a crisis of creativity – man bites dog

DOG

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PAWS OFF! Copyright Man Bites Dog Ltd 2014

PAWS OFF! Copyright Man Bites Dog Ltd 2014

Ideas With Commercial Impact

of PS CMOs say ideas are the best way to demonstrate expertise

of PS marketers believe ideas are the

greatest source of differentiation for

their firm

Text

of PS CMOs see ideas as the key battleground for their industry

of PS ‘thought leadership’ is THOUGHT FOLLOWERSHIP

of CMOs agree or strongly agree that ideas-led sales conversations are critical to their business development

strategy

of CMOs believe that B2B marketing is facing a crisis of creativity

ThinkOriginality

FeelRelevance

DoCall To Action

Lack of inspiration

Time to think

Fear of trying something new

BARRIERS TO CREATIVITY

ThinkOriginality

FeelRelevance

DoCall To Action

ThinkOriginality

FeelRelevance

DoCall To Action

ThinkOriginality

FeelRelevance

DoCall To Action

Generating Ideas

Exercise One:When I Made...

Inspiration: Develop A Creative Habit

Open: Become good at noticing - use the world around you

Curious: Exposure to other disciplines, industries, people

Cultured: Look to the edges and the mainstream

Idle: Look away, daydream, walk, run, listen

Positive: Build - avoid cynicism and negativity

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Ideas That Lead

Market

● What are the big issues and emerging challenges impacting your market?

MARKET

Clients

● What keeps your clients awake at night - and what should?

CLIENTS

Competitors

● Where are your competitors weak or absent?

YOUCOMPETITORS

You

● What is your zone of competitive advantage - where can you win?

YOU

Ideas That Lead

Making Ideas Travel

ThinkOriginality

FeelRelevance

DoCall To Action

Beyond The White Paper

Channels With Purpose

Launch

Influencers Events RoundtablesBenchmarking

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Mapping The Buying Process

Commercial Impact

• Map your sales funnel.• Identify 4-5 key stages where you can influence a buyer

with content.• For each stage: who is the audience, what is the purpose

(what do you want them to think, feel, do), how will you package the content and which channels will you use (including at least two you have never tried before). • Present your ideas back to the group.

Championing Commercially Engaging Ideas

Championing Ideas

• Build a brick wall of the obstacles to championing ideas in your organisation.• Think about stakeholders and decision-makers - what

are their concerns?• Then find ways to solve each of the problems, to

champion your idea at every level.• How can you preempt their challenges?• Present your ideas back to the group.

Top Tips

Mandate: Focus on the big picture

Business case: ROI (return on ideas)

Activation: Clear and realistic plan with key outcomes up front

Sponsorship: Innovation culture led from the top

Single expert champion: Involved from day one

Collaboration: Incubation not interference

Management: Tightly controlled approval process

Passion: Fight for your idea, it’s infectious

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For a copy of Follow The Leader contact us at:thoughtleadership@manbitesdog.com

Or visit:www.manbitesdog.com/followtheleader

Follow us @manbitesdogpr

PAWS OFF!Copyright Man Bites Dog Ltd 2014This presentation and its contents are confidential and the property of Man Bites Dog