Hi David, The key to doing this, with small or large teams, is to expand marketing beyond the marketing department. I believe that a pro-active process should trigger content creation throughout the organization, orchestrated along the customer life-cycle. In short, everyone within the organization should be motivated, trained and triggered to create relevant content for buyers. Hope this adds. Tom De Baere http://www.b2bmarketingexperiences.com

Hi Scott. Great post. I especially like the sentence "The best we can do is systematize pieces of our marketing ecosystem, carefully interweaving what we automate, what we semi-automate, and what we leave under manual control." I think you need to automate what you can to make your life as marketer easier, so you can focus on what is really important, as you said : focus on the customer experience. Especially in smaller marketing or communication team is makes a big difference. Thanks for the insight. Tom http://www.b2bmarketingexperiences.com