Licensed for distribution by uberflip © 2023 Forrester Research, Inc. All trademarks are property of their respective owners. For more information, see the Citation Policy, contact citations@forrester.com, or call +1 866-367-7378. Summary Optimizing the customer experience is a top priority for B2B organizations around the globe. Dramatic improvements to the content engine will be essential to fuel and link engagement throughout the customer lifecycle and deliver the insights necessary for continuous improvement. To tackle these challenges and build for the future, organizations should seize the opportunity to make bold bets in technology, functional skills, operational alignment, and experimentation. This report explains the ways in which the B2B content engine is currently broke

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