beyond random content: four steps to thought leadership success
DESCRIPTION
B2B marketers know that demonstrating thought leadership around core customer challenges is essential. But many programs are thinly funded, episodic, and superficial. This presentation outlines a four-step approach to building a disciplined, and effective thought leadership program.TRANSCRIPT
Beyond Random Content: Four Steps to
Thought Leadership Success
Avitage Thought Leadership Webinar Series June 3, 2010
Rob Leavitt Principal, Solutions Insights
© 2010 Solutions Insights. All Rights Reserved. 2
Marketers’ interest in thought leadership is at an all-time high
Most important marketing tactics for 2010
Source: ITSMA Budget and Metrics Survey
© 2010 Solutions Insights. All Rights Reserved. 3
Our customers are fed up with most of our marketing
© 2010 Solutions Insights. All Rights Reserved. 4
But they are looking for new ideas to improve performance
CEOs are: ● Struggling to keep up with change ● Seeking out customers for
collaborative innovation ● Adapting business models, often
substantially ● Adding capabilities and partners
for global integration ● Deepening commitments to social
responsibility
Source: IBM, The Enterprise of the Future, 2009 Global CEO Study
© 2010 Solutions Insights. All Rights Reserved. 5
Our customers are scouring the Web in search of new thinking
C-suite executives are: ● Using the Web first for information ● Searching themselves, not delegating ● Focusing heavily on search, video, webcasts,
and online communities ● Shifting demographically toward Generation
Netscape
Source: Forbes, The Rise of the Digital C-Suite, 2009
© 2010 Solutions Insights. All Rights Reserved. 6
Start-and-stop buying cycles demand yet more content
Department Reorg
Budget Cuts
Buying cycle in theory:
Revised Strategy
Buying process in reality:
New CFO
Purchase Consideration Interest Awareness
© 2010 Solutions Insights. All Rights Reserved. 7
Amid buyer chaos, thought leadership should support the entire buying cycle
“That’s interesting, tell me more”
© 2010 Solutions Insights. All Rights Reserved. 8
For many marketers, thought leadership remains underfunded and episodic
Does this sound familiar?
© 2010 Solutions Insights. All Rights Reserved. 9
“Random acts of content” undercuts thought leadership potential
© 2010 Solutions Insights. All Rights Reserved. 10
Thought leadership success relies on a four-step process
© 2010 Solutions Insights. All Rights Reserved. 11
Compelling Points of View provide the basis for thought leadership content
● Choose the right issues ● Do the research ● Test and refine the POV
© 2010 Solutions Insights. All Rights Reserved. 12
Internal education builds go-to-market alignment and support
● Educate across the organization
● Get people involved ● Build a thought
leadership culture
© 2010 Solutions Insights. All Rights Reserved. 13
Sustained engagement enables broad presence and targeted conversation
● Make the commitment
● Leverage content ● Go broad and deep
© 2010 Solutions Insights. All Rights Reserved. 14
Programmatic discipline ensures focused impact and improvement
● Invest what it takes ● Clarify roles and
responsibilities ● Set clear strategy ● Measure for continuous
improvement
© 2010 Solutions Insights. All Rights Reserved. 15
A thought leadership roadmap helps identify next steps
Points of View
Internal Education
Sustained Engagement
Program Discipline
Individual- and product-oriented, personal opinion
Ad hoc and informal
One-off publications and presentations
Ad hoc, junior support, no budget or metrics
Getting Started
Issue-based, some research, initial differentiation
Modest, broadcast orientation
Campaigns, multiple formats, customers and influencers
Initial funding, mid-level support, research partners, PR metrics
Getting Focused
Editorial agenda, ongoing research, new ideas
Deliberate, functional orientation, social
Substantial, integrated online and offline, social
Focused budget, senior direction, dedicated staff, marketing metrics
Building Organization
Theme-based, deep research, customer collaboration, breakthrough ideas
Substantial, multi-tiered, ongoing, collaborative
Continuous, broad and deep, collaborative
Strategic funding, exec. direction, cross-company collaboration, business metrics
Building Leadership
© 2010 Solutions Insights. All Rights Reserved. 16
Final thoughts
● Narrow your focus ● Do the research ● Engage and empower internally ● Leverage good content ● Invest in expertise
© 2010 Solutions Insights. All Rights Reserved. 17
Questions
© 2010 Solutions Insights. All Rights Reserved. 18
Thank you!
Rob Leavitt Principal
Solutions Insights [email protected]
+1-508-654-7181 www.solutionsinsights.com
Blog: www.reputationtorevenue.com Twitter: @Robleavitt