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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8. 1
Introducing
Challenger™
Marketing

9. 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

10. CHANGING BUYING BEHAVIOURS
© 2014 The Corporate Executive Board Company. All Rights Reserved.
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11. 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

12. 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

13. 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

14. 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

15. 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.
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16. 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
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17. CHALLENGING MENTAL MODELS
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18. A DISRUPTIVE CONTENT PATH
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19. FROM HANDOFF TO COLLABORATION
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20. 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

21. Optimising B2B Content for Lead Generation -
Calculated distribution channels for your content
James Gill

26. Personal vs Professional Mind-set

28. 28
Identity Insights Everywhere
277m members

29. 6X
JOBS
CONTENT
29

31. ©2012 LinkedIn Corporation.
All Rights Reserved.
31

32. ©2012 LinkedIn Corporation.
All Rights Reserved.
32
TRUST

33. 2. Be the editor

35. 4. Value the Who

36. 50%
received less effectiveness rating
B2B Content Marketing Trends
©2013 LinkedIn Corporation. All Rights
Reserved.
36

37. 87%
of survey respondents use social
media for content distribution.
B2B Content Marketing Trends

38. ©2013 LinkedIn Corporation. All Rights
Reserved.
38
LinkedIn is helping advance
content marketing relevance
Provide
recommendations3Highlight types
of content1 Quantify content
influence2

39. Understanding what's important
©2013 LinkedIn Corporation. All Rights
Reserved.
39
Time period
Popularity
Defining
content strategy
Catching
trending topics

40. The net effect of good, relevant
content
Increased
referral traffic
Social
engagement
Higher
quality leads

41. Thankyou
Get in touch -
jgill@linkedin.com

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