Jessie Johnson

Principal Analyst

Forrester Bio

Author Insights


Putting B2B Personalization In Context

Jessie Johnson July 6, 2021
Rather than attempt to control the journey, marketing and sales must meet buyers where they are, anticipate their needs, and enable them to take that next step. Forrester analyst Jessie Johnson explains how B2B marketing leaders are rethinking the delivery of digital experiences and the path from personalization to contextualization.
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Toss Those Tea Leaves: Reading Real Signals Of Growth And Retention

Amy Bills April 9, 2021
Teams supporting retention, cross-sell, and upsell are most effective when they focus on the right signals from buyers and customers. At B2B Summit North America, learn more about these signals and how to use them.
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Inside The Black Box: Designing Sensors To Decode B2B Buying Signals

Jessie Johnson February 23, 2021
Moving from click-based engagement to real-time buyer enablement requires a change in approach. You likely already have signal-detection capabilities — the challenge is fine-tuning and scaling them.
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Santa Claus Or Krampus? A Seasonal Guide To Buying Signals

Jessie Johnson December 21, 2020
Each holiday season, children get a visit from the jolly Santa Claus or the demonic Krampus, depending on their behavior throughout the year.
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Dialogue In Demand: Enabling Buyers Through Conversational Interactions

Jessie Johnson September 30, 2020
Connecting conversational interactions across channels helps organizations deliver frictionless engagement and experiences with value to the buyer.
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Meaningful Momentum: Defining Real-Time Buyer Enablement in B2B

Jessie Johnson August 21, 2020
  • Demand and 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
  • Buyer enablement refers to the shift from selling “at” buyers to enabling buyers to get the information they need in the moment to support their decision-making process
  • Real-time buyer enablement requires organizations to understand the signals characteristic of their buyers, where to capture those signals, and how to classify and connect those signals across systems and workflows
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Sixteen Ways to Deliver Virtual Content Experiences When Event Plans Change

Jessie Johnson March 17, 2020
  • As plans or situations change, marketers must be ready to respond to the needs of their buyers, customers and partners in real time — and sustain momentum in planned programs to reach their desired outcomes
  • Host virtual event spaces, microsites and interaction mechanisms that align with the planned in-person event experience, with rapid iteration built into design, development and management processes
  • As marketers continue to innovate on their event strategy, digital properties and enabling tactic mix, it’s especially important to be respectful of data privacy regulations and contact preferences
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“Affirmative, Dave – I Read You”: Enabling B2B Buyers Through Voice Experiences

Jessie Johnson August 5, 2019
  • Today’s buyers are using voice search and voice-powered digital assistants to access information, complete tasks and consume audio content
  • With the increasing adoption of voice interactions, demand marketers should start thinking beyond the screen for program activation
  • Innovative demand marketers have the opportunity to leverage voice interactions to optimize delivery mechanisms, offer strategies, and the website experience
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Grit, Grace and Go: Meet the Powerhouse Women in Business and Tech

Jessie Johnson April 23, 2019
  • Business and technology leadership requires focus on connection and alignment while challenging assumptions and creating momentum toward a common goal
  • The SiriusDecisions Women’s Network inspires women and encourages growth, debunking common myths and preconceptions about women’s leadership
  • The best and brightest minds in B2B are taking stage at SiriusDecisions Summit not as women in business, but as business leaders
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Finding the Right Rock: Tactical Innovations in Demand Marketing

Jessie Johnson April 16, 2019
  • Changes in buyer behavior and expectations combined with new technologies and touchpoints are forcing demand marketers to rethink their approaches
  • The introduction of new delivery mechanisms such as chatbots and digital assistants bring opportunities to think beyond the screen when designing the integrated tactic mix
  • Demand marketers should explore trends in five key areas of innovation to reach and engage buyers
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Six Ways to Keep Zombies Out of the B2B Demand Marketing Mix

Jessie Johnson October 12, 2018
  • Changes in buyer behavior and expectations, along with new technologies and touchpoints, are forcing B2B marketers to rethink demand program design and delivery
  • B2B demand marketers can explore six areas of innovation to exploit emerging digital and nondigital tactics that engage new buyers
  • To assess the opportunity and potential impact of an innovation, consider audience context, alignment with demand program objectives and tactic mix integration
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Eight Ways to Rethink B2B Email Marketing

Jessie Johnson June 21, 2018
  • An integrated, data-driven approach to email marketing enables B2B marketers to deliver a personalized, relevant experience within an audience context
  • Email marketing capabilities have evolved to support a programmatic and scalable approach to customization, enabling the next best action on the buyer’s journey
  • Demand creation marketers must continuously test and optimize their email strategy, both on its own and as it integrates with other delivery mechanisms in the marketing tactic mix
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Four Search Engine Optimization Capabilities for the Demand Marketer’s Tech Stack

Jessie Johnson April 18, 2018
  • Search engine optimization (SEO) solutions help organizations drive organic listings in search engine results based on content quality, relevance and site authority
  • B2B marketers must be able to make SEO insights actionable through diagnostics and optimization of content, as well as technical elements of the Web site
  • See where SEO capabilities fit into the demand creation technology stack at SiriusDecisions Summit 2018
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Building the B2B Customer Engagement Technology Stack

Jessie Johnson April 11, 2018
  • B2B marketing leaders invest in customer engagement to drive profitability through insight into customer needs, increased retention and upsell opportunities, and customer advocacy
  • A successful customer engagement function requires supporting infrastructure that carries insights and interactions from the buyer’s journey into the customer lifecycle
  • Learn how to build a best-in-class customer engagement tech stack at this year’s SiriusDecisions Summit
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Seven Ways to Rock Demand Creation with Artificial Intelligence

Jessie Johnson January 16, 2018
  • Artificial intelligence (AI) continuously learns about buyer preferences, context and intent and uses that knowledge to make decisions and predictions that drive conversions and pipeline
  • B2B use cases for AI include prioritizing prospects, intent monitoring, tactic and message matching, lead scoring, forecasting and customer retention 
  • Marketing leaders need to think about operationalizing AI across the demand function 
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Happy Penguins: Nine Ways to Integrate Chat for B2B Demand Creation

Jessie Johnson January 3, 2018
  • Online chat is a conversational experience with buyers and customers that supports multiple functions within the B2B organization
  • The choice of chat operator and platform should depend on objectives and desired user experience
  • Chat supports lead qualification through not only the chat interaction, but also the conversion path that follows
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B2B Marketing Lessons from Mario and Luigi

Jessie Johnson September 28, 2017
  • Video game concepts and techniques applied in non-game contexts increase reach, engagement, compliance, loyalty and advocacy
  • B2B marketers can use video game dynamics to enhance demand creation programs, customer experience, sales enablement, learning and development
  • Gaming principles can be integrated into delivery mechanisms such as the Web site, events, user communities and social media and internal processes like reporting, dashboards and sales enablement
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Three Concepts for Data-Driven Adaptive Content Delivery

Jessie Johnson August 16, 2017
  • B2B buyers control the buyer’s journey, and the content experience must adapt to individual interactions
  • A data-driven approach to content and delivery mechanisms provides a personalized experience tailored to the individual buyer
  • Content assets and delivery mechanisms respond and adjust to individual profiles, previous interactions and known preferences
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Keeping It Real: VR and AR for Demand Creation

Jessie Johnson June 6, 2017
  • Emerging content formats like augmented reality (AR) and virtual reality (VR) extend personalized content experience into immersive interaction
  • Demand creation marketers can deliver high-impact content and user experience through AR and VR
  • AR and VR environments should be integrated with other demand creation tactics, technology and processes
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Ariadne’s Thread: B2B Applications for VR/AR

Jessie Johnson February 27, 2017
  • Virtual and augmented reality create a highly personalized and self-directed user experience
  • Key areas of business impact for virtual and augmented realities are customer engagement, product marketing and sales enablement
  • Virtual experiences offer a deeper level of insight into buyer sentiment and motivation
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