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.

1. Taming the Financial
Content Beast
Putting content in the context of the
customer journey
Kirsten Burt
Today’s Speakers:Our Speakers

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. Does Thought Leadership deliver results?

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. 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. 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. 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. 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

12. Taming the Financial
Content Beast
Putting content in the context of the
customer journey
Kirsten Burt
Today’s Speakers:

17. 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

18. 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

19. 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

20. Taming the Financial
Content Beast
Putting content in the context of the
customer journey
Kirsten Burt
Today’s Speakers: