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

Email

Blog

InMail

Company Page

Sponsored Updates

SlideShare

Display

PPC

Twitter

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%

Email

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