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We Are Man Bites Dog
PAWS OFF! Copyright Man Bites Dog Ltd 2014
PAWS OFF! Copyright Man Bites Dog Ltd 2014
Ideas With Commercial Impact
of PS CMOs say ideas are the best way to demonstrate expertise
of PS marketers believe ideas are the
greatest source of differentiation for
their firm
Text
of PS CMOs see ideas as the key battleground for their industry
of PS ‘thought leadership’ is THOUGHT FOLLOWERSHIP
of CMOs agree or strongly agree that ideas-led sales conversations are critical to their business development
strategy
of CMOs believe that B2B marketing is facing a crisis of creativity
ThinkOriginality
FeelRelevance
DoCall To Action
Lack of inspiration
Time to think
Fear of trying something new
BARRIERS TO CREATIVITY
ThinkOriginality
FeelRelevance
DoCall To Action
ThinkOriginality
FeelRelevance
DoCall To Action
ThinkOriginality
FeelRelevance
DoCall To Action
Generating Ideas
Exercise One:When I Made...
Inspiration: Develop A Creative Habit
Open: Become good at noticing - use the world around you
Curious: Exposure to other disciplines, industries, people
Cultured: Look to the edges and the mainstream
Idle: Look away, daydream, walk, run, listen
Positive: Build - avoid cynicism and negativity
PAWS OFF! Copyright Man Bites Dog Ltd 2014
Ideas That Lead
Market
● What are the big issues and emerging challenges impacting your market?
MARKET
Clients
● What keeps your clients awake at night - and what should?
CLIENTS
Competitors
● Where are your competitors weak or absent?
YOUCOMPETITORS
You
● What is your zone of competitive advantage - where can you win?
YOU
Ideas That Lead
Making Ideas Travel
ThinkOriginality
FeelRelevance
DoCall To Action
Beyond The White Paper
Channels With Purpose
Launch
Influencers Events RoundtablesBenchmarking
PAWS OFF! Copyright Man Bites Dog Ltd 2014
Mapping The Buying Process
Commercial Impact
• Map your sales funnel.• Identify 4-5 key stages where you can influence a buyer
with content.• For each stage: who is the audience, what is the purpose
(what do you want them to think, feel, do), how will you package the content and which channels will you use (including at least two you have never tried before). • Present your ideas back to the group.
Championing Commercially Engaging Ideas
Championing Ideas
• Build a brick wall of the obstacles to championing ideas in your organisation.• Think about stakeholders and decision-makers - what
are their concerns?• Then find ways to solve each of the problems, to
champion your idea at every level.• How can you preempt their challenges?• Present your ideas back to the group.
Top Tips
Mandate: Focus on the big picture
Business case: ROI (return on ideas)
Activation: Clear and realistic plan with key outcomes up front
Sponsorship: Innovation culture led from the top
Single expert champion: Involved from day one
Collaboration: Incubation not interference
Management: Tightly controlled approval process
Passion: Fight for your idea, it’s infectious
PAWS OFF! Copyright Man Bites Dog Ltd 2014
For a copy of Follow The Leader contact us at:[email protected]
Or visit:www.manbitesdog.com/followtheleader
Follow us @manbitesdogpr
PAWS OFF!Copyright Man Bites Dog Ltd 2014This presentation and its contents are confidential and the property of Man Bites Dog
