Stories and Scenarios

Best-selling books are a key factor in the world of thought leadership. After all, you never know when your CEO is going to pick up a good book in the airport and have what I like to call an “airplane epiphany.” The success of a book, however, often is...

Podcasting or Plodcasting?

Call me a skeptic — about podcasting anyway. When I was interviewed for a recent article in WhitePaperSource Newsletter about the podcasting “craze,” I simply couldn’t bring myself to hop on the hype and celebrate all the wonderful marketing...

Impress the Press

Thought leadership is not only about forward looking insights. It’s also about influencing the market conversation. If your ideas are not getting picked up by the third-party influencers who frame the conversation, you will never be perceived as a thought...

It Pays to Be a Thought Leader

Thought leadership is an increasingly vital driver of business success. It’s also an emerging discipline in its own right. Our ability to understand its core practices and then, effectively apply them is the key to positioning ourselves and our companies for...

The Wisdom of Communities

You know about the wisdom of experts. But the future is increasingly about the wisdom of crowds — or, at least, communities. Research into the key influences on B2B decision-makers puts “peers” at the top (or near the top) of the list. That’s...

Profiting from White Papers

If you are a B2B marketer trying to generate leads or facilitate the sales process, then you should probably be actively investing in white papers. Research from such sources as Marketing Sherpa and SiriusDecisions suggests that white papers are one of the most...

Transparency on Trial

In today’s environment, the mere threat of an embarrassing lawsuit or the public release of potentially damaging charges  — regardless of veracity — can throw management off its game for months, even years. As a result, CEOs of public corporations...

Who Do Your Prospects Trust?

Technology buyers don’t trust sellers. In a recent study of business technology buyers, SiriusDecisions found that the most trusted sources are analysts, peers and trade publications. Vendors and their partners/resellers, by contrast, finished low in the...

Content, Evangelism & Touchpoints

In its new benchmarking report on business technology marketing, Marketing Sherpa offers some insightful perspectives to help us cut through the noise, hype and distractions now assaulting the marketing profession. What the research suggests is that sales cycles are...

Valuing Customer Capital

The most valuable asset a growing company can possess is a portfolio of enthusiastic and successful customers. This “customer capital” represents an opportunity to build market credibility, gain media exposure and analyst influence, attract new clientele...