Skip to main content
Laura   Ramos

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

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.

Laura Ramos

Vice President, Principal Analyst Serving B2B Marketing Professionals

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.

Laura Ramos's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: Now Tech: Sales Enablement Automation, Q2 2020

    Forrester's Overview Of 32 Sales Enablement Automation Providers

    May 27, 2020Laura Ramos, Mary Shea

    You can use sales enablement automation (SEA) to give sellers more time to sell, improve their effectiveness and relevance with buyers, and acquire and apply the best buyer-facing skills. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, customers' selling model, and vertical market focus. B2B marketing and business leaders should use this report to understand the value they can expect from an SEA provider and select vendors based on size and functionality.

  • For B2B Marketing Professionals

    REPORT: Credible Empathetic Content Wins Over Elusive B2B Buyers

    Four Practices Deliver Value And Engage Your Buyers' Attention

    April 30, 2020Laura Ramos

    Self-sufficient and digitally adept business buyers are tired of wading through piles of marketing and sales content that isn't helpful or interesting. B2B marketers need to step away from producing content that focuses on what they do and step up to showing customers that they understand their problems and can help solve them. Read this report to learn how to ensure your marketing content better demonstrates empathy and credibility to win over reluctant buyers. This is an update of a previously published report. Forrester reviews and updates its research periodically for continued relevance and accuracy; we revised this version to factor in new data.

  • For B2B Marketing Professionals

    REPORT: Customer Marketing Elevates B2B Post-Sale Experiences And Buyer Value

    Raise Your Customer Marketing Game To Win Customers' Hearts And Wallets

    March 31, 2020Laura Ramos

    Post-sale marketing activity often plays second fiddle to product marketing, demand generation, and branding. Now, subscription-based business models make keeping and growing customers essential. Customer marketing must also deliver advocates who create the content and evidence prospects prize. Read this report to learn why B2B marketing leaders should reinvest in customer marketing and modernize its charter from newsletters and upsell campaigns to deepened engagement.

  • For B2B Marketing Professionals

    REPORT: Forrester Infographic: Millennial Buyers Seek Credible, Concise, And Curated Content

    February 13, 2020Laura Ramos

    Forrester surveyed purchase decision makers and found their dissatisfaction with most content marketers make available continues unabated. As an increasingly influential buyer segment, Millennials express widespread disappointment about the content marketing and sales puts in front of them. Irrelevant content can alienate these buyers and put significant revenue at risk. B2B marketers should use this infographic to understand how to make their content better engage Millennial buyers.

  • For B2B Marketing Professionals

    REPORT: Research Overview: Strategic Message Management

    A Guide To Getting B2B Messaging Right

    February 10, 2020Laura Ramos, Lori Wizdo

    Savvy CMOs know that communication can become muddled as different stakeholders (marketers, executives, sales, and customer service) engage prospects and customers without the connective tissue of a strong messaging architecture. That's why strategic message management is a must-have discipline for B2B marketers. This research overview curates Forrester's research on strategic message management.

View all of Laura Ramos's Research

Clients Who Work With Laura Ramos Also Work With:

View all related analysts

Connect

Brief Our Analysts

Upcoming Events

Webinar: Case Study: How Customer-Centered Messaging Boosted PTC's Conversion Rates

Date: June 10, 2020
Time: 1:00 PM-2:00 PM Eastern Standard Time
Register
View all upcoming events