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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:
Vendors mentioned: Answer Dash, Creative Virtual, Hubspot, Humanify, Marketo, Microsoft Dynamics MindTouch, Next IT, Oracle Eloqua, Oracle RightNow, Salesforce, Salesforce Pardot, Synthetix, Zendesk
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Facilitate The Customer-Driven Journey To Improve Engagement, Context, And Conversion
Consumers connect to the internet on 14.1 different devices, platforms, and channels. The combination of these three elements increases the possibilities logarithmically. While the current landscape is nuanced, the future complexities will be even greater as the types of devices, platforms, and channels expand.Businesses do not have unlimited resources to serve their customers in every possible place, let alone every interface (e.g., direct messaging, voice) where they access internet services.This webinar helps digital business executives use Forrester’s 3D Connected Consumer model to make smart digital experience device, platform, and channel investment decisions.Key takeaways:Use Forrester’s POST methodology to make technology channel decisions.Leverage customer data cuts from Forrester to make smart, data-based decisions.Break free from device-anchored experiences.Own as many moments as you can — and borrow the rest.Target audience level: intermediate
Content is core to many essential business processes. This webinar looks at key trends and emerging use cases in the ever-evolving ECM market. We highlight innovation in modern content platforms and share findings from recent research.Key takeaways:Understand key findings from The Forrester Wave™: Content Platforms, Q1 2023.Learn about the key use cases driving the content management market.Understand the role of content in the broader digital workplace stack.Target audience level: intermediate
In this interactive session, you can submit and upvote questions about B2B event management technology and learn more about top vendors evaluated in our upcoming Forrester Wave™ report. We’ll also discuss the market dynamics, disruptors, differentiators among the vendors evaluated, and other findings from our research.Key takeaways:Learn what’s changed in the B2B event management technology marketWhat you should be looking for when selecting a vendorLearn where the market is headingTarget audience level: all levels
Seismic shifts in buying group behavior and business dynamics are wreaking havoc on the frontline B2B marketing teams accountable for revenue, such as demand marketing, account-based marketing (ABM), and customer marketing. All marketing teams share some responsibility for addressing changing buyer behaviors and influencing revenue, but frontline marketing teams that are directly accountable for pipeline and revenue are most susceptible to changing buying behaviors. For them, failure to meet pipeline or revenue objectives could mean termination.In this webinar, Forrester Research Directors Steve Casey and Lisa Nakano lead a panel discussion with B2B marketing analysts John Arnold, Lisa Gately, and Malachi Threadgill to unpack a major mindset shift happening in the most progressive B2B marketing organizations. Forrester calls this mindset shift lifecycle revenue marketing (LRM). Our discussion will focus on the reasons and changes needed to move from an inside-out approach that lives or dies by internal processes to an outside-in strategy that lives and breathes the customer lifecycle and empowers frontline marketers to extend engaged audiences and stand up more adaptive programs.Key takeaways:Current trends in buying behavior and the impact on frontline marketing effortsAn introduction to the guiding principles of lifecycle revenue marketing (LRM)How LRM breaks through silos, extends audience engagement, and connects marketing programs to the full lifecycle of revenue opportunitiesTarget audience level: all levels
Forrester analyzed the most recent earnings announcements of a basket of leading public cloud service providers, software vendors, and technology service providers in a recent series of reports. This webinar reviews the financial results of these announcements, the market signals, and how technology executives should use this information.Key takeaways - Learn the results and main trends of the earnings announcements.Understand the implications of these signals and what they mean for you.Target audience level: all levels
Only one thing is known going into 2023: There’s going to be whole a lot of uncertainty, with war, inflation, and supply chain issues top of mind. These forces all point to economic turbulence — but that’s not what Forrester’s data suggests when it comes to tech spend. Forrester’s research predicts that global tech spending will, for the first time ever, eclipse $4.8 trillion this year. How will 2023 play out? Attend this webinar to find out.Key takeaways:Discover Forrester predictions for technology executives in 2023.Learn how to prepare for the coming year using Forrester's relevant research and frameworks.Ask Forrester experts how to navigate a turbulent year ahead.Target audience level: all levels
