B2B marketers measure almost everything with rigor. Yet content remains the elusive exception.
Forrester reports that 30% of content lifecycle decision-makers name better content measurement capabilities as their top priority for the next 12 months. Yet only 27% can track content’s impact on pipeline, and just 32% track it against revenue. Now GenAI is multiplying output and data faster than any team can interpret either one — turning a longstanding blind spot into a business risk.
In this Forrester report, Give Your Content Measurement An AI Upgrade, you’ll get a sequential path to modernizing measurement using the Forrester Aligned Measurement Process Model. It’s built for a world where AI scales processing, and humans still own the strategy, the meaning, and the judgment.
Access the Forrester report to get the scoop on:
- The three phases of the Forrester Aligned Measurement Process Model, and how to run each one
- How to measure the impact of GenAI itself: tracking AI-generated, AI-assisted, and human-created assets to see where AI is delivering, and where it needs more guardrails
- Which measurement work to hand to AI, and which decisions to keep firmly with your team
- How to extend measurement past the sale into onboarding, adoption, and advocacy
Information in Forrester publications is based on Forrester’s efforts to compile and analyze the best resources reasonably available to Forrester at any given time. Opinions reflect judgment at the time and are subject to change. This report is part of a broader collection of Forrester resources, including interactive models, frameworks, tools, data, and access to analyst guidance.
