With B2B buyers’ rapid adoption of AI answer engines like Microsoft CoPilot, ChatGPT, and Google AI Mode, marketers face an increasingly widening visibility vacuum. The challenge of answer engines isn’t the decline in traffic, but rather the decline of visibility into buyer behavior. These tools give buyers more options for self-service, expanding query complexity and time spent with information — but marketers can’t see any of this behavior directly. This report looks at the skills and habits leading organizations are adopting to better see and be seen through answer engines.

B2B buyers expect clarity, relevance, and differentiation in every interaction, but most provider messaging stops at the value proposition and leaves go-to-market (GTM) teams to stitch together a story from disconnected assets. Marketers can use a storyboard, delivered via a pitch deck, to construct a coherent narrative that aligns teams and helps buyers progress through the buying journey. Storyboards require deep insight, including buyer context and goals, market forces, differentiation, and feedback from message testing. This report shows how to create a story that grabs attention, builds empathy, clarifies the approach and outcomes, and ends with clear next steps.

This Forrester B2B role profile provides a job description and competencies for the industry marketing director, a senior-level role who is responsible for developing and telling a story about an organization’s solutions for a particular or multiple vertical industries.

This Forrester B2B role profile provides a job description and skills for the market and competitive intelligence manager role, who is responsible for developing and executing market, competitive, and buyer intelligence programs.

This Forrester B2B role profile provides a job description and competencies for the regional portfolio marketing manager. Global businesses rely on this role to provide a deep understanding of local markets, adapt the go-to-market strategy for their regions, and drive success through regional enablement and expertise.

This Forrester B2B role profile provides a job description and skills for the product marketing specialist role, which is critical in gathering buyer insights, creating assets, and executing project work for product launches and other initiatives.

As B2B buyer research shifts to AI-powered answer engines, a new "visibility vacuum" is emerging. At B2B Summit North America, you'll learn how to overcome it.

Business buyers are researching you long before they ever click on your site — and increasingly, they’re not clicking at all. Zero‑click behavior is surging, with buyers relying on answer engines and genAI tools as their first stop for gathering information, comparing vendors, and evaluating solutions. Marketers are stuck guessing how they influence buyers through […]

This Forrester B2B Role Profile provides a job description and competencies for the portfolio marketing leader. This role is responsible for driving market and buyer centricity across the organization, positioning offerings, and orchestrating the go-to-market strategy to achieve business goals and growth objectives.

AI agents and bots are rapidly becoming a material share of digital traffic across B2B and B2C journeys. Marketers struggle to measure, attribute, and influence these nonhuman interactions, while security teams can detect, classify, and mitigate them, but the two groups rarely operate from a shared taxonomy or playbook. B2B marketing, B2C marketing, and security leaders should read this report to learn how to jointly approach AI agent and bot traffic.