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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.
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CX is a growth driver for B2B firms. This guide to Forrester’s B2B CX research includes examples of how B2B CX programs increase revenue growth.
Mobility is changing across all three categories of personal transportation (e.g., cars, scooters), public transportation (e.g., buses, trains), and the movement of goods (e.g., trucks, ships, planes, drones). Electrification and increasing levels of autonomy may grab the headlines, but there’s more to the shift than that. Join this webinar to hear about the future of mobility and to understand its implications for your business.Key takeaways:Understand the impact of vehicles that are increasingly connected, autonomous, shared, and electric.Explore the implications for transport infrastructure and the very different challenges facing urban and rural mobility.Learn about the three innovation horizons shaping the future of mobility, from short-term innovations to longer-term rethinking of entire business models.Target audience level: all levels
Whether you are a campaign manager or brand leader, creating and integrating reputation programs within campaigns can be challenging. With demand and customer engagement programs often taking center stage, reputation programs can end up deprioritized or disconnected from the overall campaign strategy. This leads to gaps between the brand promise and what targeted audiences care about. Key takeaways:Learn the role of reputation programs and the value they provide in an integrated campaign.Gain insight into a model to guide you through the process of determining the right reputation programs and tactics to meet your goals for awareness, perception, and preference.Target audience level: beginner and intermediate
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
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.Generative AI (genAI) is a generational technology that extends far beyond IT and technology experiences. Marketers are already beginning to see genAI applications that can personalize messaging and scale content production — and that's just the beginning. Join our panel of distinguished Forrester analysts while we discuss how AI will change the future of marketing and customer engagement.Key takeaways:Identify the trends in AI that will impact marketing and customer engagement functions. Understand how marketers are using genAI today.Explore what the future of marketing and customer engagement looks like as genAI develops. Target audience level: all levels
The session introduces the Forrester B2B Marketing and Sales Data Strategy Model and Implementation Process, then highlights six key elements to follow and six mistakes to avoid in your own data strategy.Key takeaways: Learn about the need to separate planning and execution motions inside a healthy B2B data management process.Understand the three areas of planning and three elements of execution required for a comprehensive data strategy.Target audience level: intermediate
“Millennials and Gen Zers are more focused on learning than any other cohort.” “Sale professionals aren’t interested in learning.” Can both statements be true? Absolutely, because so much learning and development for revenue professionals is constructed and delivered poorly. In this webinar, Forrester’s Peter Ostrow digs into the conundrum faced by sales and revenue enablement leaders around up-leveling sellers: Reps need and want to learn, but time constraints and delivery flaws too often prevent their training from being effective or sticky.Key takeaways:Learn the three altitudes of sales readiness.Understand the five steps of continuous learning.Learn the six components of activity-based revenue enablement.Target audience level: intermediate
