Thought Leadership
White papers, executive briefs, byline articles and more…
Here are a few sample pieces that illustrate this well.IBM + Forrester + Voice of the Client = A Powerful Tool for Marketing & Sales
Project: IBM & Forrester “Total Economic Impact” Study
The perfect trifecta: A client, an analyst/influencer, and big blue collaborate to deliver a program to help prospects justify a major purchasing decision. The TEI paper, webinar, presentation and training proved to be one of the most successful campaigns conducted.
Business Transformation Infographic: When a picture is worth more than a thousand words.
Project: Accelerating the sales cycle by removing roadblocks and improving conversion rate for sales pipeline opportunities.
As a consultancy, the way we explained the benefits of our services in our marketing materials needed as much of a transformation as the client transformation initiatives we supported. Taking the complex services we offered and making the benefits simple to understand required an “outside-in” view through research and analysis of the marketplace. This infographic helped us resonate with our audience and compliment the headier thought leadership pieces.
Primary Research Surveys & White Papers
Project: Primary research survey + thought leadership
Sometimes businesses decide major initiatives based on one white paper. One of the most effective ways to fortify any brand promise is through primary client and market research for evidence-based white papers. We conducted a global, double-blind survey to give us the validation to trends and other empirical evidence highlighted within this business transformation white paper and subsequent byline articles.
Media & Industry Relations: Playbooks and Other Published Content
Project: Develop and publish 3rd annual Influencer-targeted publication.
Collaboration with industry influencers and thought leaders in the markets you serve is key to aiding that “invisible hand” your sales team could never do themselves. The Mobile Playbook was the 3rd edition and the most successful for this small software company.
SiriusDecisions Research Brief
Project: Create expert paper on product marketing frameworks.
This paper unpacks the art and science behind best practices and recommended frameworks for “portfolio marketing”, also known in the discipline as product or solutions marketing. Based on secondary research analysis and prior industry experience, I wrote this research brief and created a presentation for their newly expanded portfolio marketing practice. Read the full research brief, “Portfolio Marketing: The ABC’s of Messaging” here.
Harvard University: Master of Liberal Arts in Extension Studies in Journalism
Project: Research Editorial “Hunger and Obesity in the Land of Plenty”
This research editorial is about poverty and its impact on the American waistline. There has never been more information and choices about what we eat. Despite all the information we now have available about nutrients, diet and exercise, our Western diet has sickened us and other cultures that have adopted it. With nearly 16 million households struggling with food insecurity, it seems counter-intuitive that we would also have an inordinate number of child obesity cases in lower income populations. My thesis attempts to unpack this growing epidemic.
