CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with the advanced research

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1 CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with the advanced research methodologies and human capital analytics, CEB equips senior leaders and their teams with insight and actionable solutions to transform operations. The CEB member network includes more than 16,000 executives and the majority of top companies globally. CEB s SHL Talent Measurement Solutions is an important part of our Integrated Talent Management Services. CEB s SHL Talent Measurement Solutions offers science-based assessments, benchmark data, technology and consultancy services to help organizations assess, select and develop the right people for the right roles.

2 CEB: Brand Practices of Close-loop Leads Management and Emotion Marketing Inspiration of 57% "Hello, CEB please?" According to the CEB's research, in today's B2B environment, 57% clients have already done the research about the providers with a certain acknowledgement and understanding before they really get contacted. CEB also has the same experience. Moreover, these "active" clients usually have stronger cooperation intention. Since they have been familiar with CEB insights and theories from various communication channels, and some will be silently assessing the products and services. Since 57% of potential customers actively seek information. CEB chooses a set of inbound marketing to help potential customers discover information more easily through online and offline platforms to convert potential customers awareness of the CEB to brand preference and finally into sales leads. Actually, this is the new rule of marketing, and the combination of the initiative marketing and inbound marketing falls to the ground through Seeking known and actively potential the one-piece content-centered marketing model. customers Through Marketing experts will be surprised that whether the corporates could self-consideration clues obtain leads and potential customer requirements by tracking and A further chance to locating online users and analyzing digital body language. communicate In other words, the maximum use of tracking and identifying network user's ability is close-loop marketing. Close-loop originated from automatic control theory. Its core is building a feedback loop between the input and output, through the feedback loop to obtain feedback analysis and adjust the result. Enterprise production is the ultimate goal of marketing. Why B2B Marketing still do not fully realize the close-loop marketing and maximizing the effect? The key reason lies in the enterprise marketing team or decision makers lacking of advanced ideas, performing passively and even don't know or care about the new modern marketing. The second reason is the lack of a certain technology platform support. Inbound Marketing nitiative Marketing win attention from the market CEB close-loop leads management In 2012, the CEB set out to create a close-loop process. This close-loop process combines marketing and sales performance which closely cooperates with the sales, and improves business performance. Close-loop leads management of CEB mainly focuses on identifying customer buying processes, constructing a close-loop lead management with sales personnel to identify and nurture leads, sharing leads behavior, creating customer profiles for the target objects, designing marketing pattern based on target customers purchasing content and eventually focused on metrics and return on investment. Process is complicated, broadly speaking, the close-loop leads marketing attracts potential customers by publishing high quality content in all channels of marketing, making customers perceive the brand. CEB defines leads as customers who are interested in certain products, rather than registered participants of the conference, or people with business card or download white paper. Marketing department by inbound and active marketing to generate sales leads, and to grade the clues to get high scores, which will be transferred to the sales department. Leads under standard will be nurturing; marketing will evaluate these clues, and failed clues will return to the market for cultivation and score to reassign once again. This is the close-loop process leads. In this process, marketers will together with sales personnel to identify and foster, update and share clues of their digital and offline behaviors (for example, registration and phone answering). Perception Evaluation Purchase Search Engine Electronic Products Manual Video Banner Social Media Network Seminar Mobile Site Custom Landing Page Mobility Advertisement Activity Scoring clues Fostering clues Sales Technology is icing on the cake CEB marketing experts not only have an advanced set of market marketing cognitive concept outside, but also borrowed integrated with Eloqua, the marketing monitoring analysis tool of SaaS (software as a service) platform. Through automatically capturing customer reply on market activities, sales behavior of reaction, thus, it is better to understand purchasing behavior and reach promoting income growth effectively, which can be more effective to artificial intervention of errors, having an insight into buyers reaction on marketing strategy, achieving resources optimization configuration. This is icing on the cake for close-loop leads management of CEB.

3 CEB's marketing team will integrate customer relationship management system Salesforce, sales leads or potential customer data from social media and traditional media on the same platform. In short, marketing and sales teams identify and nurture leads, share the behavior clues on the same platform of customer profiles. Marketing and sales departments use the same language on the same platform, and regularly update schedule. Sales team can see how market generate a clue based on sales targets, and market team can better understand how sales team follow up sales leads. Content-centric 360 degree marketing mode as nature Marketing activities of the CEB is multiple and diverse, but the essence is content-centric 360 degrees model. It educates and attracts potential customers through high qualified content to be high qualified sales leads. These leads are everywhere in search engines, electronic brochures, videos, webinars, banner ads, social media, mobile Web, and other channels. At the early period of sales, potential customers are always in the perception of the brand. In the first period, CEB has created customer profiles Persona. Published content and channel are based on Persona. These building of Persona is a step by step process with team cooperation. Front employees of each sector and each region share their perception and understanding for market and customer with sales team on the same platform. Then marketing department summarize and refine to make the content more valuable and trigger the pain of potential customers easily. Journey from Call to Action CEB can lead potential customers to a journey through the system, as shown in figure. According reflection on clues, CEB provides appropriate content for guidance. These contents include the infographics, report summary, the full report company information etc. At the early stage, CEB may send human resources managers infographics which are easy to be understand; then send a summary or full report to human resources directors. After getting some feedback, CEB could invite them to participate the seminar and continue to nurture and guide the clues for this journey. During the journey, CEB strengthened the customer experience through the Call to Action. (Customers can obtain the greatest value with the least amount of time. Meanwhile, CEB could capture customer behavior and lead customers appropriately.)

4 Interesting case of clues assessment After the generation of sales lead, an indispensable step is to assess the quality of leads to determine what to do next. CEB Asian Marketing Director, Heidi provides an interesting example. Many companies could grab Black part, the clue of marketing behavior. Picture on the left shows disconnected sales calls as disqualified leads. With the help of technology and by capturing the digital behavior of this clues, CEB found the clues actually had actively response. This lead browsed website for four pages after checking the phone message; this lead downloaded the related white paper after checking ; this lead browsed website for two pages after second phone message from sales, so it should be an qualified lead. Sales team could find the lead access web pages, download reports, respond s. Finally, sales team could better determine the priority of tracking leads, how to talk with and capture business opportunities. A marketing activity will result in a lot of sales leads, or one lead interacted with the CEB in the different activities. Artificial analysis of sales leads is good, but it takes a lot of time and money. Meanwhile, the leads may be tired with verified information by phones several times before marketing team offer the leads to sales team. CEB's close-loop is an automatic evaluation system. The system will auto-evaluate and filter a number of leads that are not met the demand. CEB evaluates leads from explicit and implicit aspects. Explicit factors refer to position, industry, number of employees and other external factors. As a clue to the purchase ability or tendency, these data can be matched based on database or collected via the online form. Implicit factor is interaction and feedback of this clue and marketing activity, such as meetings, site visiting, and files downloading. According to Heidi s experience, each company s criteria is different. Even if competitors in the same industry, there is difference. Because none of the company's business operations, profits, sales tactics are the same. Meanwhile, criteria is different between industries, regions and products. You can have several different version. More criteria, higher maintenance costs. Maintenance costs are cost which be used to update criteria instead of real money, especially in the rapidly developing or quickly upgrading products markets, customer s behavior in these markets may change quickly, so the corresponding scores need to be restructured.

5 Return on investment Return of investment is objective for majority marketing activities. The income contributed by close-loop leads marketing can automatically generate data, which are accurate, in time and good interface. Always on the road, marketing from promotion to emotion Close-loop leads management is the application of data in the field of marketing, emphasizing feedback and data collection. Through analysis interact with potential customers in a variety of channels timely and valuably. These channels are various, but whether it is active marketing or inbound marketing or a combination of both, what is required for all is content-centric. But when each institution is in the almost same channel, the channel is easier to copy, such as Weibo marketing, everyone rushing headlong into action, then what is the next tipping point? Heidi advocated emotional marketing. A video in 2013, Google's search service reunited long separated India and Pakistan's friends and relatives, which implies emotional transmission of videos, and makes India users of Google achieving a rapid growth of the area. Heidi argued that the spread of social media influence, not only requiring CEB marketing content to be interesting, but also should allow enterprises to have more emotion, in a personalized way to express opinion and reflect the values of products and marketing. CEB Close-loop leads management practice is successful because of model construction and innovation management. Intelligent marketing experts always response with specific situation of enterprises. Meanwhile, human resource professors could apply marketing concept to human resource management field. Employer Brand, produced in the early 1990s is the third application after corporate image, product brand. Human resource professors could learn from closed loop management, make candidate as a lead, perfect the content, assess and cultivate candidates, human resource management and gain ROI. This should be the case for human resource professors to promote the strategic status in a company.