Comments for B2B market research agency

Comment on The seven R’s of thought leadership by Andrew Dalglish

Andrew Dalglish — Tue, 17 Jan 2012 19:22:39 +0000

Thanks Mindy.
These R’s are really mounting up )
Like your idea of reference-ability as it suggests the author has become THE authority on the topic and is a valuable resource.
Guess there’s just one caveat – not everyone will have time to read in depth pieces so bite size chunks should probably accompany the main piece.
Cheers,
Andrew
@andydalg

Comment on The seven R’s of thought leadership by Mindy Gibbins-Klein

Mindy Gibbins-Klein — Tue, 17 Jan 2012 14:21:50 +0000

Great article and lists!
I would add another R for ‘Reference’, as in ensure you produce things that clients can refer back to again and again. We’re especially partial towards books, which we feel take a thought leader higher up the value chain faster.
For the complete REAL Thought Leadership strategy (Reach, Engagement, Authority and Longevity), feel free to look at my book 24 Carat Bold.

Comment on The seven R’s of thought leadership by Hazel (@Hazeljh75)

Hazel (@Hazeljh75) — Sun, 15 Jan 2012 20:59:07 +0000

I agree that, in the main, you need to let the consumer decide and some audiences (particularly academic) expect material of a ‘longer’ length than others. For me there are two challenges at the moment 1) Whilst letting the consumer decide is ‘ideal’ how to you then maintain brand consistency for the type and length of material that is being published across a client base who may recieve material from more than one source and 2) Increasingly our audiences are time poor and the more you focus on short pithy content whilst remaining insightful the better. However, the hurdle (with my stakeholders at least) is changing the author’s mindset to see that the consumers’s desire for content ‘consumption’ has evolved. Ultimately however I guess the proof is ‘in the impact’

Comment on The seven R’s of thought leadership by Andrew Dalglish

Andrew Dalglish — Sun, 15 Jan 2012 19:20:42 +0000

Oh, go on then )

Let’s say 7 and a half R’s as ‘relevant’ is a sub-set of ‘resonant’ – to resonate, it must be relevant.

Cheers,

Andrew
@andydalg

Comment on The seven R’s of thought leadership by Relevantor

Relevantor — Sun, 15 Jan 2012 12:19:43 +0000

We would add one more “R”- relevant. Know your audience, connect with their pains, and shape your content accordingly.

Comment on The seven R’s of thought leadership by Andrew Dalglish

Andrew Dalglish — Fri, 13 Jan 2012 20:47:48 +0000

Thanks for the comment Hazel.

I reckon the best approach is to let the content consumer decide.

Some will have time to spare; others will be under pressure. Some will have a passing interest; others will want an in depth exploration. Some will find visual or audio content easier to digest; others might prefer to pore over text.

These differences in time available, level of interest and thinking style mean that ideally content will be packaged up in many ways, some short and some longer.

So, sadly no definitive answer! What’s your experience?

Comment on The seven R’s of thought leadership by Hazel

Hazel — Fri, 13 Jan 2012 20:45:27 +0000

Via Twitter:

liked 7rs of TL – any view (or evidence) on “best” length?!

Comment on B2B social media: Highlights from new benchmarking research by Nick

Nick — Wed, 14 Dec 2011 09:29:57 +0000

Very interesting findings. A few other thoughts – would be useful to understand what other activities Social Networking is replacing or is this generally complementary to ongoing marketing, research and sales activities. Would also be good to get into understandingwhat benefits are materialising in different industries.

Comment on B2B social media: Highlights from new benchmarking research by Andrew Dalglish

Andrew Dalglish — Sun, 18 Sep 2011 18:54:04 +0000

Hi Kerry,

Thanks for the comment – interesting thought.

The age of leadership team wasn’t something we captured so afraid I’m unable to say whether there’s a correlation between this and adoption issues.

However, I suspect there are more important drivers.

An analysis of the top 50 B2B Superbrands illustrates this. Fourth out of the 50 in terms of Twitter followers is Marriott Hotels (142,563 followers; Klout score of 60). Bill Marriott, their CEO, is 79. Or take Boeing. They operate in, some would say, a traditional industry and their CEO is 62. They have 19,250 Twitter followers (eleventh out of the 50).

Seems even old dogs can learn new tricks!

Cheers,

Andrew

Comment on B2B social media: Highlights from new benchmarking research by Stu Hemerling

Stu Hemerling — Thu, 15 Sep 2011 19:25:13 +0000

I think that influence a la Klout scoring is really a combination of both the predisposition of the “audience” to be active (ie. to share things) AND the quality of the content itself. Its a bit tough to parse I think. But for those who use Twitter, at least it can be something to track over time (maybe looking at an aggregate Klout count might be even more meaningful than a rate).

At the end of the day, though, what’s key is the total number of eyeballs of people in your target group that you can direct to your content. That’d be a great question that could be addressed by primary marketing research actually!

I have a feeling that email might be even more effective in reaching today’s decision-makers than Twitter… but this is no doubt something that is in considerable flux… Cheers stu