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  1. Articles from Rob Leavitt

    1-11 of 11

    1. Strengthening thought leadership marketing: Five steps to ...

      Explore Reputation to Revenue (Jul 27 2010)

      I've just had the privilege of helping judge ITSMA's Marketing Excellence Awards, and was impressed in particular with the submissions in the Thought Leadership Marketing category. As recently as five years ago, thought leadership marketing was mainly the province of... ... B2B marketing in the world of transparency, participation, and corporate social responsibility. « The four engines of B2B marketing success | Main ... (Read Full Article)

      Mentions:   IT Services Marketing Association   B2B   Thought Leader

    2. Two cheers for Eloqua's Content Grid - Reputation to Revenue

      Explore Reputation to Revenue (Jun 15 2010)

      Two cheers for Eloqua's Content Grid - Reputation to Revenue B2B marketing in the world of transparency, participation, and corporate social responsibility. « Editorial strategy: Why do B2B customers need your information? ... It's all the fun thought leadership and social media stuff. What's missing are the nitty gritty product and service and solution descriptions and related (horror of horrors!) "promotional" material that, at the end of the day, are still necessary to help make the sale regardless of how effective your inbound ... (Read Full Article)

      Mentions:   Social Media   B2B   Thought Leader

    3. Editorial strategy: Why do B2B customers need your information ...

      Explore Solutions Insights (May 24 2010)

      Editorial strategy: Why do B2B customers need your information ... A new report from the always excellent Project for Excellence in Journalism got me thinking a bit differently about thought leadership and content marketing and marketing as media. ... So what's the B2B marketing connection? Several months ago, I wrote about Marketing as media: Are you in the top five? My suggestion then was that given the incredible time constraints under which our customers and prospects operate, we need to think about being a "top five" information ... (Read Full Article)

      Mentions:   B2B

    4. The lure of cheap content in B2B marketing - Solutions Insights ...

      Explore Solutions Insights (Apr 26 2010)

      The irony of cheap content, of course, is the high cost in damaged reputation and lost opportunities: "Thought leadership" content that is neither thoughtful nor leading; jargon-filled collateral that fails to connect; customer case ... (Read Full Article)

      Mentions:   Social Media   B2B   Thought Leader

    5. Master narratives and framing the debate with B2B marketing

      Explore Reputation to Revenue (Mar 28 2010)

      Master narratives and framing the debate with B2B marketing 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... (Read Full Article)

      Mentions:   Social Media   Accenture   HubSpot

    6. Social media and thought leadership: The virtuous circle for B2B socialization

      Explore Solutions Insights (Mar 12 2010)

      Social media and thought leadership: The virtuous circle for B2B socialization Socializing every aspect of the thought leadership process requires a more fundamental shift than just reformatting content and creating a longer checklist of places to publish. It means letting go of the notion that you have all the good thinking locked inside your organization, that you shouldn't publish anything until it provides all the answers, and that thought leadership is about you talking and customers listening. (Read Full Article)

      Mentions:   Social Media   B2B   Blog

    7. TL in 4D: Four dimensions for thought leadership success

      Explore Reputation to Revenue (Mar 4 2010)

      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. If we can produce interesting and useful content, and use social media... (Read Full Article)

      Mentions:   Social Media   IT Services Marketing Association   B2B

    8. More evidence that give-to-get is the key to success

      Explore Reputation to Revenue (Dec 3 2009)

      More evidence that give-to-get is the key to success t's pretty much a cliche to say that marketing today is all about give-to-get. You provide customers and prospects with new ideas, new experiences, and new connections in order to earn their attention. You keep at it until they open up to a conversation that, over time, can lead toward an actual sales opportunity. In B2B, though, I'm constantly surprised at how often marketers pay little more than lip service to this essential idea. You see it in companies that persist in spending more on promotion and pitch than on interaction and collaboration. You see it in the cutbacks to customer research and insight (how can you "give" something of value to customers if you don't even pay attention to what they're facing?) (Read Full Article)

      Mentions:   B2B

    9. Winning with thought leadership: Six lessons from IBM and Deloitte

      Explore Reputation to Revenue (Nov 5 2009)

      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:... (Read Full Article)

      Mentions:   B2B   Thought Leader   IBM

    10. Winning with thought leadership: Six lessons from IBM and Deloitte ...

      Explore Solutions Insights (Nov 5 2009)

      Solutions Insights -- Consulting and training to help business-to-business (B2B) firms develop, market, and sell high-value customized solutions. (Read Full Article)

      Mentions:   B2B   Thought Leader   IBM

    11. Aren't we past random acts of "selling"?

      Explore Reputation to Revenue (Aug 28 2009)

      Aren't we past random acts of "selling"? Sigh -- another random call this morning from a telemarketer on behalf of a large tech company: Caller: "Hi, this is [name] from [company name] on behalf of [tech company]. I noticed you downloaded some research. Did you find everything... (Read Full Article)

      Mentions:   Enterprise

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