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presents
Jason Miller Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
“Who I am as a guitarist is defined by
my failure to become Jimi Hendrix.”
– John Mayer
What is Thought Leadership?
“Thought leadership consists of ideas that require attention, that offer guidance or clarity
and that can lead people in unexpected, sometimes contrarian directions (think of Seth
Godin). Thought leadership needs to be educational and ideally provocative; content
marketing can simply be fun or entertaining”
As Jeff Ernst, principal analyst at Forrester Research puts it:
“Business buyers don’t ‘buy’ your product or service, they ‘buy into’
your perspective and approach to solving their problems.” 1
The Why
Thought Leader vs Thought Leadership Don’t confuse the two. Not everyone can be a “thought leader” but by sharing ideas collectively your
company can achieve thought leadership. There’s a big difference.
Thought Leader
Thought Leadership
Three Types of Thought Leadership
SUCCESS
Industry
Leadership
Product
Leadership
Organizational
Leadership
Industry Thought Leadership
Industry Thought Leadership
Product Thought Leadership
Product Thought Leadership
Cultural Thought Leadership
Cultural Thought Leadership
The blog is the social media rug
that ties the room together.
Laying the Foundation
Company Page/Showcase Page
Company Page Showcase Page
Sponsored Updates
LinkedIn Groups
Publishing on LinkedIn
LinkedIn Pulse
SlideShare
Marketo Moz Content Marketing
Institute
Activating Employees
Tap Into Multiple Sources (Curating Thought Leadership)
LinkedIn Pulse
Why it’s important to measure Thought Leadership
Reputation Relationships Revenue
Thought Leadership Throughout the Funnel
Aligning thought leadership with messaging strategy
Understand what prospects
and customers believe
Develop and articulate a well
informed point of view
Frame a story in terms of
the value delivered to help
buyers see new possibilities
The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock
29
Take it Global
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
For those about
to Launch…..
FIRE!
33
MQL
33
Turkey Slices (Non Gated)
Lead Capture
No Yes
Revenue Sales
SDR Sales Qualified?
BIG ROCK
(Gated)
Nurture
No Yes
The Results Out of the Gate
34%
32%
15%
9%
6% 4%
Blog
InMail
Direct/ SEO
Other
Display
AdWords 64% 7%
7%
7%
6%
4%
2% 1%
1%
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France
47% Percent of total NAMER inquiries driven by social YTD 17% = SU, 15% = Blog
35
37
18,000% ROI
“Sometimes you want to give up the guitar,
you’ll hate the guitar. But if you stick with it,
you’re gonna be rewarded.”
– Jimi Hendrix
But don’t think you have to go it alone.
Here’s a handy checklist for thought leaderships success:
Define what thought leadership means
to you/your organization
Secure top-level buy-in and support
Align thought leadership with
product/service and organizational
leadership goals
Establish a process for brainstorming,
vetting and developing a manageable
number of ideas
Develop a unique and groundbreaking
viewpoint
Use content marketing concepts and
best practices to disseminate your
thought leadership
Deliver thought leadership at every
stage of the buying cycle
Define success criteria and measure
and report on it
Thought Leadership Will Save Us
from Content Shock
42
“People want a thrill, people want
a spectacle and people love
to be entertained.”
The most effective platform for marketers to reach audiences,
nurture prospects and acquire customers
Accelerate sales
by reaching the
right people with
helpful content
throughout the
buying process
Share relevant content
and campaigns with
the world’s
professionals
Content & Campaigns
Get to the right people
with precision-focused
B2B multi-channel
marketing
B2B Marketing
Thank You! Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
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