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CONNECTING THROUGH THOUGHT LEADERSHIPTAKING THE HIGH ROAD TO MARKET LEADERSHIP
Silicon Valley AMA – December 11, 2008
After-Event Slides & Resources
The slides and resource links are available electronically after the event:
www.marketingsavant.com/svama
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.
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
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
Economist Intelligence Unit, 2008
“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.”
TLM Tops B2B Marketers Lists
Thought Leadership Marketing –Your Priorities Need to Align with Customers’
Thought Leadership Marketing –Priorities in all Times (not just tough times)
Also Seeking:
Trust(worthiness)
Assuage Fears
“Feel Good”
about decisions
Positive
Messages
HELP!
Thought Leadership MarketerCisco
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
Thought Leadership MarketerCisco
Thought Leadership MarketerCisco
“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
Thought Leadership MarketerCrest 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.
Thought Leadership MarketerBreakthrough 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
Thought Leadership MarketerBreakthrough 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
Thought Leadership is a Way of Being
Brian Carroll
“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.”
Mapping the Thought Leadership Marketing Toolkit
Building Blocks of Thought Leadership Marketing
Lead Capture & Nurturing
Media & Outreach
Delivery Schedule
Content/Intellectual Capital
Industry Dialogue
Passion / Mindset / Commitment
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
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?
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!
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
Altruism Before Capitalism
Dana VanDen Heuvel
“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. “
Thought Leadership Marketing
Thank You!
Need help after the presentation? Email dana@marketingsavant.com
Panel Discussion:
Getting the Most Out Of Your Marketing Budget
Mark Stiving, Ph.D.,
Value-based Pricing
Leader, National
Semiconductor Inc.
Bill Flitter,
CEO/Co-founder
Pheedo Inc.
Joe Giglierano,
Marketing
Department Chair,
SJSU
Karen Warner
Nelson,
President/CEO,
Pacific Media