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Rethink Thought Leadership: How to Hook and Engage the C-suite

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Many B2B brands aspire to ‘thought leadership’ – becoming the bastion of credibility and authority in their field.

81% of CEOs, CFOs and other top-level executives – the so-called C-suite – said that they had greater trust in partners that are perceived as thought leaders, according to research by LinkedIn and Edelman. Yet 80% of C-level executives also say they are becoming more selective in the content they consume. So what can marketers do to break through the noise and cement their brand in the minds of senior executives?

Join us to learn how the right content marketing can engage top-level executives.

Publicado en: Marketing
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Rethink Thought Leadership: How to Hook and Engage the C-suite

  1. 1. Taming the Financial Content Beast Putting content in the context of the customer journey Kirsten Burt Today’s Speakers:Our Speakers
  2. 2. Today’sTopics Understanding today’s C-suite C-suite content preferences Formats, approaches, tone, channels and emerging techniques The C-Suite Journey Format/channel by stage, ABM/Sales alignment, MarTech Results and Measuring ROI Questions
  3. 3. Does Thought Leadership deliver results?
  4. 4. Top of Funnel: Opens The Conversation Decision makers take commercial action after reading thought leadership Creators of thought leadership believe: 42% What Decision Makers actually do after engaging with thought leadership: 44% 55% Business decision makers C-Suite executives “It helps with Lead Generation” “Gave the organization your contact information”
  5. 5. Generates Opportunities and Leads Opportunities for which your firm was not previously considered Creators of thought leadership believe: 17% “Thought leadership gets us more leads” Decision makers said: 37% 41% Business decision makers C-Suite executives “After seeing its thought leadership: invited the organization to propose on a project”
  6. 6. Builds Decision Maker Trust De-risks the sales cycle Creators of thought leadership believe: 49% “It (thought leadership) builds trust in our organization among potential clients” Decision makers said: 82% 81% Business decision makers C-Suite executives “It (thought leadership) increased my trust in the organization”
  7. 7. Helps Close Business Thought leadership is key to a win—more than most realize Creators of thought leadership believe: 20% “It helps us close and win” Decision makers said: 45% 48% Business decision makers C-Suite executives “Directly led you to decide to give business to a company”
  8. 8. Are you prepared for ‘Content Shock’? CONTENT OVERLOAD $40bn spent on Content Marketing in 2017. Every 60 secs: 3.3m posts and 500hrs of video uploaded ATTENTION DEFECIT 76% of C-suite say they will be more selective in the content they consume LACK OF ROI #1 challenge cited by CMOs around content in 2017
  9. 9. Taming the Financial Content Beast Putting content in the context of the customer journey Kirsten Burt Today’s Speakers:
  10. 10. Today’s Topics Understanding today’s C-suite C-suite content preferences Formats, approaches, tone, channels and emerging techniques The C-Suite Journey Format/channel by stage, ABM/Sales alignment, MarTech Results and Measuring ROI Questions
  11. 11. Key business introducer Export-driven Small Business Mid-Market: CFO and C-Suite Large Corp: Specialist Purchaser Freelancer Fast Growth/Entrepreneur Life-style LC: Financial Institution Influencer/Media C-Suite Persona Matrix Data-driven Personas, Journey Maps and Content Playbooks PRIMARY PERSONAS SECONDARY/ADDITIONAL PERSONAS
  12. 12. Today’s Topics Understanding today’s C-suite C-suite content preferences Formats, approaches, tone, channels and emerging techniques The C-Suite Journey Format/channel by stage, ABM/Sales alignment, MarTech Results and Measuring ROI Questions
  13. 13. Taming the Financial Content Beast Putting content in the context of the customer journey Kirsten Burt Today’s Speakers:

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