B2B CX Jumpstart Series, Part 3: Make A Business Case For B2B CX Improvement

Business buying remains a complex process despite the arrival of new self-service technologies such as generative AI (genAI). Companies must have a deep understanding of their target market and buyers’ needs, preferences, and behaviors to assist them in decision-making. B2B marketing and sales teams also must navigate the buyer’s wider value network and prepare for their use of genAI. This webinar presents insights from Forrester’s Buyers’ Journey Survey, 2024, to help providers comprehend the obstacles that buyers encounter and discuss how to upend outdated go-to-market (GTM) strategies to help buyers make better decisions.Key takeaways: Learn how buyer behaviors have changed in the last year.Discover the reasons behind buyer frustration and the factors that cause purchase journeys to stall.Explore how buyers are using genAI to research solutions and vendors.Learn what providers must do differently to improve buyer engagement and help buyers make better buying decisions.Target audience level: all levels

Barbara Winters

 

Forrester’s biennial State Of ABM Survey results are in. While account-based marketing (ABM) has proven its value and solidified its place in B2B marketing, that doesn’t mean that all organizations are going about it the same way. Join principal analyst Nora Conklin for an overview of the survey findings to show where ABM stands in B2B organizations today, which trends have emerged and evolved in the past couple of years, and what stands out about organizations that have hit or exceeded their growth goals with an ABM approach.Key takeaways:Gain an understanding of how different organizations are leveraging ABM and how you stack up.Learn the key factors that make ABM successful according to our survey respondents.Discover emergent trends and where respondents are planning to take ABM.Target audience level: beginner and Intermediate

Nora Conklin

 

Cross-channel marketing hubs (CCMHs) are the nerve center of the B2C marketing technology (martech) ecosystem. CCMHs typically include data management and analytics to enable customer understanding; planning, collaboration, content management, and measurement tools to optimize brand strategy; and automation workflows, channel integration, and personalization to orchestrate cross-channel experience delivery.An effective CCMH solution can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for channel-agnostic moments-based marketing that engages your customers with compelling, contextually relevant experiences.Key takeaways:Understand the current CCMH landscape.Learn about different CCMH solutions.Discover which CCMH solutions are right for you.Hear best practices from leading firms.Target audience level: all levels

Rusty Warner

 

Join us for an insightful panel discussion with CMOs from B2B companies as we explore the rising threat of deepfakes and their potential impact on a company’s brand and reputation. With 68% of marketing leaders concerned about the impersonation of company staff/executives and false public statements, it’s crucial to understand the potential scenarios that can threaten an organization and how to prepare to respond effectively. This webinar provides valuable insights into how CMOs plan to prepare for and safeguard against deepfake incidents.Key takeaways: Understand the implications of deepfakes on brand integrity and executive reputation.Gain insights from marketing leaders on real-world experiences and strategies. Explore the considerations for an effective incident response plan.Target audience level: all levels

Karen Tran

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Seth Marrs

 

This webinar explores findings from the recent Forrester Wave on customer feedback management (CFM) solutions. Join us to learn about key providers, major trends, and advice for buyers. Bring your questions!Key takeaways:Understand the CFM market.Learn how reference customers are using their CFM solutions and what they love — or don’t — about the offering.Identify the key vendors you should consider based on this research.Target audience level: all levels

Colleen Fazio

 

Every year, Forrester reviews the mobile banking experiences of US and Canadian banking apps. This webinar outlines our most recent findings, including best practices from leading bank brands and the highlights — and lowlights — of this research.In this session, we break down specific best practices and present examples that illustrate what drives better customer experiences and business outcomes for the bank. We cover how customers view, find, and dispute transactions; how they pay bills and send money; how they budget and save; and how they discover and explore new products or services.Key takeaways:Discover how, in the US and Canada, most banks’ mobile apps are sufficient (that’s good) but undifferentiated (that’s bad).Explore how U.S. Bank leads with mobile experience design that uses new capabilities to reduce barriers for customers.Hear about how banks need to fix issues, enhance features, and introduce differentiating offerings to compete for customers’ attention and dollars.Discover how AI is beginning to revolutionize mobile banking apps.Target audience level: beginner and intermediate

Peter Wannemacher