{"id":21378,"date":"2018-06-05T10:50:13","date_gmt":"2018-06-05T14:50:13","guid":{"rendered":"https:\/\/exob2b.com\/?p=21378"},"modified":"2023-06-14T09:59:11","modified_gmt":"2023-06-14T13:59:11","slug":"exercising-enlightened-leadership-in-b2b-marketing","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/exercising-enlightened-leadership-in-b2b-marketing\/","title":{"rendered":"Exercising Thought Leadership in B2B Marketing"},"content":{"rendered":"

It\u2019s no longer a secret for anyone; in this day and age, any company into business-to-business marketing aiming to become a LEADER<\/strong> in their field of expertise, with several years of experience in R&D and, the sale of their products which are often manufactured, must assert this fact in the face of its target audiences (partners, customers, employees and shareholders) and to do so, can’t only rely on traditional tactics, including good old \u2018Trade Shows’ in order to collect ‘Leads’.<\/p>\n

The 21st Century company must make strategic choices: one of which is to assert its dominance on several main axes, particularly, those of product or service and innovation leader and, to proceed as quickly as possible with its own digital transformation to ensure dominance and leadership. As experts in marketing strategies, ExoB2B recommends, in some cases, to assert itself as such through an inbound or inward marketing strategy, to demonstrate  thought leadership and, to be integrated into a process of digital transformation.<\/p>\n

Hence the importance of planning and establishing its presence in social media and engaging in a relationship of trust, based among other things, on the production of high-quality content that supports its traditional offer and, an openness to socio-professional interactions. (see below).<\/p>\n

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Taken from the study \u00abThe Evolution of Social Business: Six Stages of Social Business Transformation<\/a>\u00bb, by Altimeter Group<\/p>\n

The Thought Leadership approach according to ExoB2B<\/h3>\n

Thought leadership is characterized, among other things, by a steady and sustainable production of innovative content and analysis. No company can claim it without being deeply rooted in its practice, in its organization and in its culture. This implies investing resources and valuing it in its current management.<\/p>\n

Here is another rather similar definition from MSI specialist, Michael Brenner<\/a>: \u00abI define thought leadership as a type of content marketing<\/em> where you tap into the talent, experience, and passion inside your business<\/em>, or from your community, to consistently<\/strong> answer the biggest questions<\/em> on the minds of your target audience<\/em>, on a particular topic.\u00bb<\/p>\n

To do this, the most commonly used content vehicles are:<\/p>\n