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Lisa Gately @LisaGately

Principal Analyst @Forrester. Runner. Reader. B2B marketing, content strategy and customer experience.

Joined February 2013
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In a zero-click world, it’s not just what you publish—it’s how you work across teams that determines whether buyers ever see it. My latest @Forrester blog explores how to work with your company's experts to stand out in AI-powered search. forrester.com/blogs/standing…

Standing Out In A Zero-Click World Starts With Stronger Collaboration

Buyers may never click through to your content even if it's relevant and well-structured. Find advice for how marketers can break through.

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What does #AdobeMAX tell us about the future of the creative stack? It's about delivering more power, more precision, and better collaboration across the full creative lifecycle. Explore my top takeaways: forrester.com/blogs/the-new-…

The New Creative Stack: What Adobe MAX Reveals About Our Future

Adobe MAX 2024 announced several key developments that offer a window into creative work's future. Read the Forrester blog to learn about the opportunities creative teams have to step into a more...

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Marketers ask how AI will reshape their content strategy and creation processes. Today's news from @Siteimprove @MarketMuseCo points to a smarter, data-driven AI future. Read my take: forrester.com/blogs/siteimpr…

Siteimprove Acquires MarketMuse To Bridge Content, SEO, And Accessibility

The combination of Siteimprove and MarketMuse points to a new era for content strategy and AI-driven approaches to the content lifecycle.

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The insights and inspiration from #MAICON24 are still resonating.💡 You don't have to be a deep AI expert to lead your team into the future. But you've got to build your AI action plan now. Here are three lessons to help you prepare: forrester.com/blogs/lessons-…

Lessons From MAICON 2024 To Accelerate Your AI Success

MAICON 2024 insights and inspiration are still resonating. Learn three key lessons that set marketers up for success in an uncertain future.

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Day One energy at #MAICON24… Cleveland got the color for this week!
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GenAI will be the tech change of our lifetime. Colony’s law: the value of information will double each year. #ForrB2BSummit
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My biggest takeaway from #AdobeSummit last week is how much B2B content workflows are about to change. Learn about the event's highlights and how to get ready for your team's #genAI future. forrester.com/blogs/adobe-de…

Adobe Developments Signal Changes For B2B Content Workflows

A year after the release of Adobe Firefly, B2B content workflows come into sharper focus with brand guidelines and shifts in participants.

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When it comes to genAI, marketers are struggling with the transition from shiny new object to trusted work tool. @jaypattisall and I offer advice for genAI adoption on this week’s #ForresterPodcast​. bit.ly/3VrOuAY

How Marketers Can Take GenAI From Pilot Projects To Proficiency

As the hype surrounding generative AI yields to pragmatism, how can marketers take their genAI efforts from experimentation to excellence? VP and Principal Analyst Jay Pattisall and Principal Analyst...

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The primary limiting factor to implementing #genAi is the quality of your organization's data. Learn how your operations team needs to change in the latest blog by @Forrester analysts Brett Kahnke and Michele Goetz. forrester.com/blogs/gen-ai-d…

​Data Quality Is Now The Primary Factor Limiting GenAI Adoption​

As genAI tools become available to business users without specialized skills, data quality is now the primary factor impeding enablement.

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Ready to move from one-off approaches to marketing organization-wide genAI adoption? @JayPattisall and I have you covered: read our latest blog introducing Forrester's GenAI Marketing Adoption Framework to accelerate impact. forrester.com/blogs/cmos-adv…

CMOs: Advancing From GenAI Pilots To Proficiency Doesn’t Come Easy

To overcome adoption complexity and achieve genAI proficiency, explore Forrester’s GenAI Marketing Adoption Framework.

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It's time for B2B marketers to make progress with genAI adoption. Read my latest Forrester blog for practical advice on how to move your team's efforts forward this year. forrester.com/blogs/marketer…

Marketers: Choose GenAI Progress Over Perfection

Using generative AI (genAI) in B2B marketing may feel daunting, but it's critical to start experimenting. Here's advice on where to begin.

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A lot of marketers ask how they can differentiate their brand, given concerns about AI-generated content. Here are four ways brands will approach this in 2024: forbes.com/sites/johnhall/20…
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Privacy implications are a major consideration in #generativeAI pilot projects. In this episode of What It Means, @Forrester Principal Analyst Enza Iannopollo shares some insights and mistakes to avoid. forrester.smh.re/8Sf

Managing The Privacy Risks Of Generative AI

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For all the FOMO B2B marketers have about #GenerativeAI, many aren’t sure where to start with it. This week's @Forrester What It Means explores many of the questions I'm hearing from clients. forrester.smh.re/8Oy

How Will Generative AI Change B2B Marketing?

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Fact: 61% of marketers are still learning how AI works. We've all got questions about using genAI to scale content efforts. Join the @pathfactory webinar on Oct 4th to learn what your peers are doing and how you can guide your team moving forward. nurturenow.pathfactory.com/c…

B2B Content Intelligence & AI Buyer Journeys

PathFactory is the content intelligence platform that turns content and buyer data into personalized experiences and first-party signals that drive revenue.

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Looking forward to meeting SF Bay Area content peeps and discussing how genAI is changing B2B content. See you Oct 26th. Thanks @Greencognito and @dshiao!
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The next generation of "digital native" event attendees has arrived. Forrester's @conradmills outlines four ways to adapt your in-person event strategy. forrester.smh.re/8Iy

Adapt Your In-Person B2B Event Strategy Or Lose Audiences

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"In Forrester’s 40 years, we’ve rarely recommended that clients move immediately to build a new technology. We’re breaking that rule with generative artificial intelligence." @Forrester CEO George Colony breaks down all things #GenAI in his new blog. forrester.smh.re/8HU

The GenAI Imperative

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#GenerativeAI has driven a lot of change in a short period. In this week's @Forrester podcast, Senior Analyst Rowan Curran and VP, Principal Analyst J. P. Gownder discuss the genAI inflection point and its impact on the future of work. forrester.smh.re/8BQ

The Generative AI Inflection Point

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Looking to drive customer-obsessed growth? Join @Forrester analysts for a panel discussion on the key actions B2B marketing and sales leaders should align around during annual planning. forrester.smh.re/7uA

2024 Annual Planning: A Panel for B2B Marketing And Sales Leaders

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