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Example: an airline manufacturer buying jet engines
At first glance, this is just a fun video about making a film using the smallest particles in the universe; but it’s also a demonstration of the advanced and game-changing technology and equipment IBM has developed. Public and private universities and research institutions, hospitals, and medical centers are IBM’s target audience groups—and with something this catchy and intriguing, it’s a safe bet that they’re listening. – Sharmin Kent
Thought Leadership: You might want to establish thought leadership in your industry by inviting luminary experts to share their expertise with your target audience, or having internal experts review case studies and share best practices. This is a great way to provide value to your target audience and begin building a relationship with potential buyers. – Shelby Britton
DON”T FORGET EMAIL AS A DIGITAL TACTIC!!! OneFish, TwoFish on ZAPP email marketing site
They sell network testing equipment, which is a high-consideration and long buying cycle B2B purchase, and they have done a great job of SEO and moving potential buyers to action.
The “smart” reputation building strategy
What is a thought leader?
A recognized authority on a subject
A trusted source
A person who has innovative ideas
Someone who shares information so others can succeed
A thought leader is someone who looks at the future and sets a course
for it that others will follow. Thought leaders look at existing best
practices then come up with better practices. They foment change,
often causing great disruption.
Shel Israel, Forbes
Can anyone be a thought leader?
Thought leadership takes time (sometimes years);
knowledge and expertise in a particular niche;
a certain level of commitment; and
a willingness to buck the status quo or the way things have
always been done.
How to become a thought leader
Create a robust online
Flaunt high-quality affiliations
Give public speeches
Appear on TV
Win some awards
Publish a book
Listen and learn
Join your ecosystem
Become discoverable (build
Think relay, not sprint
Dorie Clark, HBR blog Denise Brosseau (eLC)
Thought leadership in business-to-business communication
Thought leadership is especially important in B2B (business-to-
Important because of the:
Complexity of decision-making
Length of decision-making
Large number of people involved in decision-making
Michael Brenner, Forbes
B2B thought leadership = content
2011 survey showed 90% of B2B marketers were using content
Each issue should have a relevant theme.
Include your contact details and a short description of what your
business does in every newsletter.
Make sure that as many sections as possible link through to
something on your website.
Always include a 'call to action' at the end of each click-through.
Make sure all content links clearly to something you do. Be wary of
writing anything which is interesting, but doesn’t conceptually link
to something you can sell.
If you have something very relevant to sell on the back of the
theme, you can include one ad for it. But it should be in the style of
‘find out how to…’ rather than ‘buy it here!’
IXIA generates a 2,800% ROI
on its social media efforts.
Regardless of the platform
Use keywords in the headline and share on social networks
Include compelling images or videos
Don’t talk about your products, talk about solving the business’
Share other customers’ stories (testimonials)
Experiment with different formats
Jeffrey L. Cohen
Thought leadership is not *just* for B2B
Dove’s Real Beauty campaign
marketing can also use thought
leadership strategies to
enhance the reputation of a