Phyllis Davidson

In B2B marketing, the creation and execution of content strategies often fall short of their potential. What's missing is a crucial element: a cohesive strategy that underpins the entire content framework. Join us at B2B Summit North America to help remedy the issue.

Lilacs, daffodils, and other spring flowers are blooming, and the moss between the rocks under the old magnolia tree is verdant and bright green. Similarly, change is in the air for content strategy. I found myself ruminating about content strategy while admiring the flowers in my yard upon my return from Adobe’s annual Summit in […]

Apply scientific experimentation to achieve the best B2B content personalization results.

Gain a better understanding of content engagement.

Learn key takeaways from the 2023 Berkeley Business Analytics & AI Summit, which had the theme of “Analytics, AI, and Society: Towards a Wiser World?”

A list of characteristics is not a plan! Get yours in order by capturing your consolidated B2B content strategy in a Forrester content plan on a page.

B2B marketers spend ample time seeking better ways to engage their audiences, convert them to buyers, and retain them as customers. While content is central to engagement, audience expectations for contextually relevant, personalized content know no limits. To get content right, technology is key, but there are many paths to the ideal content destination. In […]

In the most promising areas of AI impact in B2B marketing, prudence, too, is advised as marketers explore use cases.

2023 is the year to deliver more with less in your B2B content engine. But this isn’t about more volume; it’s about more value with less content volume overall and fewer resources. Read these tips on the math of more with less when it comes to B2B content.

Whether the word “content” is in your title or not, many roles across B2B marketing, sales, and product are involved in the content that delivers brand value and converts buyers. Because content responsibilities are cross-functional, Forrester has embedded content sessions across most of the tracks at our annual B2B Summit North America event in Austin, […]

Optimizing the customer experience — a top priority for B2B organizations — requires dramatic improvements to the content engine. To build for the future, organizations will make bold bets, experimenting with AI to deliver contextual, personalized experiences.

Sales reps play a critical role in streamlining relevant content for prospects. Find out more in our latest blog.

Create an insight-driven B2B content strategy development that aligns to the campaign implementation process. Find out more.

Technology expertise, credibility, and data drive tech buyer decisions. Find out more in our latest blog.

To meet buyer expectations, b2b content must provide the information buyers need at every stage of their purchase journey.

Advances in AI, automation, and analytics paired with growing expectations from buyers will fundamentally change the way we think about content and how it’s used.

Marketers must create content that engages customers throughout the lifecycle or risk losing them.

Make your minimum viable content your most valuable content by ensuring it addresses your audience needs and helps you score home runs. 

Content engines in B2B organisations have their own fuel, care, and feeding needs to drive the right level of audience engagement.