Phyllis Davidson

VP, Principal Analyst

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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.
Blog

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.
Blog

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

Sanny Mok September 8, 2022
Keeping up with buyer needs and content creation has been increasingly challenging for many marketers and sales organizations. Our research tells us that creating B2B content to serve changing tech buyers throughout their purchase journeys is a top challenge for marketers.[1] This challenge also impacts sales teams that struggle to connect offerings to buyer needs […]
Blog

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. 
Blog

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.
Blog

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.
Blog

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!
Blog

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

Phyllis Davidson April 30, 2020
You know the drill. Marketing objectives and high-level planning are in place, and now it’s time to deliver programs and tactics. Given that — according to SiriusDecisions’ 2019 B2B Buying Study — B2B buyers engage in a total of 18 interactions on average with a company before making a purchase decision, this is no small […]
Blog

COVID-19: How B2B Content Leaders Are Responding

Phyllis Davidson April 21, 2020
In recent weeks, it’s become increasingly clear that the COVID-19 pandemic is impacting every role in every business. At Forrester, we’re supporting our clients through this difficult time with research and expertise to help them pivot, operationalize decisions, and determine the best way to continue to service stakeholders (see “Events in Crisis: Virtual and Digital […]
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This Halloween: Avoid Frankenstein Content Planning and Calamities

Phyllis Davidson October 28, 2019
In a passionate discussion on the toils of B2B content planning, Christine Polewarcyzk and I bantered about the successes as well as the struggles we see across our client base. Christine noted that we sometimes see folks create “Frankenstein” content plans. They cobble together unrelated content, struggle with a database of targets and activation/distribution channels […]
Blog

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

Phyllis Davidson June 11, 2019
As a senior research director in SiriusDecisions’ Content Strategy and Operations service at Forrester, I naturally had a great interest in the recent news that Kapost was acquired by Upland Software. This was not only because my day job includes assisting clients with decisions about and implementation plans for content marketing platforms, but also because […]
Blog

Is it Bigger Than a Bread Box? Describing Your B2B Content Team

Phyllis Davidson October 22, 2018
B2B marketing functions are increasingly using a centralized content strategy and operations team, which we consider a best practice among our client base. However, these teams are still not as a prevalent as demand marketing or corporate communications, so they have a great deal of variance in description. The team may include content creation and […]
Blog

Lucy, Ethel, Chocolate and A New Look at the B2B Content Factory

Phyllis Davidson April 16, 2018
Whether you’re a Millennial, Gen-Xer, or Baby Boomer, there’s a good chance you’ve seen the famed “Job Switching” episode of I Love Lucy, fondly remembered by most as “the chocolate factory one.” In it, Lucy and Ricky switch roles for a week, resulting in Lucy and Ethel taking jobs at a local chocolate factory, where […]
Blog

Cat Videos, Chocolate Chip Cookies and Content Strategy

Phyllis Davidson April 11, 2018
If you’re a B2B content practitioner, perhaps you have shared this experience: It’s planning time, and you’ve gathered the resident subject matter experts for a content strategy session. To encourage creativity and openness, you’ve brought homemade chocolate chip cookies and beer! You start things off with a reminder to the cross-functional team about how important […]
Blog

Content Consistency Culprits and Their Content Capers

Phyllis Davidson January 5, 2018
When asked about how consistent the content is across our B2B enterprises, most of us would probably say, “Well, I’m not so sure” – which, let’s face it, is about the same as admitting “not very.”  The fact is, content from marketing and other functions is being produced, published, updated and reused at breakneck speed. […]
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Winning The B2B Dating Game

Phyllis Davidson August 21, 2017
While I spend my days working with SiriusDecisions clients on all things digital marketing, my teenage daughter spends perhaps too much of hers sharing pictures and videos and seemingly every thought with friends online. Notably, a major portion of any budding romance is also carried out online. That got me thinking: Our relationships with B2B […]
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Content, AI and Human Domination

Phyllis Davidson May 9, 2017
When it comes to technology trends, much of the heat these days is around artificial intelligence, or AI. And it seems there’s serious infighting among tech titans regarding AI – there’s one faction, led by Larry Page, that says AI can absolutely be developed with a “do no harm” edict, and then there’s the doomsayers, […]
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Leveraging Taboo Topics: How to Craft Meaningful Thought Leadership That Takes No Sides

Phyllis Davidson March 16, 2017
When I spoke at B2B Marketing Exchange this February, I had the pleasure of spending time with one of SiriusDecisions’ clients, Christine Elliott, Content Strategy & Operations Executive for Crowe Horwath LLP. Crowe Horwath is one of the largest public accounting, consulting and technology firms in the United States, with a focus on audit, tax, […]
Blog

When Content Marketing Goes to the Dogs

Phyllis Davidson February 1, 2017
For as long as I can remember, I’ve wanted a dog. After some initial online searching, I settled on PuppySpot (puppyspot.com), and from my first inquiry to my puppy purchase and beyond, they used digital content and phone interactions effectively to pull me through the sales cycle. Now, like most B2B marketers, I often consider […]
Blog

A Tale of Two Companies: A Revolution of Another Kind

Phyllis Davidson December 27, 2016
“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness…we had everything before us, we had nothing before us.” The contradictory states Charles Dickens set forth in A Tale of Two Cities about the struggles and rewards of the French Revolution […]
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