The Death (or not) of DXP and the Death (or not) of Blogging Episode

This week, Mark Demeney, Senior Director, Product Marketing at OpenText, joins our host Ian Truscott in the Rockstar CMO studio to discuss the changes in content technology and where the industry is headed as the term DXP, or Digital eXperience Management, is being dropped, and how our enterprise marketing technology platforms need to work with AI.

They then move on to the question many B2B tech marketing organizations ask: should product marketing sit under product or marketing?

They discuss:

• The decline of the DXP category and its implications

• The importance of composable marketing technology and API-first approaches

• AI's impact on content creation, management, and governance

• The evolving roles within marketing teams, including product marketing and CPOs

Then, Ian moves to our virtual bar, The Rose and Rockstar, and joins Robert Rose, Chief Trouble Maker at Seventh Bear, to explore some fresh research from Andy Crestodina at Orbit Media, following an annual survey of over a thousand content marketers. 

The headline number in the post was that, after consistent performance over several years, “The percentage of respondents who report 'strong results’ dropped to an all-time low of 14%” and Ian and Robert discuss what that means for content marketing.

Does this mean the death of the corporate blog as traffic is down, or are we measuring the wrong things, and has the purpose of our content now changed? 

Enjoy!

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The Links

The people:

• Ian Truscott on LinkedIn 

• Mark Demeney on LinkedIn

• Robert Rose on LinkedIn

Mentioned this week:

• Mark’s last appearance - The Metaverse and Marketing Gifts Holiday Special Episode 

• Mark’s website - Mark Demeny

• Digital Marketing Tips from Andy Crestodina - We asked 1,042 content marketers if their blog works. Just 14% said yes.

• This Old Marketing - Is Blogging Dead or Mostly Dead? (550)

Rockstar CMO:

• The Beat Newsletter our weekly(ish) newsletter

• Rockstar CMO on the web and LinkedIn

Track List:

• We’ll be right back by Stienski & Mass Media on YouTube

• Piano Music is by Johnny Easton, shared under a Creative Commons license

You can listen to this on all major podcast platforms, including Apple Podcasts, Amazon Podcasts, and Spotify

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