This post was originally written by Stephen Diorio on the Forbes Insights blog. Interview was conducted by ComBlu president and study co-author, Kathy Baughman and Diorio. Diorio and Baughman, co-founders of the Brand Publishing Institute, conducted the research for Forbes Publish or Perish Report.

A Series of Profiles of CMO Leaders Who Are Redefining the Marketing Discipline By the Forbes CMO Practice

Recently a team of experts from the Forbes CMO Practice conducted interviews with leading CMOs to develop a research report entitled Publish or Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain”.   The report deepens the conversation about how publishing is emerging as a critical marketing discipline that is essential to top line growth, and increasingly defines the role of the CMO.

One input of the report was interviews with 30 leading CMOs who gave their insights about scaling content operations in a large, complex organization. Following are highlights of one such interview conducted by the report authors Kathy Baughman and Stephen Diorio with Rishi Dave, CMO, Dun & Bradstreet where Rishi discusses how he is evolving marketing content operations to support digital and social channels and to deliver more personalized content experiences to clients.

What is the role of content in your marketing programs?

Content is a key component of delivering on all three aspects of our marketing mission:

  • Driving our brand purpose and values
  • Driving our go to market approach around personas and verticals
  • Growing pipeline

Many CMOs are grappling with personalization. How is Dun & Bradstreet approaching it?

We are leveraging our data and analytics to prioritize our biggest opportunity accounts. Then, we are delivering engaging online and offline experiences against those accounts. And lastly, we are measuring the impact of those experiences. There’s a difference between personalization – what a company might do to create a more engaging website leveraging technology – and personalized experienced; which creates integrated online and offline experiences based on customers’ need. We are activating everything we can to create those personalized experiences.

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