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  • Report Modern B2B Buying Experiences Require A Singular Content Strategy

    Four Practices Align Marketing Content To Both Buyers And Sellers
    August 22, 2018 | Laura Ramos

    Sellers need marketing to support them with content that incorporates the same messages and insights to which buyers respond well. A single B2B content marketing strategy shared by marketing and...

  • Report When And How To Start The Shift To Omnichannel Content

    August 13, 2018 | Ryan Skinner

    Marketers must abandon the content mindset of "do more, better." In 2018, the goal must be to "do smarter." Customers demand content that better answers their unique needs. Businesses demand more...

  • Report Forrester Data: Marketing Automation Technology Forecast, 2017 To 2023 (Global)

    ForecastView Document

    Marketing automation technologies allow marketers to effectively market via multiple channels while automating repetitive tasks. This data-driven report gives a five-year view of growth for six...

  • Report Evaluate Your Approach To Successful B2B Content Marketing

    Five Areas Create And Deliver More Customer Value
    April 13, 2018 | Laura Ramos, Ryan Skinner

    To attract attention and build a following, B2B marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the...

  • Report How To Develop Valuable Messaging In The Context Of Sales Enablement

    Elevate Sales Content And Conversations With A Strategic Messaging Architecture
    March 30, 2018 | Laura Ramos

    To create content that matters, B2B marketers must understand what buyers really care about and how these concerns change during the purchase journey. In this report, Forrester outlines an approach...

  • Report Omnichannel Strategies Demand A New Content Approach

    Set Up Content Strategies To Suit Omnichannel Use Cases Because Technology Can't Do It For You
    March 9, 2018 | Ryan Skinner, Nick Barber

    The market has sold omnichannel strategies — customer experience, retail, media buying — as a switch that business leaders must throw, and they're throwing it. But there are many snags to realizing...

  • Report Investment Companies All Talk Alike

    Investment Companies Fail To Produce Content That Gives Customers Reason To Believe Them
    March 8, 2018 | Ryan Skinner

    Investment firms are fighting for an estimated $30 trillion in new assets under management for individuals between 2015 and 2020. And new digital investment firms (so-called robo-advisors) join the...

  • Report Content Gets Its Feet As An Enterprise Marketing Function

    January 18, 2018 | Ryan Skinner

    Content marketing is growing as an approach in enterprise marketing departments, and with it the dependence on content creators within those departments. And while most businesses rely to varying...

  • Report How To Re-Energize Your Branded Content

    January 11, 2018 | Ryan Skinner

    The bar for content quality — whether it's from a brand or a publisher — is continually rising. Marketers' best and only real route to nailing customers' expectations is to embrace an iterative...

  • Report Measurement Powers Content Marketing Success

    January 2, 2018 | Ryan Skinner, Erna Alfred Liousas

    How is content influencing audiences? Is your brand forging the basis of better long-term and more-efficient relationships with existing and future customers? And how is all of this activity...

  • Report Evaluate Your Approach To Successful Content Marketing

    December 13, 2017 | Laura Ramos, Ryan Skinner

    To attract attention and build a following, B2C marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the...

  • Report Explore Content Marketing Platforms For B2B Marketing

    A Constellation Of Fit-For-Purpose Vendors Aid B2B Marketing Agility
    November 27, 2017 | Ryan Skinner

    B2B marketers are producing more content and assets today than ever before; and often, they're investing in or considering a content marketing platform (CMP) to stay on top of all of their...

  • Report Earn Buy-In For Content Marketing's Silo-Busting Benefits

    November 17, 2017 | Ryan Skinner

    Most companies today practice content marketing — in dozens, if not hundreds, of pockets — leading to duplicative activity, over spending, and inconsistent customer experiences. B2C marketers...

  • Report Content Marketing Starts With Strategy

    November 8, 2017 | Ryan Skinner

    Among marketing leaders surveyed by Forrester, more than half said their content marketing activities were "still immature." At the same time, they concede that based on how customers behave and...

  • Report Seize Control Of Your Content Strategy

    November 6, 2017 | Ryan Skinner, Erna Alfred Liousas

    Today's empowered and digitally connected customers engage less with traditional advertising messages. However, they are interested in useful and valuable content that can improve their lives, help...

  • Report Deliver Valuable Media And Customer Experiences With Valuable Content

    November 3, 2017 | Ryan Skinner

    Today's customers have never had richer options when it comes to accessing media and information from anywhere, on a variety of devices. But with great power comes great ability to avoid unwanted...

  • Report Getting A Grip On Seller-Focused Content

    Leverage Content Marketing Best Practices For An Effective Seller Experience
    October 31, 2017 | Caroline Robertson

    B2B marketers have learned great content is a key component for engaging buyers. And they need to apply that learning to internal content to enable and train sales. Marketing, often unknowingly,...

  • Report Get Customer Obsessed With Your Content Marketing Processes

    October 27, 2017 | Ryan Skinner

    Traditional marketing processes implode on contact with content marketing because: the rapid and ongoing publishing cycle strains obsolete production and approval machinery; signals from the market...

  • Report Content Marketing Platforms Aim To Align Teams

    September 28, 2017 | Ryan Skinner

    Marketing teams turn to specialist software to manage a tremendous variety of content for production, approval, and publication; Forrester calls these specialist offerings content marketing...

  • Report Peer Stories And Credible Data Attract And Engage B2B Buyers

    Use Short-Form Interactive Content To Capture Customers' Attention
    September 7, 2017 | Laura Ramos

    Business purchase decision makers want content — supported with evidence- and fact-based viewpoints — that comes from other customers and unbiased sources. They also prefer to consume content...

  • Report The Strategic Messaging Assessment

    Evaluate Your Message Management Discipline
    June 28, 2017 | Lori Wizdo

    Business marketers know that communication can become muddled — affecting customer experience and engagement outcomes — as different stakeholders engage with customers without the connective tissue...

  • Report B2B Marketers Must Step Up Message Management

    A Strategic Messaging Architecture Helps Marketing And Sales Stimulate, Sustain, And Scale Consistent Communication
    June 28, 2017 | Lori Wizdo

    Savvy B2B marketers know that contextual, relevant content helps their company connect with customers in all stages of the life cycle. But communication can become muddled if different stakeholders...

  • Report The Rise Of Content Intelligence

    Next-Generation Technologies Combine To Infuse Content With Value
    May 15, 2017 | Mark Grannan

    As customer expectations fuel personalization efforts, application development and delivery (AD&D) leaders must help content practitioners create more content to suit every context and permutation...

  • Report Making Content Customizable Helps Both Sales And Marketing

    Get Off The Ad Hoc Content Treadmill And Embrace Bespoke Content
    April 26, 2017 | Steven Wright

    B2B marketers have a lack of visibility into methods for customizing content and manners in which sellers use it. By leveraging sales enablement automation (SEA) capabilities, sales enablement...

  • Report The Forrester Wave™: Content Marketing Platforms, Q2 2017

    Percolate And Sprinklr Lead The Field With Brand Orchestration Vision
    April 18, 2017 | Ryan Skinner

    In our 37-criteria evaluation of content marketing platform (CMP) providers, we identified the nine most significant ones — Contently, Kapost, NewsCred, Opal, Percolate, ScribbleLive, Skyword,...