New Mexico AMA - Thought Leadership Marketing

CONNECTING THROUGH THOUGHT LEADERSHIPTAKING THE HIGH ROAD TO MARKET LEADERSHIP

New Mexico AMA – March 19, 2009

Dana VanDen Heuvel

Dana is the founder of The MarketingSavant Group and a widely recognized specialist in thought leadership and emerging marketing technologies such as blogging, social media, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana is the creator of the American Marketing Association “TechnoMarketing” training series and the author of the AMA Marketech ’08 guide to marketing technology.

Need help after the event? Email -

[email protected]

After-Event Slides & Resources

The slides and resource links are available electronically after the event:

clients.marketingsavant.com/nmama

The Five Key Topics We’ll Explore:

1 | Defining Thought Leadership & Its Growth in B2B 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.

What is Thought Leadership?

RainToday.com

“Thought leadership centers on earning trust and credibility. Thought leaders get noticed by offering something different—information, insights, and ideas, for instance. Thought leadership positions you and your company as an industry authority and resource and trusted advisor by establishing your reputation as a generous contributor to your industry.”

Thought Leadership Marketing

Thought Leadership Marketing provides a sustainable

go-to-market strategy based on your competence and

point of view by developing intellectual capital

employing elements of insurgent marketing principles

and creating clarity in the marketplace through a

balanced digital and traditional channel approach to

achieve market share and demand generation.


Social Media & Digital Marketing

Insurgent/Underdog Marketing

Thought Leadership Marketing turns organizational activity into

intellectual capital that supports relevant advocacy positions, tacit domain

expertise and point-of-view platforms to shape and influence market

perceptions and establish your organization a thought leader, knowledge

resource, subject matter expert and ultimately, a trusted client advisor

Social media and digital marketing combine with trusted, classical

marketing tools to form a foundation for sharing and relevant dialogue with

clients and markets that builds market capital and provides the insights,

access, and influence required to create demand generation

Effective Thought Leadership Marketing employs insurgent marketing

principles that deliver immediate and measurable lead and prospect

opportunity improvements and drives demand generation by focusing on

delivering wins and competing on higher ideals, not lower prices, in the age of

the empowered buyer.

The Thought Leadership

Marketing Equation

Competence, purpose and

core market understanding

inform the point of view &

thought leadership

platform. Thought leaders

outshine their competitors

who compete on price and

advertising.

Strategic use of TLM

tools and channels with

media collaboration

garner your share voice in

the industry and spark the

industry dialogue around

your ideas.

As buyers seek out more

real market dialogue, SOV

is an increasingly important

factor contributing to

marketplace success.

Thought leaders and trusted

advisors occupy the

greatest share of mind

among business buyers.

Share of mind predicts

share of market. Thought

Leadership Marketing

steadily increases your SOM

with buyers, growing your

share of market.

“Traditional approaches to B2B

marketing are losing their impact.

Today, B2B marketers are turning

to thought leadership marketing

as a way to differentiate their

organization, products and

services in an increasingly

competitive market.”

Economist Intelligence Unit, 2008

TLM Tops B2B Marketers Lists

Thought Leadership Marketing –Tops for Marketers & Buyers

Thought Leadership

Gets Attention

9 of the top 11 effective ways of getting a business

buyer‟s attention of involve Thought Leadership

Marketing

How would you rate the effectiveness of the following marketing vehicles in getting your attention?

Mean Rating (N~344)

Speech or presentation at a conference or trade show

Case studies describing successful customer solution implementations

Article in the business or trade press

Invitation to a Webinar, seminar, or workshop

Sporting or cultural event sponsorship

Online advertisement

Vendor's blog

TV or print advertisement

Phone call from a sales representative from the service firm

Email from a sales representative from the service firm

Direct mail brochure

Conference sponsorship

Electronic newsletter from the service firm

White paper offered on the Internet

Search engine hits when doing research or surfing the Web

Analyst firm recommendation (such as Gartner/IDC/Forrester)

Speech or presentation at a conference or trade show

Case studies describing successful customer solution implementations

Article in the business or trade press

Invitation to a Webinar, seminar, or workshop

Sporting or cultural event sponsorship

Online advertisement

Vendor's blog

TV or print advertisement

Phone call from a sales representative from the service firm

Email from a sales representative from the service firm

Direct mail brochure

Conference sponsorship

Electronic newsletter from the service firm

White paper offered on the Internet

Search engine hits when doing research or surfing the Web

Analyst firm recommendation (such as Gartner/IDC/Forrester)

2.0

2.2

2.3

2.3

2.3

2.3

2.5

2.8

2.9

3.1

3.2

3.3

3.4

3.4

3.7

3.7

Source: ITSMA, How Customers Choose Study, North America, 2007

Thought Leadership Influences

Eliminates buyer confusion about how to solve a business problem in their firm

Creates coherent conclusions amid market chaos

Reduces the risk of choosing the wrong advisor

Trusted advisors are 70% more likely to close deals than their competitors

POV Frameworks illustrate your unique competence in addressing client issues

Frameworks are just tools for understanding problems & how to solve them

Thought Leadership Delivers

Coherency out of marketplace chaos

Diminished price resistance

Valid and credible value proposition

Self-qualified leads & opportunities

Shortened sales cycles

Value-forward marketing & selling platform

Ongoing market dialogue

Prospects experience your value before buying

Buyers invested in your ideas before purchasing

Growth in media placements & requests

Search engine find-ability

“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 is Attained

Your customers grant you TL status

You can influence using TLM tools & tactics

It’s not about budget – it’s about Intellectual Capital and Content

Set yourself apart through mandatory TLM attributes

Elise Bauer

Thought Leadership Marketing Mindset

1) They love what they do – energy & motivation2) They have the drive to teach – no strings attached3) They reach out and communicate – to everyone4) They take risks with messaging – on the edge5) They balance confidence with curiosity & learning –

learn from everyone6) They put in the time today (TLM activities) for

tomorrow’s benefit7) They never stop working, connecting and

communicating – not drip marketing, but constant education

Attributes: Thought Leadership Marketers

1) Marketing

2) Qualifications

3) Body of Work (Activity Leadership)

4) Body of Knowledge (Intellectual Capital)

5) Continuous Improvement

6) The Network

7) The Physical Plant (staying fit – as a company)

8) Self-Management

Guruship - Carl Friesen, Principal of Global Reach Communications

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


“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 MarketerADVANTA

Small business focused credit card company is changing the business financing discussion through ideas

Created ideablog.com to stir the conversation about what it stands for

Positioning itself as the most helpful credit card company to small business

Involved in other small business related causes to help developing countries

Online resources for small business owners just getting started

Thought Leadership MarketerPheedo

Start the conversation & set the tone for a new industry

First to market with data & expectations

Built on blogging & community

Strong media & speaking presence

Over 50% of growth attributed to TLM activities

Thought Leadership MarketerPheedo

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.

25% reduction in marketing spend

Major account wins

Entire organization involved

in the „community‟

Thought Leadership MarketerIndium Corporation

Thought Leadership MarketerIndium Corporation

“[Being a Thought Leader] is being considered the best, most authoritative, trusted source. It means being the “go to” people. It means being given the first look, being invited into a development project and asked for advice. It means being the organization that others MUST HAVE involved with a project. And it all leads to increased sales, profits, and image or it simply didn’t matter..”

Rick Short, Indium

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

Articles, Research & Whitepapers

Weekly articles (trade, paper, web)

Blogs

Whitepapers (answer customer questions by vertical)

Research reports & surveys

Speaking, Workshops & Seminars

Connect with audience

Set your platform for the industry

Engage, interact, get feedback, LEARN!

Generate in-person leads

Industry events, workshops, local opps, client symposium, etc.

List ALL industry events

Volunteer

Get Blogging (Transparency)

STILL a hot topic for marketers

<10% of Fortune 500 on board

Metaphor for:

Transparent communication

Authenticity

Responsibility

Reputation

Blogosphere doubles: 5-7mos

Start a Cause

Take a stand & deliver unique value (self reflection, knowledge of market, commitment)

Starbucks

USPS

Advanta

UNICEF

Virtual Online Events + Webinars

Add value without the travel

Driven by:

Content

Connections

Reputation

Clean data collection & web 2.0 integration

Leverage assets for SMO and U-Search

Includes Second Life

Collaborative Idea Generation

Leverage the wisdom of crowds/customers to improve the company

Submit, vote, watch, see what gets put into action

Integrate into other TLM activities

Dell

Oracle

Starbucks

LinkedIn

Ask questions, get recommended

Great for corporate customer groups

Cast a wide net for upcoming and acute-need talent

Allows employees to connect with the rest of the world, and each other

Custom Social Network

Customers gain access to the significant corporate resources

Connect to current and ex-employees with whom I feel a real camaraderie

Endless opportunities for doing business with other employees regionally, nationally, or globally.

Involvement in initiatives of mutual interest such as community projects


MarketingSavant‟s Thought Leadership Marketing™

approach provides a sustainable go-to-market strategy

based on your organizational competence and

intellectual capital employing elements of insurgent

marketing principles and delivering value to the

marketplace through a balanced digital and traditional

channel approach to create market capital and demand

generation.


Social Media & Digital Marketing

Insurgent/Underdog Marketing Thought Leadership Marketing turns organizational activity into intellectual

capital that supports relevant advocacy positions, tacit domain expertise and point-of-

view platforms to shape and influence market perceptions and establish your

organization a thought leader, knowledge resource, subject matter expert and

ultimately, a trusted client advisor

Social media and digital marketing combine with trusted, classical marketing tools to

form a foundation for sharing and relevant dialogue with clients and markets that builds

market capital and provides the insights, access, and influence required to create

demand generation

Effective Thought Leadership Marketing employs insurgent marketing principles that

deliver immediate and measurable lead and prospect opportunity improvements

and drives demand generation by focusing on delivering wins and competing on

higher ideals, not lower prices, in the age of the empowered buyer.

The Thought Leadership

Marketing Equation

Competence, purpose and

core market understanding

inform the point of view &

thought leadership

platform. Thought leaders

outshine their competitors

who compete on price and

advertising.

Strategic use of TLM

tools and channels with

media collaboration

garner your share voice in

the industry and spark the

industry dialogue around

your ideas.

As buyers seek out more

real market dialogue, SOV

is an increasingly important

factor contributing to

marketplace success.

Thought leaders and trusted

advisors occupy the

greatest share of mind

among business buyers.

Share of mind predicts

share of market. Thought

Leadership Marketing

steadily increases your SOM

with buyers, growing your

share of market.

Thought Leaders

Have a Point of

View

Too often, firms

capture their „thought

leadership‟ expertise -

articles, speeches,

newsletters, books,

press pitches and so

on—without a point

of view.

Source: The Bloom Group‟s 2006 survey “Attaining Thought

Leadership”

http://timdparker.com/assets/whitepapers/attain_tl/attain_tl1.htm

http://timdparker.com/assets/whitepapers/attain_tl/attain_tl1.htm

The 4 A‟s of


Assets – Attitude – Acceptance – Alignment

Read the entire article: http://www.marketingsavant.com/articles/four-as-thought-leadership-marketing/

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!

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

Barriers to Overcome

In a survey of professional service firms, they identified key barriers to pursuing a thought leadership marketing strategy.

1) Marketing Resources (time, money, people)

2) No Incentive (no reward for TL activities)

3) Lack of Process (ineffective approach to TL capture)

4) Secrecy (can’t talk about clients or ideas – no “proof”)

5) No Skills (lack of know-how to capture IC)

6) Burdensome Approval Process (red tape)

7) No Recognition (firm doesn’t value TL)The Bloom Group, LLC

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. “

Success Metrics

Reach

How many hear your message?

Acquisition

Who’s attention did you get?

Conversion

What information did you gather?

Who can you contact as a “lead”?

Retention

Who follows you after the acquisition?

Watch for the Book!

Need help after the presentation? Email [email protected]


Q & A



Thank You!


New Mexico AMA - Thought Leadership Marketing

Business

Transcript of New Mexico AMA - Thought Leadership Marketing