Laura   Ramos

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Previous Work Experience

Laura has worked as a marketing practitioner and expert for more than 20 years — primarily in B2B roles at high-technology companies. Before rejoining Forrester in 2013, she was responsible for industry marketing inside the Corporate Marketing function at Xerox, where she enhanced brand visibility and reputation in key industries, beginning with healthcare and financial services. She joined Xerox in 2010 to run industry marketing for the firm's services business as part of the US field marketing organization, where she and her team drove demand in the managed print services market for education, financial services, government, high-technology/telecom, manufacturing, and retail. Prior to Forrester, Laura held marketing leadership positions at various companies in California's Silicon Valley, including Verity, Stratify (now part of Iron Mountain), Vitria Technology, Sybase, and Tandem Computers.

Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs' B2B Forum. She was named to BtoB Magazine's "Who's Who" list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of "Top 25 Digital Marketers." Laura has served as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos.

Education

Laura holds an MBA from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Previous Work Experience

Laura has worked as a marketing practitioner and expert for more than 20 years — primarily in B2B roles at high-technology companies. Before rejoining Forrester in 2013, she was responsible for industry marketing inside the Corporate Marketing function at Xerox, where she enhanced brand visibility and reputation in key industries, beginning with healthcare and financial services. She joined Xerox in 2010 to run industry marketing for the firm's services business as part of the US field marketing organization, where she and her team drove demand in the managed print services market for education, financial services, government, high-technology/telecom, manufacturing, and retail. Prior to Forrester, Laura held marketing leadership positions at various companies in California's Silicon Valley, including Verity, Stratify (now part of Iron Mountain), Vitria Technology, Sybase, and Tandem Computers.

Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs' B2B Forum. She was named to BtoB Magazine's "Who's Who" list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of "Top 25 Digital Marketers." Laura has served as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos.

Education

Laura holds an MBA from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.

Laura Ramos's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: Now Tech: Online Video Platforms For B2B Marketing And Sales, Q2 2019

    Forrester's Overview Of 35 Video Platform Providers

    June 21, 2019Laura Ramos, Nick Barber

    You can use online video platforms to create more engaging content, tell more authentic stories, and help sellers to be more human and helpful to buyers. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, use case, and vertical market focus. B2B marketers and sellers should use this report to understand the value they can expect from an online video platform provider and to select one based on size and functionality.

  • For B2B Marketing Professionals

    REPORT: B2B Websites Still Fail Our Customer Engagement Test

    Don't Take A Pass On Empathy Or You'll Fail Too

    June 21, 2019Laura Ramos, Meredith Cain

    Corporate website content initiates or advances business opportunities when it demonstrates a deep understanding of customers and their issues. Unfortunately, most B2B marketers still struggle to produce empathetic content that compels visitors to read further or take action. In our evaluation of 60 websites across 12 industries, nearly every website scored poorly. B2B marketing professionals should read this report to learn how to make website content more interesting, engaging, and empathetic to buyers.

  • For B2B Marketing Professionals

    REPORT: Now Tech: B2B Event Management Software, Q2 2019

    Forrester's Overview Of 38 B2B Event Management Software Providers

    June 4, 2019Laura Ramos, Matthew Camuso

    You can use event management software (EMS) to automate and scale events, personalize attendee experiences, and deliver positive ROI. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, and business objectives. B2B marketers should use this report to understand the value they can expect from an EMS provider and to select one based on size and functionality.

  • For CMO Professionals

    REPORT: Three Steps To Modernize Marketing Thinking

    Beginner Level: Mindset Practices For Marketing Innovation

    May 13, 2019 Jim Nail, Laura Ramos

    Current marketing approaches are out of sync with today's empowered buyers. Customer-obsessed marketers from Amazon to Zappos disrupt their industries by creating experiences that exceed consumers' expectations. Their secret: a new mindset that abandons brand-centric principles popularized during the mass marketing era while transcending digital marketing's narrow, technology-centric focus. CMOs, read this report to begin to transform your mental model of what marketing is and how it influences customers. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For CMO Professionals

    REPORT: Three Habits Increase Adoption Of A New Marketing Mindset

    Intermediate Level: Mindset Practices For Marketing Innovation

    May 7, 2019 Jim Nail, Laura Ramos

    Becoming an innovative marketer will require more than just the CMO and senior marketing leaders adopting a new mindset: They must lead, coach, and prod their entire department. This shift will require ongoing emphasis on three key practices: putting the customer at the center of all decisions, reinforcing and rewarding new behaviors, and removing barriers to open communication and continuous learning. CMOs should read this report to learn how to reinvent the marketing mindset within their organization. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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