Laura Ramos

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 […]

You may be hearing more about customer-led growth as a counterpoint to product-led growth. Learn what it is, and what it means for you.

Assessing the CX of B2B companies is trickier than in the B2C space. At Forrester's B2B Summit North America, we'll unveil the first B2B CX Index™ and reveal which aspects of CX matter most for two popular solution types.

It’s nearly the end of the year, so it’s the perfect time to reflect on your accomplishments while planning ahead. Now is also a good time to review the content you published during 2021 and ask some key questions about it. Does your content include data and tech expertise that buyers want? Was it created […]

Marketing content has become the primary way for customer-facing teams to create dialogue as B2B buyer behavior changes and work-from-home limitations cause buyers to engage online to inform prospect and customer buying decisions. Static, one-to-many communications don’t cut it anymore — to win buyers’ increasingly divided attention, content must become more relevant, valuable, and interactive.  Content engagement solutions are an emerging market category that helps B2B […]

To deliver relevant experiences for each buying situation, B2B organizations need modular sales content. At B2B Summit, learn how high-performing organizations use sales content solutions to achieve this.

In Forrester’s recently published report, “The Forrester Wave™: B2B Marketing Events Management Solutions, Q1 2021,” we evaluated the 14 most significant ones — 6Connex, Bizzabo, CadmiumCD, Certain, Circa, Cvent, Hubb, Intrado, Kaltura, meetyoo, ON24, RainFocus, Splash, and SpotMe — against 28 criteria. We also interviewed or surveyed more than 40 reference customers of these vendors. […]