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Thought Leadership Significantly Impacts B2B Buying - Chiefmarketer

Thought Leadership Significantly Impacts B2B Buying - Chiefmarketer | The MarTech Digest | Scoop.it
The thought leadership content B2B buyers engage with in social media can have a tremendous impact on what they purchase, according to new research from LinkedIn and Edelman Digital.

Over a third of c-suite execs and decision makers surveyed—39%—said thought leadership content had influenced them to ask a vendor to participate in the RFP process, and 47% said such content had a direct impact on awarding business.

Over 80% of respondents said strong thought leadership pieces had increased their trust of an organization, and 51.5% cited it as a major element they use to vet potential partners. Half were willing to share their contact information in exchange for content of interest, and 31% of decision makers and 42% of c-suite execs said they had reached out to content providers to follow-up if they were impressed.
CYDigital/marteq.io's insight:

However, the bar is VERY high for thought leadership, e.g., HBR, MIT level content.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Study: 56% Of B2B Decision Makers Gain No Value From Thought Leadership Content - Demand Gen Report

Study: 56% Of B2B Decision Makers Gain No Value From Thought Leadership Content - Demand Gen Report | The MarTech Digest | Scoop.it

"More than half (56%) of respondents agreed that they do not gain valuable insights from the thought leadership content they consume.

The study also determined that:

  • Eighty-six percent of thought leadership consumed is considered merely good, mediocre or poor in quality;
  • Forty-five percent of business decision makers and 53% of C-suite executives reported that they sometimes lost respect and admiration for organizations that produced thought leadership content that was not high quality, insightful or relevant; and
  • Thirty percent of business decision makers and 35% of C-suite executives removed companies from consideration after engaging with what they viewed as poor thought leadership content."
CYDigital/marteq.io's insight:

Advice: If it's not HBR quality, don't call it Thought Leadership.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Nine Lessons in B2B Thought Leadership [Research] - Marketing Insider Group

Nine Lessons in B2B Thought Leadership [Research] - Marketing Insider Group | The MarTech Digest | Scoop.it
  1. Be useful.
  2. Failure comes in threes. 
  3. Let the client see the clients. 
  4. Keep it short and punchy. Two formats – 800-word articles (63%) and 300-500-word blog posts (57%) – are preferred more than any other.
  5. It’s complicated. 
  6. Facebook, the professional network? 
  7. Monday lunchtimes matter. 
  8. The C-suite ignore most of what you write. 
  9. Readers want to be creators too. 
CYDigital/marteq.io's insight:

I am blown away by #5: preferred over LI???

 

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marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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What You Need to Do to Become a Thought Leader - Profs

What You Need to Do to Become a Thought Leader - Profs | The MarTech Digest | Scoop.it

Digest...


Thought leaders speak

Pro bono speaking opportunities can boost thought leadership and top-of-mind awareness. My own approach is to accept this type of engagement if it puts me in front of an audience that allows for an interesting exchange of views. One important note: no holding back when speaking pro bono; you still have an obligation to deliver meaningful content.

 

Thought leaders write

Once written, your articles need to see the light of day. Where to start? Some ideas about external publications:

>> Membership organizations to which you belong that publish newsletters and journals

>> Trade publications that cover your industry

>> An op-ed in your hometown newspaper

>> A column in the local business weekly

 

Thought leaders publish research

Don't think you need a PhD to pursue research. Dense, footnote-laden, academic language is not required. Settle on a topic in which you hold expertise and dig in with one or more of these four techniques:

>> Interview luminaries in the field.

>> Conduct surveys.

>> Tell stories about your experiences.

>> Use new media channels to gather opinions.

 

___________________________________

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CYDigital/marteq.io's insight:

Your starting point is research, and from there you can leverage the research through writing and speaking. 

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Branding Strategy Insider | 7 Ways To Build A B2B Brand Advantage | #TheMarketingAutomationAlert

Branding Strategy Insider | 7 Ways To Build A B2B Brand Advantage | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
We tend to put the onus for likeability on B2C brands, but while B2B brands may work to different dynamics and different decision trees, people still want to do business with people they like spending time with.


Intermediate/ Digest...


Here are 7 ways your B2B brand can increase other businesses’ inclination to work with you.

 

1. Build your authority – the fastest way to de-risk the decision to go with you is to show that you are a wise choice. Do that through story and demonstration not hype and hope.

 

2. Be uplifting – genuine energy is hugely infectious. People want to do business with brands that are passionate about what they do and the difference they can make.

 

3. Problem solve – it’s not about what you offer, it’s all about what they need.

 

4. Have real personalityStand apart by presenting yourselves in a colorful and savvy way – in your actions and in your marketing.

 

5. Listen carefully – monitor the market, provide input, shape debate, engage with others and take onboard what you get back. Then share the insights you’ve gathered generously.

 

6. Start relationships early – expressing an interest in doing business with another brand and then exhibiting the patience to wait till a slot becomes available shows planning and discipline.

 

7. Open doors – making introductions that display no self interest reinforces trust and helps businesses perceive your brand as connected and enabling. You are part of the solution, despite the fact that you didn’t actually contribute directly in addressing the issue.

 

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CYDigital/marteq.io's insight:

Build Thought Leadership...real thought leadership. Deliver incredible value through your content, and be seen as the intellectual, practical, and steeped-in-experience leader.

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Hsin-Ju Tsai's curator insight, October 1, 2014 7:16 AM

Use a effective brand strategy to build a brand advantage in B2B market. Here are the 7 tips. @Ashleigh Ali

John Norman's curator insight, January 7, 2015 6:31 PM

The lesson continues on how to improve our business or personal branding. The advice is mostly generic but still very sound

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Forrester Report: How to Create Thought Leadership to Help Your Brand - CMS Wire

Forrester Report: How to Create Thought Leadership to Help Your Brand - CMS Wire | The MarTech Digest | Scoop.it

"A new report from Forrester Research gives advice on how to develop thought leadership to help your brand..."


Key excerpt...


Content marketing clearly is important to marketers. Forrester said that tech-oriented marketers list content marketing as among the top four tactics for lead origination, nurturing or sales enablement, but it was not among the key tactics for building brand awareness.

 

“Most content marketing programs don’t produce a distinct, provocative point of view,” the report said, noting that “a forward-looking idea that takes on a separate life from the firm” is unlike brand messaging, and it provides insights on issues faced by customers. In fact, the report says, thought leadership is at the top of content marketing in terms of potential impact, above solutions, case studies, how-to, evaluation tools, product/service content, or brand ads and messaging.

 

Developing good thought leadership is a whole discipline in itself, according to Forrester. Chief Marketing Officers have to set a company-wide direction and tone for delivering “valuable information based on customer concerns, with the expectation of immediate commercial returns.” There needs to be executive commitment and enthusiasm to “provocative forward-leaning points of view.”

CYDigital/marteq.io's insight:
  • See the article at www.cmswire.com
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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B2B Thought Leadership? Not so much... | Forrester Blogs

B2B Thought Leadership? Not so much... | Forrester Blogs | The MarTech Digest | Scoop.it

Condensed...


Unfortunately, most B2B marketers fall short when they publish promotional content or threadbare case studies masquerading as thought leadership.

 

Thought leadership is different.  And it's rare.

 

It sits at the pinnacle of good market-facing content production but takes the long view toward the business results it produces. When successful, it engages buyers in an exchange of ideas that delivers value to both sides -- buyers and sellers -- while positioning your firm as a trusted source of great information. And the market, not your marketing department, tells you when your stuff reaches true thought leading status.

CYDigital/marteq.io's insight:

So the question is: are thought-leadership pieces a part of your content marketing plan? We've seen enough published content to know that, in this particular space (B2B marketing technology), there are less than a handful of thought leaders. Let us know if you want to know who they are: drop us an email.


  • See the article at blogs.forrester.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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Ryan Hines's curator insight, September 4, 2013 3:59 AM

A nice diagram, although I'm not sure if I agree with the concept. Starting from the bottom of the pyramid, each step comprises concrete marketing collateral--regularly-produced content and formats that will be familiar to any marketing professional. At the top is this vague, imposing category of thought leadership, which, to me, is expressed through many of the same formats desccribed (case studies, tools, blogs, even advertising).

Constance S. Ward's curator insight, September 6, 2013 3:45 AM

This article emphasizes the rare nature of true thought leadership...

Ron McIntyre's curator insight, August 8, 2014 5:42 PM

I agree that thought leadership is rare but it needs to be part of the puzzle in today's business.

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Which Comes First: Content Marketing or Thought Leadership? | Forrester Blogs

Which Comes First: Content Marketing or Thought Leadership? | Forrester Blogs | The MarTech Digest | Scoop.it

Key excerpt...


I see 4 key trends converging on B2Bmarketers that drive interest in, and failure with, content marketing:

  1. Increased buyer sophistication. Gone are the days when sales can show up at the client's door, share a brochure, run through a demo, and start contract negotiations. In this new "age of the customer" buyers go online to research and problem solve, and rely on peer networks (traditional and social) to help them out. They have become adept at avoiding marketing messages and more discerning about what they read, watch, and visit.
  2. Underperforming marketing mix. Marketing execs struggle to make sense of a stunning array of digital marketing tactics, few of which seem to stand out from the crowd. But don't blame the tactics -- most email, social, mobile, etc. campaigns suffer from irrelevant, uninteresting content used to lure buyers to open, click, or engage.
  3. Rise of marketing automation. Sales demands more pipeline help and the CFO wants proof marketing programs work. Automation gives marketers a start at solving both problems, but not all the answers.
  4. Media fragmentation. Cheap, easy publishing technology pushes many traditional business publications into obscurity as these tools let everyone become an overnight journalist.  Including many marketing departments. Too bad that journalistic acumen and audience understanding doesn't come along with the software.


There is an awful lot of tired old white papers and trumped up case studies masquerading as thought leadership. It's time for CMOs to "get real" about content marketing priorities and whether thought leadership should be one of them. Getting real means understanding that very few ideas or points of view you put out will get picked up by the market and your buyer communities to take on a life of its own.  It means deciding if your content publications efforts exist to generate demand, build or change your brand, get your voice heard above the din, or create a provocative, unexpected perspective that runs contrary to common practice.  The last is the hardest to do.

CYDigital/marteq.io's insight:

Laura Ramos has been doing this for a while, and we strongly encourage you to follow her guidance. One could make the argument that poor content hurts rather than helps the content marketing strategy.


  • See the article at blogs.forrester.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us
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