How To Create Stand-Out B2B Content In A Zero-Click World

Is Your B2B Content Marketing Strategy Ready For AI-Driven Buying Journeys?

The rise of generative AI (genAI) is reshaping how B2B buyers find information, evaluate solutions, and make decisions. Today, nine in 10 buyers are using genAI tools to accelerate research, compare vendors, and pressure-test ideas before they ever appear in your pipeline. Traditional content and SEO strategies aren’t built for this new reality.

GenAI has also supercharged the shift to a “zero-click world,” where algorithms and automation quietly shape purchasing decisions. For marketers, this means the rules of engagement have changed. Standing out in this landscape isn’t just a challenge; it’s a matter of survival.

Join us for a live webinar with Lisa Gately, principal analyst at Forrester, as we explore how to reimagine your B2B content marketing strategy for this AI-driven reality. From building trust to harnessing the power of personalization and AI-driven buying journeys, we’ll share the tools you need to connect with buyers at every stage of their journey.

What you’ll learn:

• How genAI is reshaping buyer behavior — and expectations.
• Advice for making content discoverable and credible in AI-powered search.
• Why marketers must shift focus from capturing clicks to earning trust.

Leave this session armed with:

• Proven techniques to boost discoverability in a zero-click environment.
• Smarter ways to connect with increasingly savvy buyers.
• Actionable ideas for collaborating with influencers and experts.

Principal Analyst, Forrester

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.