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B2B Marketers Speak: Success Depends on Mastering the Business Practice of Content Management

B2B Marketers Speak: Success Depends on Mastering the Business Practice of Content Management is the first in a series of reports based on Digital Clarity Group’s 2017 Voice of the Marketer research.

B2B marketers know that harnessing the power of content in the digital era is no easy feat. The need to fill and refill the content pipeline, to track and measure, and to deliver effectively is inexorable. Content is created, stored, and managed in multiple formats and systems, including web content, product information, customer information, and digital assets. Marketers need to be able to access that content quickly and easily, and tailor it in dynamic, personalized ways. Content delivery in multiple languages through multiple channels adds to the complexity.

The good news is that marketers have proven systems and tools that enable them to meet these challenges. Over the last decade, the needs of marketing organizations have largely driven the evolution of web content management systems into contemporary digital marketing platforms. While the technology solutions have long been available, how well are B2B marketers leveraging them to drive and support their strategies and programs? How are B2B marketers approaching the alignment of customer demands with content management capabilities, practices, and systems? How are they prioritizing investment in content creation and management skills for their teams? Most importantly, how prepared are marketers to successfully harness content for effective marketing in the future?

To answer these questions, we conducted the first Voice of the Marketer research program in late 2017. We fielded online surveys from marketing professionals with responsibility for content management at their companies. Two hundred respondents from the United States, the United Kingdom, and Canada, at companies with US $250 million or more in annual revenue, completed the survey.

This report focuses on core attitudes about the role that content management plays in effective B2B marketing, describes the current alignment between attitudes and actual practices, and concludes with recommended actions that marketers can take towards mastering the business practice of content management.

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