Best Practice Report

The Big Pivot: Forrester Clients Discuss Their B2B Content Priorities For 2021

March 16th, 2021
Phyllis Davidson, VP, Principal Analyst
Phyllis Davidson VP, Principal Analyst

Summary

Fifty percent of B2B buyers say pre-pandemic content they get from vendors is not useful. The global pandemic is accelerating the pivot to B2B empathy and a content strategy driven by audience insights. Leaders from three companies that use Forrester content shared their thoughts on how these factors are impacting their 2021 content priorities.

B2B marketers are engaging in pivots as they leave a difficult year behind and use what they’ve learned to achieve slam dunks in 2021. When it comes to content, B2B marketers have had to balance delivering planned audience-centric content with doing whatever it takes to make their content relevant in the post-pandemic world. In this report, we highlight data about this new normal and share how three Forrester clients in content management roles are responding to the shift, including ways in which they are using Forrester reports and custom content.

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