Content Strategy and Operations
Content is the core of B2B marketing: It conveys brand promise, helps drive demand, and keeps customers engaged. Explore our content strategy and operations insights to build and maintain a content strategy that delivers on marketing goals.
Insights
Blog
The B2B Content Guide: Make Sales Your Ally In Content Marketing
Sales reps play a critical role in streamlining relevant content for prospects. Find out more in our latest blog.
Blog
The B2B Content Guide: High-Performing Campaigns Succeed Across The Buyer Journey
Create an insight-driven B2B content strategy development that aligns to the campaign implementation process. Find out more.
Explore B2B Marketing Shifts For 2023
Get our Predictions 2023 guide to see the CMO priorities accelerating outcomes and value.
Blog
The B2B Content Guide: Buyers Value Diverse Content Sources And Elements
Technology expertise, credibility, and data drive tech buyer decisions. Find out more in our latest blog.
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The B2B Content Guide: The Building Blocks Of Content Strategy
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
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
Marketers must create content that engages customers throughout the lifecycle or risk losing them.
Blog
Conversation Automation, Personalization, And AI: Five Key Findings For B2B Marketers
Across industries and audience demographics, conversational interfaces and the interactions they support are becoming embedded in the B2B digital experience as buyers and customers continue to show preference for self-guided interactions at each stage of their journeys. The ability to reach, engage, and enable empowered B2B audiences — whether buyer, customer, or employee — means […]
Got The Right Chatbot Personality For Your Brand?
Join us for a webinar to learn how to design a chatbot personality that engages customers and elevates your brand.
Blog
Take A Pragmatic Approach To B2B Conversation Design To Avoid Dystopian Dialogue
From their interactions as consumers, B2B buyers and customers are already accustomed to receiving relevant information curated by algorithms and delivered at the right time in dynamic and digestible formats. Across channels, devices, and interfaces, these audiences ask for what they want. They’re also aware of how their behavior drives the algorithmic co-creation of interest-based […]
Blog
Experience Rooms Are Back At B2B Summit To Help You Align Across Your Revenue Engine
Join us next month in Austin to gain some hands-on experience in improving marketing, sales, and product alignment.
Blog
Get Your DAM House In Order: Latest Forrester Wave™ Highlights Top DAM Vendors
Don’t let DAM fool you. Despite being around for a few decades and being the lesser-known cousin of digital experience platforms (DXPs) and content management systems, digital asset management (DAM) is cornerstone technology to deliver personalization at scale. If you’re not using DAM today, you’re already in the minority, but it’s not too late. In […]
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Three Reasons Why A Multi-CMS Approach May Be Right For Your Brand
In the midst of tech consolidation, brands must think strategically about their CMS Portfolio. Some smart brands are realizing that a multi-CMS strategy can actually improve agility, flexibility, and speed to market.
Brand Storytelling: Your Competitive Advantage
Drive demand and engagement by creating B2B stories that place the audience at the centre of the narrative.
Blog
MVP: Baseball, Product Development, And B2B Content Strategy
Make your minimum viable content your most valuable content by ensuring it addresses your audience needs and helps you score home runs.
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How To Ensure That Your Organization’s TEI Gets The Most Mileage
Make sure your TEI is meeting your organization where it’s currently at. The main objectives should be in-line with your organization’s strategy today, not tomorrow.
Blog
Unknown Equals Unused: Fix Findability To Increase Content Usage
Buyers and sellers alike want immediate, relevant content, but often miss valuable but non-standard content that could advance the sale. Marketing and sales enablement can increase content usage by making sure file names convey unique value.
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What’s Next In B2B Content? Five Important Focus Areas For 2022
Content is the backbone of the buyer's journey and the customer experience. Keep it strong with these five best practices.
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The Market Remains Hot As We Kick Off Our Next Forrester Wave™ Evaluation Of The DAM Landscape
You should give a DAM about the DAM market and your DAM needs. More than 60% of the users we surveyed already give a DAM. Because of this heat in the market, strong growth, and, most importantly, customer need, we’re kicking off our next Forrester Wave evaluation on digital asset management in October. The volume […]
Blog
Pandemic-Induced Collaboration: Adobe’s Billion-Dollar Acquisition
The pandemic ripped off the Band-Aid for collaboration. Hybrid and completely remote environments drove businesses to adopt new ways of working. Videoconferencing, virtual events, and collaboration capabilities surged. One by-product is the red-hot acquisition market for these technologies. Most recently, we saw Adobe’s intent to acquire Frame.io, a company that makes video collaboration software. While […]
Blog
Solving The Content Data Dilemma: How To Build B2B Content Measurement Dashboards
Dealing with B2B content data dilemmas? Learn how to build content measurement dashboards to gain better insights.
Podcast
What It Takes To Create Audience-Centric B2B Content
Every marketing organization knows its content should be customer-centric. Yet many still struggle to deliver on this aim. On this week’s What It Means episode, VP Phyllis Davidson and Principal Analyst Lisa Gately discuss how B2B marketers can get it right.
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