Make an impact at the Zero Moment of Truth - 5 guiding principles for B2B Tech Consulting Brands to make an impact on digital.

1. Building Brand Authority &
Thought Leadership via Digital
for B2B Brands
A suggested approach for
Tech Consulting industry

2. Make an impact at the
Zero Moment Of Truth (ZMOT)
 Be impactfully visible when someone is searching for you!
 Build your digital thought leadership through a brand personality
 Showcase your success stories & tell the world how its done
 Answer questions & share your opinion
 Crowd-source solutions for your business challenges

3. Be impactfully visible when
someone is searching for you!

4. Dominate maximum possible real-estate
across Google Search Engine Result Pages.
Aim to occupy multiple
top ranks in a search
result, preferably
with author photos
Do not ignore Image
Search

5. Dominate maximum possible real-estate
across Google Search Engine Result Pages.
Aim to tell your story
through videos that get
ranked on Google
If you have patents, make them
visible on search engines

6. YouTube is the 2nd largest search engine in the
world. Leverage that.
People do search for
non Gangnam Style
videos on Youtube!
So if you have video
case studies, corporate
videos, testimonials, do
make them
searchable.
Ideally own &
customize your
corporate video
channel or host a
sponsored online TV
show for your domain

7. Be visible on LinkedIn’s People, Group &
Company Search Results.
Encourage &
incentivize all your
employees to connect
their LinkedIn profiles to
your official company
page.
Leverage on each of
your employees as a
potential brand
advocate

8. Build your digital thought
leadership through a brand
personality

9. Provide the industry a face to associate your
brand with.
HCL did this brilliantly
with Vineet Nayar
advocating for them
across multiple digital
platforms.

10. Showcase your success stories &
tell the world how its done!

11. Educate, empower & enable your customers
and partners with the tools to help market you
better
Salesforce has created
a brilliant library on the
cloud with case studies,
trends, tips & videos to
showcase their work +
the successes of their
clients and partners
Don’t be over-
protective of your
content and merely
archive it.
Give it the wings it
needs to fly and help
you spread the word!

12. Answer questions &
share your opinions

13. People need opinions & answers. Be the
trusted authority to listen & share.
Be it questions about
salaries, job
opportunities, technical
problems, competitive
issues or even personal
questions about
challenges working in
the industry.
Be a friendly voice,
lend your ears, win the
market’s trust and
gradually build your
influence.

14. Crowd source solutions for your
business challenges

15. Tap on to the “wisdom of the crowds” harness
their skills & make them feel involved.
You can evolve your
relationships with your
customers & partners
by involving them in
your innovation
process.
Reward the good ones.

16. Make an impact at the
Zero Moment Of Truth (ZMOT)
 Be impactfully visible when someone is searching for you!
 Build your digital thought leadership through a brand personality
 Showcase your success stories & tell the world how its done
 Answer questions & share your opinion
 Crowd-source solutions for your business challenges

17. If the above did not make
sense, I am sorry for wasting
your time.
Call me & I will buy you coffee
+6590695123