THE B2B MARKETING OPERATING SYSTEM © 2017

THE B2B MARKETING OPERATING SYSTEM © 2017

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© 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.

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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

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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)

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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

crobertson@forrester.com

@1Carrobertson