Phyllis Davidson

B2B marketers spend ample time seeking better ways to engage their audiences, convert them to buyers, and retain them as customers. While content is central to engagement, audience expectations for contextually relevant, personalized content know no limits. To get content right, technology is key, but there are many paths to the ideal content destination. In […]

In the most promising areas of AI impact in B2B marketing, prudence, too, is advised as marketers explore use cases.

2023 is the year to deliver more with less in your B2B content engine. But this isn’t about more volume; it’s about more value with less content volume overall and fewer resources. Read these tips on the math of more with less when it comes to B2B content.

Whether the word “content” is in your title or not, many roles across B2B marketing, sales, and product are involved in the content that delivers brand value and converts buyers. Because content responsibilities are cross-functional, Forrester has embedded content sessions across most of the tracks at our annual B2B Summit North America event in Austin, […]

Optimizing the customer experience — a top priority for B2B organizations — requires dramatic improvements to the content engine. To build for the future, organizations will make bold bets, experimenting with AI to deliver contextual, personalized experiences.

Sales reps play a critical role in streamlining relevant content for prospects. Find out more in our latest blog.

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