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Thought leadership is an increasingly vital tool in B2B go-to-market programmes. Yet many organisations still struggle with how to convert their insights and opinions to pipeline and sales. To help address these challenges, The Channel Partnership has produced a “From Thought Leadership to Revenue” guide, which delivers a six-stage framework for translating thought leadership into revenue. This presentation was delivered by Phil Brown, Director, at the B2B Summit 2013 and runs through the key topics noted within the guide.
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B2B Summit, 18th June 2013
From Thought Leadership to Revenue
Why does it matter?
B2B buyers don’t need suppliers to learn about products or technologies
Buyers are engaging suppliers later in the decision-making cycle
Responding to RFPs isn’t the route to profitability
Prospects want perspective and insight, not a product pitch
Being perceived as a thought leader gets you in the game
A changing model
What gets in the way?
Lack of a clear Point of View
Scattergun approach
Not linked to what you do
Failure to enable sales channels
Disconnect with demand generation
From Thought Leadership to Revenue
Insight – building a solid foundation
From Thought Leadership to Revenue
Defining your point of view
From Thought Leadership to Revenue
Building your content
Unifying theme
Building your content
Unifying theme
Unique intellectual property
Building your content
Unifying theme
Unique intellectual property
Right format, right person, right time
3Rs - Recycle, reframe, reuse
Smart content sourcing
From Thought Leadership to Revenue
Internal enablement
From Thought Leadership to Revenue
Integrated communications
From Thought Leadership to Revenue
Engagement to pipeline
From Thought Leadership to Revenue
For more information
Contact me at phil@thechannelpartnership.com
Download our free guide at www.thechannelpartnership.com/resources
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