Optimising B2B Content for Lead Generation
42
description
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.
Transcript of Optimising B2B Content for Lead Generation
raconteur.net/custom-publishing newscred.com/
1
Introducing Challenger™ Marketing
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 ServicesProcurement & 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
CHANGING BUYING BEHAVIOURS
© 2014 The Corporate Executive Board Company. All Rights Reserved.
ceburl.com/CE2
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
0.013
(0.047)(0.096) (0.132)
Mag
nit
ud
e o
f D
rive
r Im
pa
ct
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 Driversn=545; CEB’s 2012 B2B Customer Survey
© 2014 The Corporate Executive Board Company. All Rights Reserved.
ceburl.com/CE2
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
Mag
nit
ud
e o
f D
rive
r Im
pa
ct
CUTTING THROUGH THE NOISE
n=545; CEB’s 2012 B2B Customer Survey
© 2014 The Corporate Executive Board Company. All Rights Reserved.
ceburl.com/CE2
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
A BBREAK 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
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
CHALLENGING MENTAL MODELS
© 2014 The Corporate Executive Board Company. All Rights Reserved.
ceburl.com/CE2
A DISRUPTIVE CONTENT PATH
© 2014 The Corporate Executive Board Company. All Rights Reserved.
ceburl.com/CE2
FROM HANDOFF TO COLLABORATION
© 2014 The Corporate Executive Board Company. All Rights Reserved.
ceburl.com/CE2
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
Optimising B2B Content for Lead Generation - Calculated distribution channels for your
content
James Gill
Consumers Choose
Context is Key
Content is Crucial
Power of the Consumer
Personal vs Professional Mind-set
28
Identity Insights
Everywhere
277m members
6X
JOB
S
CO
NTE
NT
29
©2012 LinkedIn Corporation. All Rights Reserved. 31
©2012 LinkedIn Corporation. All Rights Reserved. 32
TRUST
2. Be the editor
4. Value the Who
50%received less effectiveness rating
B2B Content Marketing Trends
©2013 LinkedIn Corporation. All Rights Reserved.
36
87%of survey respondents use social media for content distribution.
B2B Content Marketing Trends
©2013 LinkedIn Corporation. All Rights Reserved.
38
LinkedIn is helping advance content marketing relevance
Provide recommendations3Highlight types
of content1 Quantify content influence2
Understanding what's important
©2013 LinkedIn Corporation. All Rights Reserved.
39
Time period
Popu
larit
y
Defining content strategy
Catching trending topics
The net effect of good, relevant content
Increased referral traffic
Social engagement
Higher quality leads
raconteur.net/custom-publishing newscred.com/
[email protected] [email protected] raconteur.net/custom-publishing newscred.com/
