Phyllis Davidson

VP, Principal Analyst

Forrester Bio

Author Insights


Power Up Your Content With A Plan On A Page

Phyllis Davidson August 29, 2023
A list of characteristics is not a plan! Get yours in order by capturing your consolidated B2B content strategy in a Forrester content plan on a page.

One Destination, Many Paths: The Content Engagement Solutions Landscape

Phyllis Davidson July 24, 2023
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 […]

AI And B2B Marketing: Three Opportunities And Challenges To Ponder

Phyllis Davidson June 15, 2023
In the most promising areas of AI impact in B2B marketing, prudence, too, is advised as marketers explore use cases.

The Definition Of “More From Less” In B2B Content Strategy And Operations

Phyllis Davidson May 9, 2023
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.

Marketers, If B2B Content Is Your Thing, We Got You! Forrester B2B Summit Agenda Highlights

Phyllis Davidson May 4, 2023
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, […]

B2B Content: Experimentation Means Bold Bets And Cold Sweats

Phyllis Davidson March 22, 2023
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.

The B2B Content Guide: Make Sales Your Ally In Content Marketing

Josephine Phua November 2, 2022
Sales reps play a critical role in streamlining relevant content for prospects. Find out more in our latest blog.

The B2B Content Guide: High-Performing Campaigns Succeed Across The Buyer Journey

Andia Tonner October 19, 2022
Create an insight-driven B2B content strategy development that aligns to the campaign implementation process. Find out more.

The B2B Content Guide: Buyers Value Diverse Content Sources And Elements

Miriam Oesterreich October 5, 2022
Technology expertise, credibility, and data drive tech buyer decisions. Find out more in our latest blog.

The B2B Content Guide: The Building Blocks Of Content Strategy

Asha Dinesh September 21, 2022
To meet buyer expectations, b2b content must provide the information buyers need at every stage of their purchase journey.

The Quantum Physics Of Future-Ready B2B Content

Phyllis Davidson September 9, 2022
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.

The B2B Content Guide: Tech Buyers Need Relevant Vendor Content Pre- And Post-Sales

Sanny Mok September 8, 2022
Marketers must create content that engages customers throughout the lifecycle or risk losing them.

MVP: Baseball, Product Development, And B2B Content Strategy

Phyllis Davidson December 6, 2021
Make your minimum viable content your most valuable content by ensuring it addresses your audience needs and helps you score home runs. 

Pole Position: Three Ways To Fuel Your Content Engine For Success

Phyllis Davidson March 10, 2021
Content engines in B2B organisations have their own fuel, care, and feeding needs to drive the right level of audience engagement.

Happy B2B “Contentukkah”: Spinning The Editorial Dreidel

Phyllis Davidson December 16, 2020
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.

The Grand Trine Redux: Achieving More Effective B2B Marketing Post-Pandemic

Phyllis Davidson December 11, 2020
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!

Inject Your Marketing Playlist With Swagger: Tune Into These Five Inspirational Trends

Phyllis Davidson April 30, 2020
  • 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

COVID-19: How B2B Content Leaders Are Responding

Phyllis Davidson April 21, 2020
  • 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

This Halloween: Avoid Frankenstein Content Planning and Calamities

Phyllis Davidson October 28, 2019
  • 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

Déjà Vu, a Premonition, or Just Another Day in Martech: Upland Software Acquires Kapost

Phyllis Davidson June 11, 2019
  • 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
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