Forrester’s State Of B2B Content Survey, 2024 shows that B2B marketers and revenue enablement stand at an inflection point for reimagining the content lifecycle. Content is a leading area for generative AI (genAI) adoption and use cases are popping up everywhere, bringing both opportunity and disruption. Meanwhile, content has become increasingly complex, with more volume, more teams, and more technologies. For years, Forrester has recommended investing in content operations and strategy to support customer experience, company efficiency, and sales effectiveness. This year’s survey results show that teams that established the right fundamentals are reaping the rewards.