Category: Content Marketing

12 Sep
content marketing

Content Marketing Approval Processes are a ‘double-whammy’ for some European Marketers

12 Sep

Gerry Brown Research Director Read full bio  @gerrybrown There is a lot of talk in the media about the importance of content marketing, but little attention is paid to the underlying challenges that hinder its effective execution. For a better understanding of content marketing issues, IDC ran a survey of 300 enterprise marketers across 11 […]

05 Jul

Are European enterprises adopting digital customer journey management?

05 Jul

Gerry Brown Research Director Read full bio  @gerrybrown Customer journey management is a hot topic in management – particularly within the context of digital transformation and customer experience. Leading enterprises today compete on digital customer experiences. Traditional differentiation on product and price is replaced by end-to-end customer journey experiences designed to delight the customer and […]

27 Jun

What is on the mind of Technology Marketing Leaders?

27 Jun

Gerry Brown Research Director Read full bio  @gerrybrown Last week IDC hosted, 22 tech industry marketing leaders at our annual CMO Advisory council dinner in London.  The topics up for discussion were IDC’s latest research and thought-leadership ideas in the areas of content marketing, customer experience, and customer data management.

17 Jan

Do You Know How to Make Account Based Marketing Succeed?

17 Jan

Lisa Borthwick Go-to-Market specialist, European Custom Solutions LinkedIn profile IDC predicts that by 2020, 1 in 5 marketers will abandon the traditional funnel for a buyer-centric approach. The funnel belongs to the 20th century.  Back then, buyers were ignorant about their choices and sellers knew little about the needs and preferences of their prospective customers. 

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