VP, Principal Analyst
How Are Post-Sale Customer Engagement Responsibilities Changing?
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 […]
Customer-Led Growth Is Getting More Attention Among B2B Firms: Should You Care?
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.
How Does B2B CX Quality Impact Loyalty? — A Forrester B2B Summit 2022 Session Preview
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.
Will Your B2B Content Meet Buyer Expectations In 2022?
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 […]
Consider Content Engagement Solutions To Enhance Digital Buyer Interactions
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 […]
From Monolithic To Modular: Kicking Your Sales Content Engine Into High Gear
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.
Key Takeaways From The Forrester Wave™: B2B Marketing Events Management Solutions, Q1 2021
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. […]
A Lens On Europe: COVID-19 Makes Empathetic B2B Content Essential
Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior. Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]
Important Questions To Answer Before Making Your Events Virtual
In this Q&A format, we ask — and answer — important questions marketers should address to make their virtual events deliver value to attendees and profits to their business.
Key Takeaways From The Forrester Wave™: Sales Content Solutions, Q3 2020
In Forrester’s recently published report, “The Forrester Wave™: Sales Content Solutions, Q3 2020,” we evaluated the nine most significant ones — Accent Technologies, Bigtincan, ClearSlide (a division of Corel), Highspot, Mediafly, MindMatrix, Pitcher, Seismic, and Showpad — against 40 criteria. After researching, analyzing, and scoring each vendor’s current offering, strategy, and market presence, we identified […]
Virtual Event Momentum Will Move Strategy And Tech Forward Rapidly
B2B marketers are turning to virtual event solutions as an alternative to physical conferences and meetings during the coronavirus pandemic. Successful marketers start with strategy and define the customer experience they want their online events to deliver. Technology supports this but is ineffective without a solid strategy and set of customer experience goals.
Share Your Sales Enablement Experiences With Us!
Sales enablement and marketing professionals interested in the current and future state of the sales enablement function should take this survey and be the first to receive results.
Build An Effective Customer Advocacy Program By Knowing The Four Advocate Types
By understanding what customer advocates value, you can invite them to participate in the ways that are most meaningful to them, and to you.
Two Questions To Ask Yourself About Your COVID-19 Messaging
As B2B analysts, we’ve been asking ourselves whether organizations have been responding to this health crisis in a way that is truly helpful to their customers. Our recently published report, “Messaging In The Time Of COVID-19,” which details our findings after reviewing 60 B2B websites and social accounts across 12 industries, seeks to answer that […]
Credible, Customer-Centered Content Helps Sellers Be More Human And Relevant
B2B buyers will engage more with empathetic sellers who understand their industry, business, and pain points. Marketing content creators must partner with sales to develop content that truly resonates.
How A Global Crisis Puts Post-Sale Customer Marketing In The Spotlight
The COVID-19 pandemic underscores the need for greater focus on customer experience and retention. Learn what that requires in this Summit 2020 session preview.
Are Virtual Events The Right Move For You?
COVID-19 has forced the cancellation or delay of conferences, seminars, and trade shows of all sizes. Before deciding whether to turn an in-person gathering into an online experience, consider these four questions.
Millennials Want Credible Digital Content — So Give It To Them!
Mmmmm . . . Millennials. If you haven’t already heard (about a million times), this generation is taking over the workforce and becoming more responsible for making purchasing decisions on the job. Whether or not you believe the projections that most of the US labor force will be run by Millennials by 2025, many studies […]
Uberflip Acquires SnapApp: What It Means To B2B Marketers
The purchase may signal a shift toward more thoughtful and better differentiated approaches to B2B content.
Generate Better Leads? Make ABM Engage Buyers? Start With Your Messaging!
What is the most effective way to generate qualified leads and make your account-based marketing (ABM) strategies pay off? Start with a customer-centric message. This advice sounds laughably basic but proves to be very difficult to accomplish in practice. Few get it right. How do I know? Earlier this year, Forrester published new research examining […]