Listen to a 45-minute discussion of how the best marketers are making the transition from marketer to publisher by establishing internal systems and processes to plan, create, manage, distribute and optimize content operations at scale in a large and complex company. During this webinar, Stephen Diorio, the Director of the Brand Publishing Institute will share original best practices research and practical examples drawn from interviews with hundreds of leading marketers across the globe.
To get insights into the changing role of the CMO in a digital world, I interviewed one of our panelists, Evan Greene, CMO of the Recording Academy. Evan’s marketing team supports hundreds of thousands of music creators and students with a wide range of music education, professional development, support, and recognition (the Grammy Awards) services.
Yesterday, I spoke to a group of marketing and distribution executives about ways to improve sales effectiveness at the Wheelhouse Annual Conference: Doing More for Less: Creating a More Efficient Industry. The talk focused on the huge impact marketing content has on sales effectiveness and cost to sell in today’s selling environment.Our research with hundreds of leading organizations – including Asset Management leaders like Legg Mason, Janus and the Hartford Group – has taught us that content is the silent killer of sales effectiveness and the fuel that drives 100% of the executive growth agenda
How to Execute A Thought Leadership Selling Program
The notion of establishing thought leadership has emerged as a top priority as growth-starved organizations look to differentiate themselves with new ideas, education, and relevant solutions that address buyer pain and influence their perceptions of value.
Thought Leadership Selling Programs take a systematic approach hto delivering new ideas, relevant advice, and compelling solutions to prospects and customers through sales, marketing and media channels. A Thought Leadership Program provides your sales and marketing team with a sustained stream of education and advisory content that helps them open doors, make more effective sales calls, differentiate your organization and deliver trusted advice.
A Thought Leadership Program is:
- Based on a strategy that integrates sales process, communications, branding and product sales goals
- Built upon a well thought out set of thought leadership assets including advisory content, tools and resources
- Delivered to customers using disciplined multi-channel programs and coordinated customer touches
Based on our experience executing Thought Leadership Selling Programs for over a fifty market leaders such as Adobe, CBS, Digitas, DuPont, Ernst & Young, Intuit, Oracle, PwC and SunTrust Bank, we define a Thought Leadership Selling Program as taking a programmatic approach to delivering new ideas, relevant advice and compelling solutions to prospects and customers using sales, marketing and media channels. A successful Thought Leadership Program will provide your salespeople with a disciplined and coordinated stream of advisory content that helps open doors, make more effective sales calls, differentiate your offerings, and deliver relevant advice. Specifically, there are three steps to designing and executing a Thought Leadership program that will help your sales force generate measurable sales growth in the next sales quarter:
- Define a thought leadership strategy that aligns with your growth strategy
- Publish thought leadership assets that enable the go-to-market process
- Engage customers using a mix of marketing, media and sales channels
These three steps are outlined in our report entitled: Thought Leadership Selling: How To Systematically Drive Top Line Growth with Education, Ideas and Insights. will explain why Thought Leadership is so important to sales success and practical steps your marketing team can take to drive measurable sales outcomes deep in the sales funnel with ideas, insights and education.
94% of senior-level executives believe delivering personalization is critical or important to reaching customers because it differentiates the customer experience and drives better sales and marketing outcomes. But PwC Digital IQ research shows most marketers don’t execute personalization very well.
To uncover the secrets to profitably enabling and executing personalized content experiences that leverage customer data and insights, I will host of panel of CMO’s– entitled Personalization: Fusing Creative & Analytics on October 17th, 2016 at the DMA’s Strategic Summit is an exclusive, invitation-only event for Marketing Executives attending &THEN and are active VP’s and above.
In today’s environment, to deliver a superior guest experience you need to go above and beyond, and be obsessive about innovating for the guest. Never stop. Make things much simpler. Eliminate friction in the travel experience. Better recognize and reward your best customers.
And technology gives us an amazing toolkit to redefine the guest experience in game changing ways. Analytics to better understand customers. Mobile and intelligent devices to engage, track, and assist guests. Digital and social channels to communicate.
The trick is to use these technology tools to find new and better ways we can deliver white glove treatment.
On October 17th, 2016, Stephen Diorio, Director of the Brand Publishing Institute will host of panel of CMO’s to discuss the secrets to successfully enabling and executing personalized content experiences that leverage first and third party data to build unique, authentic experiences wherever customers interact with their brand. The panel – entitled Personalization: Fusing Creative & Analytics – will draw upon original best practices research conducted by Brand Publishing Institute and PwC with hundreds of CMOs, Mr. Diorio will lead a discussion about the keys to enabling a content supply chain that supports personalization at scale in digital marketing, sales and media touch points.
On October 17, Trish Shortell, managing director at RSR Partners, will host a panel at DMA’s Strategic Summit to examine these fundamental issues and more. Composed of four highly regarded leaders in the field, the panel – entitled “The Changing Face of the M-suite” – will address marketing’s need to shift into higher gear and identify:
• The M-suite’s role and how it is becoming more influential to overall business success;
• The increasing pressure and expectations;
• The use of data and analytics, their most important challenge; and
• The new skills set needed for transformation, and how to acquire them.
Marketers across a wide range of industries are actively working to develop Direct-to-Customer (DTC) models that directly engage customers using social, mobile, and digital channels and devices. The number of manufacturers selling directly to consumers it expected to grow 71% this year to more than 40% of all manufacturers. And over a third of consumers report they bought directly from a brand manufacturer’s web site last year.
Stephen Diorio and Grant Butler of the Brand Publishing Institute are hosting a webinar to teach marketing executives practical ways to gain control over the quality, consistency and compliance of their marketing content in a large and complex organization with limited resources.