AI Search Will Crack The Foundation Of B2B Marketing’s Accountability Model
AI‑driven answer engines are reshaping B2B buying, delivering zero‑click answers that bypass traditional marketing touchpoints. As a result, engagement metrics—long the cornerstone of marketing accountability—are falling 20‑30 %, threatening budget credibility. Forrester reports 90 % of B2B leaders now prioritize AI visibility, highlighting the urgency to replace engagement‑based KPIs with AI‑centric measures. The firm will discuss a new accountability framework at its upcoming B2B Summit.
The AI CMO: Growth Accountability Gets Next-Level
Forrester’s new report "The AI CMO" argues that artificial intelligence is not eliminating the chief marketing officer role but reshaping it into a growth‑orchestration function. AI agents will handle routine campaign execution, freeing CMOs to make enterprise‑level investment and automation...
Why An AI Event Strategy Is Becoming A Leadership Issue, Not A Technology One
B2B event teams face flat budgets, rising costs and demanding Gen Z‑Millennial audiences, while vast amounts of event data sit idle. AI adoption has surged, with 43% of firms using it to repurpose content and 40% for analytics, but many...
Unlock The Zero‑Click Buyer Data Hiding In Your Bot Traffic
Business buyers are increasingly using answer engines and generative AI tools to research solutions before ever clicking a website, creating a surge in zero‑click behavior. Traditional analytics miss these interactions because bot and agent traffic is filtered out as noise....
Building Preference Is The Key To Winning B2B Buyers
B2B buying networks have become increasingly chaotic, with Forrester reporting that 73% of purchases involve three or more departments and an average of 13 internal and nine external participants. The research shows 68% of buyers start the process with a...
Three Realities About B2B Buying Networks
Forrester’s 2025 Buyers’ Journey Survey shows B2B purchases are increasingly chaotic, with 73 % involving three or more departments and an average of 13 internal and nine external participants. Buyers now turn to peers, industry communities, and generative AI tools long...
AI Pricing Is Product Strategy: Five Questions Every Product Manager Must Answer Early
AI pricing is no longer a post‑launch add‑on; it must be baked into product strategy from day one. Traditional seat‑based SaaS models falter under AI’s variable compute costs and usage spikes, forcing firms to rethink pricing structures. The article outlines...