The sales team needs to fully understand the content created by marketing and be able to use it in meetings, and conversely, the marketing team needs to know what questions sales are asking in the field so that they can create better content. If fax lists even one of the two teams does not collaborate properly, thought leadership will remain as just an idea sales is especially trapped in a document.
3 Steps to Building Thought Leadership Practiced by Unicorn Companies
1. Build expertise and reliability by regularly publishing white papers, reports, case studies, etc.
Hawn: Specifically, what B2B marketing strategies can we develop to build thought leadership?
First, do your own research. Most companies just reprocess existing data, but if you want really powerful thought leadership, you need to do your own research. It costs a lot of money to publish white papers or case studies regularly, but I where are the customers believe it is worth the investment.
Industry trend reports or user data reports published under your company name . Asana publishes a Future of Work report every year. It’s not just a summary of general trends, but it collects and analyzes real data to provide new insights to sales is especially the industry. This is the best way to strengthen our voice in the industry.
At this time, rather than blindly promoting a product, it is important to create content that is actually helpful, deeply address the ‘problems’ that potential customers are experiencing, and use storytelling to mention our product as a potential solution.
2. Actively utilize influencers and experts
Hawn: White paper marketing may not be easy marketing list for start-ups or companies entering overseas markets. Are there any other methods?
Finding influential experts in your field and using their word to increase your company’s influence and create referrals is also a good way. For example, Evernote hosted a webinar with productivity experts. Instead of just saying, “Please tell us about Evernote,” we asked them to share their unique insights in their areas of expertise. We provided a platform, and they naturally incorporated Evernote into their know-how. The same thing happened with Asana.
3. Actively collect Social Proof
And collect as many client logos and quotes as sales is especially possible. Quotes from people who influence decision-making are especially powerful. As the saying goes, “Buy your first 10 customers,” even if you give away your product for free, getting good references early on is really powerful. Focus on attracting companies that can play a flagship role in a specific industry as clients. This has the effect of making other companies follow, like dominoes. And use those cases not just as “reviews” but as a lot of content.