Phyllis Davidson

VP, Principal Analyst

Forrester Bio

Author Insights

Blog

Pole Position: Three Ways To Fuel Your Content Engine For Success

Phyllis Davidson March 10, 2021
Content engines in B2B organisations have their own fuel, care, and feeding needs to drive the right level of audience engagement.
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Blog

Happy B2B “Contentukkah”: Spinning The Editorial Dreidel

Phyllis Davidson December 16, 2020
In the eighth post in Forrester’s 12 days of Christmas blog series, we offer the eight B2B content best practices of “Contentukkah,” the annual holiday commemorating well-written assets.
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Blog

The Grand Trine Redux: Achieving More Effective B2B Marketing Post-Pandemic

Phyllis Davidson December 11, 2020
A grand trine in astrology occurs when three planets are exactly 120 degrees apart. In her latest blog post for Forrester, Phyllis Davidson shares how three elements are coming together to fuel more effective B2B marketing. Check out the blog post and attend the webinar – you don’t need a telescope to see this grand trine!
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Blog

Inject Your Marketing Playlist With Swagger: Tune Into These Five Inspirational Trends

Phyllis Davidson April 30, 2020
  • B2B buyers engage in an average total of 18 meaningful interactions with a company before they buy, making it especially challenging for marketers to deliver content with swagger
  • To provide the dynamic and personalized digital experience B2B buyers demand, marketers must operationalize buyer insights, content, and delivery mechanisms
  • Effective tactical execution requires a data-driven approach that continuously adapts to new buyer insights and activity
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Blog

COVID-19: How B2B Content Leaders Are Responding

Phyllis Davidson April 21, 2020
  • Pivoting to new messaging and content is a top priority in B2B at this time of global crisis
  • To support shifting needs, cross-functional B2B teams must be flexible and nimble
  • Content leaders and their teams are well positioned to provide strategy and resources to support the new normal
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Blog

This Halloween: Avoid Frankenstein Content Planning and Calamities

Phyllis Davidson October 28, 2019
  • B2B content marketers often struggle with the complexities of pulling together strategically effective plans
  • Programs demand better audience focus with content personalization, but technology, process and regulatory challenges lurk
  • On the occasion of Halloween, here are a few tricks to help unlock the secrets to better content planning
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Blog

Déjà Vu, a Premonition, or Just Another Day in Martech: Upland Software Acquires Kapost

Phyllis Davidson June 11, 2019
  • Upland Software recently acquired Kapost, a content operations and marketing platform vendor
  • This acquisition may foretell a trend in the marketplace
  • Buyers and vendors alike must tread carefully, balancing the potential opportunity against near-term needs
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Blog

Is it Bigger Than a Bread Box? Describing Your B2B Content Team

Phyllis Davidson October 22, 2018
  • Although centralized content teams are becoming more common, many functions are still in their formative stages
  • Before creating their first annual plan, new content teams need to establish an identity
  • This identity provides a foundation by outlining a team charter and core set of strategies
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Blog

Lucy, Ethel, Chocolate and A New Look at the B2B Content Factory

Phyllis Davidson April 16, 2018
  • All factories, regardless of their end products, must manage a mix of resources, raw materials and process constraints
  • B2B content factory teams face increased complexity as they work to support requirements associated with new audiences, assets and channels
  • The SiriusDecisions Content Factory Model, to debut at SiriusDecisions Summit 2018, provides a construct for optimizing content factory operations
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Blog

Cat Videos, Chocolate Chip Cookies and Content Strategy

Phyllis Davidson April 11, 2018
  • Advanced technology capabilities and higher B2B consumer expectations have led to more complex content strategy requirements
  • Different content strategy approaches are needed for content marketing, campaign content and Web site content
  • B2B content leaders need to facilitate cross-functional collaboration for an audience-centric content strategy across these three areas
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Blog

Content Consistency Culprits and Their Content Capers

Phyllis Davidson January 5, 2018
  • With an ever-increasing need for more content for a growing number of audiences, maintaining brand consistency and solution details is no easy task
  • Consistency sins abound in B2B organizations – from the use of outdated product names to mix-ups in logos
  • By addressing content consistency with a cross-functional process from the context of the content lifecycle, redemption is possible 
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Blog

Winning The B2B Dating Game

Phyllis Davidson August 21, 2017
  • Marketing recognizes the need to find new ways to keep prospects and customers engaged through complex buyer journeys
  • According to the SiriusDecisions 2017 Global CMO Study, top priorities for CMOs include enhancing customer experience and addressing changing buying behavior
  • Attracting and keeping B2B customers is similar to playing a dating game 
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Blog

Content, AI and Human Domination

Phyllis Davidson May 9, 2017
  • Artificial intelligence (AI) is a controversial and provocative topic that’s impacting many areas of business
  • AI-based solutions are being used to “read” and score business content and make improvement recommendations
  • A comprehensive content strategy should apply such solutions to all enterprise content to support brand consistency and quality
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Blog

Leveraging Taboo Topics: How to Craft Meaningful Thought Leadership That Takes No Sides

Phyllis Davidson March 16, 2017
When I spoke at B2B Marketing Exchange this February, I had the pleasure of spending time with one of SiriusDecisions’ clients, Christine Elliott, Content Strategy & Operations Executive for Crowe Horwath LLP. Crowe Horwath is one of the largest public accounting, consulting and technology firms in the United States, with a focus on audit, tax, […]
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Blog

When Content Marketing Goes to the Dogs

Phyllis Davidson February 1, 2017
  • When it comes to fueling marketing efforts, B2B organizations typically focus their energy on prospects and top-of-funnel content
  • Increasingly, however, organizations recognize they must balance content across the entire buyer lifecycle, which includes post-purchase stages
  • B2C organizations, such as PuppySpot.com, provide interesting examples of lifecycle content done right
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Blog

A Tale of Two Companies: A Revolution of Another Kind

Phyllis Davidson December 27, 2016
  • B2B acquisitions launch communications professionals into a torrent of time-sensitive strategic challenges and tactical requirements
  • While they may be on opposite sides of the deal, the communications teams from the acquiring and the acquired company need each other to meet the shared goals of the acquisition
  • Success in the early stages of the acquisitions demands unbiased collaboration to produce internal and external messaging and make brand decisions
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Blog

Content Course Correction: Silicon Valley Roundtable

Phyllis Davidson December 2, 2016
  • A recent Silicon Valley roundtable on the topic of content revealed that many content professionals are dealing with similar challenges
  • Top-of-mind content improvement drivers discussed included cross-functional collaboration, corporate narratives and content ROI
  • Key recommendations included sparking collaboration through quick wins, crafting clear responsibility matrices and linking content measurement to impact
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Blog

Getting What You Want (and Need) From Third-Party Content

Phyllis Davidson September 19, 2016
  • Publication, industry analyst or other third-party content can add objectivity and depth to your content arsenal, but you need to make sure you’re getting what you pay for
  • Visualize your preferred end product, and make sure it’s something the third party will support
  • In addition, ensure you’re getting the best possible resource who knows the industry and market
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Blog

What Thanksgiving Leftovers and Derivative Content Have in Common

Phyllis Davidson June 27, 2016
  • Derivative content creation is a great way to get the most from your anchor content assets
  • Base derivative content on your target audience channel and asset type preferences, in the context of the buyer journey
  • Focus on quality of results rather than content volume
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Blog

Selling Soft Drinks or Software: Common Marketing Lessons

Phyllis Davidson May 23, 2016
  • Consumer and B2B marketers share some common goals, challenges and opportunities
  • A review of corresponding consumer and B2B marketing examples is useful in understanding buyer behavior
  • Examples covered include marketing approaches for personalization, segmentation and timeliness
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