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ThE DigiTal EvoluTion in B2B MarkETing
This research aims to meet the ollowing three objectives:
Identiy shared challenges aced by marketing leaders in large business-to-business (B2B) organizations in structuring a digitalmarketing capability and supporting a content-led marketing approach.
Synthesize rameworks or understanding and resolving those challenges based on demonstrated practices and expert analysis.
Provide meaningul recommendations and case examples to help B2B marketing leaders advance against their challenges.
This research is based on a combination our key components:
Quantitative benchmark research and analysis rom CEB’s Marketing Leadership Council and Sales Executive Council into B2Bmarketing and sales practices
Insight rom the Marketing Leadership Council, Sales Executive Council, and CIO Executive Board and rom subject matterexperts at Google
Structured interviews with marketing leaders at B2B organizations
Inormation rom and interviews with numerous vendors, consultants, agencies, and research organizations operating in thedigital marketing space
This research addresses specic research questions considered to be o greatest shared concern to proessionals who oversee digitalmarketing and demand generation programs at large B2B organizations. As a result, this research may not satisy the inormationneeds o all readers.
CEB operates more than 40 membership programs oering research and insights, benchmarking, executive networking, and advisoryservices to key corporate executives (such as heads o Finance, IT, HR, Sales, Marketing, Operations, and Procurement) and theirdirect reports at large organizations worldwide. Eighty-ve percent o the Fortune 500 and 70% o the FTSE 100 hold membershipswith CEB. The Marketing Leadership Council is a CEB membership program, serving more than 400 o the world’s leading companies and comprising 36,000 marketing proessionals.CEB:www.executiveboard.comMLC:www.mlc.executiveboard.com
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