Optimising B2B Content for Lead Generation

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This presentation includes our 'key takeaways' as well as the keynote presentations from the Raconteur and NewsCred event on 'Optimising B2B Marketing for Lead Generation' held at The Hospital Club, London, on Thursday March 14, 2014.

The keynote presentations were delivered by Anthony Belloir, UK MD of CEB, and James Gill, Global Partnerships Director of LinkedIn.

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Optimising B2B Content for Lead Generation

  1. 1. raconteur.net/custom-publishing newscred.com/ es@raconteur.net kayvan@newscred.com
  2. 2. 1 Introducing Challenger™ Marketing
  3. 3. AN INTRODUCTION TO CEB Overview of CEB ■ CEB, the leading member-based advisory company, equips more than 10,000 organizations around the globe with insights, tools and actionable solutions to transform enterprise performance. ■ By combining advanced research and analytics with best practices from member companies, CEB helps leaders realize outsized returns by more effectively managing talent, information, customers and risk. Key CEB Statistics 25+Years of Experience 110+Countries Represented 10,000+Participating Organizations 300,000+Business Professionals 88% of the Fortune 500 82% of the FTSE 100 56% of the Dow Jones Asian Titans 50 Finance Information Technology Innovation & Strategy Human Resources Sales & Service Financial Services Procurement & Operations Legal, Risk & Compliance Marketing & Communications CEB Support for Marketing Executives: ■ Marketing ■ Market Insights ■ Communications ■ Marketing Excellence Survey ■ Iconoculture © 2014 The Corporate Executive Board Company. All Rights Reserved. ceburl.com/CE2
  4. 4. CHANGING BUYING BEHAVIOURS © 2014 The Corporate Executive Board Company. All Rights Reserved. ceburl.com/CE2
  5. 5. 4 Marketers often run to content marketing, but it’s not fixing lead generation. of B2B marketers are anchoring their lead generation strategies around content marketing. But sales leaders rank lead generation efforts dead last in terms of effectiveness in helping them do their job. Marketers are trying to position themselves as thought leaders, but it isn’t leading to commercial results. Source: CEB Commercial Insight Diagnostic, CEB Research Effectiveness of Marketing Efforts (Scale of 1–5) Commercial Strategy 3.13 Brand Development 3.04 Sales Support 2.94 Customer Segmentation 2.92 Analytics and CRM 2.75 Lead Generation 2.53 90% ceburl.com/CE2 © 2014 The Corporate Executive Board Company. All Rights Reserved. MARKETING’S RESPONSE
  6. 6. 0.013 (0.047) (0.096) (0.132) MagnitudeofDriverImpact 0.446 Representing a Smart/Expert Perspective Being Easy to Understand Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find CUTTING THROUGH THE NOISE Non-Statistically Significant Drivers n=545; CEB’s 2012 B2B Customer Survey © 2014 The Corporate Executive Board Company. All Rights Reserved. ceburl.com/CE2
  7. 7. 0.013 (0.047) (0.096) (0.132) 0.446 Representing a Smart/Expert Perspective Being Easy to Understand Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find Statistically Significant Drivers Teaching Customer about Their Business Needs/ Challenges Providing Customer Compelling Reasons to Take Action Non-Statistically Significant Drivers 0.302 0.446 MagnitudeofDriverImpact CUTTING THROUGH THE NOISE n=545; CEB’s 2012 B2B Customer Survey © 2014 The Corporate Executive Board Company. All Rights Reserved. ceburl.com/CE2
  8. 8. THOUGHT LEADERSHIP IS NOT ENOUGH General Information Accepted Information Thought Leadership Insight Commercial Insight © 2014 The Corporate Executive Board Company. All Rights Reserved. ceburl.com/CE2
  9. 9. A B BREAK DOWN THE A, THEN BUILD UP THE B Current Belief/Behavior Desired Belief/Behavior © 2014 The Corporate Executive Board Company. All Rights Reserved. ceburl.com/CE2
  10. 10. 6 DON’T TEACH. UNTEACH. Thought leadership teaches customers something about what they could be doing in their business. Content Focus: Benefits of alternate action Commercial insight unteaches customers something they are currently doing in their business. Content Focus: Costs of current behavior The key difference between thought leadership and commercial insight: 6 © 2014 The Corporate Executive Board Company. All Rights Reserved. ceburl.com/CE2
  11. 11. CHALLENGING MENTAL MODELS © 2014 The Corporate Executive Board Company. All Rights Reserved. ceburl.com/CE2
  12. 12. A DISRUPTIVE CONTENT PATH © 2014 The Corporate Executive Board Company. All Rights Reserved. ceburl.com/CE2
  13. 13. FROM HANDOFF TO COLLABORATION © 2014 The Corporate Executive Board Company. All Rights Reserved. ceburl.com/CE2
  14. 14. WHAT TO DO NEXT For more information, and to download a copy of this presentation visit: ceburl.com/CE2 © 2014 The Corporate Executive Board Company. All Rights Reserved. @CEB_News www.youtube.com/CEB CEB
  15. 15. Optimising B2B Content for Lead Generation - Calculated distribution channels for your content James Gill
  16. 16. Personal vs Professional Mind-set
  17. 17. 28 Identity Insights Everywhere 277m members
  18. 18. 6X JOBS CONTENT 29
  19. 19. ©2012 LinkedIn Corporation. All Rights Reserved. 31
  20. 20. ©2012 LinkedIn Corporation. All Rights Reserved. 32 TRUST
  21. 21. 2. Be the editor
  22. 22. 4. Value the Who
  23. 23. 50% received less effectiveness rating B2B Content Marketing Trends ©2013 LinkedIn Corporation. All Rights Reserved. 36
  24. 24. 87% of survey respondents use social media for content distribution. B2B Content Marketing Trends
  25. 25. ©2013 LinkedIn Corporation. All Rights Reserved. 38 LinkedIn is helping advance content marketing relevance Provide recommendations3Highlight types of content1 Quantify content influence2
  26. 26. Understanding what's important ©2013 LinkedIn Corporation. All Rights Reserved. 39 Time period Popularity Defining content strategy Catching trending topics
  27. 27. The net effect of good, relevant content Increased referral traffic Social engagement Higher quality leads
  28. 28. Thankyou Get in touch - jgill@linkedin.com
  29. 29. raconteur.net/custom-publishing newscred.com/ es@raconteur.net Kayvan@newscred.com raconteur.net/custom-publishing newscred.com/ es@raconteur.net kayvan@newscred.com

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