"At my mid-year marketing summit, when I was pontificating on our transformation to customer obsession, I looked out at the sea of nodding heads and spotted my direct reports each mentally stepping up to the challenge of getting customer-obsessed in their product, industry, channel, and geographic silos. And I realized the problem was not vision, but strategy."
We know you B2B marketing execs are not in denial. You get that 74% of business buyers conduct more than half of their research online before making an offline purchase — and that 59% of those same business buyers prefer not to interact with a sales rep as their primary source of information. You need to transform from an inside-out (company, product service) perspective to an outside-in (customer, outcome, context) view. Like all transformations, this is brilliant in theory but daunting in practice.
Well, come to the Forrester B2B Marketing Forum on October 18 and 19 in Miami, Florida to learn how to do this.
You'll hear from these Forrester keynote speakers: James McQuivey, Shar VanBoskirk, Laura Ramos, Ryan Skinner, and Mary Shea. And we already have this strong line-up of industry leaders: Brad Brooks, CMO of DocuSign; Molly Murphy, Senior Vice President, Sales and Marketing, Eaton; Michelle Boockoff-Bajdek, Vice President, Global Business Solutions Marketing, The Weather Company, an IBM Business; and many more to come! We don't want to give too much away at this stage, but the "tags" listed in this graphic indicate what we will be talking about.
Forum attendees will find a rich choice of subjects covered in a mixture of formats. The agenda on the main stage will progress down four themes; during the breakout sessions, we'll explore several current hot issues for B2B marketers; and we will also offer a workshop with practical exercises and tools.
Plus, we've invited some Forrester colleagues to lead "Face-Time Discussions" on important trends that are affecting marketing planning. And, as we'll be publishing Forrester Wave™ evaluations of lead-to-revenue management automation and sales enablement automation later in the year — you can get a preview of that research (though not the results yet, of course) during the two lunch breaks.
How does that sound? Here's a discount code (B2B16PON) for an additional $100 off; combined with our $200 early bird special, that gives you a total saving of $300 if you register now! And let everybody know you're coming by tweeting #FORRB2B. We look forward to seeing you in Miami.
Always keeping you informed! Peter