Master Business-to-Business Marketing
 Highly Creative, Experienced Technology Marketing Leader
Technology marketing now

Integrate business-to-business marketing with thought leadership and content

High-tech marketers purse key questions and get answersAfter many years in high technology marketing I’I've learned one thing at least: Successful marketing programs, especially in the B2B world, must combine the best of brand building with down-and-dirty lead generation. That helps keep the executive suite from panicky emails and keeps the sales team happy.

A proven way to combine both corporate branding and lead generation integrates content marketing with sustained thought leadership for your market space, customers, and prospects.

What is thought leadership? It is positioning your brand--your people and your company--as a premier knowledge resource for your marketplace. This type of program combines speaking engagements, webinars, events, white papers, original research, sponsored research, and social media into one integrated campaign that builds brand awareness while driving interest and leads from your key markets.

What is content marketing? This is using your content as “bait” to bring in qualified prospects from your key markets.

A successful thought leadership and content marketing program relies on a knowledge foundation: you must understand what makes your target prospects tick and what drives them to seek out solutions.

Who is the target audience? What makes them a qualified target or prospect? What keeps this person up at night? Why would this person care about our stuff?

Next, look at the trends in the industry. What is everyone talking about? Are we part of the trend or is there any overlap to our solution? What information does the target need to be “savvy” about the trend? Where does the target get information? What information does the target trust?

Integrated thought leadership marketing targets specific, valuable content
Target valuable content to your prospects 
Select the appropriate medium--podcasts, white papers, webinars, or feature articles and blogs.
Select the right channels to reach your prospects  

Look at industry trends and how they overlap your solutions or expertise

Next, look at the trends in the industry. What is everyone talking about? Are we part of the trend or is there any overlap to our solution? What information does the target need to be “savvy” about the trend? Where does the target get information? What information does the target trust?

Only then should you explore the range of creative options. Too often the tactic is determined first (“say, let’s do a white paper!”) when it may or may not be the right content to reach the right audience at the right time to generate the outcome you require.

So look at all of the tactical and media options. All available channels. The entire marketing mix. Always with the question: is this an effective way to communicate with targets and to accomplish our goals? Many traditional avenues, such as conference speaking engagements need a lengthy lead time to set up, pitch topics, create the presentations, etc. Whereas electronic media, like webinars, or do it yourself live seminars, can be assembled and launched in 6-8 weeks time.

But what if all of the traditional avenues seem old-fashioned and over-used? Then it’s time to really get creative!

Thanks to the versatility of the internet and social media, it’s possible now to try new things quickly and relatively inexpensively. Because it’s so dynamic, the internet let’s you retool a seemingly unsuccessful campaign almost immediately so you can create the right combination to deliver on your goals.
 
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