Detaching search from the physical world - why a deal with Campbell's matters so much to Yext CEO Howard Lerman
A first signing with a CPG firm with no physical location marks a new phase for Yext's expansion.
Archive: Digital and content marketing
From content to experience to context - a buzzword debate that actually matters
Calling BS on "content experiences" and "contexual experience" paid off. A fun debate was joined, and the conversation advanced. Here's what I think B2B content marketers can apply from these discussions.
Content - marketing, experience, context, oh my!
Jon Reed published a skeptical take on buzzwords like "content experience" and "contextual experience." As companies struggle to scale their content and humanize their brand, this is a debate worth having.
Getting content operations right - demystifying the roles of people, process, and technology
For enterprises, producing effective content is just the beginning. Then there is the problem of scale. Yes, it's time for ContentOps. In the first of a two part series, Barb Mosher Zinck lays out the framework.
Salesforce's shift from international to global supports strong second quarter
Another strong quarter for Salesforce with some global nuances taking shape.
What the heck are content experiences, and why are we overhyping them? A skeptical riff
A provocative series of content marketing presentations has forced me back into content strategy. The only problem: I'm queasy from "content experience" buzzwords. And is context more important than content? What?
From Enterprise 2.0 to the digital workplace - how far have we come?
Remember the heady days of Enterprise 2.0, when a sweeping wave of collaboration was going to level hierarchies, changing work forever? How far have we actually come? One certainty: the digital tools are different.
The problem of curation platforms, and the Scoop.it monetization clampdown
It's Friday, I had an 18 hour travel day this week, and I'm crank-o-riffic. A slow-cook meltdown with Scoop.it needs to come off the stove. Behind that meltdown is the enduring power of content curation.
How do we create more engaging content? Apester says the answer is interactive experiences
Marketers want to provide more engaging content - but how? One approach is via interaction, or what Apester calls interactive content experiences. Barb shares one view of this emerging field - and how brands are faring.
It's time to reduce enterprise buying complexity - a dialogue with Gartner's Hank Barnes
Gartner's Hank Barnes regularly shares provocative ideas and research on enterprise buyers. Our first-ever podcast brought the question of how buyers are changing to a head. Here's the highlights.
Digital media disruptions #24 - LinkedIn changes its content algo, thought leadership gets demystified, and email wins
Why do buyers value thought leadership content - and marketers fail to create it? Will LinkedIn's algorithm tweak favor your efforts? And can AI help with engaging B2B readers, without alienating them? Here's my rundown.
Original research for content marketing - why aren't more brands doing it?
The data is in: original research is effective for content marketers. So why aren't more brands doing it? Here's Barb's answer - and six tips for content marketing teams.
How Fujitsu mastered GDPR with Marketo as its 'compliance angel'
With GDPR looming and a rising need for personalized contact with B2B buyers, Fujitsu consolidated a diverse marketing landscape on Marketo as its global system