We offer three sessions, in either a workshop or keynote format:

Client activation and community awareness

• We think of the Client Activation and Community Awareness (CACA) strategy as the best ‘hack’ for increasing awareness and credibility of early stage B2B businesses.
• Standalone thought leadership works exceptionally well where you already have awareness and trust within a industry. But if you’re starting outside of the spotlight, it can take years to build credibility to the point where people feel they need to pay attention on topics related to the future of ‘their’ industry.
• A CACA strategy shortcuts this credibility building phase by leveraging the existing awareness and trust of your clients and others within the community. By featuring these individuals in content (of various formats), you can dramatically accelerate your awareness and trust to build a platform for industry leadership.

Get started with B2B blogging as a lead generation tool

• A practical session to help you get started with the strategy and process of using a blog as a lead generating, content marketing strategy. Designed for sales and marketing teams within B2B businesses looking to use blogging as a lead generation tool. Also accessible for executives of smaller businesses and startups looking to use blogging as a scalable lead acquisition channel.

Building personal thought leadership as a marketing strategy

• A in-depth session on personal thought leadership as a marketing strategy. This is a targeted at CEOs, Non-Executive Directors and Senior Executives looking to build personal thought leadership as a marketing strategy. It is also highly relevant for the marketing teams supporting these individuals.

All sessions are available in a keynote or workshop format. The keynote covers the same content but includes less practical examples and exercises.

For more information or to enquire about availability, contact us today on (03) 9111 5659

Workshop: Client activation and community awareness

CACA workshop overview:

This is a half day workshop focused on building a self implemented strategy that leverages your existing clients to:

• Increase awareness of your brand in the industry
• Build your individual credibility as a leading voice in the industry
• Increase your ability to open doors to anyone in the space

This workshop is designed for:

• B2B or high complexity B2C sales, where credibility and trust are key prerequisites for any sale.
• Businesses with relatively low current awareness. The business and/or key individuals don’t have a high level of name recognition across the industry.

What’s covered in the workshop:

• Who are your key stakeholder groups for this strategy?
• What are the right messages for these stakeholders?
• The logistics of running a CACA strategy
• Content format and interview planning
• Distribution and delivery planning

You walk away from the session with:

• A stakeholder map (your key groups and the way you need to be perceived)
• A list of targets (mapped across early wins, existing network, big names)
• An approach script to get these individuals involved, and a logistics script to book individuals in
• A question script to work from in your discussions
• A logistics plan, with the right partners to shoot and edit
• A distribution plan, to make sure the right people see the content.

Workshop: Get started with B2B blogging (as a lead generation tool)

What’s covered:

A practical session to help you get started with the strategy and process of using a blog as a lead generating, content marketing strategy. The session builds on a simple three part sale pipeline, showing how to acquire, engage and convert with blog content.

The three major areas covered:

• Does a blog make sense for your business? A realistic introduction to the benefits, costs, risks and opportunities of business blogging.
• Topics and themes masterclass – what are the right topics and themes to align to your positioning (and why this is so important in driving conversions).
• Integrating conversion assets – how to select and use conversion assets or content upgrades to drive lead generation.

Who the session is designed for:

• Designed for sales and marketing teams within B2B businesses looking to use blogging as a lead generation tool. Also accessible for executives of smaller businesses and startups looking to use blogging as a scalable lead acquisition channel.

The practical takeaways from this workshop:

• You’ll work through a detailed framework to decide whether blogging is an economic channel for your business to acquire leads
• You’ll develop the first 20 topics for your business blog
• You’ll identify the first 5 content upgrades that you can use to capture leads
• You’ll develop a success framework, to measure blogging success and traction over the first 12 months

The workshop builds on these resources:

Workshop: Building personal thought leadership as a marketing strategy

What’s covered:

A in-depth session on personal thought leadership as a marketing strategy. We start with a detailed look at how thought leadership translates to returns (and specifics on the industry sectors where thought leadership works best as a marketing strategy).

The session then covers a range of practical insights to help you use thought leadership as a marketing strategy, including:

• Targeting your personal expertise (and the importance of alignment with customer pain-points and your products and services)
• Finding the right topics for thought leadership (including why it’s so important to find the right balance between “crazy and inevitable”)
• How thought leadership connects into the rest of your marketing – and what you need to have in place before it makes sense.
• The different strategies for building thought leadership, and which ones make sense for you.

Who the session is designed for:

This is a session for CEOs, Non-Executive Directors and Senior Executives who are looking to build personal thought leadership as a marketing strategy. It is also highly relevant for the marketing teams supporting these individuals.

The practical takeaways from this workshop:

• You’ll work through a framework for interviewing your customers (to find out what topics are the most valuable)
• You’ll identify your core theme for thought leadership (what you want to be remembered for)
• You’ll Identify your highest value, differentiating opinions as the foundation for thought leadership – and then develop a topic plan for thought leadership success

The workshop builds on these resources: