Bob Buday's blog

02/15/2011
I know lots of people who, with varying degrees of success, are trying to get their boss behind thought leadership marketing and raise their organization’s investment in it. I can assure you the more successful ones get attention by being crystal clear about the “why”: "We should do this to...
01/31/2011
  In a previous post, I laid out four stages that professional services and other B2B firms go through in becoming thought leaders (Stone Age, Medieval, Industrial and Post-Industrial). Each stage reflects varying levels of sophistication in the way a firm develops and markets its expertise....
01/21/2011
Google’s announcement yesterday that Eric Schmidt would relinquish his CEO title set off a flurry of derisive Twitter chatter about one term he used for his new role: “technology thought leadership.” Here’s what he said (but don’t expect elaboration on what he meant by the phrase). Like a lightning...
01/13/2011
  From 23 years of helping companies become recognized as experts in their domains, I have found their ability to do so has varied greatly.  And it wasn’t because of their gray matter -- the expertise they could bring to bear on their clients’ problems.  Most of these firms had people who were...
11/22/2010
  Several consulting firms recently have asked for our opinion of their management journals.  All of them are well-written, graphically appealing, and chock full of articles. But beyond that, they all fall quite short today because the very model on which they are based is obsolete.  They are akin...
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...
10/29/2010
Nice to see we’re not the only ones who complain about indecipherable business communications. Check out this Oct. 29 column by New York Times media critic David Carr about a CEO’s internal memo at magazine magnate Conde Nast (Vogue, The New Yorker, Vanity Fair, etc.).  Looks as though employees...
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...
08/23/2010
In my last post I said that developing fewer but more substantive points of view (sometimes even just one) is much more likely to make the phone ring than letting a hundred points of light shine in your firm. That’s for sure.  Yet time and again, marketers make the mistake of thinking quantity is...
07/27/2010
Last month I explained the second of five factors behind companies that excel at thought leadership marketing: patience for the time it takes to develop a compelling point of view and attract an audience to it. (The first factor was a huge desire to distinguish one’s offering on the basis of...
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...
06/18/2010
  In my last post, I laid out the first factor behind companies that excel at thought leadership marketing: a big appetite for differentiating their product/service offering on the basis of possessing truly unique expertise. These companies don’t want to compete on price -- whether they are an IT...
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...
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...
05/12/2010
I was delighted to hear last week that Harvard Business School selected long-time HBS Professor Nitin Nohria as their next dean.  (Here's the news on that from Harvard Magazine.) I caught of glimpse of Nitin’s intellect and working style 15 years ago in my days at the Cambridge, Mass., consulting...
05/06/2010
  I keep hearing people say that developing great content for thought leadership marketing campaigns requires instituting a publishing process, populated with reporters willing to become “corporate journalists.”   I say that’s partly right and mostly wrong. Too many corporate journalists more or...
04/30/2010
It’s amazing just how ingrained old techniques and old ways of thinking can be.  Especially mine (as my kids often remind me).  But the reason old habits are ingrained is that they work – at least for a long time. Then they begin working less well.  And at some point they don’t work.  Here’s what I...
04/08/2010
For more than 20 years, I’ve seen consultants and other advice-sellers use an array of techniques to try to come up with a big new idea to take to market.  Some of these ideas were total failures.  A few were big successes.  Most were in between, generating some market interest.  And some of these...
04/02/2010
I look at the last two decades, and especially the last five years, as the era in which thought leadership marketing went mainstream – when a large number of professional services firms recognized the value of marketing their expertise in educational (rather than promotional) ways – articles,...

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