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© 2015 Forrester Research, Inc. Reproduction Prohibited 2
Obligatory commercial….
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Thought Leadership: The Next Wave In B2B MarketingLaura Ramos, Vice President & Principal Analyst
Kansas City BMA, #BMAKCNovember 18, 2015
Business buyers don’t buy your product,
they buy into your approach to solving their problem
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
Today, we will talk about ….
› What is thought leadership marketing?
› Why does it matter to your business?
› Introducing IDEA: a guide to marketing your thought leadership effectively
› Examples of engaging thought leadership
› Discussion and recommendations
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Thought leadership vs. TL marketing
Source: Wikimedia Commons: Seth Godin in 2009,
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Thought Leadership MarketingBig ideas and POVs on Customer’s issues
+ Sharing+ Dialog (before buying)+ Exchange of Value
= Trusted source
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
Thought Leadership sits at the pinnacle of content marketing strategy
Source: 2015 Forrester Report, “Nurture Thought Leadership To Nurture Your Brand”
True Thought Leadership – the market decides…
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
Let’s continue to talk about ….
› What is thought leadership marketing?
› Why does it matter to your business?
› Introducing IDEA: a guide to marketing your thought leadership effectively
› Examples of engaging thought leadership
› Discussion and recommendations
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
Source: October 10, 2013 “Competitive Strategy in the Age of the Customer” report.
The Age of the Customer empowers your buyers – makes them harder to engage
© 2015 Forrester Research, Inc. Reproduction Prohibited 12
How can you compete for attention?
Source: http://blog.allegranetwork.com/
Perpetually connectedTime-pressed
Overrun with choicesSeeking context
Not always rational
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
Content explains how you solve problems
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
Source: Forrester/BMA/OMI May 2014 Global Content Marketing Benchmark Online Survey and July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester report
Yet B2B marketers admit their content doesn’t engage buyers or deliver value
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
B2B buyers don’t find it engaging
© 2015 Forrester Research, Inc. Reproduction Prohibited 16Image source: https://infocus.emc.com/chris_gaudlip/forget-virtual-reality-reality/
68% want vendors who “understand my business, my problems – and help me solve them”
50% want vendors “to share insights with me that I haven’t considered.”
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Let’s continue to talk about ….
› What is thought leadership marketing?
› Why does it matter to your business?
› Introducing IDEA: a guide to marketing your thought leadership effectively
› Examples of engaging thought leadership
› Discussion and recommendations
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Forrester’s four-step IDEA framework
ID
Identify your target audience, their issues, and the sources of information they trust.
Develop your thought leadership platform: the ideas and content that express the company’s positions.
E Engage your audience through a considered mix of digital, social, and traditional channels.
A Assess the impact on your business and revise or reinvest.
Source: 2015 Forrester Report, “Nurture Thought Leadership To Nurture Your Brand”
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
IndustryIssues
BrandPlatform
Strong brands set the stage for strong thought leadership
Thought
Leadership
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
True thought leadership embodies bold attributes
Source: 2015 Forrester Report, “Nurture Thought Leadership To Nurture Your Brand”
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Xerox praises stubbornness
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Make TL platform broad but specific
Big Idea
Position Position ThemePositio
n
Position• A hierarchy of ideas
• Similar to a political platform
• Centered on customer cares
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
TL delivers real business results
Recognition as expert More inbound inquiries, short lists
Philosophically-aligned buyers Faster sales cycles
Differentiation Higher close rates, selling prices
Sharing & WOM Greater reach at lower cost
Emotional connection and trust Increased customer loyalty
More valuable to customers Higher lifetime value
Understanding of customer/market issues
Better product/service fit
Admired in industry Attract and retain top talent
TL helps achieve: Which results in:
© 2015 Forrester Research, Inc. Reproduction Prohibited 24
Let’s continue to talk about ….
› What is thought leadership marketing?
› Why does it matter to your business?
› Introducing IDEA: a guide to marketing your thought leadership effectively
› Examples of engaging thought leadership
› Discussion and recommendations
© 2015 Forrester Research, Inc. Reproduction Prohibited 25
Source: http://www.greendatacenternews.org/standard/about/
Verne Global shares green data center best practices
© 2015 Forrester Research, Inc. Reproduction Prohibited 26
Mercer features thought leaders to create engaging conversation
© 2015 Forrester Research, Inc. Reproduction Prohibited 27
ChiefMartec keeps tabs on a burgeoning technology landscape
© 2015 Forrester Research, Inc. Reproduction Prohibited 28
Cognizant uses research to explore key customer issues and trends
© 2015 Forrester Research, Inc. Reproduction Prohibited 29
KPMG: highlights global perspectives
Source: World Economic Forum Live (http://weflive.com/)
© 2015 Forrester Research, Inc. Reproduction Prohibited 30
Source: Owens-Illinois (http://glassislife.com/)
O-I speaks to socially significant issues
© 2015 Forrester Research, Inc. Reproduction Prohibited 31
TEDMED tackles difficult problems
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›Know where you are….
›Focus on customer issues: be relevant and provocative
›Strive to create conversation, not leads
›Foster company-wide commitment
›Get disciplined: create an editorial calendar
›Report on business results
How do you get started?
© 2015 Forrester Research, Inc. Reproduction Prohibited 33
›Focus on one key audience to start
›Develop your “platform”
›Collaboratively select thought leaders
›Decide what to share without expectation of return
›Create – and continue – conversations
Use the IDEA framework to guide TL
© 2015 Forrester Research, Inc. Reproduction Prohibited 34
Questions?
Thank you
forrester.com
Laura [email protected]@lauraramos
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Please take our budget survey at:
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