Thought Leadership Marketing: From Hidden Talent to Visible Expert - Presented at the Iowa AMA

Thought
Leadership
Marke2ng

The
Marke(ngSavant
Group

www.marke(ngsavant.com

888.989.7771

Presenta2on
Roadmap

What
is
Thought
Leadership
Marke(ng?

Why
become
a
thought
leader?

How
do
we
become
a
thought
leader?

How
have
others
used
thought
leadership?

What
can
I
do
to
leverage
thought
leadership

in
my
role?

•  Thought
Leadership
self-‐assessment

• 
• 
• 
• 
• 

The
Marke(ngSavant
Group


888.989.7771

What
is
Thought
Leadership?

“Thought
leadership
centers
on
earning
trust
and

credibility.
Thought
leaders
get
no4ced
by
oﬀering

something
diﬀerent—informa6on,
insights,
and

ideas
–
for
instance.
Thought
leadership
posi4ons

you
and
your
company
as
an
industry
authority

and
resource
and
trusted
advisor
by
establishing

your
reputa4on
as
a
generous
contributor
to
your

industry.”

RainToday.com

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
is
a
Way
of
Being

“It’s
not
about
trying
to
pon4ﬁcate
on
how
great

you
are,
or
just
trying
to
edify
yourself.
In
a
lot
of

ways,
it’s
truly
a
way
of
being.
It’s
something
you

can’t
say
about
yourself…
it’s
really
what
others

say
about
you.”

Brian
Carroll

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
Is:

•  Not
just
being
heard
in
important
debates
but

being
able
to
lead
and
shape
conversa2ons

•  Not
just
appearing
in
leading
publica(ons
online

and
oﬀ,
but
being
seen
as
the
go-‐to
source
of

opinion

•  Not
just
thinking
and
expressing
but
integra2ng

the
thought
leadership
into
new
products

•  Not
just
marke(ng
but
entering
adjacent

markets

The
Marke(ngSavant
Group

Source:
hQp://ngethinktank.com/2011/07/09/the-‐growth-‐of-‐thought-‐leadership-‐as-‐a-‐marke(ng-‐strategy/


888.989.7771

However,
Thought
Leadership
is
Not…

PR

Evangelism

Haydn
Shaughnessy

Thought
leadership
has
to
have
one
essen4al
component.
Thought

leadership
must
contain
ideas
that
are
in
some
sense
leading
a

conversa6on,
a
market
segment,
a
professional
group.
Task
number

one
in
designing
a
thought
leadership
program
is
to
decide
what

conversa4on
or
market
or
group
you
want
to
lead
and
can
lead.

The
Marke(ngSavant
Group


888.989.7771

The
Thought
Leadership
Equa2on

Competence,
purpose
and

core
market

understanding
inform
the

point
of
view
&
thought

leadership
plaDorm.

Thought
leaders
outshine

their
compe6tors
who

compete
on
price
and

adver6sing.

The
Marke(ngSavant
Group

Strategic
use
of
TLM
tools

and
channels
with
media

collabora4on
garner
your

share
voice
in
the
industry

and
spark
the
industry

dialogue
around
your

ideas.

As
buyers
seek
out
more

real
market
dialogue,
SOV

is
an
increasingly
important

factor
contribu6ng
to

marketplace
success.

Thought
leaders
and

trusted
advisors
occupy

the
greatest
share
of
mind

among
business
buyers.

Share
of
mind
predicts

share
of
market.
Thought

Leadership
Marke6ng

steadily
increases
your

SOM
with
buyers,

growing
your
share
of

market.


888.989.7771

Marke2ng
is
Converging
on

Thought
Leadership

The
Marke(ngSavant
Group


888.989.7771

Growing
Chorus
of
TLM
Advocates

• 

• 

• 

• 

The
Gartner
Group
cites
Thought
Leadership

Marke(ng
(TLM)
as
a
major
business
trend

that
was
incubated
in
high
technology
and

consul(ng
circles
but
is
now
rapidly

becoming
an
established
field
in
marke(ng

and
a
basis
of
compe((ve
differen(a(on.

The
Economist
Intelligence
unit
iden(fied

Thought
Leadership
Marke(ng
as
a
top

“Megatrend”
in
B2B
marke(ng.
B2B

marketers
view
“posi(oning
the
business
as

a
thought
leader
in
the
industry”
and

“standing
out
from
the
compe((on”
as
top

challenges.

A
recent
analysis
by
the
Corporate
Execu2ve

Board
shows
that
high
value
customers
like

business
clients,
wealthy
individuals
or
chief

financial
officers
are
increasingly
demand

educa(on
and
advice
as
part
of
the
sales

experience.

Forrester
Research
also
has
ongoing
thought

leadership
research
projects.

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
Gets
APen2on

•  9
of
the
top
11
eﬀec(ve
ways
of
geng
a

business
buyer’s
aQen(on
involve
Thought

Leadership
Marke2ng

How would you rate the effectiveness of the following marketing vehicles in getting your attention?
Mean Rating (N~344)
Speech or presentation at a conference or trade show
Case studies describing successful customer solution implementations
Article in the business or trade press
Invitation to a Webinar, seminar, or workshop
Analyst firm recommendation (such as Gartner/IDC/Forrester)
Search engine hits when doing research or surfing the Web
White paper offered on the Internet
Electronic newsletter from the service firm
Conference sponsorship
Direct mail brochure
Email from a sales representative from the service firm
Phone call from a sales representative from the service firm
TV or print advertisement
Vendor's blog
Online advertisement
Sporting or cultural event sponsorship

The
Marke(ngSavant
Group

Source: ITSMA, How Customers Choose Study, North America

3.7 þ
3.7 þ
3.4 þ
3.4 þ
3.3
þ
3.2
þ
3.1
þ
2.9
þ
2.8
2.5
2.3
2.3
2.3
þ
2.3
2.2
2.0


888.989.7771

Thought
Leadership
Wins
the
Sale

“Tradi4onal
approaches
to
B2B
marke4ng
are

losing
their
impact.

Today,
B2B
marketers
are
turning
to
thought

leadership
marke4ng
as
a
way
to
diﬀeren4ate
their

organiza4on,
products
and
services
in
an

increasingly
compe44ve
market.”

“Thought
leadership
marke4ng
helps
to
posi6on

you
as
trusted
advisor
in
your
industry.”

Economist Intelligence Unit

The
Marke(ngSavant
Group

A
Cahners
Research
study
of
business-‐to-‐business

buyers
shows
that
selling
professionals
who
become

trusted
advisors
and
understand
the
needs
of

economic
buyers
are
69%
more
likely
to
come
away

with
a
sale.


888.989.7771

Thought
Leadership
is
APained,
Not
Claimed

Resonance

Industry

Recogni2on

Thought

Leadership

Execu2on

Intellectual

Capital
&

Content

Followership

of
Ideas

Thought

Leadership

Movement

of
Ideas
in

the

Marketplace

“Thought
leadership
is
the
recogni4on
from
the
outside
world

that
the
company
deeply
understands
its
business,
the
needs
of

its
customers
and
the
broader
marketplace
in
which
it
operates.”

Elise
Bauer

The
Marke(ngSavant
Group


888.989.7771

Develop
a
Thought
Leader’s
Mindset

Love
what
they
do

Have
the
drive
to
teach

Reach
out
&
communicate

Take
risks
with
messaging

Balance
conﬁdence
&
curiosity

Put
in
the
2me
today

Persistent
presence

Everyone
is
in
Marke2ng

The
Marke(ngSavant
Group


888.989.7771

Recognize
a
Thought
Leadership
Opportunity
in

Your
Industry

Gap
in
the
Conversa2on

•  Customers

•  First-‐mover

•  Economic

Signiﬁcant

Industry
Shi[

• 
• 
• 
• 

Trends

Compe(tors

Technology

Counter-‐cycle

Thought

Leadership

Opportunity

Window
of

Opportunity

•  Legisla(on

•  First-‐mover

•  Economic

Predic2on
Opportunity

•  Where
is
the
market
going?

•  What
weaknesses
exist?

•  Shape
and
shi`
the
dialogue

The
Marke(ngSavant
Group


888.989.7771

Shape
the
Four
A’s
of
Thought
Leadership

Marke2ng

Assets
–
A]tude
–
Acceptance
–
Alignment

Read
the
en(re
ar(cle:
hQp://www.marke(ngsavant.com/ar(cles/four-‐as-‐thought-‐leadership-‐marke(ng/

The
Marke(ngSavant
Group


888.989.7771

Create
Your
Thought
Leading
Assets

You
must
have
a
suﬃcient
base
of
assets
or
be

able
to
develop
these
assets
in
order
to
be
a

thought
leader.

•  Do
you
have
the
required
assets
to
leverage
as
a

thought
leader?

•  Intellectual
capital

•  Innova(on
&
intellectual
property
crea(on

•  Unique
insight
and
exper(se

•  Cases
&
results
on
your
products
&
services

The
Marke(ngSavant
Group


888.989.7771

Cul2vate
a
Thought
Leading
A]tude

One
important
aspect
that
we
ﬁnd
in
the
making
of

a
successful
thought
leader
is
their
atude.

Thought
leaders
have
a
value-‐ﬁrst
mentality
and
a

proclivity
for
educa2ng
your
market
and

customers.

•  Desire
to
educate
clients;
the
market

•  Willingness
to
share
real
value
(this
makes
it

easier
to
use
social
media
as
well)

•  Ability
to
control
your
“urge
to
sell”

•  Long-‐term
mindset
on
contribu(ng
to
the

industry
dialogue

The
Marke(ngSavant
Group


888.989.7771

Secure
Market
and
Peer
Acceptance

Studies
by
ITSMA
and
The
Economist
Intelligence

Unit
have
pointed
to
the
eﬃcacy
of
thought

leadership
content
in
gaining
the
aQen(on
of
and

persuading
buyers,
but
that
content
is
of
liPle

value
of
the
market
won’t
accept
you
as
a
thought

leader.

•  How
will
our
thought
leadership
be
accepted?

•  Are
clients
persuaded
by
thought
leadership?

•  Is
the
industry
in
need
of
fresh
perspec(ve?

•  Are
we
credible,
or
at
least
neutral
in
our

industry?

The
Marke(ngSavant
Group


888.989.7771

Gain
Alignment
Within
the
Organiza2on

Alignment
could
very
well
be
the
glue
that
holds
this
all
together.
If

your
CEO
is
not
on
board
(nothing
is
worse
than
coming
up
with
a

great
marke(ng
strategy
only
to
have
your
CEO
on
a
diﬀerent

planet)
or
if
your
front
line
teams
are
not
on
board,
thought

leadership
marke(ng
is
not
a
viable
strategy.
Being
a
thought

leader
takes
an
en2re
company’s
support
to
succeed.

What
does
the
thought
leadership
aligned
organiza(on
look
like?

•  Clients
embrace
ideas
&
engage
in
dialogue

•  Front-‐line
teams
embrace
and
leverage
thought
leadership

•  Thought
leadership
is
aligned
with
industry
challenges
&

conversa(ons

•  The
point
of
view,
channels
and
tools
work
together
to
deliver

results

The
Marke(ngSavant
Group


888.989.7771

Your
Thought
Leadership
Must
Have
a
Unique
POV

Clarity

Language

that

resonates

with
the

target

Rigor

Deliver
your

TL
with
(ght,

consistent

logic

Focus

Develop
a

single,

fundamental

message

Point

of
View

Prac2cality

Demonstrate

implement-‐
a(on

The
Marke(ngSavant
Group

Novelty

Develop
a

unique

problem

diagnosis

Relevance

Meet
a

speciﬁc

market
need

Validity

Provide
a

solu(on
that

is
proven

eﬀec(ve

Source:
The
Bloom
Group’s
2006
survey,
AOaining
Thought
Leadership


888.989.7771

Develop
a
Single
Focused
Message

•  A
strong
point
of
view
must
have
a
single,
overriding

message
that
can
be
stated
in
one
or
two
sentences.

•  All
explana(on
and
evidence
should
reinforce
the
main

message.

•  The
message
should
be
clear,
speciﬁc,
and
intriguing,

because
of
its
relevancy
and
novelty.

•  It
should
deliver
one
or
more
of
the
following:

–  a
new
way
of
thinking
about
an
issue,

–  a
new
solu(on
to
an
emerging
or
exis(ng
problem,

–  a
new
insight
into
a
trend
or
phenomenon,

–  a
new
set
of
experiences
that
reinforce
or
contradict

conven(onal
thinking
or
prac(ce.

The
Marke(ngSavant
Group


888.989.7771

Express
a
Novel
Problem
Diagnosis

•  A
point
of
view
must
be
unique
and
break
new
ground.

•  To
ensure
that
their
ideas
are
novel,
a
ﬁrm
must
be

thoroughly
aware
of
other
points
of
view
on
the
topic,

both
those
in
business
and
academia.

•  A
novel
point
of
view
can
address
a
topic
that
has
been

addressed
by
others
(e.g.,
Sarbanes-‐Oxley,

organiza(onal
change
management,
labor

nego(a(ons)—but
only
if
it
sheds
new
light
on
the

nature
of
the
problem
and/or
the
solu(on.

•  A
new
“label”
applied
to
a
previously
stated
problem

or
solu(on,
new
case
example
of
an
exis(ng
issue,
or

new
sta(s(cs
underscoring
an
o`-‐discussed
challenge

do
not
make
a
point
of
view
novel.

The
Marke(ngSavant
Group


888.989.7771

Your
Solu2on
Must
Resonate
with
Relevance
to

the
Target
Audience

•  A
point
of
view
must
meet
a
cri(cal
and
specific

market
need.

•  It
must
demonstrate
a
“case
for
ac(on.”

•  The
target
client
must
believe
they
share
the

problem
and
that
they
have
to
take
ac(on
now.

•  If
a
target
audience
is
unaware
of
a
problem
that

a
firm
discusses,
the
firm
must
provide
solid

evidence
that
the
problem
exists.

•  This
requires
real-‐life
examples,
sta(s(cs
that

point
to
an
inescapable
trend.

The
Marke(ngSavant
Group


888.989.7771

Publish
Concepts
that
are
Proven
and
Valid

•  A
ﬁrm’s
solu(on
must
be
supported
with

strong
evidence
of
how
the
solu(on
works

and
where
it
has
been
used.

•  This
proof
must
take
the
form
of
case
studies

of
organiza(ons
that
are
willing
to
go
public

and
will
vouch
for
the
eﬃcacy
of
the
solu(on.

•  If
a
point
of
view’s
validity
cannot
be
proven

conclusively,
it
is
just
an
interes(ng
theory.

The
Marke(ngSavant
Group


888.989.7771

Demonstrate
the
Prac2cality
of
Your
Ideas

•  A
firm
must
demonstrate
that
its
solu(on
can
be

implemented.

•  The
point
of
view
must
outline
and
detail
the

approach,
and
must
demonstrate
that
the
firm
knows

the
biggest
barriers
to
implemen(ng
its
approach
and

how
to
resolve
them.

A
firm
must
guard
against
communica(ng
blatantly

that
its
target
clients
need
outside
help
to
adopt
the

solu(on.

•  The
difficulty
of
the
problem
and
the
solu(on—
and

the
insights
and
experience
the
firm
demonstrates

through
its
point
of
view—should
make
it
clear
to
the

target
audience
that
it
needs
assistance.

The
Marke(ngSavant
Group


888.989.7771

Cra[
Your
Solu2on
with
Rigor
and
Logic

•  A
point
of
view
must
have
(ght,
consistent
logic

throughout.

•  Asser(ons
must
follow
from
previous
asser(ons,

and
must
be
grounded
in
fact
and
be
defendable.

•  The
logic
of
the
argument
must
follow
the
form

of
problem/solu(on.

•  Logic
“gaps”—
assump(ons
made
by
the
content

experts
that
may
not
be
held
by
the
target

audience—must
be
ﬁlled.

The
Marke(ngSavant
Group


888.989.7771

Deliver
Your
POV
with
Absolute
Clarity

•  A
point
of
view
must
be
communicated
in
language
and

concepts
that
the
target
audience
understands—not
the

ﬁrm’s
language
and
vernacular.

•  A
point
of
view
can
be
communicated
in
a
compelling
way

through
the
use
of
such
wri(ng
devices
as
analogies,

metaphors,
anecdotal
leads,
and
hypothe(cal
examples.

•  The
structure
of
the
point
of
view
should
be:

– 
– 
– 
– 
– 
– 

statement
of
problem;

brief
statement
of
solu(on
and
beneﬁts
of
solu(on;

elabora(on
of
problem;

elabora(on
of
solu(on
(with
examples);

challenges
to
implemen(ng
the
solu(on;
and

summary/case
for
taking
ac(on
now.

The
Marke(ngSavant
Group


888.989.7771

Create
Thought
Leading
Content

• 

• 

• 

Instruc2onal
-‐
Instruc(onal
posts
tell

people
how
to
do
something.
I
find
that

Tips
posts
are
generally
the
ones
that

are
among
my
most
popular
both
in
the

short
term

Informa2onal
-‐
This
is
one
of
the
more

common
blog
post
types
where
you

simply
give
informa(on
on
a
topic.
It

could
be
a
defini(on
post
or
a
longer

explana(on
of
some
aspect
of
the
niche

that
you’re
wri(ng
on.
This
is
the
crux

of
successful
sites
like
Wikipedia.

Reviews
-‐
Another
highly
searched
for

term
on
the
web
is
‘review’
-‐
I
know

every
(me
I’m
considering
buying
a

new
product
that
I
head
to
Google
and

search
for
a
review
on
it
first.
Reviews

come
in
all
shapes
and
sizes
and
on

virtually
every
product
or
service
you

can
think
of.

The
Marke(ngSavant
Group

• 

• 

• 

Lists
-‐
One
of
the
easiest
ways
to
write
a

post
is
to
make
a
list.
Posts
with
content

like
‘The
Top
Ten
ways
to….’,
‘7
Reasons

why….’
‘
5
Favorite
….’,
are
not
only
easy
to

write
but
are
usually
very
popular
with

readers
and
with
geng
links
from
other

bloggers.

Interviews
-‐
Some(mes
when
you’ve
run

out
of
insighoul
things
to
say
it
might
be
a

good
idea
to
let
someone
else
do
the

talking
in
an
interview
(or
a
guest
post).

This
is
a
great
way
to
not
only
give
your

readers
a
relevant
expert’s
opinion
but
to

perhaps
even
learn
something
about
the

topic
you’re
wri(ng
yourself.

Case
Studies
-‐
Profile
a
client,
a
peer,
an

organiza(on
or
person
that
you
admire

either
through
direct
contact
or
an

interview
with
them
or
by
doing
some
of

your
own
benchmarking
ac(vity.


888.989.7771

Thought
Leadership
Marketer:

Miron
Construc2on

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
Marketer:

Faith
Technologies

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
Marketer:

Cisco

•  En(re
senior
management
team
is
organized
around
the
goal

of
promo(ng
Cisco
as
a
thought
leader
in
the
technology

field

•  Earning
credibility
by
crea(ng
informa(on
that
places

company
objec(ves
second
to
the
goal
of
educa(ng

prospects

•  Every
Cisco
execu(ve
must
establish
and
nurture
his
or
her

own
reputa(on
for
thought
leadership,
through
blogging,

public
speaking,
and
wri(ng
ar(cles

“When
you
look
at
thought
leadership
you
can
break
it
out
into
a

number
of
different
areas.
It
must
be
visionary.
It
looks
at
the
future.

It
must
be
provoca4ve,
and
it
must
put
the
our
customer’s
needs

first.”

Mark
Peshoff,
Senior
Director
of
Cisco’s
Execu(ve
Thought
Leadership

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
Marketer:

Cisco

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
Marketer:

Cisco

“Once
thought
leadership
is
established,
the
rest
of
the

industry,
the
media,
academia,
government
policymakers

and
the
broader
business
community
turn
to
that
company

for
ideas
and
for
insights
into
where
things
are
going.”

“The
credibility
we
gain
through
thought
leadership

contributes
to
a
sustainable
market
leadership
posi4on.

“Cisco’s
status
in
the
technology
ﬁeld,
and
the
business

world,
and
its
dedica4on
to
thought
leadership
are

inseparable.”
Mark
Peshoﬀ,
Senior
Director
of
Cisco’s
Execu(ve
Thought
Leadership

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
Marketer:

Pheedo

•  Start
the
conversa(on
&

set
the
tone
for
a
new

industry

•  First
to
market
with
data
&

expecta(ons

•  Built
on
blogging
&

community

•  Strong
media
&
speaking

presence

•  Over
50%
of
growth

aQributed
to
TLM
ac(vi(es

The
Marke(ngSavant
Group


888.989.7771

Pheedo
Pheed
Read
Report

•  Created
“industry
ﬁrst”
data,

reports
and
research

•  Generated
over
2000
media

men(ons,
20
analyst
calls,
70

speaking
engagements
and

over
$1M
in
new
business

•  Thought
leadership
posi(on
is

s(ll
unmatched
by

compe(tors
today

•  Secured
stories
in
WSJ,
NY

Times,
Ad
Week,
Ad
Age,

Business
2.0,
and
over
25

other
major
press
hits
in
just

2
mos.

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
Marketer:

LifeMeetsWork.com

•  Startup
company
successfully

launched
using
thought

leadership
principles

•  Executed
full
12
month
social

media
&
thought
leadership

plan

•  Chosen
by
DeloiQe
and
Sara

Lee
to
lead
a
Flex
Work

roundtable
session
&

research
project

The
Marke(ngSavant
Group


888.989.7771

Life
Meets
Work

Work/Life
Issues
Research
Report

•  Take
a
thought
leadership

posi(on
during
Na4onal

Work
&
Family
Month

•  Industry
wide
survey
that

reached
the
top
work-‐life

Fortune
500
leaders

•  Used
to
inﬂuence
pending

work/life
legisla(on

(gathered
support
from

direct
compe(tors)

•  Garnered
over
100
media

men(ons

•  Generated
over
140
new

leads
for
LMW
services

The
Marke(ngSavant
Group

Thought
Leadership
Toolkit

ü Research
survey

ü Whitepaper

ü Media
rela(ons

ü Blogger
rela(ons

ü Webinar

ü Lead
follow-‐up
and
nurturing


888.989.7771

Thought
Leadership
Marketer:

Indium
Corpora2on

“[Being
a
Thought
Leader]
is

being
considered
the
best,
most

authorita4ve,
trusted
source.
It

means
being
the
“go
to”
people.

It
means
being
given
the
ﬁrst

look,
being
invited
into
a

development
project
and
asked

for
advice.
It
means
being
the

organiza4on
that
others
MUST

HAVE
involved
with
a
project.

And
it
all
leads
to
increased
sales,

proﬁts,
and
image
or
it
simply

didn’t
maOer..”

The
Marke(ngSavant
Group

Rick
Short,
Indium


888.989.7771

Publish
Content
in
Many
Forms

The
Marke(ngSavant
Group


888.989.7771

Use
Your
Complete,
Correct
and
Ac2ve

LinkedIn
Proﬁle

3

1

2

5

The
Marke(ngSavant
Group

4


888.989.7771

Connect
with
Thought
Followers

•  Track
who
is
looking
at
your

proﬁle,
then
research
those

people
and
their
companies

in
more
depth

•  Follow-‐up
with
a
connec(on

request,
phone
call,
e-‐mail

or
InMail

The
Marke(ngSavant
Group


888.989.7771

Share
Ar2cles
from
Your
Blog

•  Share
with
your

LinkedIn
connec(ons

•  Email
to
your
prospects

and
clients

•  Contribute
to
industry

forums

•  Print
out
for
your
next

client
visit

•  Comment

The
Marke(ngSavant
Group


888.989.7771

Curate
Insights
from
Industry
Sources

•  Use
in
status
updates
to

LinkedIn

•  Send
links
to
your

network

•  Share
in
LinkedIn

Groups

•  Share
on
other
social

media
proﬁles

The
Marke(ngSavant
Group


888.989.7771

Make
Thought
Leadership
a
Habit

•  Share
insights
with
your
connec(ons

•  Look
for
opportuni(es
to
add
perspec(ve
to
a

conversa(on

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
self-‐assessment

1.  Do
people
use
the
term

“expert”
when
describing
you

or
your
firm?

2.  Do
you
have
a
“conversa2onal

marke2ng”
a]tude
rather

than
a
“sales
first”
a]tude?

3.  Do
your
marke2ng
materials

say
more
about
your
client’s

work
than
yours?

4.  Do
you
strive
to
know
your

clients’
industries
as
well
as

they
do?

5.  Are
you
publishing
or

perishing?

The
Marke(ngSavant
Group

6.  Are
you
are
considered

“honest,
trustworthy
and

selfless”?

7.  Are
you
considered
one
of
the

top
3
picks
for
your
products/
services
by
your
target

audience?

8.  Do
you
command
higher
prices

and
fees
for
your
products
or

work?

9.  Do
you
impact
the
decision

even
if
you
don’t
get
the

business?

10.  Does
your
compelling
point
of

view
create
coherency
out
of

marketplace
chaos?


888.989.7771

"Our
brand
is
the
only
_____
that
______."

Onliness

Our
brand
is…

Harley
Davidson
is…

What:

How:

The
only
(category)

The
only
motorcycle
manufacturer

that
(diﬀeren(a(on

characteris(c)

that
makes
big,
loud
motorcycles

Who:

for
(customer)

for
macho
guys
(and
“macho

wannabes”)

Where:

Why:

When:

in
(market
geography)

mostly
in
the
US

who
(need
state)

who
want
to
join
a
gang
of
cowboys

during
(underlying
trend)

in
an
era
of
decreasing
personal

freedom.

The
Onliness
Statement
dis6nguishes
your
organiza6on
from
every
other

organiza6on.
It
is
a
posi6oning
statement
that
says
what
you
do
and
for
whom,

and
what
makes
it
unique.

The
Marke(ngSavant
Group


888.989.7771

Develop
Your
Onliness
Statement

What:
The
only
(category)
What:_________________

How:
that
(diﬀeren(a(on)

How:__________________

Who:
for
(customer)

Who:__________________

Where:
in
(market/
Where:________________

geography)

Why:
who
(need
state)

Why:__________________

When:
during
(underlying

trend)

When:_________________

The
Marke(ngSavant
Group


888.989.7771

QUESTIONS?

The
Marke(ngSavant
Group


888.989.7771

dana@marke(ngsavant.com

Thanks
for
APending!

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
Marke2ng
Resources

• 
• 
• 
• 
• 
• 
• 
• 
• 

The
Pyramid
Principle,
Barbara
Minto

Get
Slightly
Famous,
Steven
Van
Yoder

Sustainable
Thought
Leadership,
Sari
Aapola

Brand
Stand,
Craig
Badings

Thoughts
on
Thought
Leadership,
Robert
Buday
and

Bernie
Thiel

Value
Forward
Marke6ng,
Paul
R.
DiModica

The
Challenger
Sale,
CEB

The
Trusted
Advisor,
David
Maister

How
to
Become
a
Thought
Leader,
RainToday.com

The
Marke(ngSavant
Group


888.989.7771

APPENDIX

The
Marke(ngSavant
Group


888.989.7771

Thought
Leaders
Master
the
4
C’s

Competence

Define
your
core
competence
and
translate
it
into
marketable

intellectual
capital
with
a
differen(ated
point
of
view

Content
Crea2on

Create
problem
solving,
useful
and
influen(al
content
across
a

variety
of
media,
to
move
your
customer
from
“I
don’t
know

you”
to
“I
trust
you
to
solve
my
problem”

Channels

Use
those
thought
leadership
marke(ng
to
dialogue
with
and
learn

from
your
audience
while
sharing
your
thought
leadership
message

within
an
industry

Connec2on

In
order
to
be
a
successful
thought
leader,
an
organiza(on
should
have

a
well-‐developed
and
ac(ve
online
and
offline
social
networking

strategy
in
place

The
Marke(ngSavant
Group


888.989.7771

Thought
Leadership
Plan:

Pheedo

The
Marke(ngSavant
Group


888.989.7771

Thought Leadership Marketing: From Hidden Talent to Visible Expert - Presented at the Iowa AMA

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