ABOUT Barbie Mattie Barbie Mattie, former VP Principal Analyst at Forrester and current advisor at Iron Horse, discusses the findings of her recent report on B2B investments in 2024. The report reveals that high-growth companies prioritize efficiency, retention, and expansion as their most important outcomes. Content marketing emerges as a key strategy. Mattie emphasizes the importance of audience-centric content and a connected buyer journey. She also highlights the need for companies to focus on customer retention and expansion rather than solely on net new acquisition.