Skip to main content

Save or Share this Report


The Current State Of Content Marketing Platforms From A B2C And B2B Perspective

June 17, 2019

Please note that this webinar was originally scheduled for June 13, 2019 at 11: 00 a.m. ET.


How are content marketing platforms (CMPs) addressing the needs of B2C and B2B marketers as their buyers’ content interests and needs continue to change? In this webinar, Principal Analyst Ryan Skinner and VP and Principal Analyst Laura Ramos share where Forrester sees the CMP market heading and how vendors are positioned to meet the different needs of B2C versus B2B marketers.

For B2C marketers, basic content planning technology is becoming outdated and commoditized. Instead, improved campaign management and publishing options will dictate which CMPs best meet increasingly advanced digital demands. Vendors that can provide campaign planning, workflow automation, and broad activation capabilities position themselves to successfully deliver efficiency and enterprise usability to their B2C customers. In this webinar, learn how CMP solution providers can help you better template and automate content workflows, increase the flexibility and sophistication of your tagging and metadata management, and excel at campaign planning and alignment.

As marketing and sales activities converge to create a more seamless business buying experience, B2B marketers know marketing content is now the primary way customers and prospects will experience the business. Sellers also need to use the right content to consistently deliver the brand and product messages that are most relevant to buyers. They need content marketing solutions that enhance digital content delivery, measure its impact on intended audiences, and determine if they find it relevant. Learn which technology providers can help marketers and sellers customize and deliver highly relevant content and track an asset’s impact on both opportunities and pipeline.

Key takeaways:

  • How are content marketers’ priorities shifting from always-on, audience-building publishing efforts to more campaign-focused business support? What do your peers find most valuable about their CMP investments?
  • Where is the CMP market heading, and what are the implications on B2B and B2C marketing investments — especially with respect to adjacent markets supporting sales enablement and marketing resource management? 
  • How are CMPs addressing a wider range of interactive content formats; helping marketers better manage content strategy; and better helping teams collaborate across multiple campaigns, create interactive content without coding, and publish the results to a variety of channels?

Vendors mentioned: Bloomreach, BrandMaker, Contently, Kapost, NewsCred, Opal, Percolate, ScribbleLive, Seismic, Showpad, Sitecore, Skyword, Sprinklr, and Uberflip.

Get Access

Already a Client?

Log in to access this webinar.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer.

Contact us to learn more.

Purchase Webinar

Price: $ 300.00(USD)


Webinar FAQs

See the Webinar FAQs for answers to technical and other Webinar questions.