Forrester’s B2B Summit APAC 2024 for CMOs and marketing leaders is just a few weeks away.
I’m excited to meet you in Singapore on October 1, 2024, and together, we will discuss the latest data, trends, and insights shaping the marketer’s remit in a tech-disrupted world. At the Summit, you will get the opportunity to meet and network with your peers as well as analysts. For me, it’s the perfect once-in-a-year opportunity to connect with you and many of our clients under one single roof, learn about what’s working and what’s not, and explore solutions together.
Last year, generative AI (genAI) was hot off the press (it had been about 4–5 months since its public release when we had the 2023 Summit), and I was busy researching Forrester’s B2B Marketing GenAI Readiness Assessment framework and the genAI use case prioritization model for B2B CMOs. Both frameworks have proven helpful to organizations as they start experimenting with genAI for marketing with limited resources.
Fast-forward 12 months, and the landscape has evolved significantly. We are seeing adoption rising and investments pouring in. Many companies have moved from merely exploring and experimenting with genAI to implementing live use cases in production to leverage this transformative technology. Diverse challenges and hurdles have gotten in the way, but leading adopters and early movers continue to push forward with genAI adoption.
A key development in this journey is how genAI outcomes are now being measured. According to Forrester’s recent survey, the top outcomes being measured include increases in productivity, customer experience, and revenue. There are more outcomes being measured to showcase the ROI of AI initiatives, and these data points underscore the tangible benefits that genAI is bringing to business. The added rigor to measurement and ROI also emphasizes the fact that genAI is no longer just the shiny new object of 2023 but something that is truly transforming the way organizations interact with customers and deliver value.
I will be presenting on “Optimizing Marketing With Generative AI: Early Cases And Proof Of ROI” and will delve into the stages of genAI adoption and use cases that you can choose to experiment with during each stage — whether you’re just getting started or are already experimenting with various use cases. And I am particularly excited to talk with you about my ongoing research on how genAI is evolving and what it means to the B2B CMO.
Mark your calendars and register for Forrester’s B2B Summit APAC. Looking forward to seeing you there!
