Model Overview Report

Introducing The Forrester Demand Content Articulation Model

Leverage Content as Data to Enable B2B Buyers

December 11th, 2019
With contributors:
Phyllis Davidson , Christine Polewarczyk

Summary

B2B organizations striving to meet buyer expectations for relevance and responsiveness must articulate important details about their demand marketing content, focusing on each attribute of the content and how it resonates with buyers. Information about content should captured, classified, and shared to derive buyer insights, drive activation techniques, and create a meaningful buying experience. This report introduces The Forrester Demand Content Articulation Model, which helps organizations use content as data to inform and refine taxonomies and tagging, program and tactic activation techniques, and content reuse through atomization and adaptation.

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