Content Intelligence – the foundation for Enterprise B2B Marketing
Enterprise marketers face a multi-dimensional problem – they are tasked with promoting hundreds of products & services, to many target industries & customer personas, using thousands of potential content or message options, across various channels. Since the buying journey has moved online, content is the vehicle for the customer decision process, yet the complexity of managing that content to deliver relevant experiences is overwhelming.
The first challenge is to analyse and structure the content ecosystem from multiple CMSs, and only then can marketers start building efficient approaches to personalization, sales enablement, lead generation and segmentation. Using case studies from clients including Intel, Fitch Group, Platts and AllianceBernstein, Andrew will explore the challenges and opportunities facing enterprise B2B marketers, and how they can build a path to generate business value.