Christine Polewarczyk

VP, Research Director

Forrester Bio

Author Insights


The Four-Step B2B Formula For Achieving “Right Audience, Right Content, Right Place, Right Time”

Christine Polewarczyk April 30, 2021
Nearly two-thirds of B2B buyers say vendors give them too much content and that the material is more style than substance. Learn how to break through and make an impact.
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B2B Content Is a Pain in the Asset Management

Christine Polewarczyk November 9, 2016
  • Sixty-five percent of B2B content goes unused; one of the biggest reasons is lack of findability
  • Many B2B organizations are looking at new asset management solutions to address findability and content management issues
  • As so many tech vendors offer asset management capabilities, organizations must recognize differences and distinctions to find the right solution
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The Role of Content in B2B Digital Transformation

Christine Polewarczyk October 3, 2016
  • Digital transformation fails to produce results when the right content engine and infrastructure are not in place to support it
  • Almost every B2B company needs to acknowledge the severity of its content ecosystem challenges and start working on fixing them
  • A strong unified vision and commitment among cross-functional leadership teams are required to transform the content ecosystem
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Why Every Organization Needs a B2B Content Audit

Christine Polewarczyk May 20, 2016
  • Most B2B organizations have no idea how much content they have, how high-quality it is, where it lives or how it supports business objectives
  • A content audit and inventory is the first step to successfully improving content strategy and operations
  • A content audit is a laborious yet critical quantitative and qualitative exercise that requires dedicated resources, executive championship and cross-functional support
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Ten Success Factors for B2B Social Media Marketing

Christine Polewarczyk April 22, 2016
  • B2B social media marketing often underdelivers due to missing strategic readiness elements
  • Organizations that holistically and comprehensively develop a B2B social media strategy outperform their peers on social
  • Performing a gap analysis against the following 10 readiness criteria and addressing weaknesses can improve your social media performance
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The Four Telltale Traits of a Modern B2B Business Culture

Christine Polewarczyk December 10, 2015
  • The implementation of best practices can often be hindered by cultural issues
  • Successful modern B2B businesses are authentic, collaborative, audience-centric and digitally savvy
  • Change in organization culture is a strategic imperative that must be acknowledged by everybody in the organization
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Why Poor Audience Prioritization Is Killing Your Content Marketing

Christine Polewarczyk October 15, 2015
  • With B2B companies pumping out so much content, you must ensure you are creating the right content for the right audiences
  • Otherwise, you are just adding to the cacophony of content that is quickly becoming the standard for B2B Web experience
  • In order to gain mindshare, leads and new customers, you cannot be all things to all people – and neither can your content!
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How IBM and Illumina are Tackling B2B Content Complexity

Christine Polewarczyk September 15, 2015
  • More than half of B2B organizations don’t have a unified process in place to plan, produce, manage or measure content effectively
  • As a result, 60 to 70 percent of the content creation within B2B organizations goes to waste
  • Three primary content-related issues are unfindability, irrelevance and low quality
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What’s Missing From the Content Marketing Conversation

Christine Polewarczyk September 11, 2015
  • Content marketing has be.come a huge buzzword and trend in B2B marketing
  • The truth is that many B2B organizations haven’t clearly defined what this term really means to them
  • It’s time for content marketing teams to evolve past top-of-funnel focus and conversion-oriented metrics alone
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Three Tips for Improving Your B2B Social Media Marketing

Christine Polewarczyk August 3, 2015
  • Increase engagement by improving social media efforts and aligning them to a broader multichannel marketing strategy
  • To do so, consider segmenting your social audiences, aligning your keyword strategy and working from a master calendar
  • Effective B2B social media requires not just a presence on social channels, but also thoughtful and strategic content planning
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The Digital Grand Trine: SEO, Content and Social Media

Christine Polewarczyk June 4, 2015
  • Search engine optimization (SEO), content and social media share a powerful correlative dynamic that marketers often overlook
  • “Social signals” is an SEO industry phrase used to describe online interactions with you and your content on social channels
  • Don’t underestimate the importance of a keyword universe to the success of your content strategy and related marketing programs
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