Laura Ramos

VP, Principal Analyst

Forrester Bio

Author Insights


Investing In Customer Success Delivers 107% ROI Within Three Years

Laura Ramos March 27, 2024
Explore the benefits of dedicating a team to customer success management, outfitting them with purpose-built technology, and enabling them to drive consistent experiences that lead to retention and growth.

Your Predictions Questions Answered: Leveraging GenAI Successfully

Laura Ramos February 22, 2024
During Forrester’s Predictions 2024 webinar, we received a lot of great questions about how generative AI might affect customer-facing functions such as marketing, customer experience, and sales. Check out our answers.

Predictions 2024: GenAI And Partners Help B2B Marketing, Sales, And Product Endure A Wild Ride Ahead

Laura Ramos October 25, 2023
B2B marketing, sales, and product functions in 2024 will face disruption and opportunity from generative AI, making alignment more critical than ever. Learn more about what’s coming in 2024.

Prévisions 2024 : la genAI et les partenaires aident le marketing, les ventes et les produits B2B à faire face à un avenir changeant

Laura Ramos 25 Octobre 2023
En 2024, les services marketing, ventes et produits B2B seront confrontés aux perturbations et aux opportunités offertes par l’IA générative, et il sera donc plus essentiel que jamais de s’aligner. En savoir plus sur ce qui nous attend en 2024.

Prognosen 2024: Mithilfe von KI und Partnern können die Teams für B2B-Marketing, -Vertrieb und -Produkte durch bevorstehende Turbulenzen steuern

Laura Ramos 25 Oktober 2023
Durch den Vormarsch generativer KI werden sich die Funktionen für B2B-Marketing, -Vertrieb und -Produkte 2024 disruptiven Entwicklungen und Chancen gegenübersehen. Dadurch wird eine Abstimmung noch wichtiger als je zuvor. Erfahren Sie mehr darüber, was Sie 2024 erwarten wird.

Power Up Your Customer Success And Customer Marketing Partnership

Laura Ramos September 13, 2023
Learn how top-performing customer marketing and customer success teams keep existing customers loyal and profitable.

Four Advocate Personalities Turn Customer Goodwill Into Gold

Laura Ramos July 28, 2023
Question: How is a customer marketer different than other marketers? (No, this is not the opening line of a joke — that would be “Two customer marketers walk into a bar … ”) Top customer marketers focus on how customers attain value. They know that solid references, case studies, valid reviews, upsell/cross-sell opportunities, and expansion […]

Not All Alignment Is Equal: Achieve Alignment That Drives Growth

Dave Frankland May 31, 2023
Successful alignment is less about process and more about calibrating buyer value. Learn about the five dimensions that top organizations align on — and learn more at Forrester’s B2B Summit North America.

Five Ways To Get Aboard Customer Success

Laura Ramos April 25, 2023
Simply keeping accounts on the training and adoption track, while necessary, is no longer sufficient to drive predictable growth. Learn how to engineer customer success experiences that deliver value to your customers and company alike.

How Are Post-Sale Customer Engagement Responsibilities Changing?

Laura Ramos March 8, 2023
How common is customer marketing as a stand-alone function? Is customer success becoming the new customer experience (CX) at B2B firms? What is the range of responsibilities commonly shared by B2B CX teams like yours? Are you interested in the answers to questions like these? Forrester’s customer engagement research group is, too! We want to […]

Customer-Led Growth Is Getting More Attention Among B2B Firms: Should You Care?

Laura Ramos February 14, 2023
You may be hearing more about customer-led growth as a counterpoint to product-led growth. Learn what it is, and what it means for you.

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.

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 […]

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 […]

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.

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. […]

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 […]

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.

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 […]

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.
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