The rise of the visible expert.

Grooming thought leaders.

Getting closer to the revenue.

Excerpt from the thought leadership workshopITSMA Annual Conference

Cambridge, MADecember 2012

Evolving the thought leadership model.

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Our world is increasingly complex + confusing.

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source: Corporate Executive Board

Thought leadership is about helping people share + ignite ideas.

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The digital revolution continues to shake things up.

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Digital first.

Decision-makers and influencers go online before they go to peers.

•51 million blogs

•340 million Tweets each day

•187 million LinkedIn subscribers…2 new ones added every second

•100 million active users on Google

Face-to-face is still where relationships are built and most

ideas are hatched and expanded.

•1.8 million US events annually

sources: LinkedIn, Google, Twitter, Speakerfile

The discipline of thought leadership is evolving as much as online channels and real-world venues.

Thought leadership has become a big business.

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Tens of millions of dollars. That’s what leading firms are spending to create and distribute thought leadership. It’s central to strategy. But, costs can get out of hand. Thought Leader is LinkedIn’s newest feature…a likely sign that the term {although not a favorite by most} will become more widely adopted. Brand journalism is a new career category. Editors and reporters have gone corporate. Content stacks provide online and print publishers with huge new sources of revenue. Big firms have found a way to dominate premium space. Self-publishing is the rage. Tablet devices and smart phones are changing how and where we consume information. Thought leadership awards programs are emerging. ITSMA received a record number of submissions this year.source: Pew Research Center

Expanding your idea culture means...

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Finding + developing visible experts who•Address issues that matter to clients•Build a reputation for bringing insights + ideas•Respond quickly when new regulations reshape your clients’ business + financial landscape •Have a compelling point of view about technologies + processes that can accelerate clients’ innovation and differentiation, creating business value •Are comfortable sharing their own story to add the human element

A few truths…

Decision-makers…•Still prefer to buy local•Will tap experts in small- to mid-size firms when the talent + thinking is on par…and they can find them!•Want alternatives to long-term contracts and retainer-based terms

In thought leadership…•As true costs become clear, we may be headed toward our own fiscal cliff•Understanding clients + issues remains central

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Create an idea culture, with Marketing at the center, because…

•There’s an outside in perspective•Multiple stakeholders are considered…clients, influencers, partners, competitors, media, colleagues•Brand-building is balanced with business-building

– There’s alignment with themes and a deep dive into issues– Creativity is still key– The focus is on creating rock bands, not rock stars

•Insights + ideas can be aligned with the decision-maker’s journey (epiphany through client loyalty)•There’s access to key channels + know-how to use them•Marketing analytics can capture key measures + marketers can make sense of them

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Developing visible experts.{It’s about people.}

Your visible expert

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Narrow the focus.

• Specific + timely business issues

• Specialized expertise• The first name that

comes to mind• Potential to command a

premium

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Personalized + customized.

• Get granular• Broaden positioning in strategic accounts

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Be agile.

• With the foundation in place, be strategic + fast• Mine content that’s pre-approved• Share. Listen. Evolve.• Pivot when needed• Flexibility can drive innovation

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Bring something or someone new to the table.

• The best answer may come from inside the organization or out

• Create a network of strategic partners…traditional and unconventional

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Be credible. And likeable.

• Demonstrate deep expertise (beyond the CV)• Breath life into each person’s profile

 

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Substance

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Style

Balance online + real-world presence.

• Be visible online• Build relationships in person• Balance the portfolio

– Optimal minimal

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Protect great ideas.

• Align with legal + IP creation teams.

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General campaigns Getting closer to the revenue

Who Broad groups of business executives, grouped by industry and role — working from largely unqualified prospect lists

Highly targeted to individuals… decision-makers focused on specific business issues

What Focused on evergreen themes and broad business issues

Specific, actionable insights supporting each phase of the client’s decision process, at the intersection of industry, role, company.

Timing Content distributed to broad audiences when materials are ready or synched with event

Timely issues require rapid sequencing.

Content and programs aligned with individual decision-makers when they need it, throughout their buying cycle.

Measures Numbers of people contacted: The bigger the distribution list, the better.

• How decision-makers engage• Number of meetings• Pipeline• Proposals• Sales• Value delivered | created

Mix of content type

More, new and different Reframe…recycle, repurpose, reuse

Re-think the campaign model.

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Measures

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ReputationReputation RelationshipsRelationships RevenueRevenue

A framework to determine priorities and align measures that matter.

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“Be so good they can’t ignore you”~ Steve Martin

Create remarkable content.

Substance + style• Build a solid foundation, then…• Breakthrough the noise

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Tap the network.

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Exercise.Building the business case.

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Wrap up.Comments.

Questions.

The rise of the visible expert.

Pauline Weger@Visible_Expert

pweger@signaturethinkers.com703.272.3822