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Thought Leadership Marketing

 

With unprecedented competition and clients who are more demanding than ever, B2B companies must go to great lengths today to demonstrate unique and proven expertise – i.e., to show they are the “thought leaders” in their domain. Well-crafted and well-executed thought leadership marketing programs can make these firms magnets for clients.

Since 1998, The Bloom Group has helped dozens of management consulting, IT service and other B2B companies increase revenue by becoming recognized as thought leaders on a wide range of issues.  We have worked with their subject-matter experts to develop, capture and publish their ideas in prestigious management journals such as Harvard Business Review and Sloan Management Review; design and conduct research studies that generate substantial market interest; create white papers that make the phone ring; develop and place opinion articles in influential business and industry publications such as the Financial Times, Bloomberg BusinessWeek and Forbes; produce or market highly acclaimed books; orchestrate highly effective marketing campaigns that quickly bring ideas to market; and assess and improve their own thought leadership content development and marketing capabilities.

 

Featured below are some of the most recent posts and articles on the site. This selection changes regularly; to stay up to date, you can subscribe to the RSS feed below.

 

Featured Articles

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Thought Leadership and Social Media Marketing in a Product Company

For more than a decade, Paul Dunay has been a leading light on the marketing of information technology and IT services. Paul is Global Managing Director of Services and Social Marketing at Avaya Inc., which sells business telecommunications systems. We recently talked to Paul about marketing in a product-oriented firm with a services business, and how thought leadership and social media come into play.

Accelerating Time to Leads with Topic Microsites

This is last part of our series on white paper marketing, a key piece of the thought leadership marketing mix. In this installment, we show how to develop and market the content of a white paper concurrently rather than sequentially, building an audience from Day 1 and long after the article is published. The secret: creating a topic microsite on Day 1 that becomes the go-to place to learn about your point of view.

 

Developing Compelling Content

This is the first of a three-part series on the staple of every thought leadership marketing campaign: the white paper. Most white papers are ignored or forgotten soon after they are published. But a few connect with executives and open doors. Those that make an impression are not distinguished by their presentation or marketing; they have a compelling point of view. In this article we explain how to develop content that will make an impact.

Shifting Marketing to "Entice and Engage"

This is the second of a three-part series on white papers, a marketing tool that is essential to thought leadership marketing programs. In this part, we explain how to generate substantially more leads than typical white paper campaigns deliver. In particular, we show the advantages of shifting from directly distributing white papers through "biased" channels, to indirect and "unbiased" channels. 

Content Matters!

This short video explains why good content is critical to B2B thought leadership marketing.