organization.
• 70% of strategic initiatives fail due to unclear goals and execution plans.
• Only 23% of organizations feel confident in their ability to effectively execute strategies.
• Aligning projects with strategic goals increases the likelihood of meeting or exceeding project objectives by 40%.
• Companies with a well-defined and communicated strategy have a 57% higher likelihood of successfully implementing their strategies.
• 95% of employees in organizations with a well-communicated strategy understand their individual roles and contributions to overall strategic goals.
In this 50-minute master speaking session, participants will gain valuable insights into creating real business strategy, defining strategic goals and building a comprehensive plan to achieve them. Sustainable growth in any organization relies on the alignment and effective management of all business processes.
Social media branding for organizationsTodd Nilson
Building an effective social media presence does not start with creating a blog or Twitter profile. Businesses that are serious about and committed to a social media approach that serves the business need to create a roadmap that begins with an understanding of audience, goals, what will be said, and what will be measured... a Social Solution Suite.
There's no company exactly like yours.
There's nothing like PowerBranding.
PowerBranding is strategic and creative. It goes further — from name, logo, and tagline....to powerful product development, web content and visual impact. Does your business deserve anything less?
Find out more.
Brand Consultant, Branding Consultant, Brand Strategy, Brand Consultancy, Brand Development, Brand Identity, Branding, Atlanta, International,
“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.”
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.
Putting the "Strategic" in Strategic Business PartnerVisier
Deloitte University Press’s recent “Global Human Capital Trends 2014” report identified that re-skilling HR is a “top three” priority for enterprises worldwide. Yet only 15 percent of organizations say they are ready to respond to this trend, and even fewer (11 percent) say they are ready to implement workforce analytics.
What is driving this trend? How does the re-skilling of HR relate to workforce analytics? Find out how to put the "strategic" in Strategic Business Partner.
View the full webinar recording here:
http://www.visier.com/lp/putting-strategic-in-strategic-business-partner/
How does today's small business owner build a company of distinction that insures that company will flourish. Only way is to built it right and this presentation will show you how. Creating "Wow!" moments is the start. using the Internet effectively is a plus as well.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
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.
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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.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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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/
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Unveiling the Secrets How Does Generative AI Work.pdfSam H
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.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
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Youtube – https://www.youtube.com/startuplviv
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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.
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. After-Event Slides & Resources
The slides and resource links are available
electronically after the event:
www.marketingsavant.com/svama
3. The Five Key Topics We’ll Explore:
1 | Defining Thought Leadership & Its Growth in 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.
4. Who are Thought Leadership Marketers?
Thought leadership marketers focus on earning trust
and establishing credibility.
Thought leaders get noticed by offering something
useful and different—information, insights, and
ideas, for instance.
Thought leadership marketers earn the position of
industry authority, resource and trusted advisor.
They establishing their reputation as a generous
contributor to the industry.
Thought Leaders Attain – Not Claim
5. Benefits of Thought Leadership
Marketing
Prospects put themselves further into the sales cycle
Shorten the sales cycle
Change the pattern & terms of how people buy
from you
Diminish price resistance
Prospects experience your value before buying
Buyers invested in you before purchasing
Growth in media placements & requests
Search Marketing find-ability
Great content is good for search engines and customers
6. TLM Tops B2B Marketers Lists
“Traditional approaches to B2B
marketing are losing their impact.
Today, B2B marketers are turning
towards thought leadership as a
way to differentiate their products
and services in an increasingly
competitive market.”
Economist Intelligence Unit, 2008
8. Thought Leadership Marketing –
Priorities in all Times (not just tough times)
Also Seeking:
Trust(worthiness)
Assuage Fears
“Feel Good”
about decisions
Positive
Messages
HELP!
9. 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
11. 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
12. 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.
13. 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
14. 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
15. 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
17. Building Blocks of Thought Leadership Marketing
Lead
Capture &
Nurturing
Media &
Outreach
Delivery Schedule
Content/Intellectual Capital
Industry Dialogue
Passion / Mindset / Commitment
18. 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
19. 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?
20. 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!
21. 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
22. 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
24. Panel Discussion:
Getting the Most Out Of Your Marketing Budget
Mark Stiving, Ph.D., Joe Giglierano,
Value-based Pricing Marketing
Leader, National Department Chair,
Semiconductor Inc. SJSU
Bill Flitter, Karen Warner
Nelson,
CEO/Co-founder
Pheedo Inc. President/CEO,
Pacific Media