What’s Your TLMQ? (Thought Leadership Marketing Quotient)

Posted on by Dana VanDen Heuvel

For several weeks we’ve been working on a diagnostic tool (a set of questions, really) to help identify and asses the thought leadership marketing effects of business-to-business companies outside of just the service industry (the Bloom Group has already done some good work there).  We’re concerned with the broad base application of thought leadership marketing and would like for a few companies to help beta test this scale (alpha test…this thing isn’t even ready for BETA!).

Here’s what we’ve come up with so far. It’s rough…really rough…like pre-first draft rough.  Nevertheless, we have to start somewhere.  What are your thoughts?

  1. Clearly defined differentiation that has been well articulated to clients and industry.
  2. Has a SOV measurement that is greater than anyone else in their immediate industry.
  3. Has a SOMind measurement that is greater among the clients and prospects in their market than any other competitor. (top of mind…)
  4. Anticipates trends in the industry and acts on them.
  5. Devotes time monthly to scanning for and analyzing changes, trends and inflection points in the industry.
  6. Sense of what will make your clients and industry successful.
  7. Participates in industry dialogue.
  8. Participates in regular client dialogue. (daily – weekly – monthly – yearly regiments)
  9. Social focus vs. technical focus. (People > Process > Content)
  10. Maintains a market conversation through thought leadership marketing channels & tools.
  11. Translates internal solutions/ideas into published positions for industry.
  12. Accessibility of senior and technical leadership personnel.
  13. Ability to provide regular intellectual stimulation to clients and industry.
  14. Provides idea-to-market capability for internal thought leaders and idea practitioners.
  15. Academic research or primary research on problems/opportunities faced by organizations in the industry they serve.
  16. The organization has a history of leading or embracing market change.
  17. The tone of their marketing materials (especially thought leadership vehicles) is positive and “plays offense” vs. playing defensively.
  18. Organization is led by apparently passionate industry advocates who ‘love what they do’
  19. Website indicates presence of educational materials and tools that provide use value beyond self-serving marketing brochures and copy.
  20. Organization exhibits a ‘natural tendency’ toward perpetual education of their target market and their chosen industry.
  21. The organization takes visible risks with its messages, often appearing at odds with or being controversial, contrary and unconventional among their peers.
  22. They take a high-road long term perspective with their marketing and forgo a ‘sale of the day/flavor other month’ approach to marketing.
  23. Organizations strike a balance between confidence in their point of view and competence with a genuine curiosity (usually founded in research) for the betterment of themselves for client (and market) benefit.
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  • http://twitter.com/B2BThoughtLEAD Mark Delfeld

    Your last post is the best…I suppose that's why you saved it for last!

    Organizations strike a balance between confidence in their point of view and competence with a genuine curiosity (usually founded in research) for the betterment of themselves for client (and market) benefit.