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.
By defining and documenting rules for program plays, demand marketers can design, execute, optimize, and measure programs in a scalable, consistent way.
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.
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.
