Author Jessica Northey recently said, “A thought leader is true to themselves even when others might laugh, disagree or nay-say. They actually walk their talk.” When it comes to thought leadership, authenticity is paramount. You simply can’t launch a thought leadership strategy that is out of alignment with your corporate story (brand positioning, value proposition, [...]
If you are a CMO or marketing executive, one of your primary jobs is to define and own a distinct position in the minds of your target audience. Your company's thought leadership strategy and content play a crucial role in making this happen. The true test to determine if you are executing a disciplined thought leadership [...]
Jay Baer once said, “A thought leader is someone with proven expertise and experience who isn’t afraid to share it with the world without direct compensation.” This quote is very relevant because when it comes to thought leadership, CMOs and CEOs must have courage. They have to answer the tough questions. What do you want to [...]
For CMOs and CEOs to win in the experience economy, it’s not about online and offline. It’s about delivering a clear, connected and consistent experience. This paper explores why a new perspective on the offline and online customer journey is required and how CMOs must change the way they manage the end-to-end customer journey. [...]
When it comes to content, many marketing and business executives are looking for a quick win, often to quickly generate more visitors to the website or additional leads for the sales team. The end goal is more about the speed of delivery and less about the message or actual value they are delivering in the [...]
