Thought Leadership Is Dead. Long Live Idea Marketing. | It ...

itsma.com (Oct 7 2009)

1. We need a new term: idea marketing. This term describes what we’re really trying to do with thought leadership: sell a point of view that educates the audience. The education is the exchange of value that begins a relationship between the customer and the deliverer—whether that deliverer is a salesperson, a marketer, or a subject matter expert. That relationship is deepened through a coordinated, multistep campaign with successively more intimate communications over time. Idea marketing isn’t easy. It presupposes that we have something to talk about besides our products and services. And the truth is that as marketers we don’t have anything else to talk about. Idea marketing means we need to do more. We need to do research. We need help from subject matter experts and salespeople with their ears to the ground in the ... (Read Full Article)

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