Interview - Thought Leadership Marketing

05/26/2014
Whenever the Bloom Group is approached by an individual or a professional services firm that wants to establish its thought leadership credentials, or give them a boost, the first thing we’re asked is, Can you get us published in Harvard Business Review?    HBR is inarguably the most prestigious...
07/26/2012
The growing number of online news sources has re-shaped traditional print publications and how news is gathered and published. One venerable business magazine, Forbes, has created a highly successful online version, Forbes.com, which includes articles from outside contributors in hundreds of...
10/06/2011
How can a  B2B firm use LinkedIn to build a reputation for thought leadership? Christopher Parsons, who heads Knowledge Architecture, a consulting and software firm, has built a LinkedIn group with more than 1,100 members who share perspectives and insights. Doing it right requires lots of...
04/10/2011
  A Talk with Former McKinsey Quarterly Publisher Jeff Pundyk Many professional services and other B2B firms invest substantial resources in management journals – print and/or online publications intended to attract the attention of the executives who buy their services with thoughtful information...
12/21/2010
Vanessa DiMauro has become an authority on a topic that many B2B marketing executives are now ardently exploring: building online communities for customers and prospects.   The effervescent CEO of consultancy Leader Networks has designed, developed, and moderated online communities for nearly 20...
07/21/2010
A Conversation with Avaya’s Paul Dunay For more than a decade, Paul Dunay has been a leading light on the marketing of information technology and IT services. Last year, he was named one of the top 25 B2B marketers by BtoB Marketing Magazine. His blog “Buzz Marketing for Technology,” was named as a...
04/28/2010
Tony Tiernan is president of Authentic Identity Inc., a management consultancy that works with professional services and other firms on strategy and marketing. Tony ran marketing at two large consulting firms over the last 20 years (CSC Index and Boston Consulting Group), and as an independent...
02/02/2010
Frederick E. Allen is the Leadership editor of Forbes.com, the online counterpart to Forbes magazine. The print publication was founded in 1917 by B.C. Forbes and remains a privately held company. Forbes.com says it is the No. 1 business site on the Web, with 18 million monthly viewers.       Prior...
11/17/2009
Thomas A. Stewart and Art Kleiner direct thought leadership development and marketing at Booz & Company. The Bloom Group interviewed Stewart and Kleiner to explore how they manage the tasks of developing, codifying and marketing the intellectual capital of Booz consultants. An Interview with...
11/28/2008
In recent years, the legal profession—like the consulting industry 15 years ago—has recognized the value of and need for marketing.  Law firms everywhere are rapidly building marketing functions and developing demand-generation capabilities that just five or so years ago were difficult to find at...