This document discusses the career of Christine Li in B2B marketing and outlines key aspects of what a career in the field looks like. It covers her educational background in sociology and law and society, first job in media relations, experience founding a non-profit, and corporate marketing roles at Bell and LinkedIn. It also addresses topics like why B2B marketing is a massive puzzle due to complex buyer journeys, the importance of content marketing, and key metrics like ROI, CPL, LVR, SOV, and churn rate that B2B marketers focus on.

1. The Modern B2B Marketer
Christine Li
LinkedIn Marketing Solutions

2. What a career in B2B marketing looks like
one.
Why B2B marketing
two.
Measuring success in B2B marketing
three.
Questions and open discussion
four.

3. ​My Career Journey
S C H O O L S K N O W L E D G E
G R A P H
S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SJ O B S
E E C O N O M I C G R A P H
S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
S C H O O L SC O M PA N I E S K N O W L ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
C O M PA N I E SM E M B E R S J O B S
C O M PA N I E SM E M B E R S J O B S
C O M PA N I E SM E M B E R S J O B S
T H E E C O N
S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SM E M B E R S J O B S
T H E E C O N O M I C G R A P H
Graduated from
York University,
Sociology / Law &
Society
First Job: Media &
Government
Relations
Founded: Project
YouthTube (NGO) and
Elephant PR
Developed skills
in: Marketing,
Communications,
Business Dev.
Corporate Job:
B2B Marketing
at Bell
S C H O O L SC O M PA N I E S K N O W L E D G ES K I L L SE M B E R S J O B S
Special Projects:
2010 Olympic
Games, Product
Launches, Lead
Gen Marketing
Program, Digital
Team Leadership:
Managed a team of
marketers, Interim
Marketing Director
Changed
companies:
LinkedIn
Changed
jobs: Sales
2006
2007
2015
2011

4. 4
The network I’ve built along the way

5. Next stop….

6. 6
#TBT

7. 7
B2B Marketing = Massive Puzzle

8. 8

9. The B2B Buyers Journey is more complex
80%
of a B2B purchase
decision is made
before contacting a
sales rep.
4+
functional groups
involved in each stage
of the buying process.
2to 4
pieces of content
are consumed at each
stage of the process.
1 MarketingSherpa’s Business Technology Marketing Benchmark Guide
2,3 LinkedIn, IT Committee Research 2015: Beneath the Surface

10. “Content Marketing is all
the marketing that’s left.”
- Seth Godin, Author, Tribes

11. Suddenly, everyone’s talking about content marketing

12. IF CONTENT IS KING,
THEN CONTEXT IS QUEEN.

13. ​- Wikipedia
The queen is the most powerful
piece in the game of chess.

14. 14
Native context: an illustration
Recruiting
Employee engagement
Social media
Self-esteem
European Union
Marketing Automation
Patrick Kane
Ivanka Trump
Ali Landry
7-foot-tall Football
Player
Robert Griffin III
Kim Zolciak
#HTGAWM
#NewNFLTeams
Redskins
The Pope
#GreysAnatomy
#HeroesReborn

15. We need to stop interrupting what people are
interested in and be what people are interested in.
Craig Davis
Former Chief Creative Officer of J. Walter Thompson

16. 16
The math works.
5 Key Metrics…I obsess over

17. 17
1. Return on Investment
(or ad spend)
ROI % =
(Gain from Investment – Cost of Investment)
Cost of Investment
x100

18. 18
2. Cost per lead (CPL) & value per lead (VPL)
CPL =
Cost of Investment
Number of Leads Generated
VPL =
Value of Sale
Number of Leads

19. 19
3. Lead velocity rate (LVR)
LVR =
(# of SQLs this month – # of SQLs last month)
# of SQLs last month
x100

20. 4. Share of voice (SOV)
SOV =
Audience Exposed
Total Addressable Market
x100

21. You're not compared to competitors anymore.
You're compared to every experience ever.
Joseph Coughlin
Director MIT AgeLab, Massachusetts Institute of Technology

22. 5. Churn rate
Churn Rate =
# of inactive customers
Total # of customers
x100

23. 23
So…what does it mean to be a
Modern B2B Marketer?

24. 24
Thanks SalesForce!

25. 25