Great products may sell themselves based on features or price. But when you're asking business buyers to invest serious money in a complex solution, typically involving a customized mix of products and services, they need to know you've done it before and that other customers have derived real business benefits. Program Communication and Education: Many program teams are stretched so thin that simply keeping up with basic production leaves little or no time to help make sure the customer spokespeople or content are actually used. Benchmarking the Best. MORE >>

While trying to promote the value of our products, services, and solutions, we need to focus as well on the master narratives that frame the relevant market conversation. Years ago, when I was a lowly graduate student at MIT, I learned an essential lesson about communications while taking a course on "framing" the news. The lesson, as my professor Bill Gamson so ably taught, was that he who frames the terms of the discussion is halfway home with a public debate before it even begins.  Politicians understand this the best. It's critical with B2B marketing, too. Delivered." Make sense? MORE >>

It sounds obvious to say that thought leadership marketing should focus on what your customers really care about, but far too many marketers take a product- or solution-first approach and try to fit some larger issue neatly around their offering. 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? Stick with It. MORE >>

They're busy, they don't really care about your products, but they are anxious to learn and grow, most especially with their peers. Everyone selling high value solutions wants to engage C-level executives.  They're the ultimate decision makers. They They can provide deep insight into both their own companies and emerging issues in your markets. They They can give you the most powerful references and testimonials.  Of course they're also the hardest to reach.  And most of these companies struggle mightily to make these programs work and gain substantial value from them. MORE >>

There is no dedicated staff, no editorial calendar for content production, and a heavy reliance on subject matter experts "volunteering" their nights and weekends to bang out a few white papers, articles, and blog posts. . Publications typically are one-off productions with little coordinated effort to leverage new thinking into multiple formats, networks, and channels.  . B2B marketers know that thought leadership is essential, especially when selling high-value solutions. Business buyers tune out most traditional marketing, but they are always looking for new ideas. MORE >>