Embracing Authority Leadership
Authority leadership marketing aligns your brand with critical customer issues, needs and requirements to drive relevance, recognition and engagement. Through our IME process, we build compelling advocacy agendas, thought leadership platforms and strategic value propositions. Our IME programs prime and condition markets in order to create a more receptive selling environment. We help you become a trusted knowledge broker through effective digital content marketing that attracts and nurtures qualified customer prospects.
HOW IT WORKS
Our campaigns encompass an integrated process of planning, theme development, research and audience engagement resulting in the publication of credible, influential rich media content and reports. Our highly efficient and effective omni-channel delivery includes digital and traditional media platforms, as well as our own executive networks. See how it works graphic >
GlobalFluency has the skills and resources to deliver a full range of integrated campaign components. From creative web development, to executive and consumer surveys, to content production, live events, web interactions, and global media relations. We do it all, so you have a turnkey program that propels your business and brand to new heights. See program components >
What makes the IME model different from some of the marketing and strategy models floating around the web is that it is tested, proven and scalable. IME molds intellectual capital into relevant advocacy agendas and point-of-view platforms to shape and influence market perceptions and establish marketers as thought leaders, knowledge brokers and subject matter experts. Now more than ever, brands are looking for meaningful engagements and relationships with highly qualified decision makers. This is why clients engage with GlobalFluency and its affinity networks like the CMO Council and BPI Network.
Navis and its new start-up XVELA were seeking to build industry consensus for new digital solutions to improve transparency and communications among maritime industry stakeholders, including terminal operators, carriers, shippers, consignees and others. They needed to be seen as thought leaders and innovators driving positive digital change that would improve industry efficiency and profitability at a time of significant economic upheaval in their industry.
The Business Performance Innovation (BPI) Network, powered by GlobalFluency, initiated a global research and advocacy campaign looking at the state of digital transformation and collaboration within the global ocean supply chain. A study, based on a survey of over 200 stakeholders in the global shipping ecosystem and in-depth interviews with leading executives, demonstrated widespread deficiencies in the industry’s information infrastructure and a woeful lack of efficient collaboration, data sharing and transparency. The findings showed that executives believed the industry could achieve massive gains in productivity and customer satisfaction if it moved to new technologies and processes. It highlighted major areas in need of improvement, including carrier to terminal coordination and planning, overall supply chain visibility, improved terminal operations, cargo flow predictability, carrier planning and routing, and others.
The study report and campaign had an immediate impact and generated widespread discussion within the ocean supply chain. The report generated more than 1,200 downloads from industry stakeholders, more than 50 articles in industry, technology and supply chain media outlets, requests for speakers at major industry events, and an uptake in customers inquiries for Navis and XVELA. The findings laid the groundwork for strategic discussions between Navis executives and top industry leaders and productive meetings with customers and prospects for the Navis and XVELA sales teams.
Foxit was seeking to build a powerful market profile and new business pipeline as the preferred alternative to software giant Adobe in the PDF software space. Over the past six years, GlobalFluency has partnered to build a unique market positioning, showcasing its solutions and value as an innovator, thought leader and trusted software partner to business users and developers across North America, Europe, Asia and the world, with a comprehensive product line, including end-user productivity solutions, such as Foxit PDF and Foxit eSign, volume automation solutions, and a robust SDK and other developer tools.
GlobalFluency has worked with Foxit for more than 6 years to build its global profile and establish the company as leading innovator and thought leader in the PDF software market. At the onset, the agency helped position and launch Foxit’s ConnectedPDF as a breakthrough technology that defines a new market space, heralding the era of smart, connected documents. Over the ensuing years, we have launched many dozens of new products, solutions and upgrades, including the introduction of its own eSign product, volume automation solution and expanding developer program and tools. We have also also showcased its executives as thought leaders and promoted its customer successes, a series of strategic acquisitions that grew Foxit’s global reach, solution set and technology portfolio. In addition, Global Fluency’s Business Performance Innovation Network has conducted several major market studies highlighting the challenges of “Document Deluge” and risks associated with insufficient document security. These studies included global surveys of PDF users and business executives and demonstrated the need for new innovation around the PDF standard to improve document control, collaboration and security in a connected world. The agency has partnered with Foxit to develop and place executive byline articles underscoring key business issues and market trends addressed by Foxit and its solutions.
GlobalFluency has played a prominent role in Foxit’s rapid growth and continued acquisition of customers. The company has grown its customer base from 100,000 to nearly 500,000. Its messaging and communications strategies, product launches, market communications, and executive communications have driven a huge increase in coverage within influential technology, vertical industry and business media. The study reports and associated campaigns have driven many hundreds of downloads and significant market interest and media coverage. They have also provided new selling opportunities and content for the Foxit sales force.
San Jose is often forgotten thanks to the bright lights and picturesque landscapes of its neighbor to the north, San Francisco. With its proximity to technology giants across the Silicon Valley and its infrastructure ready to support the businesses of tomorrow, San Jose sought to differentiate itself from other innovation hubs across the United States, but also around the world. But aside from an old Dionne Warwick song, it seemed few businesses actually "knew the way to San Jose." GlobaFluency was selected as the official agency of record to represt the City of San Jose's Office of Economic Development and was quickly charged with identifying key messaging points, authority leadership platforms and headline grabbing stories to tell the world that San Jose was open for business. Through-out the multi-year engagement, GlobalFluency also worked with various departments across the city, representing various programs and projects from the city's bold Green Vision strategy to its advancements in Green technology through technology showcases and grass-roots community engagement programs.
GlobalFluency quickly aggregated insights and points of view from across the city's government eco-system, crafting a cohesive and dynamic messaging architecture that would allow the various offices, organizations and constituencies across the city to "sing from a single song sheet". The comprehensive "brand vision guide" included key sound bites, data points supporting each message, and key resources individual speakers from the city's Mayor, City Council members and public information resources could quickly access to unify messaging across a complex matrix of influencers. This architecture was later iterated to specify core areas of progress and strategy for the city including green and environmental policy, sports and entertainment, culture and arts, technology and business establishment and international knowledge exchange and connections. GlobalFluency also worked to craft key news-making platforms to position San Jose as a best practice leader in recovery economies and innovation cultures.
- Development of a comprehensive Brand San Jose survey of local business leaders to capture impressions of San Jose
- Primary messaging architecture for City of San Jose; 6 iterations for specific strategies or audiences
- Over 150 articles or feature stories featuring economic growth or business development messages about the City of San Jose in top tier busniess and news outlets
- Over 17+ million daily media impressions per year across digital and print media
- Leveraged CMO Council connections to gain corporate adoption of San Jose messaging architecture for those organizations looking to bring new talent to work and live in the city
Rackable Systems was the small Silicon Valley innovation upstart, taking on tech giants like Dell, IBM and HP to become known as one of the most nimble and tech-forward server manufacturers and developers. But in a crowded market, Rackable Systems quickly realized it needed to differentiate and start new conversations with key influencers and stakeholders if it was to stay out of the highly comoditized price wars the server giants were waging in the data centers. While environmental issues and "going green" had become trendy conversations, few brands were able to tie these practices to business outcomes and revenue optimization. This is where GlobalFluency saw opportunity for Rackable. Through the course of the engagement, Rackable Systems also made the move to acquire Silicon Graphics International (SGI), allowing GlobalFluency to engage in helping update the out-dated SGI brand vision and face and merge the Rackable and SGI brands for both internal and external stakeholders.
GlobalFluency developed a milestone thought leadership initiative, sponsored by SGI and Intel, to combine environmental concern and commitment with rational business management in the data center. The comprehensive Think EcoLogical campaign included a benchmark report that provided the most comprehensive and detailed analysis ever conducted around the state of sustainability and what companies are doing to make improvements in the extended value chain. To continue the dialog, GlobalFluency developed the "Eco IT Monitor", sponsored by SGI, that could calculate cost savings and implications of data center energy consumption based on local weather, specific data center utilization requirements and energy costs. The Eco-IT Monitor, designed, developed and programmed by the in-house GlobalFluency interactive team, was able to provide key benchmarks to IT executives specific to costs, savings and environmental improvements that could be made within their data center environment. A series of go to market creative pieces were also created to supplement the roll out of the Think EcoLogical campaign and establish the connection between environmental consciousness and business management.
- Over 1000 downloads of program reports and whitepaper
- 125 highly qualified leads in first few weeks of Eco-IT Monitor calculator launch
- Video series featuring leading CIOs and senior data center executives discussing the new environmental and business imperatives shaping the data center
- Leads and executive engagement with Sony, Merrill Lynch, GlaxoSmithKline, Intuit, Orange, Citi, McKesson, Disney, Sprint, Yahoo!, Time Warner
- More than 30 prominent media articles on program and launch
Symantec was well established in IT circles, recognized as a leader in providing personal and enterprise level security for web and data. To get ahead of any flattening markets and opportunities, Symantec wanted to engage with new stakeholders who could influence decisions to buy within their organization.
Establish the connection between strong brand protection and enterprise data security to consumer perceptions and buying intentions. By drawing in consumer buying intentions in the wake of data breeches and brand security intrusions, a new influencer audience, namely the Chief Marketing Officer, could be brought into the buying process, adding their voice and weight to the IT decision making process. The strategy focused on the development of multuple content products based on primary research across consumer, CMO and IT audiences to establish the connection between revenue performance and brand protection.
- Over 3,000 survey and web conference participants
- Content contributions by 30 leading corporate brand marketers
- Primary research included survey of over 250 senior marketers, 150 non-marketing CXO executives and 2,000 North America and Europe-based consumers
- Achieved over 8,000,000+ global media impressions including significant features in the Financial Times, Wall Street Journal and CNNMoney.com
- Reports generated over 2,000 leads and contacts
- Supplemental report syndication via third party syndicator generated hundreds of qualified downloads and prospect opportunities across both marketing and IT titles
- Initial survey findings quoted in many industry stories leading to measurable impact on web traffic
- Content of study repurposed for strategic value selling by enterprise sales organizations and the channel
- Media event and executive dinner dialog hosted in Tokyo to expand global reach of campaign and introduce Global CMO to hard to reach Japanese executive market
IT transformation had become a “buzz word” as far too many people paid lip service to the idea of transformation, but few offered deep insights and best practices into how market leaders were achieving true change and transformation.
Effectively position key executives as public thought leaders in the Transformation dialog; establish benchmark research to rate the state of IT and data center transformation; initiate peer-to-peer conversations and dialog around key challenges and requirements.
- Designed and developed a new web portal http://transformbiz.org/ supported by an integrated digital campaign to build community and invite participation
- Created thought leadership reports, video content, interviews, infographics, and more to drive market dialog and engagement
- 20,000 unique web site visitors engaged in over 110 conversations
- Hosted three executive roundtables engaging over 60 IT executive leaders in San Francisco, London and Singapore
- Generated more than 6,000 registered downloads of content within a 9-month campaign
- Secured 160 news articles worldwide including CIO, DevOps.com, ComputerWorld, Security Insider, BizTech Magazine and more
From access to clean water, to disease prevention, to education, millions of people around the world are in desperate need of innovative technologies and products that fulfill their basic human needs. While many technologies exist with positive social impact, leveraging and scaling those technologies to reach the last mile is a difficult challenge.
Effectively engage top innovators and technologists in both the private and nonprofit sector in order to establish creative and innovative solutions that can be ruggedized, leveraged, and scaled to address the world's most pressing challenges. Create visually compelling ideation journey via online portal and ideation platform, as well as compelling ads and challenge campaigns to compel top technologists to share solutions that can address the last mile.
- Designed and developed new web portal http://causetech.net/ to showcase feature challenges and highlight top innovative solutions
- Created single-sign on integration into an IdeaScale-supported ideation platform to allow users to easily contribute perspectives and ideas
- Created visually compelling ad campaigns, infographics, and video content to incentivize participation in top global challenges supported by UNICEF Innovation Center
- Over 300 active users on the ideation platform; participation includes posting new ideas, collaborating with others to improve upon those solutions, and voting for top solutions
- UNICEF leaders seek out top solutions showcased on CauseTech portal to leverage and scale those solutions to address the most pressing global challenges facing children around the globe