content marketing

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Current Malpractice Handicaps Social Selling’s Potential

Mary Shea August 5, 2019
We first published research on social selling in 2016, and B2B sellers continue to flock to various networks to interact with their customers and prospects. Social provides the opportunity for authentic connections, mutually beneficial professional relationships, and positive business outcomes for both buyers and sellers. But sellers’ inconsistent and boorish behaviors and a lack of […]
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After A First Date, Would Your B2B Website Get A Second?

Laura Ramos June 24, 2019
More than 500 B2B marketers told Forrester that their company’s website is the most effective demand generation tactic for building awareness and increasing consideration.[i] This same study shows that B2B websites surpass digital advertising, search engine optimization, sales enablement, partner enablement, or events for early-stage demand-gen effectiveness. This means your website is likely to be […]
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DAM Market Set To Top $1 Billion In 2019

Nick Barber June 3, 2019
If you’re looking to get a handle on the explosion of content at your company, follow the lead of many organizations that have turned to digital asset management (DAM) to manage the entire content life cycle. More than 75% of global software decision makers are implementing or planning to implement DAM. How should you take […]
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Content, Experiences Key Focuses At Adobe Summit

Nick Barber March 27, 2019
At Adobe’s marketing conference, the company focused on content and experiences as the key differentiators for brands. Watch my video summary of the event that explores these key themes. Questions or comments? Find me on Twitter. Forrester clients: Set up an inquiry.
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Ask These Questions Before Investing In DAM

Nick Barber February 28, 2019
The perception that digital asset management (DAM) isn’t much more than static cloud storage is completely out of touch with today’s advanced DAM capabilities. Although technologies such as web CMS, content marketing platforms, and MRM boast DAM-like capabilities, most enterprises still need best-of-breed DAM for their rich media content needs. Many companies have caught on […]
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“Crap” Content Continues To Describe B2B Marketing — Don’t Let It Describe Yours

Laura Ramos December 7, 2018
In 2013, Doug Kessler and the crew at Velocity Partners published “Crap: the single biggest threat to B2B content marketing” — a work of thought leadership genius that I still tell marketers to read today. In just 50 PowerPoint slides, Velocity Partners explains why the current deluge of marketing “content” won’t serve buyers and what you […]
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The Content Localization Gap

Varun Sedov November 8, 2018
Bridging The Gulf Between Tech Buyer Expectations And Vendor Content B2B buyers increasingly expect contextual content tailored to their unique circumstances, which means an ongoing challenge for B2B technology marketers is crafting engaging content that appeals to customers across different touchpoints. However, most technology vendor content falls short of these expectations. In our recent study, 60% […]
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Video: Adobe Premiere Rush CC Brings AI-Powered Video Editing To Marketers

Nick Barber October 18, 2018
Adobe’s new Premiere Rush CC brings pro-level video editing capabilities to video creators who aren’t pros. It’s part of Adobe’s continued push downmarket to expand its footprint among creatives. Its simple interface works across computers and mobile devices, which means you can start a project on one device and finish it on another — or send […]
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Let's Talk Omnichannel Content At OmnichannelX

Ryan Skinner June 26, 2018
Sometimes you hit a nerve as an analyst. Sometimes everyone you talk to about an issue says, “Hey, that’s exactly what we’re focusing on right now! It’s a big deal for us — yeah, right now!” Nick Barber and I had that experience over the last several months. The issue: How far along are you on […]
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Let’s Talk Omnichannel Content At OmnichannelX

Ryan Skinner June 26, 2018
Sometimes you hit a nerve as an analyst. Sometimes everyone you talk to about an issue says, “Hey, that’s exactly what we’re focusing on right now! It’s a big deal for us — yeah, right now!” Nick Barber and I had that experience over the last several months. The issue: How far along are you on […]
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Back2Basics: Why B2B Marketers Should Differentiate On Customer Experience

Laura Ramos May 16, 2018
“To survive in a world of ‘killer competition,’ you can either distinguish yourself from your competitors or offer the lowest price.” That’s the opinion of Jack Trout, co-author of Positioning: The Battle for Your Mind, late president of Trout & Partners, father of the positioning concept. In this month’s conversation with Johannesburg-based author Mark Eardley, […]
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What Question Must Your Messaging Answer?

Laura Ramos April 13, 2018
Account-based marketing (ABM), demand generation, social selling, channel marketing, go-to-market strategy, marketing mix, campaign execution and almost anything that today’s B2B marketer worries about hinges on having relevant content that engages your buyers. My colleague, Ryan Skinner, defines content marketing as: A marketing strategy where brands create interest, relevance, and relationships with customers by producing, […]
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VIDEO

Two Important Video Questions Answered

Nick Barber April 10, 2018
Brands know that video resonates with their buyers, but if you’re new to producing video, the format can be daunting. There’s a great opportunity for B2B marketers to use video to help distill and showcase their company’s big ideas. In our report A Blueprint For Successful B2B Video Marketing we outline 3 steps that marketers […]
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Consumer Marketing 2018 Is A Can’t-Miss Event

Melissa Parrish March 5, 2018
Last year marketers faced a crisis of confidence: How would you navigate the chaotic seas of our world and business context, rocked by politics and consumer upheavals you couldn’t control? This year, as businesses found their values-driven groove, marketers are facing major volume challenges: You’re responsible for—or are trying to dig up– more channels, more […]
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Content Marketing Under GDPR: Upheaval Paves The Way To Quality Over Quantity

Varun Sedov March 1, 2018
With the looming May 25th deadline, the GDPR (General Data Protection Regulation) will be front of mind for all forms of marketers, from digital leads to field marketers. Content marketers will also be affected by the requirements of this new law, which seeks to protect the personal data of European consumers. This new era of […]
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Bynder’s Acquisition Of WebDAM For $49 Million Will Force Big Players To Innovate

Nick Barber February 16, 2018
The digital asset management (DAM) market continues to consolidate with the latest big purchase of San Mateo, CA based WebDAM by Bynder, a European player based in Amsterdam that has been expanding in the US. Consolidation signals maturity in the marketplace and that means that differentiation isn’t as easy. The hip Bynder culture and SaaS-based […]
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Top Gear Marketing: How Honda Measures The “Rhythm Of The Brain”

Dipanjan Chatterjee February 12, 2018
Why Should You Care? Ever seen puppies on ads? How about babies? If you have, chances are that you weren’t seeing much of anything else. When I first collaborated with Nielsen Consumer Neuroscience, they shared a straight-forward eye-tracking heat map of an audience watching a commercial involving shelter pets. The dogs were adorable. And everything […]
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The View From Backstage: How We Helped Get Customer Obsession Working For You At Forrester’s B2B Marketing Forum In Austin

Caroline Robertson October 17, 2017
Just over a week ago in Austin, I achieved another professional milestone — hosting my first Forrester B2B Marketing Forum. While the team did a wonderful job of preparing me and all the speakers at this event, the one thing I was unprepared for is how different the view is from backstage. The upside was […]
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Cision IPO – Great Guns For Brand Situational Awareness

Ryan Skinner June 30, 2017
Today Cision will officially IPO on the NYSE, assuming the ticker CISN and emerging as a tradable entity from the shadow of its private equity owners. The underlying intent: To raise capital to continue a growth trajectory that’s involved a string of acquisitions in the PR and comms space, such as Gorkana, Viralheat, and PRNewsWire. […]
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The Missing Step To Maximizing Your B2B Content Marketing Investments

Daniel Klein May 9, 2017
You hear this advice everywhere: B2B marketers need to do more with less. Nowhere is that more true than with your cornerstone content. Unfortunately, B2B marketers underutilize their cornerstone content studies such as whitepapers backed by data and ROI/business case analyses. 43% of marketers in North America and a staggering 69% of marketers in Europe […]
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