marketing savant thought leadership marketing practice
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Thought Leadership Marketing Practice Attaining market leadership through an intellectual, competence based approach to business development.TRANSCRIPT
Thought Leadership Marketing Practice
Attaining market leadership through an intellectual, competence based approach to business development.
The MarketingSavant Group
www.marketingsavant.com
888.989.7771
Thought Leadership Marketing
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.
Thought Leadership Marketing
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.
The 4 A’s of Thought Leadership Marketing
Assets – Attitude – Acceptance – Alignment
•Intellectual capital
•Experience & results
•People, process, products
Assets
•Desire to educate
•Long-term industry stewardship mindset
•Altruistic, willingness to share
Attitude•Client willingness to listen
•Market demand for a thought leader
•Sufficient credibility to gain industry leadership
Acceptance
•Clients embrace thought leadership
•Front line embraces POV, channels & tools
•Relevant conversations in the industry
Alignment
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 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 Marketing Toolkit
The MarketingSavant Thought Leadership MarketingEngagement Process
Assets + Attitude +
Acceptance + Alignment Point-of-View
Thought Leadership
Channel Go-to-Market
Are You Ready for Thought Leadership Marketing?
• Do you love what you do?– Passionate enough to push TL– Sustain interest in years to come
• Are you willing to teach?– “Educate the market” mentality– Do you “enjoy helping your customers & prospects”?
• Are you comfortable with “reaching outside”?– Expand beyond your existing network
• Are you will to take a stand with your message?– Do you have a unique position on industry issues?– Can you frame & express those views?– Can you get people to notice?
Are You Ready for Thought Leadership Marketing?
• Are you a “confident learner”?
– Balance your positions with listening
– Ears to the ground for trend shifts & opportunities
• Do you have a “long-term” perspective?
– Spend time today for reward tomorrow
– “Faith in the future”
• Are you comfortable with “no end point” to TL?
– Willing to work a long time toward this goal
– 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 We’ll Help You Overcome
In a survey of professional service firms, they identified key barriers to pursuing a thought leadership marketing strategy.
• Marketing Resources (time, money, people)
• No Incentive (no reward for TL activities)
• Lack of Process (ineffective approach to TL capture)
• Secrecy (can’t talk about clients or ideas – no “proof”)
• No Skills (lack of know-how to capture IC)
• Burdensome Approval Process (red tape)
• No Recognition (firm doesn’t value TL)
Five Keys to Successful Thought Leadership Marketing
• 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 MarketingSuccess Metrics
• Reach– How many hear your message?
• Acquisition– Who’s attention did you get?– Did they “get” your point of view?
• Conversion – What information did you gather?– Who can you contact as a “lead”?
• Retention– Who follows you after the acquisition?
Thought Leadership MarketingSuccess Metrics
About The MarketingSavant Group
The MarketingSavant Group is a specialist company that focuses on developing our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool.
MarketingSavant helps clients leverage thought leadership and social media marketing through precise strategy development, targeted user-centric research, expert resource engagement for content creating and distribution, all using our proprietary Thought Leadership Marketing methodology.
Like the thought leading clients we work with and in the spirit of the social media tools we employ, MarketingSavant is a transparent, honest, professional, credible, driven, responsive, hard working, open-minded, and results-oriented team that serves our clients with the utmost integrity and respect and treat their business and success as our own. Our value-forward approach means that our first priority is delivering wisdom to our clients and prospects to make us all better marketers and servants to the customers who trust us.
We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we like to work with clients who share our philosophy.
MarketingSavant’s offerings range from thought leadership strategy development, training and workshops, campaign management, customer community development and anything else that helps to position you as the preeminent thought leader in your industry. Contact us if you’re interested in become your industry’s thought leader!
Thought Leadership Marketing Practice
Attaining market leadership through an intellectual, competence based approach to business development.
The MarketingSavant Group
www.marketingsavant.com
888.989.7771