Jessie Johnson

Principal Analyst

Forrester Bio

Author Insights

Blog

Inside The Black Box: Designing Sensors To Decode B2B Buying Signals

Jessie Johnson February 23, 2021
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.
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Blog

Santa Claus Or Krampus? A Seasonal Guide To Buying Signals

Jessie Johnson December 21, 2020
Each holiday season, children get a visit from the jolly Santa Claus or the demonic Krampus, depending on their behavior throughout the year.
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Blog

Dialogue In Demand: Enabling Buyers Through Conversational Interactions

Jessie Johnson September 30, 2020
Connecting conversational interactions across channels helps organizations deliver frictionless engagement and experiences with value to the buyer.
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Blog

Meaningful Momentum: Defining Real-Time Buyer Enablement in B2B

Jessie Johnson August 21, 2020
  • 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
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Blog

Sixteen Ways to Deliver Virtual Content Experiences When Event Plans Change

Jessie Johnson March 17, 2020
  • 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
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Blog

“Affirmative, Dave – I Read You”: Enabling B2B Buyers Through Voice Experiences

Jessie Johnson August 5, 2019
  • 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
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Blog

Grit, Grace and Go: Meet the Powerhouse Women in Business and Tech

Jessie Johnson April 23, 2019
  • 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
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Blog

Finding the Right Rock: Tactical Innovations in Demand Marketing

Jessie Johnson April 16, 2019
  • 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
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Blog

Six Ways to Keep Zombies Out of the B2B Demand Marketing Mix

Jessie Johnson October 12, 2018
  • Changes in buyer behavior and expectations, along with new technologies and touchpoints, are forcing B2B marketers to rethink demand program design and delivery
  • B2B demand marketers can explore six areas of innovation to exploit emerging digital and nondigital tactics that engage new buyers
  • To assess the opportunity and potential impact of an innovation, consider audience context, alignment with demand program objectives and tactic mix integration
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Blog

Eight Ways to Rethink B2B Email Marketing

Jessie Johnson June 21, 2018
  • An integrated, data-driven approach to email marketing enables B2B marketers to deliver a personalized, relevant experience within an audience context
  • Email marketing capabilities have evolved to support a programmatic and scalable approach to customization, enabling the next best action on the buyer’s journey
  • Demand creation marketers must continuously test and optimize their email strategy, both on its own and as it integrates with other delivery mechanisms in the marketing tactic mix
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Blog

Four Search Engine Optimization Capabilities for the Demand Marketer’s Tech Stack

Jessie Johnson April 18, 2018
  • Search engine optimization (SEO) solutions help organizations drive organic listings in search engine results based on content quality, relevance and site authority
  • B2B marketers must be able to make SEO insights actionable through diagnostics and optimization of content, as well as technical elements of the Web site
  • See where SEO capabilities fit into the demand creation technology stack at SiriusDecisions Summit 2018
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Blog

Building the B2B Customer Engagement Technology Stack

Jessie Johnson April 11, 2018
  • B2B marketing leaders invest in customer engagement to drive profitability through insight into customer needs, increased retention and upsell opportunities, and customer advocacy
  • A successful customer engagement function requires supporting infrastructure that carries insights and interactions from the buyer’s journey into the customer lifecycle
  • Learn how to build a best-in-class customer engagement tech stack at this year’s SiriusDecisions Summit
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Blog

Seven Ways to Rock Demand Creation with Artificial Intelligence

Jessie Johnson January 16, 2018
  • Artificial intelligence (AI) continuously learns about buyer preferences, context and intent and uses that knowledge to make decisions and predictions that drive conversions and pipeline
  • B2B use cases for AI include prioritizing prospects, intent monitoring, tactic and message matching, lead scoring, forecasting and customer retention 
  • Marketing leaders need to think about operationalizing AI across the demand function 
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Blog

Happy Penguins: Nine Ways to Integrate Chat for B2B Demand Creation

Jessie Johnson January 3, 2018
  • Online chat is a conversational experience with buyers and customers that supports multiple functions within the B2B organization
  • The choice of chat operator and platform should depend on objectives and desired user experience
  • Chat supports lead qualification through not only the chat interaction, but also the conversion path that follows
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Blog

B2B Marketing Lessons from Mario and Luigi

Jessie Johnson September 28, 2017
  • Video game concepts and techniques applied in non-game contexts increase reach, engagement, compliance, loyalty and advocacy
  • B2B marketers can use video game dynamics to enhance demand creation programs, customer experience, sales enablement, learning and development
  • Gaming principles can be integrated into delivery mechanisms such as the Web site, events, user communities and social media and internal processes like reporting, dashboards and sales enablement
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Blog

Three Concepts for Data-Driven Adaptive Content Delivery

Jessie Johnson August 16, 2017
  • B2B buyers control the buyer’s journey, and the content experience must adapt to individual interactions
  • A data-driven approach to content and delivery mechanisms provides a personalized experience tailored to the individual buyer
  • Content assets and delivery mechanisms respond and adjust to individual profiles, previous interactions and known preferences
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Blog

Keeping It Real: VR and AR for Demand Creation

Jessie Johnson June 6, 2017
  • Emerging content formats like augmented reality (AR) and virtual reality (VR) extend personalized content experience into immersive interaction
  • Demand creation marketers can deliver high-impact content and user experience through AR and VR
  • AR and VR environments should be integrated with other demand creation tactics, technology and processes
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Blog

Ariadne’s Thread: B2B Applications for VR/AR

Jessie Johnson February 27, 2017
  • Virtual and augmented reality create a highly personalized and self-directed user experience
  • Key areas of business impact for virtual and augmented realities are customer engagement, product marketing and sales enablement
  • Virtual experiences offer a deeper level of insight into buyer sentiment and motivation
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Blog

Localization vs. Translation: What’s the Difference and Why Does It Matter?

Jessie Johnson February 9, 2017
  • The targeted and personalized nature of B2B marketing underscores the need for a localization strategy
  • Consistency in a localized customer experience is critical for success, and it requires cross-organizational support
  • Localization includes every touchpoint in the buyer and customer lifecycle – in addition to the ways data is gathered, classified and analyzed
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