Lisa Gately
Principal Analyst
Author Insights
Blog
Enterprise Content Moves From Tools To Systems: Adobe Summit Takeaways
Enterprise content leaders are under pressure on three fronts. They need faster time to activation as buyer behavior outpaces traditional campaign cycles. They need greater scale as content volumes rise across channels, formats, geographies, refresh cycles, and personalization needs. And most importantly, they need stronger returns. Improving relevance for priority audiences and increasing share of […]
Blog
Canva Recasts Itself As An AI Platform For Enterprise Work
For years, Canva’s advantage was accessibility. It made design easier, faster, and available to more people. At its recent Canva Create 2026, the big story was a deliberate repositioning: Canva aims to evolve from a design platform with AI tools into an AI platform with design tools. That changes how buyers should evaluate Canva. For […]
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Most Content Doesn’t Build Credibility: Let’s Fix That
The gap between what buyers need and what content delivers is becoming more consequential. Learn how leading teams build credible, proof-based content in an AI-driven buying environment.
Blog
AEO Changes What Content Must Do: Help Buyers Decide
Answer engine optimization (AEO) exposes a gap that’s long been hiding in plain sight. Most content is designed to explain — but when marketers stop at answering questions and avoid framing comparisons, trade-offs, and decisions, they hand that responsibility to AI systems and third-party sources.
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Forrester Analyst Takes For Digital Content In 2026
Digital content will continue to be shaped by enterprises both investing in and looking to gain practical business value from genAI solutions. Here’s how we foresee digital content evolving.
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Shifting From Creator Tools To Creative Participation: Adobe MAX Takeaways
Creativity has always extended beyond creative and content teams. But for years, many marketers and other employees lacked the tools, time, or skills to participate fully in shaping ideas and content. I just attended Adobe MAX 2025 and now see that reality changing. Adobe’s latest innovations aim to close those gaps by enabling anyone involved […]
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Stop Optimizing, Start Reinventing: Three Imperatives For Marketing Leaders In 2026
Learn three imperatives coming out of MAICON 2025 for marketing leaders looking to reimagine how marketing creates growth.
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Stop Reacting To GenAI Tool Requests And Lead With A Content Decision Framework
Discover why B2B leaders must understand the current state of people and workflows in content before moving forward with investments in generative AI for content creation.
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Standing Out In A Zero-Click World Starts With Stronger Collaboration
Buyers may never click through to your content, even if it’s relevant, well structured, and aligned to buyer needs. This doesn’t mean your content is any less important — it’s just that the rules have changed.
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Shifting Search Behaviors Demand Smarter Content Strategies
As B2B buyers embrace genAI tools and zero-click search to make decisions, traditional content strategies no longer cut it.
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GenAI Possibilities Become Reality When Leaders Tackle The Hard Work First
Learn why well-meaning questions about generative AI adoption can become a distraction — and what to do first to reap real benefits.
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Take An Audience-Centric Approach To Create Compelling B2B Event Content
Delivering compelling B2B event content is central to an event’s success, but it’s a high-stakes endeavor. Leaders must build organizational alignment around a key theme that aligns to business objectives.
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The New Creative Stack: What Adobe MAX Reveals About Our Future
Adobe MAX 2024 announced several key developments that offer a window into creative work's future. Read the Forrester blog to learn about the opportunities creative teams have to step into a more satisfying, collaborative future.
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Siteimprove Acquires MarketMuse To Bridge Content, SEO, And Accessibility
Marketers constantly ask how AI will shape content strategy and creation and improve business impact. Today’s announcement that Siteimprove is acquiring MarketMuse provides one potential answer, pointing to a new era with an AI-driven approach to the content lifecycle. Marketers will soon be able to create high-quality, discoverable content that engages audiences and delivers measurable […]
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Lessons From MAICON 2024 To Accelerate Your AI Success
MAICON 2024 insights and inspiration are still resonating. Learn three key lessons that set marketers up for success in an uncertain future.
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Adobe Developments Signal Changes For B2B Content Workflows
A year after the release of Adobe Firefly, B2B content workflows come into focus, with brand guidelines and broader participation possible in content creation and distribution activities.
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CMOs: Advancing From GenAI Pilots To Proficiency Doesn’t Come Easy
As the initial awe surrounding generative AI (genAI) fades, marketers must navigate a more pragmatic phase of genAI adoption. The first step is to understand adoption roadblocks and how to avoid them.
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Marketers: Choose GenAI Progress Over Perfection
If getting up to speed on generative AI feels daunting, the good news is that many other B2B marketers are also still figuring it out. What's critical is to take action — and this is how to get started.
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Lifecycle Revenue Marketing Capabilities Help B2B Triumph In A Customer-Driven World
Lifecycle revenue marketing (LRM) shifts from the historic structures and specialized teams used to drive revenue to sharing capabilities and prioritizing the customer experience.
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