Search Results

• Webinar Creating Engaging Virtual Events: Lessons From The Forrester Wave™

  Wednesday, March 24, 2021, 11:00 a.m.-12:00 p.m. Eastern time (15:00-16:00 GMT) | Laura Ramos, Meredith Cain

  B2B marketers and event managers face two major challenges as the coronavirus pandemic persists: how to create successful all-virtual experiences and how to keep attendees engaged for the duration....

• Report Q&A: A Dozen Questions To Answer Before Taking Your Marketing Event Virtual

  December 21, 2020 | Laura Ramos

  Events are an important tactic B2B marketers use to attract and interact with prospects and customers. This report helps marketing leaders, demand generation, and event managers weigh the...

• Blog Important Questions To Answer Before Making Your Events Virtual

  December 21, 2020 | Laura Ramos

  Back in March, Nick Barber and I teamed up to help B2B marketers assess whether virtual events were a viable alternative to physical, as COVID-19 forced event managers to cancel in–person...

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  Webinar B2B Sales Predictions 2021

  December 2, 2020 | Mary Shea, PhD, Laura Ramos, Jay McBain

  This is your chance to engage directly with the analysts who made our 2021 predictions for B2B Sales. During this conversation between our analysts — and with you — we dive into the...

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  Webinar B2B Marketing Predictions 2021

  A Conversation With The Analysts Who Made Them

  November 9, 2020 | Lori Wizdo, Laura Ramos, Steven Casey

  This is your chance to engage directly with the analysts who made our 2021 predictions for B2B marketing. During this conversation between our analysts — and with you — we dive...

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  Webinar Key Lessons To Perfect Your Sales Enablement Strategy

  Based On The Forrester Wave™: Sales Content Solutions, Q3 2020

  October 29, 2020 | Laura Ramos

  As marketers and sellers rely more on digital means to meet buyers’ changing expectations and to engage at a pandemic-induced distance, your ability to prep sellers to be more effective in...

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  Webinar Transitioning In-Person Events To Virtual: A Closer Look At The Technology Landscape

  September 16, 2020 | Laura Ramos, Meredith Cain

  The coronavirus pandemic is causing businesses to cancel or postpone all in-person gatherings. For marketers and sellers who rely on events such as user conferences or roadshows to generate demand...

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

  September 15, 2020 | Laura Ramos

  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...

• Blog Virtual Event Momentum Will Move Strategy And Tech Forward Rapidly

  August 4, 2020 | Laura Ramos

  In-person events consistently consume the largest slice of B2B program budgets. In 2019, B2B marketers allocated almost 15% of program spending on average to event marketing.[i] And 55% said they...

• Blog Share Your Sales Enablement Experiences With Us!

  July 1, 2020 | Laura Ramos

  B2B marketers, are you responsible for sales enablement (SE)? Are you in a sales enablement or sales operations role? If so, Forrester would like to invite you to take our 2020 B2B Sales Enablement...

• Report Messaging In The Time Of COVID-19

  Generate More Than Sympathetic Communications To Give B2B Customers The Confidence To Survive And Thrive

  June 16, 2020 | Laura Ramos, Meredith Cain

  Communicating your company's response to the coronavirus pandemic requires more than expressing sympathy or reinforcing your philanthropic efforts. Meaningfully supporting and creating value for...

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

  June 11, 2020 | Laura Ramos

  Goodwill Industries has a philosophy of giving a hand up, not a handout. What’s implied is that to get something, you should first give. B2B marketers can learn from this credo, particularly...

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  Webinar Case Study: How Customer-Centered Messaging Boosted PTC's Conversion Rates

  June 10, 2020 | Laura Ramos

  Business buyers are getting very efficient at self-education: Before buying from a sales rep, 67% prefer to research online alone and not talk to a seller at all. To catch buyers’ attention...

• Blog Two Questions To Ask Yourself About Your COVID-19 Messaging

  June 5, 2020 | Laura Ramos

  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,...

• Report Now Tech: Sales Enablement Automation, Q2 2020

  Forrester's Overview Of 32 Sales Enablement Automation Providers

  May 27, 2020 | Laura Ramos, Mary Shea, PhD

  You can use sales enablement automation (SEA) to give sellers more time to sell, improve their effectiveness and relevance with buyers, and acquire and apply the best buyer-facing skills. But to...

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  Webinar The B2B Marketer's Guide To Making The Most Of The Forrester Wave™

  May 21, 2020 | Laura Ramos, Lori Wizdo

  Congratulations! You just completed participating in a Forrester Wave, and its publication is imminent. Now what?Analyst technology evaluations can be lengthy and intense. Regardless of whether...

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

  May 4, 2020 | Laura Ramos

  Last week, Christine Brozek shared research findings and advice on how to make your thought leadership and marketing content stand out in today’s mostly digital world of social distancing as...

• Report Credible Empathetic Content Wins Over Elusive B2B Buyers

  Four Practices Deliver Value And Engage Your Buyers' Attention

  April 30, 2020 | Laura Ramos

  Self-sufficient and digitally adept business buyers are tired of wading through piles of marketing and sales content that isn't helpful or interesting. B2B marketers need to step away from...

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

  April 7, 2020 | Laura Ramos

  Almost two decades ago, Fred Reichheld showed that it costs companies more to acquire a new customer than to keep an existing one — and that smaller changes in post-sale retention can lead to...

• Report Customer Marketing Elevates B2B Post-Sale Experiences And Buyer Value

  Raise Your Customer Marketing Game To Win Customers' Hearts And Wallets

  March 31, 2020 | Laura Ramos

  Post-sale marketing activity often plays second fiddle to product marketing, demand generation, and branding. Now, subscription-based business models make keeping and growing customers essential....

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  Webinar What's Ahead For ABM In 2020? (Hint: The Answer Starts With "E")

  March 26, 2020 | Laura Ramos

  Account-based marketing (ABM) is becoming the way marketing gets done, with B2B demand generation efforts focusing predominantly on accounts, not leads. In fact, ABM now involves more than just...

• Blog Are Virtual Events The Right Move For You?

  March 25, 2020 | Laura Ramos

  It’s a rough time to be planning or managing a large, in-person event. The COVID-19 virus has made canceling or delaying customer gatherings, seminars, conferences, and trade shows of any size...

• Blog Millennials Want Credible Digital Content — So Give It To Them!

  February 19, 2020 | Laura Ramos

  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....

• Report Forrester Infographic: Millennial Buyers Seek Credible, Concise, And Curated Content

  February 13, 2020 | Laura Ramos

  Forrester surveyed purchase decision makers and found their dissatisfaction with most content marketers make available continues unabated. As an increasingly influential buyer segment, Millennials...

• Report Research Overview: Strategic Message Management

  A Guide To Getting B2B Messaging Right

  February 10, 2020 | Laura Ramos, Lori Wizdo

  Savvy CMOs know that communication can become muddled as different stakeholders (marketers, executives, sales, and customer service) engage prospects and customers without the connective tissue of...