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B2B marketers know that demonstrating thought
leadership around core customer challenges is essential,
especially when selling high-value solutions. Business buyers
tune out most traditional marketing but they are always looking
for new ideas. If we can produce interesting and useful content,
and use social media and other platforms to share our expertise,
we at least stand a chance of sparking customer interest and
conversation.
All too often, however, thought leadership programs are thinly
funded (if at all), episodic, and superficial:
- There is little or no dedicated staff, no integrated
editorial calendar, and a heavy reliance on subject matter
experts "volunteering" their nights and weekends to bang out a
few white papers, articles, and blog posts
- Content tends to overemphasize company promotion and
underemphasize customer evidence
- Publications typically are one-off productions with little
coordinated effort to leverage new thinking into multiple
formats, networks, and channels
Join Rob Leavitt for a fast-paced
primer on how the most successful thought leadership marketers
build and sustain their programs. Rob will outline and provide
examples on the four keys to thought leadership success:
- Creating compelling and differentiated points of view
- Investing in internal education
- Engaging the market with pervasive presence and ongoing
conversation
- Institutionalizing program discipline and metrics
View a 2-minute preview of the webinar
Featured Sites from the Webinar
Thought Leadership Tools
Rob's Resources
Thought Leadership Related Books
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Rob Leavitt, Principal,
Solutions Insights
Rob Leavitt, a veteran marketing strategist,
specializes in issues- and content-based marketing that helps
companies create distinction in the marketplace and have
strategic conversations with clients, prospects, and market
influencers. Rob is a Principal at
Solutions Insights, a B2B consulting and training firm, and
a Senior Associate of the Information Technology Services
Marketing Association (ITSMA), where he served as Vice President
of Marketing and Member Advocacy from 2000-2007. He has also
managed research and professional training programs at New York
University and Harvard University, and has designed and led
media projects in more than a dozen countries. Connect with Rob
on his blog,
www.reputationtorevenue.com, or on Twitter at
@Robleavitt. |
