The Powerful Sales Element of Social Proof in Thought Leadership Done Well
When a company illustrates in thought leadership that it understands an industry – its strengths, weaknesses, problems and opportunities – buyers stand to reason their products are probably pretty good too. A car dealership published an advertisement promoting several open...Read More
MIT Sloan Study: Just 7% of Companies Have Digitally Savvy Executive Team
Marketing and PR require considerable time to educate executives that aren’t digitally savvy; if we can keep our frustrations in check the payoff promises big returns One of the biggest frustrations in the marketing and PR profession today is the...Read More
B2B Marketing: When You Finally Achieve Thought Leadership, Don’t Let it Slip Away
True thought leadership is hard to achieve, not because it’s hard, but because some in B2B just can’t get out of their own way. Even those that achieve it…let it slip through their fingers with talent turnover. I got a...Read More
Get a Big Picture of the PR Landscape with these Notes from 10 Industry Surveys
Surveys show earned media is still the most credible; exec appreciation and collaboration with PR improved during the Coronavirus Regular readers know these pages are filled with surveys and statistics. Some of the studies are surveys I’ve helped field, like...Read More
The 3 Characteristics of Effective Thought Leadership in B2B Marketing
A study by Edelman and LinkedIn connects B2B thought leadership to trust and sales; and what it takes to be effective Effective thought leadership content is a staple of B2B marketing. And it should be – because thought leadership builds...Read More
Here’s How to Fix a Big Mistake in Content Marketing
A big content marketing mistake is not giving it its own space, it’s own email, it’s own analytics. One of the biggest mistakes I see in content marketing is when organizations and businesses do not treat it like a distinct...Read More
7 Reasons Your B2B Content Marketing Program Fails to Deliver that You Probably Haven’t Heard Before
The surveys have started. There are several industry organizations that field annual surveys about content marketing and they are gearing up. Last year, the data overwhelmingly found every business says they are doing content marketing. This year, I predict satisfaction...Read More
B2B Marketing Underestimates Effects of Thought Leadership on Sales, Study Finds
Marketing may be underestimating the impact of thought leadership on sales, according to a comprehensive study published in June 2017 by Edelman and LinkedIn. While marketers typically associate thought leadership with the awareness stage of the buyer’s journey, the survey...Read More
Thought Leadership Actually Requires Thought and Leadership
The popular technology news site TechCrunch recently announced it was curtailing contributed content. It will stop considering unsolicited pitches from the public in favor of invitation-only contributions. Why the sudden change? Editor-in-Chief Matthew Panzarino and Senior Editor Jon Shieber underscore...Read More
B2B Customers Want Thought Leadership
Thought leadership is usually associated with top-of-the-funnel as far as marketing outcomes are concerned, but there’s evidence to suggest it meets the needs of existing customers. According to an eMarketer report – Don’t Forget About B2B Tech Buyers Post-Purchase –...Read More
