Vision Report

The Future Of B2B Content

A New Paradigm Requires Bold Bets And Experimentation

March 8th, 2023
With contributors:


Optimizing the customer experience is a top priority for B2B organizations around the globe. Dramatic improvements to the content engine will be essential to fuel and link engagement throughout the customer lifecycle and deliver the insights necessary for continuous improvement. To tackle these challenges and build for the future, organizations should seize the opportunity to make bold bets in technology, functional skills, operational alignment, and experimentation. This report explains the ways in which the B2B content engine is currently broken, how it can be fixed, and how marketers will leverage AI and content data to build contextualized content experiences.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.