1 0 Archive | November, 2010

Becoming a Thought Leader: What’s in it for You?

Positioning your company as a thought leader establishes credibility and positions you as a trusted advisor and partner - benefits beyond what a marketing or advertising program can deliver on its own. And while thought leadership is not a strategic objective on its own, it can certainly support other objectives such as lead generation, growth of market share, increase of share price—or all of these.

But just what does becoming a thought leader mean? It’s more than just a buzzword - thought leadership means having a reputation in the market as a company with unique, innovative, and important ideas about your industry, the forces shaping it, the challenges confronting it, and the future awaiting it.

 To get started, you’ll need to develop a unique point of view for your company – one that will be new, relevant, valid, and practical. A point of view that meets these criteria and that brings something new to the discussion will motivate people to follow you and take actions that you recommend.

If you'd like to learn more about how to develop a successful strategy for becoming a thought leader in your market space, download "How to Become an Industry Leader in the Online Era," a complimentary white paper from GlobalSpec. This  paper provides insight into establishing a thought leadership position, and answers the following questions:

  • What exactly does it mean to be a thought leader?
  • How does your company gain - and sustain - a thought leadership position?
  • What tactics will help you become a thought leader in the online era?

You'll also get a checklist of seven questions to help you determine your company's thought leadership point of view. Download your complimentary copy now.

Have you already taken steps to becoming a thought leader? How did you accomplish this? What are some of the benefits you've experienced as a result? Share your story with us!

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This Thursday: Demand Generation Summit

As you enter the 2011 planning season, you will likely find yourself evaluating what did and did not work in your 2010 demand generation efforts.  Did you hit targets?  Were conversion goals achieved?  Did you attract as many new prospects as you needed? The truth is, B2B marketing requires a wide range of skills, strategies and tactics to rise above and out-market the competition.

Join a group of marketing visionaries as they share their secrets to attracting, engaging and converting qualified marketing leads at a Demand Generation Summit on Thursday, November 18. 

The summit lineup includes sessions on lead scoring, lead nurturing, using rich media to drive demand, and building relationships between marketing and sales.  Plus, join GlobalSpec Vice President of Supplier Marketing & Marketing Services Chris Chariton and Frost & Sullivan Director of Global Marketing Naylor Gray, as they present "5 Guidelines for Creating a Successful Content Strategy" at 3pm Eastern time.  This session will give you valuable insight and tips on how to create a successful content strategy, including the importance of content in B2B marketing, questions to ask when creating a content strategy and how to conduct a content audit.

Start the 2011 planning season with an understanding of the strategies, channels and technologies required to dramatically improve marketing's performance across the entire sales and marketing funnel.  Register now.

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E-mail Marketing: The Metrics that Matter

To make your e-mail marketing programs more effective, you should measure their performance by tracking the metrics that matter. One of the advantages of e-mail marketing is that you can measure your results when sending HTML-based e-mails. This is the case whether you have an in-house e-mail marketing system, use a third-party e-mail marketing service, or place e-newsletter advertisements.

The following are the metrics that matter, along with tips for improving your results.

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DuPont Puts Science—and eMarketing—to Work

DuPont puts science to work by creating sustainable solutions essential to a better, safer, healthier life for people everywhere. With more than 58,000 employees and operations in 90 countries, DuPont offers a wide range of innovative products and services for markets including agriculture, nutrition, electronics, communications, safety and protection, home and construction, transportation and apparel.

Recently, the Marketing Maven caught up with Lisa Boothe, Global eMarketing Business Leader at DuPont, for a conversation about eMarketing.

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Five Ways to Make Lead Nurturing Effective in 2011

Many marketers employ lead nurturing programs to keep the communication channels open and interest level up with long-term leads that are not yet sales-ready. Lead nurturing is important because you’ve already invested resources to generate the lead and you don’t want them to forget your company when they are ready to buy. These long-term leads have already raised their hands once to express interest in your products and services, and there’s a good chance they will again if you develop a good relationship with them.

Here are five ways you can make your lead nurturing programs dynamic in 2011. These strategies will help keep potential customers engaged with your company and increase your opportunities to win more business from long-term prospects.

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Free eBook: Online Marketing for the Industrial Sector. Selection of marketing articles compiled from past editions of the Marketing Maven.

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