Laura is a results-oriented marketing professional with more than 15 years of experience in strategic planning, demand generation, marketing operations, and PR. She understands demand marketing for B2B companies and is passionate about companies with complex business models, especially those that sell to — and through — a channel.
Program plays support demand program objectives to activate, validate, or accelerate opportunities in the B2B Revenue Waterfall.
In this report, we outline the steps for designing and executing demand programs that cascade from the campaign theme, using the Forrester Program Pendulum Framework.
In this report, we identify five sets of actions for accelerating momentum that should be on every demand and ABM leader’s agenda for 2022, including ways to embed buying groups in processes, listen to buying signals, engage buying groups
In this report, we share how connecting and leveraging buying group signals enables B2B marketers to inform the design of demand programs and move buying groups associated to opportunities through the B2B Revenue Waterfall.
In this report, we examine how the B2B Revenue Waterfall and demand programs combine to drive revenue engine performance.
In this report, we discuss the benefits of utilizing a delivery mechanism glossary and define the delivery mechanisms most frequently used by B2B organizations.
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