Jessie Johnson

Principal Analyst

Forrester Bio

Author Insights


Announcing The Forrester New Wave™: Conversation Automation Solutions, Q3 2022

Jessie Johnson September 1, 2022
Marketers and technology vendors alike are rethinking approaches to engagement and enablement in response to the consumerlike behaviors of B2B buyers, heightened expectations for digital experiences, and the demands of a modernized workforce. The ability to automate conversational interactions using chatbots and virtual assistants (VAs) is one of many business requirements for organizations looking to […]

Three Mindflaying Facts About AI For B2B Marketers

Jessie Johnson August 10, 2022
Artificial intelligence has fundamentally changed our ability to understand and empower our audiences, whether customer or employee. Discover three ways B2B marketers are leveraging AI now.

Conversation Automation, Personalization, And AI: Five Key Findings For B2B Marketers

Jessie Johnson May 24, 2022
Across industries and audience demographics, conversational interfaces and the interactions they support are becoming embedded in the B2B digital experience as buyers and customers continue to show preference for self-guided interactions at each stage of their journeys. The ability to reach, engage, and enable empowered B2B audiences — whether buyer, customer, or employee — means […]

Take A Pragmatic Approach To B2B Conversation Design To Avoid Dystopian Dialogue

Jessie Johnson April 26, 2022
From their interactions as consumers, B2B buyers and customers are already accustomed to receiving relevant information curated by algorithms and delivered at the right time in dynamic and digestible formats. Across channels, devices, and interfaces, these audiences ask for what they want. They’re also aware of how their behavior drives the algorithmic co-creation of interest-based […]

Let’s Chat About Conversation Automation Technology In B2B Marketing

Jessie Johnson April 5, 2022
Conversation automation technologies help B2B marketing and sales leaders holistically approach the design, deployment, and optimization of conversational interactions to deliver relevance and value in the moment while informing the timing and treatment of the next action.

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.

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.

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.

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.

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.

Meaningful Momentum: Defining Real-Time Buyer Enablement in B2B

Jessie Johnson August 21, 2020
A pirouette in ballet is the act of turning on one leg for one or more rotations and a clean finish. Like many things that appear effortless when done well, the execution of a pirouette requires a level of precision and momentum that can be achieved only through continuous training that taps the dancer’s technical […]

Sixteen Ways to Deliver Virtual Content Experiences When Event Plans Change

Jessie Johnson March 17, 2020
Let’s face it. Things don’t always go as planned. I once fell off a 10-foot mushroom on stage attempting a penché, an extreme incline on one leg. But there was a back-up plan — landing on the other foot instead. Digital interactions are the other foot to land on for any event strategy and should […]

“Affirmative, Dave – I Read You”: Enabling B2B Buyers Through Voice Experiences

Jessie Johnson August 5, 2019
In the 1968 Stanley Kubrick film 2001: A Space Odyssey, the sentient supercomputer HAL 9000 famously declines a critical command in its eerily calm and conversational voice: “I’m sorry, Dave. I’m afraid I can’t do that.” The implications of AI refusing a command on the basis of self-preservation aside, one thing is clear – conversation […]

Grit, Grace and Go: Meet the Powerhouse Women in Business and Tech

Jessie Johnson April 23, 2019
The word powerhouse is often used to describe people with discipline, strength and dynamism in their approach to accomplishing a task or goal. In the physical arena, these powerhouses are the athletes, dancers and performers who are the masters of their domain and their own capabilities, whether that’s playing football, executing choreography or delivering a […]

Finding the Right Rock: Tactical Innovations in Demand Marketing

Jessie Johnson April 16, 2019
My dog, Trevor (pictured), spends his summers on the lakeshore, curating his rock collection with the determination of a demand marketer driving pipeline. Trevor doesn’t chase after just any rock, but rather targets only rocks that are the best fit for his objectives. He hunts for rocks that are light in color and slightly larger […]

Six Ways to Keep Zombies Out of the B2B Demand Marketing Mix

Jessie Johnson October 12, 2018
I’ve always been a fan of zombies. From the 1932 film White Zombie to the modern classic The Walking Dead, the idea of reanimation and the folklore of the undead inspire tales that capture attention and trigger audience response, whether it’s to be entertained (Scooby-Doo on Zombie Island), terrified (Night of the Living Dead), or […]

Eight Ways to Rethink B2B Email Marketing

Jessie Johnson June 21, 2018
Buyers expect a personalized experience that delivers relevant content, offers and interactions on the basis of who they are and where they are in the buyer’s journey or customer lifecycle. B2B marketers support that journey – but do not control it. The ability to design and scale this one-on-one experience across programs and audience segments […]

Four Search Engine Optimization Capabilities for the Demand Marketer’s Tech Stack

Jessie Johnson April 18, 2018
Buyers are searching for information through multiple channels, including traditional search engines, social media, mobile apps and voice assistants. To be discoverable by search engines, content is ranked according to numerous factors, including quality, authority and relevance to search intent. B2B marketers must account not only for what buyers are searching for, but also for […]

Building the B2B Customer Engagement Technology Stack

Jessie Johnson April 11, 2018
Walt Disney famously said, “Do what you do so well they will want to see it again, and bring their friends.”  For B2B customer marketing leaders, this means delivering a positive customer experience that drives relevant interactions well beyond the sale. An investment in customer engagement improves profitability through increased retention and upsell opportunities, better insight into customer […]

Seven Ways to Rock Demand Creation with Artificial Intelligence

Jessie Johnson January 16, 2018
Artificial intelligence (AI) is topping the charts as a hot topic for this year, and its fan base is growing. Embedded in the sales and marketing technology stack, the AI capability is continuously learning about buyer preferences, context and intent, and using that knowledge to make predictions and decisions that help drive conversions and pipeline.  […]
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