Laura Ramos

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. […]

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.[1] 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 […]

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.

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 […]

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.

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.

By understanding what customer advocates value, you can invite them to participate in the ways that are most meaningful to them, and to you.