Speaker Biography

Laura Ramos

Vice President, Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Sales Enablement Professionals

03/02/2015

  • 11:30 AM - 12:00 PM

    Your Role In Creating Lifetime Customer Engagement

    As business buying goes digital, the role of marketing and sales has grown from promoting products and closing deals to creating lifelong relationships. To better serve digitally empowered buyers, however, CMOs and CSOs need to better align teams around creating engaging experiences that connect with buyers in more memorable and compelling ways. In this session you will learn:

    • Why it is essential to engage buyers and how stories help you do this.
    • How to leverage narrative to make lasting connections with buyers.
    • What marketing and sales must do together to better engage with customers and build lifelong relationships.

Research Focus

Laura serves B2B marketing and sales professionals. She is a leading expert in B2B marketing with hands-on senior management experience in corporate, industry, account-based, and product marketing; demand management; and social media. She helps Forrester's B2B marketing and sales clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, deliver business outcomes, engage customers postsale, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns of top B2B marketers related to all aspects of engaging existing customers, including postsale customer marketing, sales enablement, account-based marketing (ABM) strategy, customer-centered messaging, content engagement, B2B marketing mix planning/budgets, B2B personalization, and customer advocacy.

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-tech 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-tech/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 BS in mechanical engineering from Stanford University.