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Thought leadership recognised expertise
This document discusses thought leadership as a marketing strategy. It provides an overview of how thought leadership has developed from a PR campaign in 2000 to becoming a key part of corporate strategy by 2010. It defines a thought leader as a recognized expert in their category and discusses how thought leadership is built through developing expertise, sharing knowledge, and engaging in dialogue to provide value to customers. The document also outlines how thought leadership impacts business goals like awareness, credibility and sales over both the short-term through lead generation and long-term through establishing expertise.
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Thought leadership recognised expertise
- 1. Thought Leadership Recognised expertiseas a basis for sales and marketing Sari Aapola Keynotes Oy December 3, 2012
- 2. THOUGHT LEADERSHIP ISAN OPPORTUNITY.
- 3. The development ofthe concept The interpretation is developing to cover strategic aspects. Thought Leadership Thought as part of Leadership corporate PR campaign Marketing strategy 2000 2010 © Copyright Keynotes Oy
- 4. A THOUGHT LEADERIS A RECOGNISED EXPERT IN ITS OWN CATEGORY. © Copyright Keynotes Oy
- 5. What is ThoughtLeadership not? A PR campaign A marketing campaign The public image of a charismatic business leader An fabricated company image – promises that the company is unable to deliver. © Copyright Keynotes Oy
- 6. The building blocks ThoughtLeadership is based on strategy and corporate culture. Word of mouth Thought Leadership Renewal Marketing Dialogue Message Leadership Strategy and and corporate positioning culture © Copyright Keynotes Oy
- 7. Important choices Target group Providing relevance and value Earning recommendations and Other stakeholders - influencers building a dialogue Offering Concept and delivering value Operational model Changing the market Message and themes Clarity and ownership © Copyright Keynotes Oy
- 8. Buying from thecustomer’s perspective Thought Leadership is a recognition given by the customer. Customer support Sales Customer relationship Co-operation model management Development of best practices Joint learning Delivery Professionalism Ease Training/education Documentation Core product and/or Features service Benefits Sales © Copyright Keynotes Oy Consulting
- 9. Corporate culture andleadership Our personnel delivers the promise. Inspiration Trust Leadership The power of being Customer intimacy From control to trust an example Learning The leader as a Commitment environment moderator © Copyright Keynotes Oy
- 10. Expertise What doesexpertise consist of? Openness Sharing expertise Customer intimacy Listening Consistency Joint Being current learning and visionary Substance Profession- Structuring alism current topics Concepting Competence and Tools Providing packaging Giving meaning value © Copyright Keynotes Oy
- 11. HOW DOES ONEBUILD THOUGHT LEADERSHIP? © Copyright Keynotes Oy
- 12. “Oh jeez, notanother flexible, scalable, groundbreaking, industry- standard, cutting-edge product from a market-leading, well positioned company!“ David Meerman Scott: The Gobbledygook manifesto © Copyright Keynotes Oy
- 13. In brainstorming themesand topics What concerns do our customers have, such that we can solve better of differently than our competitors? Are there concerns that no one has solved or taken up until now (a kind of an accepted status quo which the customer will recognise when you take it up)? Are there trends or topics rising in our business environment in which we have special competence? Is there a topic in our business area which we could and would like to ”own”? Can we structure a new phenomenon or topic and start to explain it to our target audiences? © Copyright Keynotes Oy
- 14. Sponsors Users Customers Researchers, Gate- Decision- experts keepers makers Media and bloggers Analysts, Ecosystem – consultants Authorities influencing influencers © Copyright Keynotes Oy 1 4
- 15. CONTENT MARKETING WRITE PUBLISH COMMENT PERFORM NETWORK DISCUSS © Copyright Keynotes Oy
- 16. The ultimate goalis business impact. Sales Process Leads process & Customers offers Goal Awareness Credibility Recommendations Action Lead generation Convincing sales Customer mgmt © Copyright Keynotes Oy
- 17. Lead generation isa short-term activity Goals & Means Expected Measurements description impact on sales • Leads for the • Direct marketing • Length of the • Number of next two quarters • Seminars and sales process, qualified sales • Effective lead webinars depending on the prospects generation • Digital marketing lead quality • Revenue • Tactical customer • Telemarketing management • etc. actions © Copyright Keynotes Oy
- 18. Strategic and long-termactions build awareness and credibility …but with a delay in impacting sales Goals & Means Expected Measurements description impact on sales • Sales beyond the • Concept and • 6 – 12 months • Ease of sales next 6 months message (credibility) • Awareness, being • Events and • 0 – 12 months • Win-lose ratio seen as a player speaker slots (competitiveness) in the market, to • Advertising • 1 – 12 months • Length of sales be able to • Web activities • 0 – 24 months process compete • Social media • 0 – 12 months • Market share • Credibility • Analyst Relations • 12 – 18 months • Margin • Thought • Influencing • 12 – 18 months Leadership influencers • Customer • Research • 12 – months orientation collaboration • PR • 12 – 24 months © Copyright Keynotes Oy
- 19. Questions? sari.aapola@keynotes.fi +358 40 7592046 www.keynotes.fi © Copyright Keynotes Oy