Pauline Weger co-leads a thought leadership workshop for professional services leaders.
“Getting closer to the revenue by developing visible experts”
Pauline teams up with Julie Schwartz, ITSMA’s SVP of research, to lead a working session that sparks new thinking about the central role marketing should play in building a culture of visible experts.
December 5, 2012, Boston
Pauline Weger moderates executive panel at ITSMA’s annual conference.
“Marketing’s New Value Proposition”
Panel includes executives from KPMG, IBM and EMC.
December 4 + 5, 2012, Boston
The thought leader’s marketplace
When you’re creating your thought leader’s strategy – and then executing the plan – you need access to different talent at different times. Few organizations have the in-house team that’s needed. And, since thought leadership marketing is an emerging discipline, finding people with the experience and grasp of the strategic importance can be challenging. And, for most, retainer-based agency relationships are not an option.
There are experienced professionals who have chosen to remain independent. These are experts who can envision + execute powerful strategies and create truly remarkable content. Writers. Designers. Illustrators. Researchers. Bloggers. PR pros. Marketing strategists. Presentation coaches. Videographers. Digital media specialists. And more.
With the right strategy, you can pierce through the noise. Ask us about The thought leader’s marketplace.
Finding value in online communities.
How many executives actually contribute to online communities or comment on blogs? Not many, according to our discussions with executive decision-makers.
Top reasons cited: corporate risk policies, SEC regulations, and the fear of having a digital footprint that’s hard to erase.
But, senior execs are online…getting smart about issues and understanding options before they meet with consultants and providers.
“Signature thinkers makes available to start-ups first rate branding and thought leadership services that are typically accessible to large corporations. Pauline was always available, very responsive, and a pleasure to work with. She delivered more than promised and was keen on ensuring that the services contributed to bottom-line business impact.”
“You did superb work for us helping to reposition our value to clients in a way that is going to help us grow the business.”
“We worked closely with Pauline as we looked to re-position ourselves in the marketplace through fresh messaging and a sophisticated website. Pauline served as a marketing strategist and advisor throughout the process. Her expertise in marketing consulting services was integral to our success in achieving our goals. Our new website is consistently remarked on by clients and colleagues as being a strong representation of our brand. It truly communicates our overall value to clients and prospects, a shift that has made a huge impact on our sales success. I highly recommend Pauline for any project where you may need an experienced, strategic marketing advisor.”
Caritative Wealth Consulting
“Pauline Weger and her team at Signature thinkers are branding visionaries. Their Invisible to Visible™ approach to creating visible experts offers a fresh and current strategy for organizations looking to stake a claim. Founded on simple ideas and expanded upon by tremendous expertise, Signature thinkers’ strategies are as innovative as they are effective. With a keen knowledge of how users consume data today, Pauline and her team are able to drive revenue generating results. It is rare to find thought leaders who are so approachable and passionate about their work. If you want to work with the best, congratulations! You’ve found Signature thinkers.”
“Pauline has been a speaker at numerous ITSMA events and always graded among the top presenters. She moderated one of our most successful panels at our annual conference in 2012. She has worked as a consultant on ITSMA projects ranging from marketing strategy, brand positioning and differentiation, to thought leadership strategy development and building visible experts. She is smart, personable, proactive, and results oriented.”
Capital Area Food Bank
“One of my great joys has been working with you. You have enabled so many good things to happen.”
“Signature thinkers has done a stellar job at every stage of our mammoth rebranding initiative: discovery, target insights, as well as brand positioning, visual identity and now the roll-out. They provide a level of expertise and understanding that enhances our team, helping us bring a fresh outlook to addressing hunger relief, making this initiative the success it is today.”
Speakerfile Appoints Pauline Weger To Board Of Advisors
Speakerfile, a first-of-its kind SaaS content marketing platform that allows organizations to feature their experts and thought leaders, announced that Pauline Weger has joined as an advisor to the Toronto-based company.
The Voice of Technology, Winter 2013
A magazine published by the Northern Virginia Technology Council
My Takeaways from NVTC’s FastTrac TechVenture Program
by Pauline Weger
Growth Strategies, Winter 2013
The Journal of Accounting Marketing and Sales
Fueling the growth agenda. Tie Thought Leadership Strategy to Reputation, Relationship and Revenue.
Cover story authored by Pauline Weger
Pauline Weger’s article in national entrepreneur publication
Upstart Business Journal, November 2, 2012
Pauline Weger, ceo of Signature thinkers, shares her Seuss-inspired look at her first year as a new business owner.
Pauline Weger selected for entrepreneur program
Pauline Weger, ceo of Signature thinkers, has been selected by The Entrepreneur Center @NVTC (Northern Virginia Technology Council) to participate in FastTrac® TechVenture™. This unique program, created by the nationally renowned Kauffman Foundation, helps entrepreneurs build startups into successful ventures that fuel economic growth.
The Washington Post | Capital Business
July 30, 2012
Growth of professional services firms hinges on visibility of their expertise
by Pauline Weger, ceo, Signature thinkers
Donna Morea, nationally recognized business executive, leads board of advisors
June 26, 2012 | Washington, DC
One of the nation’s most prominent business + technology leaders, Donna Morea, is playing a key advisory role in shaping the strategy and direction of Signature thinkers.
Pauline Weger on panel at ITSMA Marketing Leadership Forum
June 13, 2012 | Napa, California
Pauline Weger joined marketing leaders from many of the world’s largest technology and professional services firms in a dialogue about the transformation of marketing. Among the key themes: thought leadership, strategic account marketing, industry marketing, sales enablement, and advancing the skills of marketing professionals.
Nojae Kim participates in White House briefing of Korean-American business leaders
June 7, 2012 | Washington, DC
Nojae Kim joined 175 Korean-American business leaders from across the country at a briefing hosted by The White House on growing the economy, homeland security and other timely topics. Read more…
Spark new thinking.
Working with the leaders who sell and deliver professional services, run an association or lead a nonprofit, there’s a question that I hear over and again:
How can we become known for our ideas + insights when there’s competition coming at us from every angle…from market-leading corporations, fast-growing mid-market companies, emerging association competitors, and nimble, niche players?
What has changed in today’s reset world is that ideas can be shared – and built upon – faster than ever before. In fact, great thinking can get to highly targeted decision-makers with laser focus. Advances in online media and even innovations in print processes are making a world of difference.
What hasn’t changed is that customers want insights. They value timely, relevant and fact-based thinking from professionals with a grip on the issues and the experience to shape options.
Oh, and customers, conference organizers, media and influencers simply need to be able to find you.
Becoming a visible expert.
It’s not enough to know your market. Your market needs to know you. You need to be more than an expert in your field. You need to be a visible expert. What does that mean?
It means leading in the online + offline world. It means showcasing your knowledge through channels that matter to decision-makers and market makers. It means publishing articles in influential outlets and giving speeches to high-profile audiences.
Today, it’s just as important to appear at the top of the list in key search engine results. And, to participate where the digital discussions are taking place.
It comes down to being the first name that surfaces when someone wants to know who has the expertise to address a burning issue.
Busting down barriers.
There’s a long list of roadblocks that surface when the topic of thought leadership comes up among executives charged with leading an organization.
Here’s the short version.
Invisible experts. Leaders often lack a basic market presence that keeps them from being recognized among the right decision-makers and influencers in the markets that are essential to realizing their growth goals.
Hidden ideas. Unheard insights. Executives simply can’t find the time to get ideas out of their heads and into the market. They’re already at capacity…running a practice, advocating for a cause, serving clients and members, selling work, or recruiting and developing talent.
Rain delays. Experienced hires…the rainmakers…feel pressure to build their presence fast so they can show immediate value by bringing in new relationships and finding new revenue streams.
Fast-changing market forces. Issues can surface quickly. First-to-market with insightful thinking and novel approaches can capture mindshare and market share…often shaping the discussion and commanding top rates.
Getting from thought to market.
Thought leadership is the crème-de-la-crème of content marketing. It’s strategic to an organization. And, it often represents a significant investment…from the time invested by team members who are charged with creating smart thinking, to the cost of packaging and distributing great content.
From the playbooks of thought leading organizations, many who are on second- or third-generation programs…
Do something now. In this fast-moving knowledge economy, finding the right catalysts – in-house and external – can get your thinking to market faster.
Reputation. Relationships. Revenue. Creating a strategic roadmap tied to specific measures – and then executing with discipline – is a surefire way to show success.
Mine your content. The “one + run” model to producing thoughtware is expensive. It rarely allows you to monetize your thinking.
Protect your IP. Look for language to own. Then, quickly take steps to guard it.
Packaging matters. Breaking through the clutter demands both substance + style. Visual storytelling can breath life into data.
Think snackable. How we consume information has changed radically in just a few short years. Short-form articles + online video need to be in the mix.
Most of all, make sure your experts are visible.
Polished profiles of experts within your organization containing content that’s been mined and aligned are the price of admission in today’s knowledge economy. Make sure you are doing what it takes to be competitive.
Invisible to Visible™
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