Slides from the Sophisticated Marketer's Guide to Thought Leadership on LinkedIn by Jason Miller

1. presents
Jason Miller
Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg

4. “Who I am as a guitarist is defined by
my failure to become Jimi Hendrix.”
– John Mayer

5. What is Thought Leadership?
​“Thought leadership consists of ideas that require attention, that offer guidance or clarity
and that can lead people in unexpected, sometimes contrarian directions (think of Seth
Godin). Thought leadership needs to be educational and ideally provocative; content
marketing can simply be fun or entertaining”

6. ​ As Jeff Ernst, principal analyst at Forrester Research puts it:
​ “Business buyers don’t ‘buy’ your product or service, they ‘buy into’
your perspective and approach to solving their problems.” 1
The Why

7. Thought Leader vs Thought Leadership
Don’t confuse the two. Not everyone can be a “thought leader” but by sharing ideas collectively your
company can achieve thought leadership. There’s a big difference.
Thought Leader
Thought Leadership

8. Three Types of Thought Leadership
SUCCESS
Industry
Leadership
Product
Leadership
Organizational
Leadership

9. Industry Thought Leadership

10. Industry Thought Leadership

11. Product Thought Leadership

12. Product Thought Leadership

13. Cultural Thought Leadership

14. Cultural Thought Leadership

15. The blog is the social media rug
that ties the room together.

16. Laying the Foundation

17. Company Page/Showcase Page
Company Page Showcase Page

18. Sponsored Updates

19. LinkedIn Groups

20. Publishing on LinkedIn
LinkedIn Pulse

21. SlideShare
Marketo Moz Content Marketing
Institute

22. Activating Employees

23. Tap Into Multiple Sources
(Curating Thought Leadership)

24. LinkedIn Pulse

25. Why it’s important to measure Thought Leadership
Reputation Relationships Revenue

26. Thought Leadership Throughout the Funnel

27. Aligning thought leadership with messaging strategy
Understand what prospects
and customers believe
Develop and articulate a well
informed point of view
Frame a story in terms of
the value delivered to help
buyers see new possibilities

28. The Sophisticated Marketer’s Guide to LinkedIn
The Big Rock

29. 29

30. Take it Global

32. Email
Blog
InMail
Company Page
Sponsored Updates
SlideShare
Display
PPC
Twitter
For those about
to Launch…..
FIRE!

33. 33
MQL
33
Turkey Slices (Non Gated)
Lead Capture
No Yes
RevenueSales
SDR
Sales Qualified?
BIG ROCK
(Gated)
Nurture
No
Yes

34. The Results Out of the Gate
34%
32%
15%
9%
6%
4%
Email
Blog
InMail
Direct/ SEO
Other
Display
AdWords 64%7%
7%
7%
6%
4%
2%
1%
1%
United States
Netherlands
India
Canada
Australia
UK
Germany
New Zealand
Singapore
France
47% Percent of total NAMER inquiries driven by social YTD 17% = SU, 15% = Blog

35. 35

37. 37
18,000% ROI

38. “Sometimes you want to give up the guitar,
you’ll hate the guitar. But if you stick with it,
you’re gonna be rewarded.”
– Jimi Hendrix

39. But don’t think you have to go it alone.
Here’s a handy checklist for thought leaderships success:
Define what thought leadership means
to you/your organization
Secure top-level buy-in and support
Align thought leadership with
product/service and organizational
leadership goals
Establish a process for brainstorming,
vetting and developing a manageable
number of ideas
Develop a unique and groundbreaking
viewpoint
Use content marketing concepts and
best practices to disseminate your
thought leadership
Deliver thought leadership at every
stage of the buying cycle
Define success criteria and measure
and report on it

41. Thought Leadership Will Save Us
from Content Shock

42. 42

44. “People want a thrill, people want
a spectacle and people love
to be entertained.”

45. The most effective platform for marketers to reach audiences,
nurture prospects and acquire customers
Accelerate sales
by reaching the
right people with
helpful content
throughout the
buying process
Share relevant content
and campaigns with
the world’s
professionals
Content & Campaigns
Get to the right people
with precision-focused
B2B multi-channel
marketing
B2B Marketing

46. Thank You!
Jason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg