Phyllis Davidson

Create an insight-driven B2B content strategy development that aligns to the campaign implementation process. Find out more.

Technology expertise, credibility, and data drive tech buyer decisions. Find out more in our latest blog.

To meet buyer expectations, b2b content must provide the information buyers need at every stage of their purchase journey.

Advances in AI, automation, and analytics paired with growing expectations from buyers will fundamentally change the way we think about content and how it’s used.

Marketers must create content that engages customers throughout the lifecycle or risk losing them.

Make your minimum viable content your most valuable content by ensuring it addresses your audience needs and helps you score home runs. 

Content engines in B2B organisations have their own fuel, care, and feeding needs to drive the right level of audience engagement.

In the eighth post in Forrester’s 12 days of Christmas blog series, we offer the eight B2B content best practices of “Contentukkah,” the annual holiday commemorating well-written assets.

A grand trine in astrology occurs when three planets are exactly 120 degrees apart. In her latest blog post for Forrester, Phyllis Davidson shares how three elements are coming together to fuel more effective B2B marketing. Check out the blog post and attend the webinar – you don’t need a telescope to see this grand trine!

• B2B buyers engage in an average total of 18 meaningful interactions with a company before they buy, making it especially challenging for marketers to deliver content with swagger
• To provide the dynamic and personalized digital experience B2B buyers demand, marketers must operationalize buyer insights, content, and delivery mechanisms
• Effective tactical execution requires a data-driven approach that continuously adapts to new buyer insights and activity

• Pivoting to new messaging and content is a top priority in B2B at this time of global crisis
• To support shifting needs, cross-functional B2B teams must be flexible and nimble
• Content leaders and their teams are well positioned to provide strategy and resources to support the new normal

• B2B content marketers often struggle with the complexities of pulling together strategically effective plans
  
• Programs demand better audience focus with content personalization, but technology, process and regulatory challenges lurk
  
• On the occasion of Halloween, here are a few tricks to help unlock the secrets to better content planning

• Upland Software recently acquired Kapost, a content operations and marketing platform vendor
• This acquisition may foretell a trend in the marketplace
• Buyers and vendors alike must tread carefully, balancing the potential opportunity against near-term needs

• Although centralized content teams are becoming more common, many functions are still in their formative stages
  
• Before creating their first annual plan, new content teams need to establish an identity
  
• This identity provides a foundation by outlining a team charter and core set of strategies

• All factories, regardless of their end products, must manage a mix of resources, raw materials and process constraints
• B2B content factory teams face increased complexity as they work to support requirements associated with new audiences, assets and channels
• The SiriusDecisions Content Factory Model, to debut at SiriusDecisions Summit 2018, provides a construct for optimizing content factory operations

• Advanced technology capabilities and higher B2B consumer expectations have led to more complex content strategy requirements
• Different content strategy approaches are needed for content marketing, campaign content and Web site content
• B2B content leaders need to facilitate cross-functional collaboration for an audience-centric content strategy across these three areas

• With an ever-increasing need for more content for a growing number of audiences, maintaining brand consistency and solution details is no easy task
• Consistency sins abound in B2B organizations – from the use of outdated product names to mix-ups in logos
• By addressing content consistency with a cross-functional process from the context of the content lifecycle, redemption is possible 

• Marketing recognizes the need to find new ways to keep prospects and customers engaged through complex buyer journeys
• According to the SiriusDecisions 2017 Global CMO Study, top priorities for CMOs include enhancing customer experience and addressing changing buying behavior
• Attracting and keeping B2B customers is similar to playing a dating game 

• Artificial intelligence (AI) is a controversial and provocative topic that’s impacting many areas of business
• AI-based solutions are being used to “read” and score business content and make improvement recommendations
• A comprehensive content strategy should apply such solutions to all enterprise content to support brand consistency and quality