Laura Ramos,

Laura Ramos

Vice President, Principal Analyst

Laura serves B2B marketing and customer success professionals. She is a leading expert in B2B marketing with hands-on senior management experience in corporate, industry, lifecycle, and product marketing. She helps Forrester’s B2B marketing clients define, apply, and execute on postsale marketing programs that combine traditional and digital approaches to deliver on brand promises, help customers realize value, build loyalty, and turn successful buyers into advocates. Laura also helps customer success clients define, apply, and deliver customer engagement programs that proactively manage customers toward successful outcomes while increasing their lifetime value. Her research addresses the strategy, skills, technology, process, and best practices related to communicating with and engaging existing customers; postsale value realization; customer-contributed content; and customer marketing, success management, and advocacy. In 2017, Laura became a Forrester Bill Bluestein award winner; the award is granted annually to one of Forrester’s most influential analysts.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B marketing practice by writing thought-leading research and advising clients on B2B social media usage, community development, integrated B2B marketing, demand generation, lead management automation, digital marketing strategy, marketing measurement, and customer engagement.

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.

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September 9th, 2025 5:00 PM - 6:00 PM Webinar

How AI Will Uniquely Impact B2B Customer Service

Forrester’s data and research consistently show how companies that focus resources and strategy on delivering value to customers outperform their competitors on several business measures. Ensuring that B2B customers receive the best postsale experience requires proactive engagement through customer success and customer marketing, as well as personalized and effective reactive engagement whenever they encounter a problem or need support. However, once OpenAI released GPT-4, everything everyone thought they knew about great customer service strategy and execution got turned on its head. Customer service and support teams have the most to gain — or change — through the use of generative, predictive, and agentic AI.Please join Laura Ramos, VP and principal analyst at Forrester, as she explores the latest trends impacting B2B customer service and how generative, predictive, and agentic AI stand to redefine the purpose, role, and results of teams that support B2B customers postsale.Key takeaways: Learn what’s unique about B2B customer service and the changing opportunities that Forrester sees for clients in this space.Discover the top challenges that B2B customers face when delivering effective, differentiating support that truly impacts the customer’s experience.Explore how AI will help solve those challenges while also permanently changing the role and scope of customer service for companies that sell highly considered products and services.Target audience level: intermediate