Forrester B2B Summit 2024 Day 3: The Generative AI Advantage and Looking Ahead to 2025

And that’s a wrap! They say time flies when you’re having fun, but we can’t believe the final day of Forrester’s B2B Summit 2024 has come and gone.

Our team learned so much over the past three days, and we can’t wait to put all the insights we’ve collected to good use. But before we sign off, we’ve put together a snapshot of one of our favorite events from the entire week.

Keep reading for our summary of Wednesday’s closing keynote panel, which covered how generative AI is redefining product management, marketing, and sales by enhancing efficiency, creativity, and precision.


Closing Keynote Panel: Create Your Generative AI Advantage in Marketing, Product & Sales

Expert panelists: Dave Frankland, VP Research Director (and moderator), and Principal Analysts Lisa Gately (Marketing), Seth Marrs (Sales), and Tony Plec (Product)

Has your organization embraced AI yet? If you have, you might have noticed what the panel referred to as AI’s ‘multiplier effect.’

The general idea is that you don’t have to embrace AI in every aspect of your business to reap the rewards. Instead, you can adopt AI progressively, starting with small projects. Over time, this small investment will grow, creating a chain reaction that:

1. Improves business productivity by enabling organizations to achieve more with existing resources.

2. Supports a culture of creativity by unlocking teams’ creative potential and allowing individuals to produce high-quality content.

The impact of AI’s multiplier effect on…

To put this into perspective, let’s look at the improvements AI can offer across departments:

Product marketing. Introducing generative Integrating AI products into your workflows can help streamline and improve your processes. Plus, AI tools can revolutionize market insight generation, helping uncover hidden customer needs and behavioral patterns.

Marketing. AI tools can help you create personalized marketing campaigns by leveraging precision targeting, optimizing marketing strategies with virtual agents, and supporting cross-functional collaboration by repurposing data.

Sales. If you want to enhance your CRM with improved data quality, access the real-time insights that’ll help you build winning sales enablement strategies, and measure the ROI of training initiatives more effectively, AI can help you do this and more.

Choose action over hesitation

“Don’t wait for AI to ‘happen’ to you—take proactive steps and choose action over hesitation.” – Seth Marrs

If you want to make the most of generative AI, we suggest you follow these four practical tips:

1. Start experimenting. It’s that simple! If you’re experiencing FOMO but feel too overwhelmed to jump in at the deep end, then start slow. Begin experimenting with the AI tools that are already available to you. There are lots of free tools you can use online, too.

2. Consider the impact on legal and data. Collaborate with your governance teams to ensure you’re using AI responsibly. From IP protection to structured data feeds, there’s lots to consider!

3. Collaborate with other departments. By working together with other departments on pilot projects, you can share ideas, experiment collaboratively, and transform your functions together.

4. Focus on one initiative. Rather than spreading your resources too thin, focus on one high-impact initiative, prove its value, and then expand.

Our big takeaway: Don’t let AI happen to you!

You snooze, you lose, etcetera, etcetera. Whether you’re hesitant to embrace the power of generative AI or feel overwhelmed by all the options, you need to choose to take action.

AI is the future, and the best thing to do is dive in, start experimenting, and unleash AI’s transformative potential for your business and your customers!

What’s next?

If you missed either of the previous days, check out our day one recap here and day two recap here.

Forrester’s B2B Summit 2024 may be over, but we’re already looking forward to 2025!

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