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.
Lead-to-revenue management (L2RM) — what many refer to generally as marketing automation — standardizes, automates, and scales the important practices needed to engage with customers across their life cycle: from early-stage prospect to lifetime, loyal advocate. While the technology costs here can be modest, the scope of the investment is not. Yet, in this age of empowered buyers, marketing must work harder to get their attention, start a dialogue, turn them into qualified leads, and keep them from defecting. Investing in marketing automation is now an imperative for any successful marketing organization.
Chief Marketing Officers need to build a comprehensive business case with a strong focus on people and process to get the funding approved and the commitment to change. Marketing management, Sales Enablement, and Customer Insight Professionals must understand the nature of these investments so they can help build a convincing but realistic proposal.
Please join Laura Ramos, VP and principal analyst serving CMOs, as she explains how the right L2RM business case can help transform marketing from volume lead supplier to the revenue-generating engine of the firm, where growth comes from better communicating with and engaging both new and current customers.
Agenda:
Key takeaways:
Vendors mentioned: Act-On, Marketo, Oracle (Eloqua), ReadyTalk, salesforce.com (Pardot), and Silverpop.
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.
Lead-to-revenue management (L2RM) standardizes and scales the practices needed to engage with customers across their life cycle. While the technology costs here are modest, the scope of the change is not. This report shows B2B marketers how to compile a c
This report, originally written for customer insights professionals, includes content relevant to CMOs, especially those leading marketing for business-to-business (B2B) companies. Here's why: Business buyers have more access to tools and information to e
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
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
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
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
Banks are preparing for another tough year in 2024 as global growth is predicted to remain modest amid continuing economic uncertainty. This webinar focuses on five key trends shaping the retail consumer banking landscape and what they mean for the priorities of customer experience (CX) and digital executives over the next year.Key takeaways:Understand the five key consumer banking trends that will shape the 2024 landscape.Learn how banks’ top business priorities are shifting against the backdrop of global economic uncertainty, high interest rates, and an ongoing inverted yield curve.Find out how banks are overcoming the struggle to grow revenue and deposits, improve CX and trust, and earn customer loyalty.Learn how generative AI and open banking dominate C-suite conversations and what banks are doing (and need to do) in response.Target audience level: all levels
Real-time interaction management (RTIM) delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer lifecycle via preferred customer touchpoints. Assembling an effective RTIM ecosystem lays the foundation for enabling more immersive, invisible customer experiences. It's an enterprise challenge involving significant investments in both technology and people. Successful projects deliver long-term ROI.RTIM is more than a single technology platform. Your needs may dictate a centralized next best experience (NBX) decision engine, a customer journey orchestration (CJO) solution, a cross-channel marketing hub (CCMH), a personalization engine (PE), or a combination of these capabilities. This webinar helps you choose the right solution to meet your RTIM needs.Key takeaways: Understand the current RTIM landscape.Learn about different RTIM solutions (NBX, CJO, CCMH, and PE).Discover which RTIM capabilities are right for you.Hear best practices examples from leading firms.Vendors mentioned: Adobe, Dynamic Yield by Mastercard, Engage Hub, Genesys, HCLSoftware, Medallia, Microsoft, MoEngage, Monetate, NGDATA, Pegasystems, Salesforce, and SASTarget audience level: intermediate and advanced
