Speaker Biography

Laura Ramos

Vice President, Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Marketing Leaders

04/14/2015

  • 11:50 AM - 12:20 PM

    Use Stories To Increase B2B Brand Relevance

    Empowered by digital, mobile, social, and cloud, business buyers need experiences that address them as people, not companies. Yet most B2B content fails to engage buyers. To bridge this gap, CMOs need to reconnect their teams with storytelling that moves their message from unremarkable to memorable. This session will show how to:

    • Understand buyers and make them heroes in your stories.
    • Strike an emotional chord that makes stronger connections.
    • Deliver something useful in stories that also explain what you do.

  • 03:10 PM - 04:50 PM

    B2B Marketing Workshop

    Advance onsite registration required.

    Your buyers’ expectations are increasing — they demand a seamless experience as they progress through their purchase process. Their expectations become particularly acute when consuming content and gaining knowledge from digital channels, your website, offline channels, and your salespeople.

    In this special 90-minute workshop, Forrester will present you with different customer buying scenarios and give you the opportunity to:

    • Review unique buyer archetypes and leverage these in developing a customer-obsessed strategy. 
    • Identify digital experiences and content strategies that will resonate with your buyers.
    • Outline an engagement strategy that delivers relevant and relationship-building experiences at scale.

Research Focus

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.