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Digital Evolution in B2B Marketing

Digital Evolution in B2B Marketing

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Published by CPMInternational

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Published by: CPMInternational on Dec 05, 2012
Copyright:Attribution Non-commercial


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Te Dt Et B2B Met
Rsarch Cndctd b
Marketing Leadership Council
In Partnrship with
Marketing Leadership Council®
© 2012 The Corporate Executive Board Company.All Rights Reserved.
www.xctivbard.cmCint Sit: www.mc.xctivbard.cm
ThE DigiTal EvoluTion in B2B MarkETing
Ctet Pbs Sts
Design Specialist
Tim Brwn
Design Associate
Nic Danis
Nidhi Viram Chdhr
Met ledesp Cc®
Executive Director
M Macc
Managing Director
Patric Spnnr
Rbrt HamsharSh WstA FRAMeWoRk FoR MeMBeR CoNVeRSATIoNSTh missin  Th Crprat exctiv Bard Cmpan and its aiats (CeB) is t nc th ptntia  ranizatinsand adrs b advancin th scinc and practic  manamnt. Whn w brin adrs tthr, it is crcia that rdiscssins nithr rstrict cmptitin nr imprpr shar insid inrmatin. A thr cnvrsatins ar wcmd andncrad.CoNFIDeNTIAlITy AND INTelleCTuAl PRoPeRTyThs matrias hav bn prpard b CeB r th xcsiv and individa s  r mmbr cmpanis. Ths matriascntain vaab cndntia and prpritar inrmatin bnin t CeB and th ma nt b shard with an thirdpart (incdin indpndnt cntractrs and cnstants) witht th prir apprva  CeB. CeB rtains an and aintcta prprt rihts in ths matrias and rqirs rtntin  th cpriht mar n a pas rprdcd.legAl CAVeATCeB is nt ab t arant th accrac  th inrmatin r anasis cntaind in ths matrias. Frthrmr, CeB isnt nad in rndrin a, accntin, r an thr prssina srvics. CeB spcica discaims iabiit r andamas, caims r sss that ma aris rm a) an rrrs r missins in ths matrias, whthr casd b CeB r itssrcs, r b) rianc pn an rcmmndatin mad b CeB.
© 2012 The Corporate Executive Board Company.All Rights Reserved.
www.xctivbard.cmCint Sit: www.mc.xctivbard.cm
ThE DigiTal EvoluTion in B2B MarkETing
Research Objectives
This research aims to meet the ollowing three objectives:
Identiy 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 meaningul recommendations and case examples to help B2B marketing leaders advance against their challenges.
Research Input
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
Inormation rom and interviews with numerous vendors, consultants, agencies, and research organizations operating in thedigital marketing space
Scope Limitations
This research addresses specic research questions considered to be o greatest shared concern to proessionals who oversee digitalmarketing and demand generation programs at large B2B organizations. As a result, this research may not satisy the inormationneeds o all readers.
CEB operates more than 40 membership programs oering 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 proessionals.CEB:www.executiveboard.comMLC:www.mlc.executiveboard.com
abt Ts resec

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