Lisa Gately

Principal Analyst

Forrester Bio

Author Insights


Adobe Developments Signal Changes For B2B Content Workflows

Lisa Gately April 3, 2024
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.

CMOs: Advancing From GenAI Pilots To Proficiency Doesn’t Come Easy

Jay Pattisall February 23, 2024
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.

Marketers: Choose GenAI Progress Over Perfection

Lisa Gately February 6, 2024
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.

Generative AI In Everything, Everywhere, All At Once Forces A Turning Point For B2B Content

Lisa Gately March 17, 2023

Lifecycle Revenue Marketing Capabilities Help B2B Triumph In A Customer-Driven World

Lisa Gately January 19, 2023
Lifecycle revenue marketing (LRM) shifts from the historic structures and specialized teams used to drive revenue to sharing capabilities and prioritizing the customer experience.

Most Thought Leadership Isn’t Thoughtful Or Leading: How Can We Fix That?

Ian Bruce March 9, 2022
Biased. Lacking substance. Dull. When we asked B2B buyers what they think about the content they receive from vendors, over 60% of respondents to Forrester’s 2021 Content Preferences Survey gave these unflattering opinions. Buyers are drowning in a sea of sameness. They fail to find any value in the content they receive, because much of […]

Four Mistakes To Avoid In Customer Advocacy Content

Lisa Gately April 16, 2021
Customer advocacy content has high demand and impact, but B2B organizations need a more intentional, aligned approach to its planning, creation, and use.

Obtenez Des Équipes Internationales Les Contenus Adaptés À Votre Marché

Lisa Gately 16 Mars 2021
L'élaboration d'une stratégie de contenu de campagne globale qui fonctionne sur les marchés locaux est un défi pour la plupart des organisations de marketing B2B. Découvrez comment l’améliorer.

Get The Content You Need From Global Campaigns

Lisa Gately March 16, 2021
Building a global campaign content strategy that works across local markets is a challenge for most B2B marketing organisations. In her latest blog post and upcoming webinar, Lisa Gately outlines how regional marketers can drive the conversation in three areas to improve audience-centricity, decision-making, and content collaboration.

Three Content Projects Worth Tackling During the COVID-19 Crisis

Lisa Gately April 17, 2020
  • Reassess what’s in your content queue as your organization adapts to a new environment
  • Adjust how you build content with customers and experts as event plans change
  • A close-up look at your current content is essential preparation during changing times