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.

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

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

Does Thought Leadership deliver results?

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”

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”

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”

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”

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

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

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

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原版一模一样【微信：741003700 】【美国加州大学戴维斯分校毕业证成绩单】【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。本公司拥有海外各大学样板无数，能完美还原。 1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况： ◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力，希望尽快拿到； ◇不清楚认证流程以及材料该如何准备； ◇回国时间很长，忘记办理； ◇回国马上就要找工作，办给用人单位看； ◇企事业单位必须要求办理的 ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才办理美国加州大学戴维斯分校毕业证【微信：741003700 】外观非常简单，由纸质材料制成，上面印有校徽、校名、毕业生姓名、专业等信息。办理美国加州大学戴维斯分校毕业证【微信：741003700 】格式相对统一，各专业都有相应的模板。通常包括以下部分：校徽：象征着学校的荣誉和传承。校名:学校英文全称授予学位：本部分将注明获得的具体学位名称。毕业生姓名：这是最重要的信息之一，标志着该证书是由特定人员获得的。颁发日期：这是毕业正式生效的时间，也代表着毕业生学业的结束。其他信息：根据不同的专业和学位，可能会有一些特定的信息或章节。办理美国加州大学戴维斯分校毕业证【微信：741003700 】价值很高，需要妥善保管。一般来说，应放置在安全、干燥、防潮的地方，避免长时间暴露在阳光下。如需使用，最好使用复印件而不是原件，以免丢失。综上所述，办理美国加州大学戴维斯分校毕业证【微信：741003700 】是证明身份和学历的高价值文件。外观简单庄重，格式统一，包括重要的个人信息和发布日期。对持有人来说，妥善保管是非常重要的。

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一比一原版美国加州大学戴维斯分校毕业证如何办理

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

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

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

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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:

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

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