Get access to a single webinar that is currently outside of your subscription.
Price: $250 (USD)
Partner with Forrester Research to get access to webinars, insights and frameworks aligned to your role. Shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer.
Digital disruptions erase traditional sources of competitive advantage — today, competition comes from new sources that are unexpected, fast moving, and easily funded. Now more than ever before business buyers are in control. Forrester defines this as the Age of the Customer. In this new era, B2B CMOs will need to drive customer intelligence into sales, service, support, and product development to create meaningful, business-focused customer interactions that lead to greater levels of value tied to a consistent, distinct brand experience.
Join Laura Ramos, VP and principal analyst serving CMOs, as she describes how the next wave of competitive advantage will come from deep customer knowledge, engagement tied to the buyer's timing, and actions based on an obsessive desire to deliver what your customers want before your nearest competitor does. She also explains the four key areas marketers should invest in to put customer-obsessed analysis, answers, and action into practice.
Agenda:
Vendors mentioned: BASF Agricultural Products, Caterpillar, CDW, CSC, Digital Influence Group, Exxon/Mobil, Esri, Harvard Pilgrim Healthcare, Hubspot, Intel, KPMG, Lexis Nexis, MRM, Phillips Electronics, Rockfish, Stihl, Symantec, and Xerox.
You'll receive an email with dialing and Webex instructions prior to the Webinar.
See the Webinar FAQs for answers to technical and other Webinar questions.
The next wave of competitive advantage will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what your customers want before your competitors do. To win in this new world, B2B marketing professionals will ne
Understanding performance and demonstrating accountability are perennial top priorities for B2B marketing leaders. This webinar draws on Forrester's latest quantitative research to provide a view into the current state of marketing measurement across B2B.Key takeaways:Learn about the insights gap facing B2B marketing organizations. See what metrics marketing leaders across B2B are using to steer their businesses.Hear how to advance a system of aligned measurement in your organization.Target audience level: beginner
Earlier this year, Reltio made a major transformation and shifted its revenue process from marketing qualified leads (MQLs) to buying groups and opportunities. The best part of this change: The company made this significant transformation in just 60 days! And now that it’s been live for about 10 months, the business impact and value of this transformation to the revenue process is too significant to ignore.Key takeaways:Why did Reltio make this change?What important factors were needed to make this transformation?How was Reltio able to make this transition so efficiently and successfully?What business value has Reltio earned in this transformation?Tips and advice for organizations considering making the shift from MQLs to buying groups and opportunitiesTarget audience level: intermediate
Personalization is table stakes in B2B, and it need not involve personally identifiable information to be effective. AI-powered personalization capabilities are enabling more relevant interactions and better conversations throughout the customer lifecycle, helping organizations deliver increasingly contextual interactions with immediate value.Key takeaways:Insights into B2B buyer expectations for and attitudes toward personalizationThe personalization techniques that B2B marketers find to be most impactfulTarget audience level: intermediate
