Laura Ramos

VP, Principal Analyst

Forrester Bio

Author Insights

Blog

How Does B2B CX Quality Impact Loyalty? — A Forrester B2B Summit 2022 Session Preview

Laura Ramos April 11, 2022
Assessing the CX of B2B companies is trickier than in the B2C space. At Forrester's B2B Summit North America, we'll unveil the first B2B CX Index™ and reveal which aspects of CX matter most for two popular solution types.
Blog

Will Your B2B Content Meet Buyer Expectations In 2022?

Andia Tonner November 19, 2021
It’s nearly the end of the year, so it’s the perfect time to reflect on your accomplishments while planning ahead. Now is also a good time to review the content you published during 2021 and ask some key questions about it. Does your content include data and tech expertise that buyers want? Was it created […]
Blog

Consider Content Engagement Solutions To Enhance Digital Buyer Interactions

Laura Ramos July 20, 2021
Marketing content has become the primary way for customer-facing teams to create dialogue as B2B buyer behavior changes and work-from-home limitations cause buyers to engage online to inform prospect and customer buying decisions. Static, one-to-many communications don’t cut it anymore — to win buyers’ increasingly divided attention, content must become more relevant, valuable, and interactive.  Content engagement solutions are an emerging market category that helps B2B […]
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From Monolithic To Modular: Kicking Your Sales Content Engine Into High Gear

Kathleen Pierce April 26, 2021
To deliver relevant experiences for each buying situation, B2B organizations need modular sales content. At B2B Summit, learn how high-performing organizations use sales content solutions to achieve this.
Blog

Key Takeaways From The Forrester Wave™: B2B Marketing Events Management Solutions, Q1 2021

Laura Ramos March 9, 2021
In Forrester’s recently published report, “The Forrester Wave™: B2B Marketing Events Management Solutions, Q1 2021,” we evaluated the 14 most significant ones — 6Connex, Bizzabo, CadmiumCD, Certain, Circa, Cvent, Hubb, Intrado, Kaltura, meetyoo, ON24, RainFocus, Splash, and SpotMe — against 28 criteria. We also interviewed or surveyed more than 40 reference customers of these vendors. […]
Blog

A Lens On Europe: COVID-19 Makes Empathetic B2B Content Essential

Andia Tonner March 8, 2021
Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]
Blog

Important Questions To Answer Before Making Your Events Virtual

Laura Ramos December 21, 2020
In this Q&A format, we ask — and answer — important questions marketers should address to make their virtual events deliver value to attendees and profits to their business.
Blog

Key Takeaways From The Forrester Wave™: Sales Content Solutions, Q3 2020

Laura Ramos September 15, 2020
In Forrester’s recently published report, “The Forrester Wave™: Sales Content Solutions, Q3 2020,” we evaluated the nine most significant ones — Accent Technologies, Bigtincan, ClearSlide (a division of Corel), Highspot, Mediafly, MindMatrix, Pitcher, Seismic, and Showpad — against 40 criteria. After researching, analyzing, and scoring each vendor’s current offering, strategy, and market presence, we identified […]
Blog

Virtual Event Momentum Will Move Strategy And Tech Forward Rapidly

Laura Ramos August 4, 2020
B2B marketers are turning to virtual event solutions as an alternative to physical conferences and meetings during the coronavirus pandemic. Successful marketers start with strategy and define the customer experience they want their online events to deliver. Technology supports this but is ineffective without a solid strategy and set of customer experience goals.
Blog

Share Your Sales Enablement Experiences With Us!

Laura Ramos July 1, 2020
Sales enablement and marketing professionals interested in the current and future state of the sales enablement function should take this survey and be the first to receive results.
Blog

Build An Effective Customer Advocacy Program By Knowing The Four Advocate Types

Laura Ramos June 11, 2020
By understanding what customer advocates value, you can invite them to participate in the ways that are most meaningful to them, and to you.
Blog

Two Questions To Ask Yourself About Your COVID-19 Messaging

Laura Ramos June 5, 2020
As B2B analysts, we’ve been asking ourselves whether organizations have been responding to this health crisis in a way that is truly helpful to their customers. Our recently published report, “Messaging In The Time Of COVID-19,” which details our findings after reviewing 60 B2B websites and social accounts across 12 industries, seeks to answer that […]
Blog

Credible, Customer-Centered Content Helps Sellers Be More Human And Relevant

Laura Ramos May 4, 2020
B2B buyers will engage more with empathetic sellers who understand their industry, business, and pain points. Marketing content creators must partner with sales to develop content that truly resonates.
Blog

How A Global Crisis Puts Post-Sale Customer Marketing In The Spotlight

Laura Ramos April 7, 2020
The COVID-19 pandemic underscores the need for greater focus on customer experience and retention. Learn what that requires in this Summit 2020 session preview.
Blog

Are Virtual Events The Right Move For You?

Laura Ramos March 25, 2020
COVID-19 has forced the cancellation or delay of conferences, seminars, and trade shows of all sizes. Before deciding whether to turn an in-person gathering into an online experience, consider these four questions.
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Millennials Want Credible Digital Content — So Give It To Them!

Laura Ramos February 19, 2020
Mmmmm . . . Millennials. If you haven’t already heard (about a million times), this generation is taking over the workforce and becoming more responsible for making purchasing decisions on the job. Whether or not you believe the projections that most of the US labor force will be run by Millennials by 2025, many studies […]
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Uberflip Acquires SnapApp: What It Means To B2B Marketers

Laura Ramos December 3, 2019
The purchase may signal a shift toward more thoughtful and better differentiated approaches to B2B content.
Blog

Generate Better Leads? Make ABM Engage Buyers? Start With Your Messaging!

Laura Ramos October 25, 2019
What is the most effective way to generate qualified leads and make your account-based marketing (ABM) strategies pay off? Start with a customer-centric message. This advice sounds laughably basic but proves to be very difficult to accomplish in practice. Few get it right. How do I know? Earlier this year, Forrester published new research examining […]
Blog

Mobilized Employees Engage Buyers With A Trusted Voice

Laura Ramos October 16, 2019
Employees’ Advocacy Boosts Your Content And Customer Interactions While trust in brands has dwindled, B2B buyers hold those same brands’ employees in high regard as authentic and compelling sources of information. And they want to engage with them. In our new research, “Mobilized Employees Engage Buyers With A Trusted Voice,” Matthew Camuso and I explored […]
Blog

Does ABM Help Produce Better Revenue Results?

Laura Ramos September 15, 2019
Findings from a recent survey of account-based marketers are encouraging. Learn what has been key to ABM success and what concrete gains these marketers are achieving.
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