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Price: $250 (USD)
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Try this exercise at work. Find five people in different parts of your company, and ask them a simple question. Who do we sell to? What happens next ought to be illuminating: They will each answer differently!
In the "do more with less" economy, your business aspires to engage executives and become a "trusted advisor." But is this the buyer that your salespeople, marketers, and trainers think of and prefer to engage with today as your client?
Through conversations and surveys of business and IT executives, Forrester has developed buyer archetypes that reflect their reality in our changed economy. In this webinar, we explore these questions to help you map your strategy to the buyers you aspire to reach.
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Understanding performance and demonstrating accountability are perennial top priorities for B2B marketing leaders. This webinar draws on Forrester's latest quantitative research to provide a view into the current state of marketing measurement across B2B.Key takeaways:Learn about the insights gap facing B2B marketing organizations. See what metrics marketing leaders across B2B are using to steer their businesses.Hear how to advance a system of aligned measurement in your organization.Target audience level: beginner
Earlier this year, Reltio made a major transformation and shifted its revenue process from marketing qualified leads (MQLs) to buying groups and opportunities. The best part of this change: The company made this significant transformation in just 60 days! And now that it’s been live for about 10 months, the business impact and value of this transformation to the revenue process is too significant to ignore.Key takeaways:Why did Reltio make this change?What important factors were needed to make this transformation?How was Reltio able to make this transition so efficiently and successfully?What business value has Reltio earned in this transformation?Tips and advice for organizations considering making the shift from MQLs to buying groups and opportunitiesTarget audience level: intermediate
Personalization is table stakes in B2B, and it need not involve personally identifiable information to be effective. AI-powered personalization capabilities are enabling more relevant interactions and better conversations throughout the customer lifecycle, helping organizations deliver increasingly contextual interactions with immediate value.Key takeaways:Insights into B2B buyer expectations for and attitudes toward personalizationThe personalization techniques that B2B marketers find to be most impactfulTarget audience level: intermediate