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Empowered buyers mean B2B marketing must shift its focus from selling products to knowing and serving customers. Becoming customer obsessed requires moving beyond conventional profiles that characterize buyers by size of company, industry, or location to mine insights from Internet exploration, smart device usage, and business community social activity. Only by tapping into the abundance of unconventional data found in a growing variety of sources can B2B marketers more accurately map the buyer's journey and use analytics to predict where the next best business opportunities will show up.
During this webinar, attendees learn how leading B2B marketers are starting to harness B2B-specific big data to better understand buyers, intercept them earlier in the purchase process, and help sales engage with the opportunities most likely to close. In this way, top B2B CMOs are moving their teams from campaign data managers to custodians of customer insight by leveraging data analytics and new predictive technologies to better serve, win, and retain customers throughout the complex B2B life cycle.
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Vendors mentioned: 6Sense, BlueKai (now part of Oracle), Bizo, Demandbase, Fliptop, Infer, Informatica, Lattice Engines, Mintigo, and Teradata.
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This webinar was originally scheduled for February 15, 2024Effective customer feedback management and customer experience (CX) measurement programs can help you understand your customers’ needs and determine whether your organization creates customer experiences that drive business results. Join us to discuss the results of latest voice-of-the-customer (VoC) and CX measurement survey.Key takeaways:Learn how CX leaders around the world are executing their feedback management and CX measurement programs.Learn what metrics CX leaders and their organizations rely on.See what technology CX leaders are using and how they’re leveraging generative AI.Target audience level: all levels
Emily Pfeiffer, Forrester principal analyst, presents the state of the commerce search and product discovery market, including the results of the recent Forrester Wave of this market. With the help of Sucharita Kodali, VP and principal analyst, Emily takes your questions — live!Key takeaways: Learn the state of the newly-converged commerce search market.Know who the major players are and how they’re leveraging their recent acquisitions.Target audience level: all levels
The growth in digital payments and the market pressures on merchants to be adaptive means that payment capabilities and the tools, teams, and partners that power them have been thrust into the spotlight and under the microscope. Yet this mature — but still dynamic — market is full of highly commoditized feature sets and virtually identical marketing and product messaging.In the Forrester Wave evaluation of merchant payment providers, we evaluated the 12 most significant providers in the marketplace.Key takeaways:See how each provider measures up.Learn what reference customers love about their providers and what they don’t.Understand the key factors to selecting the right payments provider for your business.Target audience level: all levels
For too long, the B2B enablement community has struggled with identity, with our “why” and “what” undergoing seemingly constant analysis paralysis. It’s time to leverage our amazing evolution more effectively by proving how enablement actions and expertise inform business outcomes that matter — and by informing your best journey to success. Forrester VP and Principal Analyst Peter Ostrow reveals new research data showcasing how best-of-breed enablement leaders deliver measurable outcomes across the entire spectrum of hot topics for 2024: delivering measurable value, optimizing seller competence and content, and adapting to constant change.Key takeaways:Learn how to deliver measurable enablement value.Discover ways to optimize seller competence and content. Understand how to adapt to constant industry change.Target audience level: all levels
In the highly competitive world of commerce, retailers and brands must invest in commerce and tech initiatives that will differentiate them, drive revenue growth, and keep their customers satisfied. In this webinar, we reveal the full list of top commerce tech initiatives for 2024; who is doing them well; and why these areas are the keys to success in today’s dynamic retail market.Key takeaways:Uncover the results of Forrester’s 2023 survey on top retail tech.Understand what’s hot versus hype in 30 retail tech initiatives.Learn how to use insights from 95 retail and brand professionals to identify the top priorities for your company’s digital success.Target audience level: beginner
Only the optimal balance of IT capabilities will let you run high-performance IT. High-performance IT is the pursuit of continuously improving business results through technology. IT runs in one of four dominant styles by enabling, cocreating, amplifying, or transforming in that pursuit. Tech leaders can accelerate high-performance IT journeys by balancing these styles and running with the right velocity and momentum that is aligned to their business needs.Key takeaways:Understand how to accelerate your journey to high-performance IT in each of the four IT styles.Learn about balanced investment in the right IT capabilities.See how to maintain the right velocity and momentum for your high-performance IT organization.Target audience level: intermediate