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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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B2B marketing is a victim of its own success. The explosion of content marketing has taught prospects that they no longer need to engage with salespeople early in the evaluation process to narrow their choices or even to make a buying decision. But the tr
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Buyers’ Journey Survey, 2024, to help providers comprehend the obstacles that buyers encounter and discuss how to upend outdated go-to-market (GTM) strategies to help buyers make better decisions.Key takeaways: Learn how buyer behaviors have changed in the last year.Discover the reasons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
Understanding performance and demonstrating accountability are perennial top priorities for B2B marketing leaders. This webinar draws on Forrester's latest quantitative research to provide a view into the current state of marketing measurement across B2B.Key takeaways:Learn about the insights gap facing B2B marketing organizations. See what metrics marketing leaders across B2B are using to steer their businesses.Hear how to advance a system of aligned measurement in your organization.Target audience level: beginner
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