Lisa has more than 20 years of experience in B2B technology content, communications, events, and services marketing. She helps Forrester clients build and optimize their B2B content engines and transform them into competitive differentiators. Lisa is an evangelist for audience-centric content strategy, content marketing, and content operations.
This report reveals Forrester’s 2026 predictions for B2B marketing, sales, and product teams — AI and market volatility will shape the coming year.
Topic clusters organize scattered content so buyers and AI systems see you as a credible, visible source, and you can guide buying group decisions.
To create content that earns trust, marketers must collaborate with experts intentionally, flexibly, and with a focus on credibility over clicks.
B2B leaders must use a decision framework to pick the right generative AI tool for content creators based on modality, task, skill, and strategy.
This report guides B2B marketing decision-makers on recommended budget investment, divestment, and experimentation options heading into 2026.
Forrester’s State Of B2B Content Survey, 2024 shows content teams at the forefront of generative AI: tech savvy, operationally sound, and human-factor focused.
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.