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2020 was a year that no company will ever forget. The pandemic changed everything. Companies that had laid the foundations of cloud, agility, and strategic partnerships were ready to respond with digital solutions. Those that hadn’t scrambled and flailed. In 2019, 85% of firms viewed digital as nice to have. In 2020, every company learned that digital is critical to customer and business success. In 2021, we predict that every company will accelerate its digital transformation with a focus on customers and the products, practices, platforms, partners, and places to sell to and serve them. In this webinar, we describe our predictions and what it means for you.
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Demand and account-based marketing (ABM) leaders are being pulled in so many different directions — by customers, prospects, vendor partners, C-suite executives, revenue operations, and sales — that they are having a crisis of confidence. In Forrester’s Q4 2023 Demand Marketing Organizational Design And Process Survey, only 12% of marketing leaders felt their marketing teams’ current organizational design would be effective at meeting their revenue goals over the next 12 months, and just 7% felt they had the correct skills and competencies on their teams. Disconnected marketing program strategies, planning, execution timing, and metrics aligned to specific marketing subfunctions — all based on different sources of data and insights — limit an organization’s growth abilities.A frontline marketing approach creates alignment to accelerate growth via nurturing a unified vision and strategy for the full customer lifecycle; taking advantage of signals to deliver increased value for the buyer; relying on program orchestration wholly centered on the customer experience; and positioning marketing for success in a larger revenue process transformation.Key takeaways:Learn what frontline marketing is and why it is needed.Understand why frontline marketing is important to the future of demand marketers.Learn what an orchestration manager is and why the role is needed.Discover how ignoring frontline marketing will expose marketing's inability to transform alongside the other revenue-generating functions.Uncover what good looks like with a unified demand marketing strategy and plan.Target audience level: all levels
2025 will bring a renewed focus on strategy, deepened partnerships between business and IT, a pivot back to predictive AI, and new technologies and architectures as enterprises govern data and AI together. Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2025 Predictions for artificial intelligence. Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2025. Uncover new insights based on Forrester’s research and expert analysis. Prepare your team and your organization for what’s ahead.Target audience level: all levels
Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2025 Predictions for Cybersecurity, Risk, And Privacy.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2025. Uncover new insights based on Forrester’s research and expert analysis. Prepare your team and your organization for what’s ahead.Target audience level: all levels
This webinar was originally scheduled for September 19th, 2024.Harness the advantages of AI with help from this webinar series featuring the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology.In the realm of generative AI (genAI), where machines possess the ability to create and mimic human-like content, the need for robust security measures is paramount. This panel discussion delves into the challenges and strategies involved in securing genAI systems to prevent misuse and malicious intent. On the other hand, genAI can play a role in helping security officials in their workplace. Webinar panelists discuss the various ways genAI will help security officials in their difficult task of keep systems secure.Key takeaways:Understand the security risk that genAI poses to organizations.Explore the strategies enterprises have implemented to secure their genAI systems.Learn how to leverage genAI to help keep other systems secure.Target audience level: all levels
In Q3 2024, the US economy continues to grow, fueled by consumer spending. Macroeconomic indicators are strong, and the economy continues to avert a slowdown. Yet despite the abundance of good news, consumer sentiment is at a record low, driven primarily by a widening gap in confidence between more affluent and less affluent consumers. This webinar helps marketers and strategists disentangle the complex economic environment to craft a growth strategy that addresses pricing, affordability, and value.Key takeaways: Learn how macroeconomic trends affect consumer behavior and spending.Understand that there is no monolithic American consumer, but more complex customer segments.Get ideas for crafting brand and growth strategies for your customer segments.Target audience level: all levels
Customer experience (CX) is misunderstood and often underutilized by many B2B firms because it's seen as “fluffy” or out of context — when actually it can be a powerful driver of better business outcomes. Join senior analyst Su Doyle, principal analyst Judy Weader, and vice president and research director Dave Frankland for a roundtable session on what B2B CX is and how to leverage it for financial and operational gains.Key takeaways:Explore the most common questions we get from (and the answers we give to) B2B CX leaders and the B2B CX-curious.Learn how a variety of B2B firms — including companies in manufacturing, healthcare, logistics, financial services, business services, and high-tech — measure, monitor, and improve CX quality to improve business outcomes.Get answers to your B2B CX questions from our expert panel.Target audience level: beginner and intermediate