Thought Leadership Programs

01/18/2011
The publication last month of the book Content Rules has again highlighted the growing importance of content marketing. I’m not sure content actually rules just yet—B2B firms on average spend about 25% of their marketing budgets on content marketing (data here). But there are three forces...
11/05/2010
Companies with savvy marketers spend lots of time determining how to market a piece of compelling “thought leadership” content, especially one based on deep primary research. What blog posts can we create, and what bloggers should we contact? What about a webinar series? What opinion articles can...
10/02/2010
I sometimes wish that Thought Leadership were called something else. First the phrase smacks of business jargon, and second, I don’t like having to explain it to half the people who ask us what we do. Third, it’s easy to poke fun at. Whether or not a particular piece of content is thought...
09/13/2010
Thought leadership programs serve one master in most B2B firms: Marketing.  Marketing generates content (commissioning studies, writing white papers, and so on).  Marketing packages and distributes that content (producing academic-looking publications, seminars and webinars, educational PR...
09/03/2010
We continually look for signs that thought leadership marketing is gaining adherents outside of professional services.  The most recent nugget we’ve seen is one from Borrell Associates, a decade-old company you probably haven’t heard of unless you’re in the newspaper business. (They are a research...
06/30/2010
I was at MIT the other day listening to the CEO of a small technology company discussing his company's security product when a member of the audience asked him about "cloud governance" and I saw the CEO's head explode. No, it didn't actually explode, but it was a near thing. His eyes rolled up;...
06/26/2010
Good marketing generates many leads. It also gets a firm recognized by companies that don’t need help at the moment but will in the future, what marketers call “market awareness.” That's the value of good marketing. Great marketing produces an abundance of leads – many more than a firm can handle...
06/08/2010
In my last post, I cited five factors that determine how proficient a company will be at thought leadership marketing – whether it becomes the recognized expert on some issue or not (and then enjoys the accolodes, leads and revenue). Let’s look at the first factor: a big appetite for the type of...
06/03/2010
B2B companies are increasingly turning to thought leadership marketing — or content marketing or inbound marketing, if you prefer. But whatever you call it, it’s on the rise. In a world where it’s ever easier for the buyer to screen out advertisements and to find his own solution, sellers are...
05/27/2010
It’s great to see so many companies today that want to be recognized as “thought leaders” on the business problems their services and products address.  Consulting firms, research houses, and professors aren’t the only ones anymore that see the benefits of being recognized as an expert on an issue...