Advance B2B GenAI From Pilots To Proficiency

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Business Strategy

Advance B2B GenAI From Pilots To Proficiency [MAICON 24]

Lisa Gately

Duration: 47 minutes

Webinar Recorded: September 2024

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B2B organizations adopting generative AI often work in siloed experiments, which can stall their progress. However, in 2024, savvy marketers will rally cross-functional teams around high impact use cases to elevate the impact of their content and customer experiences. This session will help you:

- Apply Forrester’s Generative AI Marketing Adoption Framework to expand beyond pilot projects.
- Facilitate cross-functional collaboration and ongoing change management.
-Mature and scale your organization’s proficiency to increase customer impact.

Note: This course is a recording of a session from the Marketing Artificial Intelligence Conference (MAICON), which was held in September 2024.

Meet Your Instructor

Lisa Gately

Lisa Gately is a Principal Analyst at Forrester, where she advises B2B organizations on how to build and optimize their content engines so that generative AI initiatives can drive growth and better customer experiences. She helps leaders and marketers understand what’s possible with AI use cases, and how to align cross-functional teams for better outcomes. Gately has 20+ years of experience as a marketing leader at B2B technology companies. Prior to Forrester, she led content and customer marketing at Genesys and has held a variety of marketing roles at VMware, Nokia, Symantec, and Lucent. Her areas of expertise include content marketing, content strategy, content operations, services marketing, and customer marketing. Gately holds a master’s degree in business administration and a bachelor’s degree in public relations from the University of Florida.

Principal Analyst, Forrester