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
B2B Content: Experimentation Means Bold Bets And Cold Sweats
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.
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Invest In A Cross-Channel Marketing Hub To Elevate Your Campaign Strategy
Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. That’s a tough job if your martech ecosystem is overly complex or badly integrated — or both. A cross-channel marketing hub (CCMH) can help marketers overcome data and channel integration complexity to consistently engage […]
Explore B2B Marketing Shifts For 2023
Get our Predictions 2023 guide to see the CMO priorities accelerating outcomes and value.
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Want Better Content Performance? Fix It At The Source.
Marketing and sales enablement teams often struggle with poor content performance for years because they're not addressing the root causes. Conducting a content inventory health analysis helps pinpoint what's going on with findability, relevance, and quality issues, pull in the right teams to eliminate the problems, and then track the right progress metrics.
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Generative AI In Everything, Everywhere, All At Once Forces A Turning Point For B2B Content
Learn how smart B2B marketers are navigating the hype around generative AI and achieving quality content at scale.
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Sales Content Solutions: A Lid For Every Pot
The Forrester Wave™: Sales Content Solutions, Q4 2022, revealed a market that has radically expanded its capabilities, truly providing a lid for every pot. Modern sales content solutions (SCS) are multifaceted, highly integrated keystones of the sales/marketing tech stack and are table stakes for most companies past the startup stage. Providers are focusing their innovation […]
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The Art And Science Of Storytelling: An Interview With Bryan Yee
Storytelling In Knowledge Management Unlocking the tacit knowledge in an organization is instrumental in accelerating learning. In the recently released report, Implement Storytelling In Your Agile Knowledge Management Practice, we outline steps that organizations can take to use storytelling in an agile knowledge management (KM) practice to engage knowledge workers in making connections across the […]
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The Future Of Localization Is Here: Are You Ready?
Here’s a thought experiment to test if your organization is ready for the future of localization. When you think about your customer and employee experience (CX and EX), do you think about what it’s like in each of their languages? Or do you unconsciously assume a monolingual experience? If we’re honest, many of us, especially […]
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Knowledge Capacity Building Requires Skills Development
Organizations often view knowledge management (KM) as a means to bridge a skills development gap. For example, your level-1 service desk agents may not have strong technical troubleshooting capabilities. To overcome the lack of technical skills, the organization sets out to capture knowledge from subject matter experts and make it available to level 1. While […]
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A Day In The Life Of A Knowledge Manager — A Cautionary Tale
Building a successful knowledge management practice to capture, share, and transfer institutional knowledge is more essential than ever. IT operations needs to innovate, provide services globally, and improve employee experiences. Leading a knowledge management practice requires a unique set of skills, but what capabilities are essential for the early success of a knowledge manager? Most […]
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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.
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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.
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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.
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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.
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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.
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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 […]
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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 […]
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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.
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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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