Compelling Insights Build Brand Equity

Too often, B2B marketers fail to recognize that their own thought leadership is essential to market leadership. The top companies - Microsoft, SAP, Accenture, Cisco, IBM - recognize this fact and tend to invest heavily in thought leadership activities.

They invest in market-clarifying research, give powerful and compelling presentations, write insightful positioning papers, profile their clients in interesting ways, author books and articles, and distribute newsletters that deepen relationships.

Clients and prospects look to them for vision, perspective and a strategic framework for future growth and opportunity. They are not simply buying software or technology; they are buying ideas. They are not simply investing in a consulting methodology; they are investing in the company that provides it.

Unfortunately, many firms tend to treat thought leadership as a side issue that requires no substantial investment or thought. While they don't realize it, these firms are stripped bare by their web sites.

When prospects begin to compare competing solutions, they have rapid access to resources that demonstrate thought leadership - and they are starting to expect it. Companies that fail to demonstrate industry leadership in the realm of ideas look thin and insubstantial.

This is a strategic mistake. Market leaders recognize that they must take a proprietary perspective toward thought leadership. They must make it their own and tell it in their own voice. They must communicate their ideas in multiple arenas and formats -- and they must constantly reinforce their positions.

As one marketing executive recently noted in a conversation, it's about building equity in one's brand. By developing rich and compelling insights and branding them as their own, companies position themselves not only as product or even solution providers, but as advisors, coaches and consultants. They give their prospective buyers a reason to believe and the confidence to invest.

Comments

[Ardath Albee]

Excellent post!

Products are becoming commodities with increasing speed. What sets companies apart is their expertise -- and their ideas. Plus, customers want a partner, not a product purveyor. Big difference.

In a digital world reliant on dialogue, talking only about products is boring and has no real value add for people on the other end of the interaction.

Conversations are enhanced by ideas and thoughtful vision with a clear path for successful execution.

Which reminds me of a Tweet posted from someone in a session at the Sales 2.0 conference last week. It goes something like "the future lies in creating executable environments."

Something to think about.