Rethinking B2B Marketing Contribution In The AI Era

AI is transforming how B2B buyers discover, research, and evaluate vendors. Yet most marketing organizations continue to rely on measurement frameworks designed for buyer journeys that no longer exist. 

Join Forrester VP and Principal Analyst Ross Graber as he explores why an accountability reset is overdue, what these shifts mean for marketing leaders, and how forward-thinking organizations are adapting. 

Come away with practical guidance on modernizing measurement strategies and building confidence in marketing’s impact in an AI-driven buying environment. 

What You’ll Learn: 

• How AI-driven buyer behavior is changing the way marketing performance should be measured 
• The traditional measurement approaches that are becoming less reliable and where marketers should shift focus 
• What leading organizations are doing to evolve marketing accountability and performance measurement 

Leave This Session With: 

• A practical framework for evaluating marketing contribution in an AI-driven buying environment 
• Guidance on where to move beyond attribution and sourcing metrics 
• Actionable next steps for modernizing your measurement strategy and demonstrating impact