Laura Ramos

VP, Principal Analyst

Forrester Bio

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Mobilized Employees Engage Buyers With A Trusted Voice

Laura Ramos 1 day ago
Employees’ Advocacy Boosts Your Content And Customer Interactions While trust in brands has dwindled, B2B buyers hold those same brands’ employees in high regard as authentic and compelling sources of information. And they want to engage with them. In our new research, “Mobilized Employees Engage Buyers With A Trusted Voice,” Matthew Camuso and I explored […]
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Does ABM Help Produce Better Revenue Results?

Laura Ramos September 15, 2019
Findings from a recent survey of account-based marketers are encouraging. Learn what has been key to ABM success and what concrete gains these marketers are achieving.
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The Importance Of Defining Event ROI In The B2B Marketing Mix

Laura Ramos August 20, 2019
Do you know how to measure your events' ROI?
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After A First Date, Would Your B2B Website Get A Second?

Laura Ramos June 24, 2019
More than 500 B2B marketers told Forrester that their company’s website is the most effective demand generation tactic for building awareness and increasing consideration.[i] This same study shows that B2B websites surpass digital advertising, search engine optimization, sales enablement, partner enablement, or events for early-stage demand-gen effectiveness. This means your website is likely to be […]
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Get Sirius About Customer Engagement Marketing

Laura Ramos April 11, 2019
In 2003, Fred Reichheld, who was by then a partner at Bain & Company, introduced a way of measuring how well an organization treats its customers. This metric also assessed how well a firm generates relationships worthy of loyalty. Sixteen years later, most businesspeople recognize this metric as the Net Promoter Score (NPS). Mr. Reichheld […]
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Modern (B2B) Love: Deepen Customer Relationships With Post-Sale Engagement Marketing

Laura Ramos February 22, 2019
Ah yes, anyone suffering from a chocolate hangover? Or an excess of corny romanticism? Let’s face it, we all love “love” — but with Valentine’s Day a week behind us, the last thing you probably want right now is more advice on relationships. Before you toss aside some of that abundant advice about personal relationships, […]
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Top Five ABM Planning And Execution Pitfalls To Avoid

Laura Ramos February 13, 2019
Extra, extra! Read all about it! TOPO declares that 86% of account-based organizations report improved close rates, and 80% say account-based strategies are driving increased customer lifetime value! TribalVision channels the ITSMA when it reports that companies implementing account-based marketing (ABM) strategies typically see a 171% increase in annual contract value! Really? Wow — huh, haven’t […]
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“Crap” Content Continues To Describe B2B Marketing — Don’t Let It Describe Yours

Laura Ramos December 7, 2018
In 2013, Doug Kessler and the crew at Velocity Partners published “Crap: the single biggest threat to B2B content marketing” — a work of thought leadership genius that I still tell marketers to read today. In just 50 PowerPoint slides, Velocity Partners explains why the current deluge of marketing “content” won’t serve buyers and what you […]
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What’s At The End Of The B2B Buyer’s Journey? Advocacy!

Laura Ramos October 11, 2018
Personas and journey maps have become key tools for the modern marketer. As my colleague Lori Wizdo expertly explains: It is the job of marketing to guide the buyer through the buying journey. Becoming a journey marketer is essential in this digital age. (Lori can help you get there — check out her workshop at our upcoming […]
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How To Get Your Customers To Do Your Selling For You (Previewing Our B2B Forum)

Laura Ramos September 29, 2018
“Say, Tom, let me whitewash a little.” “No — no — I reckon it wouldn’t hardly do, Ben. You see, Aunt Polly’s awful particular about this fence . . . it’s got to be done very careful; I reckon there ain’t one boy in a thousand, maybe two thousand, that can do it the way it’s got […]
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ABM’s Next Chapter: Account-Based Engagement

Laura Ramos July 10, 2018
Can we address the elephant in the room? Account-based marketing (ABM) is not just about marketing. It’s about accounts — and how to win, serve, and retain them better than your competition. In our new research on the state of ABM, we found that B2B marketers are enjoying more measurable, substantial results from their account-based efforts this […]
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ABM's Next Chapter: Account-Based Engagement

Laura Ramos July 10, 2018
Can we address the elephant in the room? Account-based marketing (ABM) is not just about marketing. It’s about accounts — and how to win, serve, and retain them better than your competition. In our new research on the state of ABM, we found that B2B marketers are enjoying more measurable, substantial results from their account-based efforts this […]
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Are You Modernizing Your B2B Go-To-Market Strategies?

Laura Ramos June 14, 2018
Last week, I had the opportunity to speak at a dinner event with 20-plus senior marketers and business partners that InsideView sponsored. We wanted to explore how well marketing and sales are facing up to new go-to-market (GTM) challenges associated with buyer behavior change in general, account-based marketing (ABM) specifically. To get the conversation going, […]
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Back2Basics: Why B2B Marketers Should Differentiate On Customer Experience

Laura Ramos May 16, 2018
“To survive in a world of ‘killer competition,’ you can either distinguish yourself from your competitors or offer the lowest price.” That’s the opinion of Jack Trout, co-author of Positioning: The Battle for Your Mind, late president of Trout & Partners, father of the positioning concept. In this month’s conversation with Johannesburg-based author Mark Eardley, […]
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ABM: Just Another Name For Go-To-Market Planning And Execution?

Laura Ramos April 17, 2018
Top B2B marketing leaders think carefully and thoroughly about which markets represent the best fit for their offerings. Account-based marketing (ABM) is the most recent embodiment of this practice – what is generally called go-to-market strategy. Old timers (like me!) hear the ABM hoopla and think “wasn’t this called major* account management 10 years ago?” […]
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What Question Must Your Messaging Answer?

Laura Ramos April 13, 2018
Account-based marketing (ABM), demand generation, social selling, channel marketing, go-to-market strategy, marketing mix, campaign execution and almost anything that today’s B2B marketer worries about hinges on having relevant content that engages your buyers. My colleague, Ryan Skinner, defines content marketing as: A marketing strategy where brands create interest, relevance, and relationships with customers by producing, […]
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Back2Basics: Sharing B2B Marketing Best Practices With Mark Eardley Of Marklives.com

Laura Ramos April 10, 2018
Earlier this year, Forrester’s South African PR team approached me with an opportunity to share a bit of our B2B thought leadership worldwide.  Mark Eardley, Johannesburg-based author and a regular column contributor to Marklives.com, came across our team’s predictions for 2018.  He was delighted to find a kindred-spirit in heralding a revival and reawakening in B2B […]
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What’s It Take To Make ABM Succeed? Customer Obsession!

Laura Ramos October 19, 2017
This past Tuesday evening (October 17), TechTarget and Discover.org invited me to share some wisdom about success strategies for account-based marketing (ABM) with a couple dozen customers, prospects, and friends.  If you missed it, here’s a quick synopsis: It’s 2017. ABM was new in 2004, but not any longer.  What’s different today? It’s much easier to access and use […]
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Does ABM Drive Results For Your Business?

Laura Ramos September 6, 2017
ABM … Account-based marketing … A – Bee – Em. Unless you have been living under a rock, you can’t have helped but notice the hype around ABM.  And some of the confusion too. But here’s the thing about ABM – it does produce results for both marketing and sales.  May not be this quarter, […]
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Are You A Customer-Obsessed B2B Marketer? A Sneak Peek Of Our Forum

Laura Ramos August 17, 2017
Customer-Obsessed B2B firms are 2X more likely to report revenue growth of 10% or more in the last fiscal year. Now there’s a headline! These firms are also more likely to have loyal customers (who spend money with them) and happier employees (who are more productive). If you’ve listened to Forrester anytime during the past […]
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