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
Navigate The DXP Revolution For Impact With The Executive Guide To DXP, 2025
We’re seeing some wildly exciting things happening with digital experience platforms (DXPs) that present both opportunities and significant challenges for modern enterprises. They are becoming the backbone of how we connect with customers. To harness these exciting possibilities, technology and business leaders must move beyond just knowing about the trends and instead translate and mold […]
Blog
Standing Out In A Zero-Click World Starts With Stronger Collaboration
Buyers may never click through to your content, even if it’s relevant, well structured, and aligned to buyer needs. This doesn’t mean your content is any less important — it’s just that the rules have changed.
Podcast
New AI Lessons In Coding, Marketing, And Product Design
In this episode, we look at how to avoid the risks of AI-enabled tools in three common business use cases: coding, marketing, and product design. The key takeaway from all three areas: There’s still a strong need to have a human in the loop to review your AI outputs.
Blog
Shifting Search Behaviors Demand Smarter Content Strategies
As B2B buyers embrace genAI tools and zero-click search to make decisions, traditional content strategies no longer cut it.
Blog
How Kraft Heinz Is Using GenAI To Reimagine The Future Of Creative Content
Kraft Heinz recently embraced genAI to scale content creation and personalization, and in the process, reimagined how it brings its iconic brands to life.
Blog
Ready Your Commerce Strategy For Growth Through Volatility
Learn three distinct and emerging commerce strategies that guide leaders amid volatility in this preview of a new report.
Blog
Campaign Tycoons, Assemble! Highlights From A Forrester B2B Summit Workshop
Learn about the workshop “Become The Ultimate Campaign Tycoon” that was conducted at Forrester’s B2B Summit in Phoenix on April 1.
Stand Out In A Zero-Click World
Watch our on-demand webinar with Principal Analyst Lisa Gately. Learn breakthrough strategies to reshape your B2B marketing for AI-driven search and complex buying networks.
Blog
Six Key Findings From My First 60 Days As Forrester’s DAM Analyst
The opportunities are vast for both digital asset management (DAM) vendors and users. Learn six capabilities that are increasing their fidelity and will likely have a big impact on the future of digital experiences.
Blog
Explore Five Ways To Improve Personalization At Forrester’s B2B Summit
B2B marketers overwhelmingly agree that their buyers and customers expect experiences relevant to their needs and preferences. Yet they struggle to define and deploy an audience-centric approach to B2B personalization that extends throughout the customer lifecycle.
Blog
Beyond Headless And Composability: The Era Of Agentic Content Management Arrives
The Forrester Wave™: Content Management Systems, Q1 2025, reveals a transformed field of third-generation CMSes that are delivering new business value through (1) generating AI-powered content variants at scale and (2) AI agents to enhance content teams’ interactions with digital content.
Blog
Announcing Forrester’s B2B Programs Of The Year Award Winners For North America
Learn the seven companies that won this year’s coveted B2B Programs Of The Year Awards for North America, and join us at B2B Summit in Phoenix to hear their stories live.
Podcast
How Can B2B Marketers Adapt To Changing Search Behaviors?
As generative AI changes how buyers search for information, what should marketers do to adapt their content strategies? This week on What It Means, Principal Analyst Lisa Gately shares her advice and previews her session on the topic at Forrester’s B2B Summit North America.
Generate Demand With Forrester
Partner with our experts to create objective, thought-leading content backed by rich market insights and cutting-edge research.
Blog
Highlights From The Forrester Wave™: Content Platforms, Q1 2025
The enterprise content management market has undergone a significant transformation driven by new AI and cloud capabilities. Learn three key trends about the market in this preview of our latest Forrester Wave™ evaluation.
Blog
Take An Audience-Centric Approach To Create Compelling B2B Event Content
Delivering compelling B2B event content is central to an event’s success, but it’s a high-stakes endeavor. Leaders must build organizational alignment around a key theme that aligns to business objectives.
Blog
Getting Smart On Content Intelligence
Content intelligence provides a data-based framework for marketers to harness predictive and generative AI to uncover buying signals and exchange value with buyers and customers through the differentiated experiences they demand.
Blog
Twelve Days Of Loc[alization] Mess — In The Age Of AI
❄ 🥂 🎇 🎀 🎄 🥳 Last year, I wrote a pastiche called the Twelve Days Of Loc[alization] Mess after a client asked about the root causes of localization problems. This week, I wondered if I should repost the blog, perhaps with a few updates — and was amazed to realize that, after one short […]
Blog
Providing A DXP That Is Composable
Learn the attributes of a composable digital experience platform and how it differs from a content management system.
Blog
New Research — Content Management Systems: Landscape & Trends
According to Forrester’s Marketing Survey, 2024, 69% of global B2C decision-makers increased their investment in content management technology, up from 59% who did so in 2023.
Blog
The New Creative Stack: What Adobe MAX Reveals About Our Future
Adobe MAX 2024 announced several key developments that offer a window into creative work's future. Read the Forrester blog to learn about the opportunities creative teams have to step into a more satisfying, collaborative future.
Blog
In A World With No Digital Destination, Get To Digital Mastery And Accelerate Growth With Forrester’s Digital Engine
To outpace the pack and win in today’s market, firms must embrace the ubiquitous nature of digital as the competitive weapon and embed digital capabilities into the core of their business. Forrester’s report, Accelerate Business Growth With Forrester’s Digital Engine, shows how leaders can use components of Forrester’s Digital Engine to build digital mastery that drives top-line […]
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