Laura Ramos

At its recent summit, Adobe made it clear that it's serious about ensuring that its B2B customers achieve their goals and get value from Adobe investments. So why not focus some of its AI and agentic innovation on the postsale, as well?

Last week, we published two data snapshot reports from Forrester’s State Of Customer Engagement Survey, 2024. Focused on US-based respondents at B2B firms that primarily sell software, these short reports give a bit of a unique look into the more sophisticated side of customer engagement.

Learn the seven companies that won this year’s coveted B2B Programs Of The Year Awards for North America, and join us at B2B Summit in Phoenix to hear their stories live.

The Forrester Opportunity Lifecycle is a framework for transforming revenue processes to maximize value for B2B customers. As my colleague Amy Hawthorne explains, top revenue transformers: Share signals and create a common view of the customer — throughout the postsale. This is so you can achieve a true understanding of what makes customers succeed, as […]

Every time you turn around, it looks like someone is taking a shot at customer success (CS). Whether at last year’s SaaStr or elsewhere, more voices have been calling for new approaches to CS — ones that transform CS from cost center to tool for growth. While it’s still early to plan a funeral, CS […]

Last week I attended the 10th annual SaaStr conference in San Mateo. For those unfamiliar, SaaStr is a community and resource hub that covers the building and scaling of software-as-a-service (SaaS) companies. The conference brings together industry leaders, entrepreneurs, and investors to network and share insights. It’s a valuable resource for anyone involved in the […]

Learn where customer advocacy programs can fall short — and how B2B marketers can keep the focus on value.

Summer is officially here — and we know this not simply because the calendar says so but also because the scorching temperatures outside are testing every thermometer’s limits (and ours, too). The intense heat forces us to adapt our plans and navigate unpredictable summer storms, leaving us pivoting quickly to find alternative activities. Solving our […]

B2B companies double the impact of their investment when they scale customer success by creating a digital-led experience that includes learning and advocacy.

Explore the benefits of dedicating a team to customer success management, outfitting them with purpose-built technology, and enabling them to drive consistent experiences that lead to retention and growth.

During Forrester’s Predictions 2024 webinar, we received a lot of great questions about how generative AI might affect customer-facing functions such as marketing, customer experience, and sales. Check out our answers.

B2B marketing, sales, and product functions in 2024 will face disruption and opportunity from generative AI, making alignment more critical than ever. Learn more about what’s coming in 2024.

En 2024, les services marketing, ventes et produits B2B seront confrontés aux perturbations et aux opportunités offertes par l’IA générative, et il sera donc plus essentiel que jamais de s’aligner. En savoir plus sur ce qui nous attend en 2024.

Durch den Vormarsch generativer KI werden sich die Funktionen für B2B-Marketing, -Vertrieb und -Produkte 2024 disruptiven Entwicklungen und Chancen gegenübersehen. Dadurch wird eine Abstimmung noch wichtiger als je zuvor. Erfahren Sie mehr darüber, was Sie 2024 erwarten wird.

Learn how top-performing customer marketing and customer success teams keep existing customers loyal and profitable.

Question: How is a customer marketer different than other marketers? (No, this is not the opening line of a joke — that would be “Two customer marketers walk into a bar … ”) Top customer marketers focus on how customers attain value. They know that solid references, case studies, valid reviews, upsell/cross-sell opportunities, and expansion […]

Successful alignment is less about process and more about calibrating buyer value. Learn about the five dimensions that top organizations align on — and learn more at Forrester’s B2B Summit North America.

Simply keeping accounts on the training and adoption track, while necessary, is no longer sufficient to drive predictable growth. Learn how to engineer customer success experiences that deliver value to your customers and company alike.

How common is customer marketing as a stand-alone function? Is customer success becoming the new customer experience (CX) at B2B firms? What is the range of responsibilities commonly shared by B2B CX teams like yours? Are you interested in the answers to questions like these? Forrester’s customer engagement research group is, too! We want to […]