poking through the clouds
DESCRIPTION
From the Silicon Valley Cloud Computing Meet-up on 9/24, this presentation overviews strategies to break through the information clutter to become known as a Cloud Computing leading product and company.TRANSCRIPT
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