Forrester: - Making Leaders Successful Every Day

Event Overview

Today, marketers face a tough reality: The classic "marketing funnel" is broken. Only 13% of consumers say they buy products because of ads. And more than half of B2B marketers say they struggle to reach decision-makers at customer organizations. As the power of traditional marketing fades, companies must develop a new approach: engagement. Fortunately, marketers have an expanded tool set for engaging customers ¿ from digital innovations that encourage user interaction to social media that turns customers into influencers.

Podcast: Marketing Forum 2008 Preview
Vice President and Research Director Christine Spivey Overby shares stories from companies that are organizing for and measuring engagement. (Total running time: 5:59)

At this event, Forrester analysts and chief marketing officers at leading companies will present strategies and specific tactics for increasing engagement. Whether you're looking for advice on marketing programs, organizational structures, customer-centered design, or measurement tool kits, Marketing Forum 2008 will provide insights on how B2C and B2B marketers can get the most out of emerging marketing practices.

This event will tackle questions such as:

• What are "desirable" customer experiences, and how can you create them?
• How can marketers turn customers into brand evangelists?
• Which social technologies help marketers better understand customer feelings, affinity, and sentiment?
• What is customer-centric marketing planning, and how should companies practice it?
• What is the role of marketing agencies in planning and supporting customer engagement?
• How can you measure involvement, interaction, intimacy, and influence?
• How do B2B and B2C engagement tactics compare?
• How will marketing budgets change as a result of the focus on customer engagement?

Who Should Attend?

• Chief marketing officers who set objectives for driving customer sales and marketing programs
• Customer experience professionals charged with creating online and multichannel experiences
• Interactive marketers who introduce digital and emerging channels to existing marketing programs
• Executives who manage customer engagement with eCommerce and direct channels
• Product managers interested in improving the overall experience with innovative products and services
• Technology marketing and strategy professionals responsible for increasing engagement with enterprise customers
• Market researchers seeking new tactics for deriving customer insights
• Ad agencies and marketing services companies that support brands and customer engagement
• Technology executives responsible for integrating channels and systems to better serve consumers

Why Attend?

• One-on-one meetings with Forrester analysts
• Compelling keynotes from leading industry executives
• Role-based breakout sessions designed to help you put engagement into practice
• Peer networking sessions with attendees

Meet The Author

All Marketing Forum 2008 attendees will receive a complimentary copy of Charlene Li and Josh Bernoff's new book, Groundswell: Winning in a World Transformed by Social Technologies.

Social technologies have already changed business forever.
Understand the phenomenon ¿ and catapult your company to new levels.