Applying the Digital Thought Leadership Model (DTLM) to corporate account managers in the infrastructure software sales and development space, such as Bentley Systems, would focus on establishing them as trusted industry advisors who offer not just solutions but also insights that drive customer success and industry innovation.
Here’s how each component of DTLM can be applied:
1. Personal Branding for Corporate Account Managers
Corporate account managers often need a strong personal brand to resonate with clients in sectors like engineering, architecture, and construction technology. Here’s how they can build this:
- Define Value Proposition:
- Unique Skills and Expertise: Position themselves as experts not only in Bentley’s products but also in understanding the unique needs of infrastructure projects, from transportation to utilities.
- Target Audience: Focus on stakeholders in infrastructure development and management, like civil engineers, urban planners, and project managers.
- Brand Mission Statement: Craft statements that highlight a commitment to solving industry challenges, such as “Empowering infrastructure leaders to leverage digital solutions for sustainable, smarter projects.”
- Develop Content Strategy:
- Content Themes and Formats: Develop content around digital transformation in infrastructure, asset management, and case studies on successful implementations.
- High-Quality Content: Share insights, white papers, and updates on innovations in infrastructure technology—backed by Bentley’s extensive research and project successes.
- Audience Engagement: Use platforms like LinkedIn to engage through Q&A posts, quick video insights, or sharing relevant industry news, with an open invitation for industry discussions.
- Community Engagement:
- Participate actively in industry forums and groups related to infrastructure and digital twin technologies.
- Network with industry professionals, collaborate on webinars, and support client interactions by sharing Bentley’s innovative approach to infrastructure solutions.
2. Digital Innovation for Enhanced Engagement
Account managers in this field can maximize Bentley’s digital infrastructure to boost engagement with prospects and clients.
- Create a Personal Website or Digital Portfolio:
- Utilize no-code tools to create a portfolio or mini-website that showcases their projects, key clients, and testimonials, if possible, as part of their LinkedIn profile or personal branding.
- Feature case studies and highlights of Bentley’s technology applications across various projects to illustrate real-world impact.
- Integrate Digital Platforms:
- Connect their LinkedIn with Bentley’s main content hub to provide a seamless flow of information.
- Use CRM integrations to personalize outreach and ensure brand consistency, enhancing client experiences with Bentley’s technology solutions and industry expertise.
- Enhance Visibility with SEO and Analytics:
- Leverage LinkedIn SEO by including key industry terms in their profile and posts to attract professionals searching for industry insights.
- Use Bentley’s analytics to monitor engagement levels with clients, adapting strategies based on interaction patterns and interests.
4. Conscious Awareness for Ongoing Alignment
To ensure that the account managers’ personal brands remain aligned with Bentley’s core mission, regular self-assessment is key.
- Review and Reflect: Regularly assess if their activities align with Bentley’s overarching goals and values.
- Adapt and Re-align: Adjust strategies based on client feedback and emerging industry trends to stay relevant and ahead in the infrastructure sector.
- Balance and Growth: Continuously grow by balancing personal branding with Bentley’s corporate messaging, evolving as trusted thought leaders who contribute to both client success and the company’s reputation.
By following this approach, Bentley’s corporate account managers can cultivate a digital presence that amplifies their thought leadership, aligns with Bentley’s mission, and adds value to their clients’ journey in the infrastructure software space. This strategic alignment enhances credibility, fosters strong client relationships, and ultimately contributes to Bentley’s brand as a leader in infrastructure technology.
