[Webinar] The State of B2B Content Marketing with Forrester
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. THE B2B MARKETING OPERATING SYSTEM © 2017
- 2. THE B2B MARKETING OPERATING SYSTEM © 2017
- 3. © 2017 FORRESTER. REPRODUCTION PROHIBITED.
- 4. © 2017 FORRESTER. REPRODUCTION PROHIBITED. CMPs Are The Agile Collaboration Engine Of B2B Marketing Content Caroline Robertson, VP & Research Director September 19, 2017
- 5. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. 5© 2017 FORRESTER. REPRODUCTION PROHIBITED.
- 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© 2017 FORRESTER. REPRODUCTION PROHIBITED. Content is a very big deal
- 8. 8© 2017 FORRESTER. REPRODUCTION PROHIBITED. 10% of Program Budget 3rd most prevalent employee type 36% are increasing content budgets
- 9. 9© 2017 FORRESTER. REPRODUCTION PROHIBITED. Managing Content is An even Bigger Deal
- 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© 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© 2017 FORRESTER. REPRODUCTION PROHIBITED. Content Excellence Remains an Aspiration D +
- 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© 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© 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© 2017 FORRESTER. REPRODUCTION PROHIBITED. Differentiating Criteria for B2B CMP Personas & segments Content creation Analytics & attribution Asset management
- 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© 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. FORRESTER.COM Thank you © 2017 FORRESTER. REPRODUCTION PROHIBITED. Caroline Robertson crobertson@forrester.com @1Carrobertson
Notas do Editor
- Can you describe the distinction between the philosophy and practice of Agile as it relates to marketing teams?
- How is customer-centricity different from product-centricity in the day-to-day of a marketer?
- People are not in agreement on what content marketing even means. How can we get to a common understanding of cost when people are dividing the responsibilities across so many teams? Does the program budget number include personnel?
- How can teams more effectively reduce the waste that comes with content creation and distribution?
- From report authored by Forrester PA, Laura Ramos - Peer Stories And Credible Data Attract And Engage B2B Buyers We see organizations shifting to providing their content ungated, without a form due to this explosion of anonymous channels. Do you see this shift as well and should marketers be worried about not capturing information via lead forms? Regarding the explosion of channels creates a case for anonymity. how do we use this to our advantage? KC comment: Big expansion in the types of content, combined with the need to more effectively target the right buyer at the right time in their buying cycle with the right content. Providing content in context is the challenge as we enable more targeting.
- KC comment: This speaks to the need to collaborate around what is working and how to learn to say no. It's a challenge, but the organizations that really focus on customer-centricity are the real disrupters.
- So what's the bible?
- Is it even possible to achieve visibility, order, and insight with out a CMP? Regarding point 2: with visibility, order, and insight, we can focus on the job of marketing and not managing countless streams of activity to get our work done. Regarding point 3: Metadata connects your content to the targeted audience and enables your digital strategy. Templates create efficiencies throughout your process. Example, we begun to incorporate in our initiative templates how our Customer Success Organization may use our content as well as our Sales organization. Summary comment: Enable Marketers to know the larger context of their work.
- KC comment: Content marketing isn't just about blogs. It's what we do as marketers every day to create the digital experience. How you manage content that is present across the entire customer journey and manage the entire content and martech hub. Caroline comment: content inventory is no one's favorite job and a CMP provides the process that drives waste out and consistency in.
- Caroline to ask KC if these resonate what we see with our customers. KC Comment: And many b2b companies have to do all of this across multiple geographies, languages, product lines, buying groups vs. just individuals adding to the complexity of a B2B Marketing function. Without a CMP, this work quickly becomes chaotic. KC Comment: specialized personnel, high tech channels, collaborative process across geographies. Analytics won't tell you much without the metadata. And asset management is all about the visibility and accessibility across all channels
- Re # 2: It is an add on! We see teams really don't replace any tools aside from spreadsheets and email when they adopt our platform. Re #3: 3. change management! unifying silos is hard and that's not news to anyone. collaborating and agreeing on a single taxonomy, process, tech stack, etc requires a fundamental shift. Caroline: it's not a flip of the switch. you have to be thoughtful of how you structure and organize content in a CMP. It's not just by content type!