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, digital, and social approaches that lead with business issues and fuel their company's topline growth. Her research addresses the marketing organizational structure, skills, technology, process, and customer experience concerns that top marketers need to understand and integrate into programs that address ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she started up its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, sales and marketing integration, 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 ran industry marketing for Xerox, where she was responsible for increasing 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 currently serves 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

  • For B2B Marketing Professionals

    Report: Nurture Thought Leadership To Nurture Your Brand

    Great marketing content fuels the demand generation engine, boosts brand visibility, and attracts buyers interested in the problems your company can solve. But when business-to-business (B2B) ma...

    • For B2B Marketing Professionals

      Report: Metrics That Matter For B2B Marketers

      CMOs frequently ask Forrester which metrics they should monitor and report. Business-to-business (B2B) CMOs need to do more than measure activities like click-through rates and event attendees; ...

      • Downloads: 1071
    • For B2B Marketing Professionals

      Report: Thought Leadership: The Next Wave Of Differentiation In B2B Marketing

      From medical devices to heavy equipment, commercial products, technology, and financial and professional services, business-to-business (B2B) marketing professionals need to position their firms...

      • For B2B Marketing Professionals

        Report: From Priming The Pipeline To Engaging Buyers: The B2B CMO's New Role In Sales Enablement

        Advances in automation increase visibility and accountability surrounding lead-to-revenue processes. Despite this, tensions between marketing and sales persist concerning the quality of support ...

        • Downloads: 225
      • For Application Development & Delivery Professionals

        Report: Customer-Activated Communication And Collaboration Will Support The BT Agenda

        Listening and responding to the voice of the customer (VoC) is rapidly becoming an imperative. Marketing often gets the listening ball rolling, but real transformation integrates systems to capt...

        • Downloads: 109
      • For B2C Marketing Professionals

        Report: Making Social Media Work In B2B Marketing

        Business-to-business (B2B) marketers' interest in social media and Web 2.0 tactics spiked during the past nine months. Yet those who focus myopically on the tools — as they contemplate whe...

        • Downloads: 2355
      • For Application Development & Delivery Professionals

        Report: Enterprise Software In 2017

        Software investments — especially for core business applications and infrastructure — create dependencies on products and vendors that last for decades. To maximize the return on the...

        • Downloads: 2160
      • For B2B Marketing Professionals

        Report: B2B Lead Management Automation Market Overview

        Lead management automation (LMA) requires a degree of process maturity many business-to-business (B2B) firms don't possess, resulting in underachievement by vendors and users alike. Yet, the ben...

        • Downloads: 1724
      • For B2B Marketing Professionals

        Report: The Social Technographics® Of Business Buyers

        Social media give a voice to buyers who can now describe their experience and disappointment to a global audience. And, wow, are they saying a lot. Forrester surveyed more than 1,200 business te...

        • Downloads: 1578
      • For B2B Marketing Professionals

        Report: Topic Overview: B2B Marketing

        B2B marketers face two primary challenges: reaching key decision-makers and demonstrating marketing results. Unfortunately, outdated marketing tactics, immature lead management processes, and me...

        • Downloads: 1757
      View all of Laura Ramos's Research

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