The Digital Evolution in B2B Marketing

Driving Marketing Performance with Multi-Channel Content, Communications and Analytics

Did you know?

57%—that's how far the average B2B buyer is through the purchase decision before engaging a supplier sales rep.

12%—that's how much of your customer's total mindshare you as a supplier have across the entire B2B purchase path.

What are you doing about it?

CEB partnered with Google to learn what leading large enterprise marketing teams are doing differently to thrive in a world where customers learn on their own.

Chapter 1: Digital Integration

You can't process your way out of a structural problem

Your silos are holding you back. Process changes won't fix it.

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Chapter 2: Content Marketing

Content marketing's dirty little secret

Content marketing is trending, but it has a dark side that is leading marketers astray.

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Chapter 3: Analytics

A story of humans over technology

The allure of technology is diverting attention from quick analytic wins enabled by savvy minds.

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CEB unveiled this research through a presentation at Google’s Think! B2B conference.

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About the research

This research was completed by CEB's Marketing Leadership Council in partnership with Google.

Underpinning the findings are:

  • Insight and quantitative benchmark research and analysis into B2B Marketing and Sales Practices.
  • Insight from the CEB advisory teams specializing in B2B marketing issues and from subject matter experts at Google.
  • Structured interviews with leaders at 50 B2B marketing organizations.
  • Secondary research and interviews with numerous vendors, consultants, agencies, and research organizations operating in the digital marketing space.

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