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Thought Leadership Marketing
                 ‘Selling IT services is no longer a cost play. Learn how Thought Leadership
                       marketing can help you improve competitive positioning and value
                                                   realization’

                                                       Vinod Harith

                                            Nasscom Emerging Companies Forum
                                                     25th July 2008
                                                        Chennai


Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
Defining thought leadership

                 The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the
                 magazine, Strategy & Business

                 A commonly accepted definition is that thought leaders are individuals or
                 organizations that are recognized by peers, customers and industry experts
                 as someone who deeply understand the business they are in, the needs of
                 their customers, and the broader marketplace in which they operate

                 Thought leaders have a distinctively original idea, a unique point of view or an
                 insight




Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
Why thought leadership?
                 Because customers now control the buying process




Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
Why thought leadership?
                 Simple. Because your customers are looking for it
                 And 4 of the top 5 effective marketing vehicles AS RANKED BY
                 CUSTOMERS have to do with thought leadership




Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
Why thought leadership?
                 And customers pay a lot of attention to thought leadership




Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
Why thought leadership?
                 Customers will even read junk mail if the message or idea is compelling




Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
What thought leadership marketing
                 delivers
                 Moving beyond being just a cost player with your customer

                 Building a strong brand – thereby helping you cut cost/ time of sale

                 Increasing Marketing’s Business Impact

                 Improving Competitive Positioning and Differentiation

                 Implementing Demand Generation Tactics that Work

                 Sharpening Marketing’s Edge




Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
The Thought Leadership Ecosystem

                                                                                                         1/3rd of organizations don’t
                         Niche Identification
                                                                 Thought Leadership Creation
                           and Positioning                                                               have a thought leadership
                                                                    Build in-depth research
                       Identify the unique space
                                                                                                         strategy and another 1/3rd
                                                                 and compelling content around
                       you should occupy in the
                                                                      the identified topics
                                                                                                         don’t communicate it
                       Thought Leadership space



                                                                                                         Identifying    your     unique
                                                                                                         ecosystem       helps      you
                                                                                                         maximize      touch     points,
                                                                                                         improve effectiveness and
                                                                 Thought Leadership Partnerships
             Thought Leadership
                                                                                                         reduce cost of outreach
                                                                   Identify the right fit partners for
                Dissemination
                                                                      joint research and papers
   Distribution of papers, PPTs, webinars
                                                                     with academia and partners
and podcasts though paid and unpaid channels
                                                                                                         Next practices – joint thought
                                                                                                         leadership    with      clients,
                                                                                                         customer councils
                                            Thought Leadership
                                                 Repurposing
                                       Convert the content into webinars,
                                         Podcasts, speaking opps, etc



Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
Where do we start

                 Have a point of view - any view is better than no view

                 Ideas, frameworks or hunches also qualify

                 Build supports around your point of view – research, benefits…

                 Get it endorsed by peers, customers and industry experts

                 Find or create forums to communicate your thought leadership

                 Be evangelical about your idea, don’t get side tracked


Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
Measuring thought leadership
                 We need to move away from traditional measures to business focused ones
                 Touch points analysis and messaging recall




Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
www.cmoaxis.com
                                                       vinod.harith@cmoaxis.com; pramod.harith@cmoaxis.com




Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd

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Thought Leadership Marketing

  • 1. Thought Leadership Marketing ‘Selling IT services is no longer a cost play. Learn how Thought Leadership marketing can help you improve competitive positioning and value realization’ Vinod Harith Nasscom Emerging Companies Forum 25th July 2008 Chennai Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 2. Defining thought leadership The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy & Business A commonly accepted definition is that thought leaders are individuals or organizations that are recognized by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate Thought leaders have a distinctively original idea, a unique point of view or an insight Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 3. Why thought leadership? Because customers now control the buying process Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 4. Why thought leadership? Simple. Because your customers are looking for it And 4 of the top 5 effective marketing vehicles AS RANKED BY CUSTOMERS have to do with thought leadership Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 5. Why thought leadership? And customers pay a lot of attention to thought leadership Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 6. Why thought leadership? Customers will even read junk mail if the message or idea is compelling Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 7. What thought leadership marketing delivers Moving beyond being just a cost player with your customer Building a strong brand – thereby helping you cut cost/ time of sale Increasing Marketing’s Business Impact Improving Competitive Positioning and Differentiation Implementing Demand Generation Tactics that Work Sharpening Marketing’s Edge Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 8. The Thought Leadership Ecosystem 1/3rd of organizations don’t Niche Identification Thought Leadership Creation and Positioning have a thought leadership Build in-depth research Identify the unique space strategy and another 1/3rd and compelling content around you should occupy in the the identified topics don’t communicate it Thought Leadership space Identifying your unique ecosystem helps you maximize touch points, improve effectiveness and Thought Leadership Partnerships Thought Leadership reduce cost of outreach Identify the right fit partners for Dissemination joint research and papers Distribution of papers, PPTs, webinars with academia and partners and podcasts though paid and unpaid channels Next practices – joint thought leadership with clients, customer councils Thought Leadership Repurposing Convert the content into webinars, Podcasts, speaking opps, etc Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 9. Where do we start Have a point of view - any view is better than no view Ideas, frameworks or hunches also qualify Build supports around your point of view – research, benefits… Get it endorsed by peers, customers and industry experts Find or create forums to communicate your thought leadership Be evangelical about your idea, don’t get side tracked Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 10. Measuring thought leadership We need to move away from traditional measures to business focused ones Touch points analysis and messaging recall Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd
  • 11. www.cmoaxis.com vinod.harith@cmoaxis.com; pramod.harith@cmoaxis.com Copyright 2008 CMO Axis Outsourcing Services Pvt Ltd