Jessie Johnson

Salesloft’s acquisition of Drift is a first step into marketing technology for sales tech vendors.

Conversational AI, chatbots, and automated marketing are not new to B2B marketing technology stacks. B2B marketing organizations leverage conversation automation solutions to better understand and enable buyers, customers, and internal teams by integrating signal-responsive conversations into existing workflows, tactics, and content experiences that span the full customer lifecycle. Conversation automation is quickly becoming integral to […]

By focusing on signals that illuminate customer preferences, perceptions, motivations, and influences, marketers can create more meaningful experiences and develop a more accurate assessment of value realization and propensity to buy.

B2B marketers overwhelmingly agree that buyers expect an experience personalized to their needs and preferences across sales and marketing. Personalization capabilities and components are distributed throughout the B2B marketing technology stack, but organizations often struggle to define an audience-centric view of the role of personalization that extends throughout the customer lifecycle. Too often, personalization starts […]

Marketers and technology vendors alike are rethinking approaches to engagement and enablement in response to the consumerlike behaviors of B2B buyers, heightened expectations for digital experiences, and the demands of a modernized workforce. The ability to automate conversational interactions using chatbots and virtual assistants (VAs) is one of many business requirements for organizations looking to […]

Artificial intelligence has fundamentally changed our ability to understand and empower our audiences, whether customer or employee. Discover three ways B2B marketers are leveraging AI now.

Across industries and audience demographics, conversational interfaces and the interactions they support are becoming embedded in the B2B digital experience as buyers and customers continue to show preference for self-guided interactions at each stage of their journeys. The ability to reach, engage, and enable empowered B2B audiences — whether buyer, customer, or employee — means […]

From their interactions as consumers, B2B buyers and customers are already accustomed to receiving relevant information curated by algorithms and delivered at the right time in dynamic and digestible formats. Across channels, devices, and interfaces, these audiences ask for what they want. They’re also aware of how their behavior drives the algorithmic co-creation of interest-based […]

Conversation automation technologies help B2B marketing and sales leaders holistically approach the design, deployment, and optimization of conversational interactions to deliver relevance and value in the moment while informing the timing and treatment of the next action.

Rather than attempt to control the journey, marketing and sales must meet buyers where they are, anticipate their needs, and enable them to take that next step. Forrester analyst Jessie Johnson explains how B2B marketing leaders are rethinking the delivery of digital experiences and the path from personalization to contextualization.

Teams supporting retention, cross-sell, and upsell are most effective when they focus on the right signals from buyers and customers. At B2B Summit North America, learn more about these signals and how to use them.

Moving from click-based engagement to real-time buyer enablement requires a change in approach. You likely already have signal-detection capabilities — the challenge is fine-tuning and scaling them.

Each holiday season, children get a visit from the jolly Santa Claus or the demonic Krampus, depending on their behavior throughout the year.

Connecting conversational interactions across channels helps organizations deliver frictionless engagement and experiences with value to the buyer.

• Demand and ABM leaders are rethinking existing approaches to program and tactic activation to meet the consumer-like expectations of modern B2B buyers in increasingly complex decision-making scenarios
• Buyer enablement refers to the shift from selling “at” buyers to enabling buyers to get the information they need in the moment to support their decision-making process
• Real-time buyer enablement requires organizations to understand the signals characteristic of their buyers, where to capture those signals, and how to classify and connect those signals across systems and workflows

• As plans or situations change, marketers must be ready to respond to the needs of their buyers, customers and partners in real time — and sustain momentum in planned programs to reach their desired outcomes
  
• Host virtual event spaces, microsites and interaction mechanisms that align with the planned in-person event experience, with rapid iteration built into design, development and management processes
  
• As marketers continue to innovate on their event strategy, digital properties and enabling tactic mix, it’s especially important to be respectful of data privacy regulations and contact preferences

• Today’s buyers are using voice search and voice-powered digital assistants to access information, complete tasks and consume audio content
• With the increasing adoption of voice interactions, demand marketers should start thinking beyond the screen for program activation
• Innovative demand marketers have the opportunity to leverage voice interactions to optimize delivery mechanisms, offer strategies, and the website experience

• Business and technology leadership requires focus on connection and alignment while challenging assumptions and creating momentum toward a common goal
• The SiriusDecisions Women’s Network inspires women and encourages growth, debunking common myths and preconceptions about women’s leadership
• The best and brightest minds in B2B are taking stage at SiriusDecisions Summit not as women in business, but as business leaders

• Changes in buyer behavior and expectations combined with new technologies and touchpoints are forcing demand marketers to rethink their approaches
• The introduction of new delivery mechanisms such as chatbots and digital assistants bring opportunities to think beyond the screen when designing the integrated tactic mix
• Demand marketers should explore trends in five key areas of innovation to reach and engage buyers