Log in to watch this webinar
Client log in
Welcome back. Log in to your account to continue.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this webinar
This webinar is available for purchase ($300).
Description
B2B marketing is a victim of its own success. The explosion of content marketing has taught prospects they no longer need to engage with sales people early in the evaluation process to narrow their choices or even to make a buying decision. But the traditional tools for accessing all the content on vendor websites do not support this new customer demand. This webinar explores the impact of self-service research on B2B marketing and explains how B2B marketers can learn from the experiences of their colleagues in customer support to create competitive advantage.
Key takeaways:
- B2B buyers prefer to find the content they need without speaking to a sales rep.
- B2B marketers will embrace their new role as custodians of the self-directed research journey, and enable as much as direct.
- B2B marketers will adopt proven self-service solutions optimized for customer support and deploy them before prospects buy to facilitate their personalized research journeys -- moving them to a purchase as quickly as possible.
- Self-service research will help B2B marketers improve buyer engagement, context, and conversion.
Vendors mentioned: Answer Dash, Creative Virtual, Hubspot, Humanify, Marketo, Microsoft Dynamics MindTouch, Next IT, Oracle Eloqua, Oracle RightNow, Salesforce, Salesforce Pardot, Synthetix, Zendesk
Technical information
You'll receive an email with dialing and Webex instructions prior to the Webinar.
Webinar FAQs
See the Webinar FAQs for answers to technical and other Webinar questions.