How to Gain Real Traction with Thought Leadership: Interview with Chris Koch

How to Gain Real Traction with Thought Leadership: Interview with Chris Koch
Stephanie Tilton - Thu May 19, 2011 @ 07:00AM
Comments: 51

In March, I attended ITSMA’s road show on Thought Leadership Marketing: Moving from Ideas to Revenue. I caught up with chris-koch.pngChris Koch, Associate Vice President, Research and Thought Leadership for ITSMA, to dig down further into the topic.

1.     What are the concrete steps to selecting the right issues to focus on and prioritizing ideas to develop for a thought leadership program?

It’s all about knowing your target audience, what they’re interested in, and what’s bothering them. But you then need to go beyond that and conduct original research to investigate the issues and come up with interesting points of view on trends and issues. That includes bringing in points of view from customers, industry experts and analysts, and other relevant external parties.

When it comes to prioritizing, marketers need to focus on 3-4 ideas that relate to their offerings and the audience they’re serving. You can have a terrific idea, but if it doesn’t map to your offerings, it won’t lead anywhere. In fact, I’ve seen companies get into hot water with ideas they weren’t ready to deliver on. Plus, by focusing on a manageable number of ideas, organizations can develop a deep well of content to support them.

2.     What does it take to develop a compelling point of view?

While a subject matter expert can put forth a hypothesis and point of view, it’s the storytelling capability of marketers that helps get it across in an interesting way.

For example, IBM thought about what it meant that companies were suddenly so interested in analytics. After conducting years of research and using social media throughout the organization, analyzing trends, and the calling up on talent throughout the organization, it decided it was because globalization was putting constant pressure on efficiency, forcing companies into permanent cost-cutting mode, IBM came up with “Smarter Planet” to encapsulate those trends.

This illustrates what we are seeing as an emerging trend – the idea of business themes. In other words, finding a big idea to sit on top of trends and offerings and the way you segment your market. This isn’t a tagline about what you do or who you are but something that really captures a compelling idea.

Consider Cognizant’s new campaign, which revolves around the concept: The Future of Work. Under this major business theme, Cognizant has created sub-themes related to its offerings, including globalization, cloud, and virtualization, to name a few. In other words, they’re drawing the line between their conceptual thinking and concrete offerings for buyers. And this is clearly resonating with the market. Since the campaign launched, Cognizant’s web traffic has grown quite a bit.

3.     What types of incentives work to get subject matter experts involved in contributing to idea and content development?

The old carrot-and-stick approach works. The carrot can be something like a contest for the best idea with a prize of an iPod or recognition through a newsletter, award, or a seat on an “eminence council.” The stick, so to speak, can be the C-level mandating that the creation of good ideas is a priority and part of employees’ annual goals. This approach starts to permeate throughout the corporate culture, as it has at places like McKinsey for decades. To get ahead, you need to come up with thoughtful, compelling points of view.

4.     One of the steps of the Development: Discover phase is to run ideas through the idea network. Please describe the idea network.

In the idea network, marketing facilitates the process of gathering internal input for idea development. This can be through knowledge sharing sessions, customer councils, and running contests for ideas, for example. Marketing then helps test the ideas with an external audience, including vetting ideas with industry analysts, and getting market feedback via social media.  

 

ideanetwork.png

5.     In your briefing, you mentioned that buyers don’t respect vendors that pay for thought leadership. Why is this?

Referencing analyst findings in your own thought leadership makes sense. And analysts can be incredibly valuable in the idea network as you’re trying to figure out your point of view. But you can’t only feature analyst reports and call it thought leadership. Your prospects and customers will see through it.

6.     How can companies validate their ideas with data and case studies?

Data is about developing a hypothesis and confirming it in the marketplace, such as by conducting research, surveys, and focus groups. Once they’ve started putting ideas into the market, companies can then develop case studies showing how customers have realized real-world success with offerings that tie to those ideas. For example, with IBM’s Smarter Planet, it might be a case study on smarter traffic management [http://www.ibm.com/smarterplanet/us/en/traffic_congestion/examples/index.html]. 

7.     What does it mean to take a formal approach to thought leadership dissemination?

We see centers of excellence developing in companies. For example, McKinsey has a dedicated research arm and follows the publishing model. Similarly, IBM has a highly developed research competency governed by strict, honed processes. A key methodology that even small marketers can get their hands around is an editorial calendar.

We found in our surveys that companies with a proactive editorial calendar process had more success from development to dissemination of ideas. They don’t just capture what’s at hand; they actively plan ahead for a year.

8.     How can thought leadership bridge the gap between customer loyalty and trust?

A company may get high Net Promoter Scores on satisfaction. But if you explore more deeply, you may find that its customers are satisfied but not overjoyed. So if a competitor came along with a better offer, the company could easily lose the business.

With idea marketing, you demonstrate to prospects and customers that you understand their key issues and that you can help address them. By doing this consistently over time, you can shift the perception of your organization as a vendor to being a trusted provider. And when customers trust you, they will put their future in your hands. Companies that achieve this status stop asking “are our customers saying good things about us?” and instead ask “have our customers asked our advice on what they should do next?”

Thought leadership is obviously not the only thing you need to do to earn that trust. But this is how marketing, sales, and service can help shift the perception.

Share your experiences: What approaches to establishing thought leadership have worked for you?

About the author: Stephanie Tilton is a content marketing consultant who helps B2B companies craft content that nurtures leads and advances the buying cycle. You can follow her on Twitter or read more of her posts on Savvy B2B.

Related posts:

Comments: 51

Comments

1. solution   |   Fri Feb 07, 2014 @ 07:49AM

Focus on the problem and solution benefits, and leave the installation details to the imagination. http://jurassicparkbuildertool.com/

2. antoineblur   |   Fri Feb 14, 2014 @ 09:18AM

Conducting researches and surveys helps to create a better proactive editorial calendar and plan more thoroughly the next steps needed to implement a successful strategy on the market. I really loved the ideas I found on http://www.carrolltransportationinc.com/ website, they provide transportation services for sports events, tours, weddings and concerts and even convenient airport transportation that is great for families.

3. TeddyAnchor   |   Wed Mar 26, 2014 @ 07:43AM

Excellent tips! That was a great interview with Chris Koch. I’m impressed with his thoughts and suggestions. It was interesting to know about his take on content development. Thank you so much for updating this valuable information. Please keep updating.
http://www.outlookaddressbooks.com

4. Focus   |   Sun Apr 20, 2014 @ 02:40AM

Remember it's not a reference architecture or technical white paper, it's a tool to show how your product solves a particualr business problem. Focus on the problem and solution benefits, and leave the installation details to the imagination. http://www.spiderveinsonface.org

5. 3Dprinter  |  my website   |   Sat May 10, 2014 @ 08:03PM

This is amazing! Just the information that I needed! This will help me improve on my work area greatly!

6. power   |   Wed May 14, 2014 @ 06:35AM

As an example, I think Sales power has a excellent structure for presenting their clients in this brief kind. When you go to their main web page for client achievements, you are provided with (at plenty of duration of this posting), an alphabetical record of 295 experiences. http://www.remonline.com/shes-1-marnie-bennetts-big-5-secrets-to-success/

7. Krishna   |   Sun Aug 24, 2014 @ 08:22AM

site,I have never saw.. Great work, Nice Blog. keep regular updates. i like it so much. My Blogs http://mrqe.in and http://www.seotraininginameerpet.in

8. sandeep   |   Wed Sep 10, 2014 @ 11:10PM

Thanks a lot for sharing the detailed list of Senate names of farm bill Conferees. Most of the members are new to me. This subject has interested me for quite some time. I have just started researching it on the Internet and found your post to be informative http://www.usafashiontv.com http://www.avignaseoservices.com and http://www.avighnaseosolutions.com

9. sparxxrx   |   Fri Oct 17, 2014 @ 01:51AM

We offer natural penis enlargement to boost your erection. Don’t settle for anything less than perfection when it comes to your male enhancement needs.
http://sparxxrx.com/

10. Susi   |   Tue Nov 04, 2014 @ 10:18AM

Jika anda mencari jasa pengiriman barang yang berkualitas yang bisa mengantarkan kiriman barang anda dengan aman maka gogoex adalah pilihan yang tepat, karena jasa pengiriman barang ini sudah sangat berpengalaman mengirimkan kargo dari dalam dan luar negeri. http://www.gogoex.com/ Jasa Pengiriman Container . Jadi segera lihat fitur layanan cargo yang tersedia http://belajarmencoba.sosblogs.com/Gembong-b1/JASA-PENGIRIMAN-BARANG-EKSPEDISI-JALUR-DARAT-LAUT-UDARA-ONGKOS-KIRIM-MURAH-b1-p77.htm kunjungi blog .
Jika anda membutuhkan jasa catering di wilayah Jakarta maka anda bisa menghubungi jasa catering jakarta yang menyediakan menu harian yang bisa anda santap dengan nikmat. Jasa catering ini menjamin bahan yang berkualitas dan juga aman serta halal. Jadi jangan ragu untuk menghubungi kami di http://www.cateringjakarta.net/ Catering Menu Prasmanan Jakarta . Untuk melihat aneka pilihan menu masakannya http://fritzondemand.tumblr.com/post/101662644544/jasa-catering-jakarta-layanan-lengkap-katering-murah lihat artikel .
Apakah anda sudah lama belajar akuntansi dan masih bingung, Di sini tersedia materi dan soal akuntansi lengkap untuk pendidik. Anda bisa mempelajarinya untuk memperdalam pengetahuan anda tentang akuntansi. Lihat soal dan materinya di http://www.akuntansipendidik.com/ Tutorial belajar Myob dengan mudah . Mempelajari akuntansi kadang sulit. Jadi lihat panduannya https://rickypratamaseo.wordpress.com/2014/11/03/kumpulan-materi-dan-soal-akuntansi-lengkap/ baca artikel .
Jika anda menyukai aneka kue lumpur, maka anda akan membutuhkan cetakan yang tepat untuk membuat kue tersebut. Di sini kami menawarkan aneka cetakan keu yang bisa menjadi pilihan anda. Sebagai contoh cetakan kue martabak, kue takoyaki, pukis dan masih banyak lagi cetakan kue lainnya. http://www.cetakankuelumpur.com/2014/08/jual-cetakan-kue-pukis-online.html jual online cetakan kue pukis harga murah . Lihat koleksi cetakan kuenya sebelum memilih http://justsharemythought.weebly.com/blog-weebly-saya/cetakan-martabak-mini-rasa-manis lihat penjelasan lengkapnya .
Apakah anda saat ini seorang guru dan membutuhkan banyak informasi seputar dunia guru seperti kurikulum 2013 dan pengumuman penting lainnya? Anda bisa mendapatkan info tersebut dari blog kkgjaro ini. Dengan gaya bahasa yang mudah dimengerti semua guru. http://www.kkgjaro.blogspot.com/ NUPTK Guru . Dapatkan info lengkap seputar dunia keguruan hanya http://bukuacakkadut.jimdo.com/2014/11/03/jenis-penilaian-kurikulum-2013/ read more .
Jika anda mengalami gangguan masalah psikologis maka anda akan memerlukan bantuan orang yang bisa meringankan beban psikologis anda. Salah satu metode yang sudah cukup diakui saat ini adalah hipnoterapi yang bisa membantu anda untuk melakukan pengendalian pikiran terhadap stress di alam bawah sadar. http://klinik-hipno.blogspot.com/ hipnoterapi stress . Dapatkan info lengkap tentang hipnoterapi di jakarta dan bandung http://fritz147.roon.io/klinik-hipnoterapi-jakarta lihat penawaran kami .
Saat ini foredi gel sudah sangat terkenal untuk membantu mengatasi masalah kejantanan pria. Jika anda membutuhkan obat kuat foredi gel ini silahkan hubungi kami. Kami menyediakan obat foredi yang direkomendasikan oleh dokter boyke ini untuk anda. http://rekomboyke.com/foredi-rekomendasi-boyke-dian-nugraha/ foredi gel rekomendasi dokter boyke . Di sini anda akan bisa membaca penjelasan lengkap tentang obat kuat foredi gel http://mynewdublog.bravesites.com/entries/general/foredi-herbal-terbaik-solusi-tepat-ejakulasi-dini-pria download di sini .

11. lopeteknos  |  my website   |   Wed Nov 05, 2014 @ 01:16AM

"Kang, Inem telat sebulan, kita bakal punya bayi", kata si Inem kpd si Kabayan. http://menulistekno.blogspot.com/ low
http://hargahpdanlaptopterbaru.blogspot.com/

"Tapi jangan bilang² ke orang lain dlu yaa http://manfaattekno.blogspot.com/
... takut tidak jadi ... nanti malu²in".http://binatangpedia.blogspot.com/

Besoknya tukang tagih dari PLN ketuk pintu, begitu dibuka, tukang tagih ngomong, "Bu, ibu telat Sebulan"http://teknoandroidku.blogspot.com/
"Dari mana Bapak tahu ?", kata si Inem.
"Kan ini ada catatannya di PLN "
http://lingkarantekno.blogspot.com/
"Haaah... masa sampe di catat di PLN ???!!!
http://hargahpdansmartphone.blogspot.com/
Besoknya Si_Kabayan pergi ke kantor PLN sambil marah²: "Bagaimana mungkin http://reviewhpdansmartphone.blogspot.com/
PLN sampe bisa tahu kalau istri saya telat sebulan ?"
http://hargalaptoptermurahsaatini.blogspot.com/
"Sabar Pak, Kalau Bapak mau catatannya dihapus, Bapak tinggal bayar kpd kami ".
http://hargalaptoptoshibacorei7.blogspot.com/
"Kalau saya tidak mau bayar ?" Kata si Kabayan.

"Punya Bapak, akan kami putusin", jawab petugas PLN.
http://daftarhargalaptopacerku.blogspot.com/
"Giiillaa...., punya saya mau diputusin?? Kalo istri saya di rumah lg pengen, terus pake apa ???".

Petugas PLN menjawab: "Yaa, terpaksa pake LILIN ......!!!???

Kabayan: "Dasar PLN GIILLAAAA...!!!

12. Tulisan kesehatan  |  my website   |   Wed Dec 17, 2014 @ 12:21AM

http://kesehatanholic.blogspot.com
Jangan risau saat dihimpit masalah, bukankah pekatnya malam itu pertanda pagi datang menjelang?Golongan laki-laki langka ini hanya bisa dicuri perhatiannya dengan tulisan, kalimat yang kita keluarkan, prilaku keseharian,

13. TR Hack   |   Sat Dec 20, 2014 @ 05:58AM

Golongan laki-laki langka ini hanya bisa dicuri perhatiannya dengan tulisan, kalimat yang kita keluarkan, prilaku keseharian. http://trcheats.com/throne-rush-hack-tool/

14. at&t Samsung Galaxy Note 4 coupon   |   Thu Dec 25, 2014 @ 06:52AM

As teachers, we are trying to get ready our learners for their upcoming — a upcoming that is unidentified. http://www.blackfridayflyers.org/coupon/samsung-galaxy-note-4-150-best-buy-gift-card-promo-offer/

15. girlsdoporn   |   Wed Dec 31, 2014 @ 11:48PM

Anine Bing Id really anine bing love to stay around this website and be a part of where I can get a lot of valuable and beneficial advice. http://patch.com/california/alameda/enjoy-entertainment-through-most-powerful-medium-0

17. straight from the source   |   Fri Jun 12, 2015 @ 01:54AM

SEO is also used as a broad marketing tool and can be used to increase the site visits. Contemporarily, businesses are expanding and it's becoming over crowding in the global market. https://bulksmssoftwarez.wordpress.com

18. franklin   |   Thu Jun 25, 2015 @ 04:30AM

ive been examining this blog site for a while and also have a matter probably you'll be able to suppo
http://inkpromocode.us
http://inkpromocode.us/category/printer-ink-toner-discount-codes/
http://ecigsdiscounts.com
http://inkpromocode.us/all-ink-stores/

19. waseem   |   Tue Aug 11, 2015 @ 03:43AM

These sites are enhanced by SEO solutions companies to help create them more efficient on popular google like Yahoo and Google. https://cellgamblingguide.wordpress.com

20. waseem   |   Wed Aug 19, 2015 @ 02:49AM

So follow these simple guidelines and make sure that you come up with some reasonable material for your customer. And SEO organization. http://allaboutnewlaunch.com/

21. waseem   |   Wed Aug 26, 2015 @ 03:18AM

Bad techniques of SEO are a tight Like same color written text as the setting and Door webpages can get your website prohibited. The five causes of SEO are appropriate Keywords, unique Content, clean Code, appropriate Links and appropriate use of Technology. http://www.killinofirmfl.com/

22. click for source   |   Tue Sep 01, 2015 @ 02:16AM

The seo process is a very essential part of the e-marketing Processes, because one of the most key elements for success of any website in the world. http://findremovalist.weebly.com/

23. official sites   |   Fri Sep 04, 2015 @ 02:08AM

Individuals often say that without marketing their web page continues to be defective, and out of google reach, however it is not true. https://dressreviews.wordpress.com/

24. wasi   |   Fri Sep 04, 2015 @ 05:40AM

Similarly, assigning article composing to just anybody who can sequence a few phrases together is not a wise decision. http://www.dailymotion.com/video/x34kt2u_the-best-birthday-parties-at-altitude_webcam

25. gulabkhatri   |   Sat Sep 05, 2015 @ 06:21AM

Thanks for sharing the info, keep up the good work going.... I really enjoyed exploring your site. good resource... https://holidayuniverse.wordpress.com/

26. Additional Info   |   Thu Sep 24, 2015 @ 05:38AM

If possible,sometimes they are associated with pictures or video clips that complete the whole audio visual viewpoint. https://playbattingtips.wordpress.com

27. waseem   |   Thu Sep 24, 2015 @ 07:31AM

Having achievements like this, how will you use whatever else? Should you really need to mash it online, and you really are promotion and promotion together with SEO, then you certainly certainly need to choose the right Coaching. https://promotionalcodesite.wordpress.com/

28. waseem   |   Sun Oct 04, 2015 @ 07:39AM

Wonderful illustrated information. I thank you about that. No doubt it will be very useful for my future projects. Would like to see some other posts on the same subject! http://playfunonlinez.snack.ws/

29. waseem   |   Mon Oct 05, 2015 @ 08:21AM

White hat technique means the proper follow of standards and recommendations which are set by the google in the world wide web promotion. http://comeonmoney.bravesites.com/

30. waseem   |   Tue Oct 06, 2015 @ 06:32AM

I have released two SEO guides on The business Positions and Look for search engines Synthetic Weblink Cost which went well-known on the internet. http://onlinegamblingbus.snack.ws/

31. waseem   |   Thu Oct 08, 2015 @ 06:03AM

You will listen to individuals referring to search phrases and putting them in content to get greater online look for motor locations. https://medicaldictionaryblog.wordpress.com

32. waseem   |   Tue Oct 27, 2015 @ 06:18AM

Your comfortable area need to pull from many dependencies, such as how excellent are you aware of e-commerce, the period of your energy and effort are you currently doing company with this person or company, what is the first effect, how would you independently experience this personal or organization opportunity to existing this specific support, and just how properly justifications have you applied your research. http://jobsgateway.yolasite.com/

33. waseem   |   Fri Oct 30, 2015 @ 01:05AM

Internet nowadays is flooded with many million websites. To stand out and fantastic focused viewers can be real challenge to achieve. https://slotmachinebrands.shutterfly.com/

34. kami   |   Sat Oct 31, 2015 @ 07:13AM

Seo is an undeniable need in the occasion that you have complete truth of creating your website perform possibly well and have real organization value from it in periods to come. http://onlineshoppingbrands.tumblr.com/

35. waseem   |   Mon Nov 09, 2015 @ 01:44AM

The Look for Motor Marketing solutions provided by the SEO solutions Indian have helped a large number of Indian and foreign sites to get a excellent on the internet organization. http://bettingmasterz.bravesites.com/

36. waseem   |   Fri Nov 27, 2015 @ 06:09AM

Some SEO organizations go on link-building without considering the great high company's links; where as google give priority to great quality, not quantity. http://jncmachining.com/

37. kami   |   Wed Jan 20, 2016 @ 07:02AM

Because of the advanced analysis and style of the bed mattress, the costs on them can be much higher than a lot of individuals expect to pay for a bed mattress. http://beddimensions.snack.ws/

38. waseem   |   Thu Jan 21, 2016 @ 06:06AM

SEO are specific techniques used to increase your website, to be Google look for motor helpful and boost your probability of putting well in queries. http://downloadextension.tumblr.com/

39. kami   |   Mon Jan 25, 2016 @ 03:18AM

SEO requires a variety of resources. If you decide to do your SEO In-House, then you need to buy these resources. https://shoppingtricksblog.wordpress.com/

40. what do you think   |   Wed Jan 27, 2016 @ 05:58AM

The product does not only create a brittle and uneven surface with a character of its own, it is also said to be the cheapest material to get in the Netherlands for insulating façades. https://coffeemakerszblog.wordpress.com/

41. kami   |   Mon Feb 01, 2016 @ 08:02AM

If your organization's web website is not indexed by search engines, there will be no opportunity at all for your web website to get great exposure positions online. http://movieswatchz.weebly.com/

42. kami   |   Thu Feb 04, 2016 @ 04:16AM

The primary believe that very few individuals in the UK have real SEO abilities, is that there are very few UK SEO coaching applications about. https://www.youtube.com/watch?v=2EIwwdg5PcA

43. menghitung zakat properti   |   Fri Jun 03, 2016 @ 10:34AM

anda ingin
<a href="http://manajemenkeuangan.net/inilah-cara-menghitung-zakat-properti-produktif/">menghitung zakat properti</a>
cari caranya di sini.
thanks

44. menghitung zakat properti   |   Fri Jun 03, 2016 @ 10:36AM

Anda ingin mencari tahu cara menghitung dan contoh zakat properti? berikut artikelnya.

http://manajemenkeuangan.net/inilah-cara-menghitung-zakat-properti-produktif/

47. black friday hosting  |  my website   |   Sat Sep 24, 2016 @ 11:55PM

Grab Black Friday Bluehost Cyber Monday Deals - https://webhostingdeals.blackfriday/bluehost/
Grab SiteGround Black Friday sale - https://webhostingdeals.blackfriday/siteground/
Black Friday Hostgator Sales - https://webhostingdeals.blackfriday/hostgator/

48. black friday sales 2016  |  my website   |   Wed Nov 16, 2016 @ 06:43AM
50. Ronnie McKeithan  |  my website   |   Wed Nov 23, 2016 @ 03:20AM

<a href="http://www.tcsultimatixhelp.com/tcs-ultimatix-app-for-iphone-android-touch/">TCS Ultimatix Touch App Mobile: Helpdesk Number For Employees, Portal</a> Hope it will help you.

<a href="http://www.tcsultimatixhelp.com/tcs-webmail-login-url-link-information/">webmail.tcs</a>

Previous 1

Post a Comment




powered by Doodlekit™ Free Website Builder