Predicting Business Outcomes with Deloitte's Engagement Index

Case Study: Evidence of the Content Marketing Strategies that Drive Business


In this first edition of the Spiegel Spotlight interview series, Jonathan Copulsky, former Chief Marketing Officer and Principal of Deloitte, sits down with Ed Malthouse, Research Director of Spiegel Research Center, to discuss the financial impact of the Spiegel client engagement index tool’s usage within B2B markets. At Deloitte, marketers had previously been able to gauge the impact that content marketing had on building client relationships and company reputation. But now, the engagement index measures and serves as a predictive tool to forecast future financial impact, and to stimulate strategic, and client-specific solutions.


Key takeaways you’ll find in this exclusive video interview include:


  1. Value of an Engagement Index for B2B Marketers
    It serves as a tool to understand what’s thought leadership topics and communications approaches are most relevant to each client. This serves to propel more individualized approaches.

  2. ROI of Digital vs. In-Person Interactions
    Counterintuitive findings: digital interactions result in more client engagement behaviors that correlate with business outcomes.

  3. Relationship Between Sales and Marketing
    While marketers know how to manage relationships and reputation, this case illustrates the value of attributing the impact of content marketing on revenue.

  4. The Three R’s Relationships, Reputation, Revenue
    While marketers know how to manage relationships and reputation, this case illustrates the value of attributing the impact of content marketing on revenue.

Dive Deeper into Spiegel’s B2B Marketing Research:


For more insights into the research behind this interview and the other original, award-winning research that Spiegel conducts each year with our partners, please visit the links below:

https://insight.kellogg.northwestern.edu/article/b2b-content-marketing-to-generate-sales-leads

https://www.sciencedirect.com/science/article/abs/pii/S0019850117301141

http://spiegel.medill.northwestern.edu/publications-presentations/