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THE B2B MARKETING OPERATING SYSTEM © 2017
THE B2B MARKETING OPERATING SYSTEM © 2017
© 2017 FORRESTER. REPRODUCTION PROHIBITED.
© 2017 FORRESTER. REPRODUCTION PROHIBITED.
CMPs Are The Agile Collaboration Engine Of B2B Marketing Content
Caroline Robertson, VP & Research Director
September 19, 2017
We work with business and
technology leaders to develop
customer-obsessed strategies
that drive growth.
5© 2017 FORRESTER. REPRODUCTION PROHIBITED.
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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
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Content is
a very big deal
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10% of Program
Budget
3rd most prevalent
employee type
36% are
increasing
content budgets
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Managing Content is
An even Bigger Deal
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Source: Forrester Consulting Study, January 2017
“Vendors give me too much material.”
“Much of the material
is useless”
60%
54%
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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]
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Content Excellence Remains an Aspiration
D +
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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
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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
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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© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Differentiating Criteria for B2B CMP
Personas & segments
Content creation
Analytics & attribution
Asset management
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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© 2017 FORRESTER. REPRODUCTION PROHIBITED.
B2B Marketing 2017JW 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
FORRESTER.COM
Thank you© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Caroline Robertson
@1Carrobertson