Thought Leadership | Social Media Darwinism

More Thoughts on Thought Leadership

Every firm I speak to wants to better position themselves as thought leaders in their specific area of Technology. And for good reason – better margins, better awareness, better leads, more qualified leads. Moreover, it changes the dynamic of the conversation from one of WHO are you to HOW can you help me with my [...]

People don’t buy “run of the mill” anything anymore!

I work in a professional services firm and in order for firms like ours to differentiate themselves they have to create perhaps hundreds of personal brands around individuals who understand niche topics extremely well. And since buyers have transparency through the use of search engines they can really get a handle on just how qualified [...]

How to develop Thought Leaders

These days many professional services and technology firms looking to differentiate themselves lean on an age old technique of creating thought leadership. But truly differentiated and provocative thought leadership is actually hard to come by. Most of the time, it is just interesting theory without any proof. Moreover, does the thought leadership actually drive the [...]

Unlock your PDF’s and set them free! – a podcast with Peter Nieforth

Classically marketers have always been protective of their content locking them up in PDFs and then putting a registration page in front of them. This behavior is known to have a 1 in 10 (10%) download rate which isn’t bad by marketing standards but on the flip side that means there is a 90% leakage [...]

Using thought leadership to position Motorola, a podcast with Eduardo Conrado

Eduardo Conrado and I met up at the MarketingProfs conference at the beginning of October. I really liked his approach to using thought leadership in the positioning of the Enterprise Division of Motorola.

As global marketing VP, Eduardo controls the marketing for all of Motorola’s enterprise B2B products worldwide. So naturally I wanted to better understand [...]