Bob Buday's blog

02/23/2017
To display their expertise and attract the attention of potential clients, many B2B companies spend heavily on research studies. IBM makes big investments in C-suite surveys. Accenture, Deloitte and other consulting and IT services firms have collectively ponied up millions over the years on...
01/25/2017
Every so often, I come across a poignant insight from a legend in some field about a practice that's important to thought leadership. I heard the latest one in a PBS “American Masters” documentary about the late, illustrious Broadway and Hollywood director Mike Nichols (“The Graduate,” “Who’s...
01/06/2017
Three trends in 2017 will make it considerably harder for thought leaders and the people who work with them to win market attention: more and better competition; an increasingly time-starved and distracted audience, and greater economic uncertainty that will lead to a flight to more established...
11/23/2016
Every firm wants to be a thought leader these days, or so it seems. We have first-hand experience with this, in listening to the firms that have wanted our help the last few years. They include architecture, clinical research, law, medical device, real estate management, contract manufacturing,...
09/08/2016
One of our newer clients said something to me yesterday that I think helps explain why thought leadership marketing has become so important for many companies. He said the leaders of his consulting firm now recognize they need to demonstrate their expertise to potential customers – not merely say...
06/28/2016
At a June conference on thought leadership marketing in the consulting industry, several people in the audience complained about how hard it is to mention clients in articles, speaking presentations, books and other content. Some clients have corporate policies that prohibit vendor endorsements....
05/24/2016
If your firm is desperate for leads, thought leadership won’t help in the short term. Anyone who hopes thought leadership marketing will deliver a miracle cure for a dry sales pipeline will very likely be disappointed. We occasionally get inquiries from firms that we sense are desperate to drive...
04/08/2016
Anyone who has long succeeded in using thought leadership marketing to create demand for expertise may be lulled into a dangerous impression: that the quality of what they publish, and how they attract audiences to it, will always be good enough. Always has been; always will be. But the chances...
11/16/2015
“Our thought leaders don't give us their time.” We’ve heard B2B marketers utter this gripe for years. Of course, it’s nearly impossible for them to capture their firm’s knowledge in articles, write conference presentations, and otherwise “package” ideas if the internal experts won’t spend time...
08/18/2015
For years, we have urged chief marketing officers who have embraced thought leadership marketing to make a strong financial case for it – to measure the return on investment. My colleague Tim Parker recently blogged on this topic. Yet I sense too few marketers actually measure thought leadership...
07/28/2015
Too many subject matter experts begin their articles and conference presentations on the wrong foot: by failing to precisely state the problem at hand. Understandably, this can leave an audience frustrated, even angry. They are being asked to wade through a solution before they even understand the...
06/18/2015
Your company may have deep expertise, but that alone won’t make the phone ring or the email arrive. If you're already generating regular market interest – clients citing you, prospects calling you, reporters quoting you – let me offer you a hearty congratulations. You’re among a very small minority...
05/26/2015
Much has changed in thought leadership marketing in the last 10 years -- but not every company has changed with it. Is your company making enough progress compared to your peers? Since 2006, we have studied how consulting and IT services firms conduct thought leadership marketing. Learn about today...
11/12/2014
“If we knew what it was we were doing, it would not be called research, would it?” -- Albert Einstein “Basic research is what I’m doing when I don’t know what I’m doing.” -- Wernher von Braun   Primary research is at the center of novel and substantiated ideas that get managers to act differently....
10/08/2014
Should a professional services firm trademark a marketing slogan? While I’m not a lawyer, I believe that practically speaking, trademarking (more accurately, servicemarking, the term used to secure the naming rights to a service rather than a physical product) a word or phrase to promote a...
09/23/2014
Is self-publishing a wholesale replacement for publishing in other people’s channels? Do we really need to deal with the Harvard Business Reviews, Sloan Management Reviews, and their ilk these days, trying (often in vain) to convince them of the merits of our articles? Should we continue to reach...
07/25/2014
Whose names should appear atop an article or research report? This may seem like a minor issue, as inconsequential as choosing which charts or photos to use in a white paper. But it isn’t at all. In fact, handled poorly, it will dampen a firm’s best efforts to get its experts to contribute ideas....
06/25/2014
Many definitions of thought leadership are floating around on the Web. (I'll have an updated version shortly.) And people opining about the characteristics of thought leadership abound as well. (I'm guilty of that too.) These criteria become important when you try to get experts to develop their...
06/17/2014
I was asked this month at a training session that I led in San Francisco whether the Bloom Group’s eight criteria for thought-leading content were too strict: Relevance – Addressing a burning issue for your target audience Novelty – having a fundamentally new way to solve a problem Depth –...
06/02/2014
We consider the formal practice of thought leadership marketing to have begun in the management consulting industry exactly 50 years, when McKinsey & Co. published the first issue of its venerable journal, McKinsey Quarterly. Since then many other consulting firms have followed suit with their...

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