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[Webinar] The State of B2B Content Marketing with Forrester

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The State of B2B Content Marketing with Forrester [Webinar]

With so much technology enabling content delivery, the need for content to fuel these systems has never been greater. So how do you decide what technology you need to develop the right content for the right customer at the right time?

Join Caroline Robertson, VP and B2B Marketing Research Director at Forrester alongside KC Hill, VP of Marketing at Kapost to take a first look at Forrester's latest research on B2B content marketing platforms and why they are the agile collaboration engine of B2B marketing content.

Caroline and KC discuss:
- An exclusive, first look at Forrester's latest report on B2B content marketing platforms (CMPs)
- The role of technology and CMPs in building a customer-centric marketing strategy
- The current and future challenges of building a successful content marketing operation
- How to know which content marketing platform is right for your organization

The highlight? A 20-minute live Q&A at the end of the session. Caroline and KC field your most burning questions around Forrester's report on B2B content marketing platforms and how you can deliver the right content to the right customer at the right time.

Caroline Robertson is passionate about helping organizations clearly communicate how they help their clients be more successful. She brings nearly 20 years of marketing leadership experience to her current Forrester clients. As VP and B2B Marketing Research Director she leads her team in helping B2B organizations excel at customer-obsessed marketing and seller enablement.

KC Hill began her career over 30 years ago in the simple days of marketing, defining value and promoting products through direct sales organizations where she saw the complexity of teams, tools, and channels explode into the digital revolution. As the VP of Marketing at Kapost, she keeps her teams focused on the customer by aligning sales and marketing strategies to address their most pressing problems.

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[Webinar] The State of B2B Content Marketing with Forrester

  1. 1. THE B2B MARKETING OPERATING SYSTEM © 2017
  2. 2. THE B2B MARKETING OPERATING SYSTEM © 2017
  3. 3. © 2017 FORRESTER. REPRODUCTION PROHIBITED.
  4. 4. © 2017 FORRESTER. REPRODUCTION PROHIBITED. CMPs Are The Agile Collaboration Engine Of B2B Marketing Content Caroline Robertson, VP & Research Director September 19, 2017
  5. 5. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. 5© 2017 FORRESTER. REPRODUCTION PROHIBITED.
  6. 6. 6© 2017 FORRESTER. REPRODUCTION PROHIBITED. CMP’s Role in B2B Marketing’s Momentum Content is a priority for B2B Marketers It’s also a big challenge that’s only going to get more challenging Leveraging CMP can be a critical part of the solution
  7. 7. 7© 2017 FORRESTER. REPRODUCTION PROHIBITED. Content is a very big deal
  8. 8. 8© 2017 FORRESTER. REPRODUCTION PROHIBITED. 10% of Program Budget 3rd most prevalent employee type 36% are increasing content budgets
  9. 9. 9© 2017 FORRESTER. REPRODUCTION PROHIBITED. Managing Content is An even Bigger Deal
  10. 10. 10© 2017 FORRESTER. REPRODUCTION PROHIBITED. Source: Forrester Consulting Study, January 2017 “Vendors give me too much material.” “Much of the material is useless” 60% 54%
  11. 11. 11© 2017 FORRESTER. REPRODUCTION PROHIBITED. And it’s only getting more complicated Thinking about the content you prefer to read/use, how likely are you to engage with the following forms of content?” (4 or 5 on a scale of 1 [not at all likely] to 5 [ extremely likely]
  12. 12. 12© 2017 FORRESTER. REPRODUCTION PROHIBITED. Content Excellence Remains an Aspiration D +
  13. 13. 13© 2017 FORRESTER. REPRODUCTION PROHIBITED. This Photo by Unknown Author is licensed under CC BY How can I make this the entire page? If content is the soul of digital, content marketing platforms are its church
  14. 14. 14© 2017 FORRESTER. REPRODUCTION PROHIBITED. Why? They help B2B marketing teams maintain strategic focus They bring visibility, order, and insight into countless streams of activity They embed structure via metadata and templates into marketing processes
  15. 15. 15© 2017 FORRESTER. REPRODUCTION PROHIBITED. Two Types Of CMPs Fit B2B Marketers’ Varied Ambitions Type Description Buyer Editorial Microsite Focus Think Like a Publisher Content marketing leader Strategic Marketing Content Hub Marketing Operating System CMO or VP/SVP of Digital, Brand or Marketing
  16. 16. 16© 2017 FORRESTER. REPRODUCTION PROHIBITED. Differentiating Criteria for B2B CMP Personas & segments Content creation Analytics & attribution Asset management
  17. 17. 17© 2017 FORRESTER. REPRODUCTION PROHIBITED. Keep the following in mind: 1. Usability has a tendency to trump everything else when it comes to CMP selection 2. This is seldom purchased as a replacement to existing marketing technology; it is usually an add-on (that can replace some tech) 3. The technology purchase will usually coincide with extensive reorganization and team re-alignment 4. Account for time and investment to embed your content strategy into the CMP (and if you don’t have a content strategy, account for time and investment to create one)
  18. 18. 18© 2017 FORRESTER. REPRODUCTION PROHIBITED. B2B Marketing 2017 JW Marriott Austin | October 5–6 Putting Customer Obsession To Work For B2B Marketing And Sales B2B marketing leaders have myriad choices as they reach for the golden ring that customer obsession offers. At B2B Marketing 2017, we’ll equip marketers to look past the hype to make the right decisions about people, process and technologies to drive customer acquisition, engagement, retention, and delight. forr.com/B2B2017
  19. 19. FORRESTER.COM Thank you © 2017 FORRESTER. REPRODUCTION PROHIBITED. Caroline Robertson crobertson@forrester.com @1Carrobertson

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