Lisa Gately

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.

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.

Lifecycle revenue marketing (LRM) shifts from the historic structures and specialized teams used to drive revenue to sharing capabilities and prioritizing the customer experience.

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 […]

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

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.

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.

• 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