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Non Marketers ask why invest in Thought Leadership? This is why 👀👇 ✅ 73% of decision-makers say that an organization's TL content is a more trustworthy basis for assessing its capabilities and competencies than its sales/marketing materials and product sheets. ✅ 9 out of 10 decision-makers and C-suite executives say they are more likely to be receptive to sales or marketing outreach from a company that consistently produces high-quality thought leadership. ✅ 70% of C-suite leaders say that a piece of thought leadership had at least occasionally led them to question whether they should continue working with an existing supplier. #thoughtlesdership #content #insight #InsightPapers #Marketing #Collateral

The "first mover advantage" in marketing refers to the benefits gained by being the first to enter a market or introduce a product. By moving first, a company or individual can establish a strong market presence and build brand recognition before competitors arrive. Here’s how this principle applies, using the example of President Ranil Wickremesinghe: 1. Brand Recognition: Just as President Wickremesinghe sought to make an impact during a period of crisis, being the first mover helps establish strong brand recognition. By entering the market early, a company or individual can become synonymous with a new product or service, making it the go-to option for consumers. 2. Market Leadership: Early entrants can position themselves as leaders in their field. Wickremesinghe’s prompt action during a difficult time aimed to showcase leadership and decisiveness, which can create a similar effect for businesses that act first in their market. 3. Customer Loyalty: By being first, a brand has the opportunity to build customer loyalty before competitors arrive. Just as early political actions can build a loyal support base, early market entrants can secure a dedicated customer base that values their pioneering role. 4. Competitive Edge: The first mover can set the standards and influence customer expectations, making it challenging for later entrants to compete on the same level. Wickremesinghe’s early initiatives during the crisis might have set a benchmark for leadership, similarly, first movers in the market can set trends that others must follow. 5. Strategic Partnerships and Resources: Early market entry can also provide advantages in securing partnerships, resources, and favorable conditions. As a proactive leader, Wickremesinghe’s actions could facilitate forming important alliances or gaining critical resources, much like how early market entrants can lock in essential partnerships and secure better terms. Overall, the first mover advantage allows for establishing dominance, building loyalty, setting standards, and gaining a strategic edge, just as prompt and decisive actions can benefit leaders in various fields. 👉 This post is about education, not to highlight any political agendas. • • • #marketing #firstmoveadvantage

I am often approached by B2B brands wanting to build a thought leadership position – but is this always the right approach to take? In many situations, yes. Particularly for businesses battling for market share on a global stage or those in highly risk-averse industries like marine, it can be hugely valuable to be regarded as a dependable source of information and insight. People will look to you for guidance and turn to you for help – it’s the perfect way to build trust and loyalty.   But in different situations, it may not be. Thought leadership is not a short-term strategy; it is resource-intensive, demanding significant investment in content creation, research, and maintaining a consistent presence. Budgets may be better spent on direct marketing and sales efforts, which often yield more immediate and measurable results.   It all depends on a multitude of factors, such as the desired position of your brand, who and what you are up against, specific targets and KPIs, and, of course, your available resources. Thought leadership may offer influence and advantage for some, but for others there are better ways to drive marketing return. #thoughtleadership #2b2branding #b2bmarketing #trust

🚀 Exciting news! Our co-founder, Kishore Kothandaraman, just published an insightful article on CMSWire about B2B brand building. 🏗️ In the piece, Kishore shares key strategies and lessons learned from interviewing 50 top CMOs. Here are the main takeaways: 🔹Strategic Differentiation Matters: Finding unique differentiators is crucial to stand out in a crowded market. 🔹CEO Collaboration is Key: Successful B2B branding involves strong collaboration between CMOs and CEOs, integrating leadership into brand strategies for a greater impact. 🔹Embrace Experimentation: Adopt an experimentation mindset and adjust based on data to build an adaptable brand. Dive into Kishore’s full article to unlock more secrets to B2B branding success and elevate your strategy! 📈 🔗Read the full article here - https://lnkd.in/ehue9H2a

Why don't more CMOs and VPs of marketing come from a content background? I think for two reasons: 1) Content marketing is a relatively new discipline and many marketing leaders, particularly at older companies, pre-date innovative, strategic content marketing ("content marketing is just, like, writing blogs, right?") 2) Content marketing is seen as a services function, rather than a strategic function, in two particular types of companies: an engineering/product led company (very common in B2B tech companies) where product marketers have more power, or sales-led companies, where event marketers have more power. I hope, Lauren Lang, that you're right that companies are beginning to understand the power of storytelling and using content as strategic differentiation, but at the moment, I think those are the two blockers for content marketers joining marketing leadership.

Think brand building is all about making money? 💰 Think again. Marketers and business leaders, if your focus is only on quick wins and efficiency, you’re missing the bigger picture. Brand building is a long-term investment that goes beyond ROI—public buzz and presence are key to lasting success. Melissa Rosenthal, who helped shape major brands like BuzzFeed and ClickUp, dives deep into why brand presence matters more than short-term gains Ready to rethink your brand strategy? #BrandBuilding #LongTermROI #GrowthHacks #MarketingStrategy #B2B

This agility is born from a rich heritage of diverse marketing ecosystem engagements.Capacity to Meet Demand: The demand for robust, insightful marketing strategies is incessant. Read more 👉 https://lttr.ai/AR0U5 #B2Btech #fractionalcmo #cmo #marketingleadership #b2btech #growthstrategy

Revenue+. --- That's what today's CMO is responsible for --- Translation, more or less everything in the organisation --- No wonder the average CMO is in and out in 30 months. "Among the activities that fall under the CMO’s purview, a significant increase in the responsibility for driving revenue growth." “At the end of the day, the CMO’s job goes beyond revenue”. “It’s about creating something that stands apart from the competition, building affinity with customers, making a difference in people’s lives, and communicating that idea so people understand it, believe in it, and act on it. There’s everlasting value in the work of a CMO.” https://bit.ly/3J3yTQr https://bit.ly/3GPRQDn #imaginationcafe #marketing #branding #advertising #fractionalCMO #fractionalCBO

Strategies for Differentiation and Market Leadership Achieving market leadership requires effective competitive positioning. Here are key strategies for differentiation: Unique Value Proposition: Clearly define what makes your product or service unique and valuable to customers. Customer Focus: Understand your customers' needs and tailor your offerings to meet those needs better than competitors. Innovation: Continuously innovate to stay ahead of industry trends and offer cutting-edge solutions. Quality and Consistency: Ensure high quality and consistency in your products or services to build trust and loyalty. Brand Identity: Develop a strong brand identity that resonates with your target audience and sets you apart. Strategic Pricing: Use pricing strategies that reflect the value of your offering and appeal to your target market. Marketing and Communication: Clearly communicate your unique benefits through targeted marketing efforts. By focusing on these strategies, you can differentiate your business and achieve market leadership. #CompetitivePositioning #MarketLeadership #Differentiation #BusinessStrategy #Innovation #BrandIdentity #CustomerFocus

Amy Oliver Madlen Nicolaus and Benedict Buckland talking though all things B2B brand activism at B2B Marketing ignite. B2b brands find activism uncomfortable. Audiences are interested in future looking brands that lead through a clear, attainable vision. It’s important organisations embed a vision into the organisational culture. Vision needs to easily understood and articulated. Senior marketing leaders should help articulate and realise an organisations’ vision. Marketing can become more influential by sharing insights with key stakeholders.