Companies need to provide buyers relevant,
valuable content at each phase of the journey.
Organizations face intense pressure to do
this primarily, if not exclusively, through digital
channels. They are finding that, in order to provide
customers content that helps, educates and even
delights them, they must rethink their approach to
Rethinking content delivery has two sides to it. On
the one hand, the burden of content creation falls
not just on marketing but also on a range of lineof-business stakeholders. On the other hand, IT
needs to provide solutions that facilitate content
delivery across the organization without sacrificing
security and governance.
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