Jessie Johnson

Principal Analyst

Jessie is a principal analyst in demand and account-based marketing research focused on real-time buyer enablement, conversational interactions, and emerging trends in program design and activation to fuel the revenue engine.

Operationalizing Content Contextualization
August 2nd, 2021 18 min read

Demand marketers are rethinking the roles of engagement and enablement, which requires strategies and tactics based on behavior and buying group awareness to predict and deliver the next best interaction and respond to buyer needs — individual and across the buying group — in real time. Content contextualization allows marketers to respond to buying signals with best-fit content and treatment by connecting content and data sources across systems, processes, and buying interactions. In this report, we focus on three use cases for contextualization that are critical to enabling the purchase decision process through open, connected, intuitive, and immediately valuable interactions.

Inertial Guidance: Defining Real-Time Buyer Enablement
August 2nd, 2021 9 min read

Demand and account-based marketing (ABM) leaders are rethinking existing approaches to program and tactic activation to meet the consumer-like expectations of modern B2B buyers in increasingly complex decision-making scenarios. Real-time buyer enablement is a commitment organizations make to their buyers and customers to be responsive, relevant, respectful, and aligned on a common goal of helping buyers make better decisions. In this report, we outline the concepts, techniques, and self-service mechanisms that function as building blocks for real-time buyer enablement within demand and ABM programs and functions.

The Buyer Signals Framework
August 2nd, 2021 7 min read

Until recently, the volume and quality of buyer signals in the B2B ecosystem has lagged those available to B2C brands. That is no longer the case. B2B organizations must now understand and avail themselves of the full array of signals or risk losing to their competitors. In this report, we introduce the B2B Buyer Signals Framework and explain how it helps organizations identify the required signals and signal sensors for executing successful marketing programs and tactics.

Introducing The Content Contextualization Continuum
February 7th, 2020 10 min read

B2B buyers expect personalized experiences to support increasingly complex buying scenarios that require relevance and responsiveness. Marketers must capture, interpret, and respond to buyer behavior and signals in real time to deliver an optimal buyer and customer experience. The Content Contextualization Continuum provides a repeatable, data-centric methodology for content atomization and activation that enables buyers through hyper-relevant content experiences that adapt in real time. In this report, we introduce the Content Contextualization Continuum, a methodology designed to help marketers deliver contextually relevant experiences for buyers by leveraging content as data.

Research Coverage

Planned Research

What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.