Laura Ramos

Vice President, Principal Analyst serving CMO PROFESSIONALS

Laura Ramos serves Chief Marketing Officers. She is a leading expert in business-to-business (B2B) marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester's CMO 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 CMO Professionals

    Report: B2B In-Person Events Need A Digital Makeover

    In-person events consistently grab the top spot on the business-to-business (B2B) marketer's program budget list. But marketers have long been conflicted about the value that these expensive tim...

    • Downloads: 113
  • For CMO Professionals

    Report: Direct Your 2015 B2B Budget Gains Toward Creating Exceptional Customer Experiences

    For this report, Forrester and Direct Marketing News (DMN) jointly surveyed a new crop of 132 business-to-business (B2B) marketing executives about their 2015 budget plans and expectations. The ...

    • Downloads: 151
  • For CMO Professionals

    Report: How Customer Activation Better Wins And Serves Business Buyers

    Customer-activated enterprises are firms that turn every customer interaction into new ways to differentiate experiences, deliver value, and capture value. Since marketing benefits the most when...

    • Downloads: 102
  • For CMO Professionals

    Report: Brief: B2B Content Fails The Customer Engagement Test

    Engaging content can mean the difference between creating a business opportunity and losing to a competitor. Nowhere is the struggle to produce compelling business-to-business (B2B) content more...

    • Downloads: 211
  • For CMO Professionals

    Report: Tell Stories To Connect With Business Buyers

    Most business content fails to engage buyers. And marketers admit they struggle to make it more compelling. The solution to this problem is something we all know and love — a good story. T...

    • Downloads: 168
  • For Marketing Leadership 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: 2354
  • 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: 2156
  • For Sales Enablement 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: 1718
  • For Sales Enablement 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: 1574
  • For Sales Enablement 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: 1756
View all of Laura Ramos's Research

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