poking through the clouds

POKING THROUGH THE CLOUDS

THE 3 C’S TO GETTING NOTICED

Friday, September 23, 2011

Ken Rutsky President KJR Associates

Strategic Product Marketing Expert

Friday, September 23, 2011

the world has shiftedFriday, September 23, 2011

Friday, September 23, 2011

we have data overloadFriday, September 23, 2011

Friday, September 23, 2011

IT Cost Transparency

EnterpriseCollaboration

Software

Cloud Content Management

Virtualization & Security

Flash StorageSolutions

Business IntelligenceSolutions

Enterprise Social Software

Virtualization Software

On Demand Identity

Management

Friday, September 23, 2011

115,000 550,000 286,000

5,170,000 1,230,000 2,800,000

220,000 2,030,000 27,500

Friday, September 23, 2011

Breakthrough = Context + Concept + Content

Friday, September 23, 2011

Context

Concept

Content

Thought Leadership

Breakthrough Positioning

Engagement and

Experience

Friday, September 23, 2011

Thought Leadership: Definition

A subject matter expert with unique insights or perspectives who offers them to shift or contribute to the future direction of an industry, community or way of thinking.

Source:

Friday, September 23, 2011

SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42

Friday, September 23, 2011

Friday, September 23, 2011

“The problem is getting the right content to the right people...Producing smart, highly targeted and truly innovative content can be really challenging.”

“Itʼs often difficult to find topics that have not already saturated the market. Putting a different spin on a subject takes time.”

SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42

Friday, September 23, 2011

CAPTURING THOUGHT LEADERSHIP

Present

Promote

Business Value Proposition

Individual #1 Expertise

Individual #2 Expertise

Individual #N Expertise

Friday, September 23, 2011

CAPTURING THOUGHT LEADERSHIP

Present

Promote

Business Value Proposition

Key

Audience

Lenses

Individual #1 Expertise

Individual #2 Expertise

Individual #N Expertise

Friday, September 23, 2011

CAPTURING THOUGHT LEADERSHIP

Present

Promote

Business Value Proposition

Key

Audience

Lenses

Individual #1 Expertise

Individual #2 Expertise

Individual #N Expertise

Context Meta Strategic Picture Frame

Model MetaphorIt's like...

Concept Meaning Tactical Point Essence

Statement:

Explanation:

Content Matter Executable Stuff Detail( Story / Case Study / Statistics / Research / Example / Process / Steps )

eg:1 eg:2 eg:3

www.thoughtleaders.com.au

Friday, September 23, 2011

Context

Concept

Content

Thought Leadership

Breakthrough Positioning

Engagement and

Experience

Friday, September 23, 2011

Three Strategies For Breakthrough Positioning

Friday, September 23, 2011

Strategy 1: 1+1=3

Friday, September 23, 2011

Strategy 1: 1+1=3

Friday, September 23, 2011

Strategy 2 : Embrace and Extend

Friday, September 23, 2011

Strategy 2 : Embrace and Extend

Friday, September 23, 2011

Strategy 3 : Copy and Paste

Friday, September 23, 2011

Strategy 3 : Copy and Paste

Friday, September 23, 2011

Context

Concept

Content

Thought Leadership

Breakthrough Positioning

Engagement and

Experience

Friday, September 23, 2011

Delivering the Message

Present

Promote

Publish

Pitch

Engagement

Experience

Thought Leadership

Positioning

Friday, September 23, 2011

Experience Matters Most

Friday, September 23, 2011

Experience Matters Most

Friday, September 23, 2011

Experience Matters Most

Friday, September 23, 2011

Experience Matters Most

Friday, September 23, 2011

CASE STUDY: NIMSOFT

GETTING NOTICED AND WINNING

Friday, September 23, 2011

Nimsoft: The Big 4 Alternative

Friday, September 23, 2011

Enterprise

Datacenter AND Cloud

Datacenter

Mon i t o r e d

Customers

Unified Monitoring

Cross Environment

Yesterday’s Tools

Cross Customer

Enterprise AND SPs

Thought Leadership

Friday, September 23, 2011

from the datacenter to the cloud Positioning

Friday, September 23, 2011

Engagement and Experience

Friday, September 23, 2011

Present

Promote

Publish

Pitch

Unified Monitoring

From the Datacenter tothe Cloud

Thought Leadership

Positioning

Engagement

Experience

Friday, September 23, 2011

$350,000,000

Friday, September 23, 2011

SUMMARY

3 CS TO POKING THROUGH THE CLOUDS

Content: Drive Engagement and

Experience

Context: Thought Leadership

Concept: 3 BreakthroughPositioning Strategies

Friday, September 23, 2011