A strategic marketing plan usually focuses just on inbound and outbound marketing. What about injecting Thought Leadership into that plan?
Many executives shy away from explicitly bringing thought leadership into the strategy discussion because the ROI is too soft. (See a good discussion of the objection on slide 37 of this presentation by Dan VanDen Huevel). One example of this hesitance to link thoughtleadership to ROI or leads can be found in this post by Shatterbox in response to that same presentation. The author brings up some valid points, but in a comment to his blog post I wrote the following:
- “I think the author is indicating that thought leadership content (just like any other content) can help company’s nurture leads, not necessarily produce leads. A marketing automation system can cookie a customer or prospect and lead score them according to the content they consume. I for one believe that thought leadership is particularly helpful in the beginning stages of the buy cycle. If distributed via social media or other electronic means, it’s a great way to engage the prospect at the beginning of the cycle. As you slowly build the relationship, your marketing automation system can provide content to them that fits their needs (those needs are slowly learned and earned by every interaction -whether tracked (online) or not (conferences, events, etc.).”
admin
Thanks for taking note of my post, and for sharing your thoughts in response. I think you’re spot on.
Just to clarify the background for my comments, my audience is comprised largely of law firms — and solo/small ones at that — who do not have lengthy sales cycles or marketing automation systems. It’s not that thought leadership does not factor into their marketing programs, but rather that it does so in a different and more limited way for that segment.
Jay,
Thanks for the note. I completely understand having sold and marketed to that segment. The B2B marketplace is a big one and their are many shades of gray…
Mark, I think the important thing about thought leadership and where it fits into the marketing or sales cycle is that it is a powerful engagement continuum.
It establishes your credentials and therefore trust in your brand and what you have to say upfront. It allows for far more meaningful dialogue without having to be too sales focused. And, importantly post the sale, it gives you the basis for an ongoing relationship and to build real loyalty with your clients.
Mark, I think the important thing about thought leadership and where it fits into the marketing or sales cycle is that it is a powerful engagement continuum.
It establishes your credentials and therefore trust in your brand and what you have to say upfront. It allows for far more meaningful dialogue without having to be too sales focused. And, importantly post the sale, it gives you the basis for an ongoing relationship and to build real loyalty with your clients.