Laura Ramos

Vice President, Principal Analyst

Forrester Bio

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What's At The End Of The B2B Buyer's Journey? Advocacy!

Laura Ramos 4 days ago

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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Venturing Into ABM? What You Should Be Asking

Laura Ramos July 12, 2017

Is curiosity as important as intelligence when it comes to handling complexity? Some new thinking from HBR suggests that it is — especially when handling ambiguity and change. Apparently people with a high curiosity quotient (CQ) are better at producing simple solutions to complex problems. (Hmm. Sounds like a good characteristic for an analyst to have.) It’s a bonus that many […]

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Want To Know What Marketing Looks Like For Customer-Obsessed Firms?

Laura Ramos June 9, 2017

So do we. And we’re asking for your help to do so. Forrester has shown that making customers the center of your world makes a difference. As Shar VanBoskirk writes in her "How To Launch Customer Obsession" blog post: ‘Good things come from customer obsession.  Employee satisfaction, customer satisfaction, and revenue growth all improve as companies become more customer obsessed.’ While […]

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B2B Marketing Budgets Put New Emphasis On Talent And Technology

Laura Ramos June 2, 2017

Question: What do a B2B marketing leader with plenty of money and resources and the Jersey Devil have in common? Answer: Neither exists. And in 2016, neither do big B2B marketing budget increases. Forrester’s recent report “Conflicting B2B Marketing Priorities Threaten To Derail Program Progress” (subscription required) takes a closer look at some of the […]

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Empathy Is Key To Engaging B2B Buyers

Laura Ramos March 16, 2017

It’s no secret, company websites are a key implement in the B2B marketer’s toolbox.  B2B marketers rate websites as the second most effective demand management tactic for building awareness (behind events) in our 2016 Business Technographics marketing survey. B2B companies also expect more than half of their customers to buy online within three years.[i] These trends […]

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Forrester's B2B Marketing Forum Happens Next Week - See You There?

Laura Ramos October 11, 2016

The Zika virus. The National Doral in light of Donald Trump's presidential candidacy. Hurricane Matthew. Who knew Miami would have so much to offer a year and a half ago!??! Well, here are three MUCH better reasons to come to Miami with us for Forrester's B2B Marketing 2016 forum next week: great content, expert analysts, […]

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What Do B2B Marketers Really Do? Forrester Wants To Know

Laura Ramos May 3, 2016

Have you ever wondered about the tactical challenges B2B marketers (like you) face across role responsibilities like building brand/awareness, generating qualified demand, nurturing leads into qualified sales opportunities, enabling sales/channel partners to better close business, and expanding current customer relationships?  Or how your practices around technology adoption, process change, modern marketing skill development, and sales […]

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What's The Impact Of Content Marketing In The B2B Marketing Mix?

Laura Ramos March 25, 2016

I have a confession to make.  I love talking with B2B marketers and clients, but there is one question I get occasionally that really makes me crazy. (And you will hear an earful if you are unfortunate enough to ask it.)    “Laura, which B2B marketing tactic works the best?”   And I’m thinking, “Do […]

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Advocate Marketing Turns Goodwill Into Valuable Customer Engagement

Laura Ramos February 10, 2016

Ah yes, the obligatory customer logo slide. As an analyst you get to see a lot of these. (Too many, perhaps.) Any more, these slides mean less and less. What matters in the digital world — what Forrester calls the "Age of the Customer" — is not how many companies or organizations you serve, but […]

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