Connecting Through Thought Leadership: Attaining Market Leadership

CONNECTING THROUGH
THOUGHT LEADERSHIP
TAKING 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 -
dana@marketingsavant.com

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?

“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.”
RainToday.com

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
Thought Leadership
employing elements of insurgent marketing principles
Marketing

and creating clarity in the marketplace through a
balanced digital and traditional channel approach to
achieve market share and demand generation.
 Thought Leadership Marketing turns organizational activity into
Insurgent/Underdog Social Media & intellectual capital that supports relevant advocacy positions, tacit domain
Marketing Digital Marketing
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

Strategic use of TLM
Competence, purpose and Thought leaders and trusted
tools and channels with
core market understanding advisors occupy the
media collaboration
inform the point of view & greatest share of mind
garner your share voice in
thought leadership among business buyers.
the industry and spark the
platform. Thought leaders Share of mind predicts
industry dialogue around
outshine their competitors share of market. Thought
your ideas.
who compete on price and Leadership Marketing
As buyers seek out more
advertising. steadily increases your SOM
real market dialogue, SOV with buyers, growing your
is an increasingly important
share of market.
factor contributing to
marketplace success.

TLM Tops B2B Marketers Lists

“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

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)
3.7
Speech or presentation at a conference or trade show
3.7
Case studies describing successful customer solution implementations
3.4
Article in the business or trade press
3.4
Invitation to a Webinar, seminar, or workshop
3.3
Analyst firm recommendation (such as Gartner/IDC/Forrester)
3.2
Search engine hits when doing research or surfing the Web
3.1
White paper offered on the Internet
2.9
Electronic newsletter from the service firm
2.8
Conference sponsorship
2.5
Direct mail brochure
Email from a sales representative from the service firm 2.3
Phone call from a sales representative from the service firm 2.3
TV or print advertisement 2.3
Vendor's blog 2.3
Online advertisement 2.2
Sporting or cultural event sponsorship 2.0

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 Attained

“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.”
Elise Bauer

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


Thought Leadership Marketing Mindset

1) They love what they do – energy & motivation
2) They have the drive to teach – no strings attached
3) They reach out and communicate – to everyone
4) They take risks with messaging – on the edge
5) They balance confidence with curiosity & learning –
learn from everyone
6) They put in the time today (TLM activities) for
tomorrow’s benefit
7) 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 Marketer
Cisco
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

Cisco

Cisco
“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

ADVANTA
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

Pheedo
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

Pheedo

Crest 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.

Indium Corporation
25% reduction in marketing spend


Major account wins


Entire organization involved


in the „community‟

Indium 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

Breakthrough 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


Breakthrough 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

“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.”
Brian Carroll

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
Thought Leadership
intellectual capital employing elements of insurgent
Marketing

marketing principles and delivering value to the
marketplace through a balanced digital and traditional
channel approach to create market capital and demand
generation.
Insurgent/Underdog Social Media &
Marketing Digital 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.

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”

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

“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. “
Dana VanDen Heuvel

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 dana@marketingsavant.com


Q&A



Thank You!


Connecting Through Thought Leadership: Attaining Market Leadership

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