| | | Reputation to Revenue | |  Differentiation | 6 articles |
| Page 1 of 1 | Previous | Next | REPUTATION TO REVENUE APRIL 26, 2010  The lure of cheap content in B2B marketing Forgoing competitive review despite the need to differentiate. An article in MediaWeek on content mills like Demand Media and Seed.com got me thinking about the dangerous lure of cheap content in B2B marketing. The goal of the content mills is to crank out a huge volume of search-oriented content for the web as cheaply as possible and sell advertising against it. | REPUTATION TO REVENUE MARCH 28, 2010  Master narratives and framing the debate with B2B marketing It's better to have a consistent flow of thought leadership content on the same basic subject than not, but if there is not a compelling and differentiated point of view to drive a sustained and integrated program, you stand little chance of framing the debate. Politicians understand this the best. It's critical with B2B marketing, too. Accenture does this with "High Performance. Delivered." | | | | | |
| REPUTATION TO REVENUE NOVEMBER 5, 2009 Winning with thought leadership: Six lessons from IBM and Deloitte Thought leadership without a differentiated point of view is just an echo of conventional wisdom. Deloitte takes a similar approach, focusing on competitive differentiation, influencer relations, client connections, and business development support. B2B marketers know they need to invest in thought leadership, and many have indeed invested more during the last few years. Making the most of these investments, however, rests on having the right answers to a set of difficult questions: What topics should we highlight? How should we produce and package thought leadership content? | REPUTATION TO REVENUE FEBRUARY 24, 2010 Six steps to differentiating your solutions But a great deal reflects that fact that we simply don't put in the time or energy to identify and communicate the true differentiators that actually matter to prospective buyers. We get so caught up in cranking out the stuff of the launch process that we fail to step back and methodically work through why our solutions are better than those of the competition, and how to connect those differentiation dots to the issues our customers care about the most. Six Steps to Differentiating Your Solutions Offerings We'd love to know what works for you! Aargh! | REPUTATION TO REVENUE MARCH 4, 2010  TL in 4D: Four dimensions for thought leadership success At a more fundamental level, companies looking for greater impact with thought leadership need to consider four essential dimensions of program development: Points of View : Effective thought leadership is rooted in compelling, differentiated, and evidence-based points of view on important business challenges -- not product features or quick opinions or the experience of a single client engagement. | REPUTATION TO REVENUE APRIL 19, 2011  Sustainability best practices can guide social media too As Hampson notes, the business case for sustainability builds directly on key corporate priorities, including access to critical resources and markets, operational efficiency, legal and regulatory compliance, and competitive differentiation. Focus on what matters. Social media is similar. These have their place, and what matters most will certainly vary across companies. Do you agree? | | | | | | | |
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