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What Happens When Content Marketing And Sales Enablement Platforms Collide?

Laura Ramos  (Vice President, Principal Analyst, Forrester)

Mary Shea, Ph.D.  (Principal Analyst, Forrester)

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Track: Core Content Concepts

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

As marketing and sales create a more seamless business buying experience, the need to enhance content delivery and measure its relevance to intended audiences increases. Vendors that help sellers customize and deliver highly-relevant content, track assets' impact on deals, and deliver more meaningful experiences to buyers will find their solutions in high demand. Today CMPs approach this from a content production perspective and SE platforms take a sales enablement route. This presentation looks at where these technologies are heading and answers the question "who will survive the content experience war brewing in the marketing and sales worlds?"


In this session for demand generation and sales enablement professionals, Forrester analysts Laura Ramos and Mary Shea will:
*Outline the dynamics in B2B marketing and selling that are shaping how buyers experience content when exploring and making technology purchase decisions.
*Share Forrest Wave results on our most recent B2B CMP and SEA platform evaluations, honing in on the content capabilities covered by both.
*Look at how these capabilities differ and share similarities, and explore whether the overlaps in these markets are sustainable long term.