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To turn savvy business buyers into long-term loyal customers, business marketers must mature content marketing practices from delivering product-focused messages to producing relationship-building, useful information. Forrester teamed up with the Business Marketing Association (BMA) and the Online Marketing Institute (OMI) to benchmark the maturity of business-to-business (B2B) content marketing efforts across 113 marketing professionals. We found the vast majority are in the early stages of assembling a content strategy and executing against it.
Only 4% are true masters of content marketing. They have formal editorial oversight and documented processes in place, incorporate customer issues and feedback into their content plans, invest in technology to help cross-functional teams leverage key themes, and can demonstrate the impact the content creation activity has on their businesses. During this Webinar, attendees learn which practices and processes they need to implement to become a content master and build content best practices that address customer needs throughout their purchase life cycle.
From examples shared by those who scored the highest on Forrester's content marketing assessment, B2B marketers learn how to identify gaps and weaknesses in their practices and skills and what it takes to use data-driven metrics to demonstrate a direct connection between content production and business results.
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Vendors mentioned: Act-On Software, Babcock & Jenkins, ethology, Kapost, Marketo, MRM/McCann, Oracle, and Rosetta.
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To attract attention and build a following, B2C marketers must shift their content marketing from being product-focused to building relationships. This report helps marketers identify the capabilities required — and the gaps that can exist — across five d
To understand how well B2B marketers produce and share content that creates interest, relevance, and relationships, we surveyed 113 senior marketers to gauge their content development sophistication and maturity. B2B marketing leaders should use this repo
Harness the advantages of AI with help from this webinar series featuring the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology.Emerging AI technologies let you design experiences that are more conversational, adaptive, and creative, which makes machines and their software feel more humanlike to users. Of these three new capabilities, creativity — enabled by generative AI — is the most powerful and surprising and requires a new mindset for effective human-machine collaboration. Join this session to hear how genAI is making software more creative and how enterprises are using it to design experiences.Key takeaways:Learn how creative AI technologies are changing the way humans and machines collaborate.Understand how genAI is making software more creative. Explore how enterprises are leveraging genAI to design new experiences.Target audience level: all levels
Customer success (CS) is a vital business capability that can develop out of several existing functions, including support, sales, or marketing. As a company grows, CS sprawl can increase, making it difficult to consolidate resources under dedicated leadership with the technology and processes designed to achieve agreed-upon outcomes. Maturing CS requires moving away from its dependence on human labor toward digital-led ways to engage and guide customers toward the outcomes they want and the value they deserve.In this webinar, Forrester vice president and principal analyst Laura Ramos shows customer engagement leaders how to use Forrester’s Total Economic Impact™ (TEI) methodology to build a business case for combining distributed, nondedicated resources into a formally chartered CS function with the processes, responsibility, and technology to support any enterprise-scale business. We explore the TEI of three key digital-led investments — a customer-centered digital experience, integration of learning content or technology, and a community-based advocacy program — and what returns you can expect from each.Key takeaways: Learn why now is the time to scale CS using digital-first approaches.Understand four popular, practical ways to extend CS impact by digitalizing postsale experiences.Connect the Total Economic Impact™ (TEI) methodology to smart CS investment.Explore how to build your business case around increasing CS ROI.Target audience level: beginner and intermediate
B2B events play a dominant role in B2B marketing activity, with events spend consistently among the largest budget line items in Forrester surveys. Moreover, with 49% of CMOs believing that events are now more important than they were pre-pandemic, this trend will continue. However, the environment in which teams plan and execute their events has transformed. This webinar shares findings from Forrester’s Q1 2024 State Of B2B Events Survey and highlights areas for leaders to think about as they build a future fit event strategy.Key takeaways: Explore key findings from Forrester’s Q1 2024 State Of B2B Events Survey.Understand what the new omnichannel event mix looks like.Learn how leaders are thinking about the future of their events and their top focus areas.Target audience level: all levels
This webinar explains current trends in the customer service space and how these trends are influencing the customer service vendor landscape. We discuss the results of Forrester’s latest customer-focused Wave and how to use the Wave when evaluating and selecting a customer service solution.Key takeaways:Understand high-level trends influencing the customer service vendor landscape.Explore a list of the key players in the customer service space.Learn how to maximize Forrester’s research and resources, particularly the recent customer service Wave, to identify the right platform for your organization.Target audience level: intermediateVendors mentioned: Creatio, Freshworks, Microsoft, Oracle, Pegasystems, Salesforce, SAP, ServiceNow, SugarCRM, Verint, Zendesk, & Zoho
In recent years, mainstream financial institutions like BNY Mellon, DBS Bank, and Fidelity have entered the digital asset space to serve retail and institutional clients, driving demand for secure asset custody. However, this is still a nascent industry, and financial institutions must carefully navigate many technical and procedural challenges.Key takeaways:Understand the key tech supporting digital asset custody.Learn the core capabilities of representative digital asset custody providers.Learn early good practices for integrating digital asset custody solutions.Target audience level: intermediate
Harness the advantages of AI with help from this webinar series featuring the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology.As AI continues to advance at an unprecedented pace, the ethical and regulatory implications surrounding its applications is top of mind. While regulators are trying to keep pace with innovations, enterprises must play offense and defense with existing regulations to continue to develop their AI competencies. In this session, Forrester analysts discuss the emerging diaspora of regulations globally — and particularly the role that litigation will play when regulations are missing!Key takeaways: Explore the regulatory landscape under which AI advancements are taking place in the US, Europe, and across the world.Understand how enterprises use existing regulations to develop their AI competencies while balancing the potential for emerging regulations.Learn how litigation will play an important role until regulations have been rolled out.Target audience level: all levels
