Vickie Sullivan

Market Strategy for Thought Leaders

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Written by: Vickie Sullivan  |  August 17, 2017

How to Win In the Big Leagues

How to Win In the Big Leagues
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I know Eric Citron from TED—we sat next to each other at that conference for the past two years. So imagine my surprise to see his name in lights with a big win in this Ad Age article.

How did Eric overcome multiple competitors, all of whom play in the big leagues? Key quote from the SalesForce CMO Simon Mulcahy:

“A lot of times the agencies were coming to us with stuff which was about celebrating ‘us’ rather than celebrating our customers. This trailblazer campaign is not about celebrating Salesforce. It’s a complete celebration of our customers, 100%.”

Two lessons for all of us in competitive markets:

• Think past your best buyers. Who are their customers? And how will your work help them? Sometimes the best communities are those who love your clients.


Listen: The hidden trap to avoid in celebrating your clients


• Pay attention to labels. Trailblazer is much more aspirational than client success stories. Appeal to the ambitions, and you’ll get more engagement. Ask yourself: What do these clients want to be?

When your competitors are as mighty as you, being “better” isn’t good enough. What really works: a new approach.


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