cxo perspectives on content & demand gen
TRANSCRIPT
#C2C16
LEADFLOWTHATHELPSYOUGROW
Content,StrategyandBoostingDemandfortheModernMarketer
#C2C16
§ 213SeniorMarketingExecutives§ OnlinesurveyofB2B&“Hybrid”brand
marketers§ NorthAmericafocus§ 46%withbrands$1billion+§ 50%havetitlesofVPandabove§ Qualitativeinterviewswithleaders
fromCA,IBM,Informatica,OpenText,SAPandThermoFisherScientific
§ Complimentarydownloadatwww.cmocouncil.org
AboutTheStudy
ARECONTENTSTRATEGIESSTILLSTUCKINTHEWILD,WILDWEST?
12%
34%
28%
16%
10%TheWildWest
OneThing@ATime
IndividualPerformers
SteadilyPaced&Planned
PerformanceEngine#C2C16
HOWEFFECTIVEISDEMANDGEN?
44%
32%
22%
2%
Ineffective
SomewhereInTheMiddle
Effective
?
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MOSTCREATED vsGREATLEADSMOSTCREATED
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WhitePapers
Videos
Webcasts
DELIVERSGREATLEADS
WhitePapers
Videos
AnalystReports
Webcasts
SlidePreso
eBook
Infographic
Infographic
SlidePreso
ProductBrochure
CorporateBrochure
WHATDERAILSLEADFLOWSUCCESS?
① Contentnotdevelopedfortargetaudiences
② Budgetlimitations
③ Contentlacksrelevanceforaudience
④ Contentdoesnotreachthedecisionmaker
⑤ Notleveragingtherightdistributionchannels
⑥ Nocontentstrategythattrackstobusinessgoals
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PRESENTEDBY
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