Making Your Marketing Goals a Reality: The Right Content for the Right Context at Scale

Tuesday, February 28, 2017
By: Toby Murdock Toby Murdock
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Marketers recognize the great challenge of their time is to deliver the right content to the right customer at the right time. So…how do marketers actually accomplish the hard work, and be rewarded not only for our efforts—but our outcomes? Below is an excerpt from our latest and greatest white paper by Kapost’s CEO, Toby Murdock: The Derivative Content Model: How …

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The Customer Experience Map

Tuesday, January 3, 2017
By: Toby Murdock Toby Murdock
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Disjointed customer experiences are limiting the growth of B2B companies. Across the B2B landscape we see content being produced in an uncoordinated way, managed by different, siloed teams. When internal teams aren’t aligned around a unified message or story, customers experience confusing transitions as they move from one piece of content to the next. Understanding, Mapping, and Delivering an Effective …

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Experience Interlock: The Missing Ingredient to Effective CX

Wednesday, December 28, 2016
By: Toby Murdock Toby Murdock
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Regardless of industry or role, B2B marketers are focusing their attention—and budgets—on customer experience management. The proof is in the numbers, further supported by marketing analysts discussing the need to prioritize consistency and the revenue impact of effective customer experience (CX). However, as many organizations have discovered, the value of customer experience is easy to identify but much more challenging to achieve. Thankfully, …

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IT-Centric vs. Marketing-Centric Models for Managing the Content Challenge

Wednesday, December 14, 2016
By: Toby Murdock Toby Murdock
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The digital revolution has imposed both complexity and pressure on B2B marketing departments. With the chaos of specialized teams, tools, and channels in marketing, execution has become more challenging than ever. And at the center of this chaos is content—content that marketing must create to feed its teams, tools, and channels, which ultimately drives revenue. Marketers are employing various models and …

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The Right Content, the Right Customer, the Right Time

Monday, November 28, 2016
By: Toby Murdock Toby Murdock
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“The right content for the right customer at the right time”—also known as right³—is a refrain that rings in the ears of B2B marketers. It’s articulated so often across the B2B landscape, and for good reason. Right³ describes the imperative goal in the Age of the Customer—when the buyer is in control, marketers have to precisely meet their expectations at every …

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Listen Up Marketers: We Need Our Own Operating System

Friday, October 21, 2016
By: Toby Murdock Toby Murdock
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Marketing is not the same function it was ten years ago—when B2B marketers were considered “sales support.” Today, we hold our place as an equal partner among various corporate functions, including equal accountability to deliver tangible business results. The digital revolution catalyzed the transformation of B2B marketing from cost-center to profit-center. Changes in the buyer’s journey have driven marketing teams …

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Experience vs. Initiative: What’s the Difference?

Tuesday, February 16, 2016
By: Toby Murdock Toby Murdock
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There’s a new word taking hold of the marketing lexicon: experience. The word itself may seem straightforward, but when it comes to supporting your customers on their increasingly complex journey to purchase and advocacy, and executing efficient customer experience management, the term is distinctly different from its common definition. Given the sheer amount of content assets demanded by today’s customers, it’s important to group …

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What Is a Marketing-Driven Customer Experience Map?

Monday, February 8, 2016
By: Toby Murdock Toby Murdock
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Disjointed customer experiences are limiting growth for B2B companies. Across the B2B landscape, we see content being produced in an uncoordinated way, managed by different, siloed teams. When internal teams aren’t aligned around a unified message or story, customers experience confusing transitions as they move from one content silo to the next. To remedy this content chaos, marketers must take ownership …

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How Technology Has Fractured the Customer Experience

Wednesday, January 20, 2016
By: Toby Murdock Toby Murdock
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Our story begins a decade ago, when it was a much simpler picture for B2B marketers. Back in those days, B2B vendors went to market using no more than two or three channels. Maybe you created some ads and held a few events, but—more than anything—your sales team delivered your messaging and products to the market. You had agency partners helping with creative, …

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Announcing the Kapost Express On-Ramp

Friday, December 4, 2015
By: Toby Murdock Toby Murdock
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At Kapost, we’ve had the good fortune to work with hundreds of B2B marketing organizations in their effort to build outstanding marketing content operations. Through the course of this experience we’ve learned a lot about what makes our customers successful in this endeavor. And from this learning we’ve developed a new offering for how to best get started with Kapost …

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