B2B Marketing And Innovation Predictions 2022

Customer success (CS) is a vital business capability that can develop out of several existing functions, including support, sales, or marketing. As a company grows, CS sprawl can increase, making it difficult to consolidate resources under dedicated leadership with the technology and processes designed to achieve agreed-upon outcomes. Maturing CS requires moving away from its dependence on human labor toward digital-led ways to engage and guide customers toward the outcomes they want and the value they deserve.In this webinar, Forrester vice president and principal analyst Laura Ramos shows customer engagement leaders how to use Forrester’s Total Economic Impact™ (TEI) methodology to build a business case for combining distributed, nondedicated resources into a formally chartered CS function with the processes, responsibility, and technology to support any enterprise-scale business. We explore the TEI of three key digital-led investments — a customer-centered digital experience, integration of learning content or technology, and a community-based advocacy program — and what returns you can expect from each.Key takeaways: Learn why now is the time to scale CS using digital-first approaches.Understand four popular, practical ways to extend CS impact by digitalizing postsale experiences.Connect the Total Economic Impact™ (TEI) methodology to smart CS investment.Explore how to build your business case around increasing CS ROI.Target audience level: beginner and intermediate

Laura Ramos

 

B2B events play a dominant role in B2B marketing activity, with events spend consistently among the largest budget line items in Forrester surveys. Moreover, with 49% of CMOs believing that events are now more important than they were pre-pandemic, this trend will continue. However, the environment in which teams plan and execute their events has transformed. This webinar shares findings from Forrester’s Q1 2024 State Of B2B Events Survey and highlights areas for leaders to think about as they build a future fit event strategy.Key takeaways: Explore key findings from Forrester’s Q1 2024 State Of B2B Events Survey.Understand what the new omnichannel event mix looks like.Learn how leaders are thinking about the future of their events and their top focus areas.Target audience level: all levels

HG

Conrad Mills

,  Helen Gilroy-Powell  

Have you ever encountered tall poppy syndrome? It’s a social phenomenon that occurs when talented individuals are resented or criticized because their achievements elevate them above their peers. This harmful mindset stifles team growth, damages morale, and creates a culture of mediocrity and conformity.Overcoming tall poppy syndrome requires extraordinary operations leaders to effectively navigate challenges and drive success while creating a positive and productive environment.Key takeaways:Explore the critical operations leadership skills required in today’s dynamic and rapidly changing business environment.Explore delving into four primary leadership skills operations leaders must focus on for success.Learn how to inspire and motivate a team and drive a supportive culture.Target audience level: all levels

Laura Cross

 

Emily Pfeiffer, Forrester principal analyst, presents the state of the commerce search and product discovery market, including the results of the recent Forrester Wave of this market. With the help of Sucharita Kodali, VP and principal analyst, Emily takes your questions — live!Key takeaways: Learn the state of the newly-converged commerce search market.Know who the major players are and how they’re leveraging their recent acquisitions.Target audience level: all levels

Emily Pfeiffer

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Sucharita Kodali

 

Data quality is not a destination but a continuous journey of evolution and prioritization. “Redux” for data quality refers to the ongoing activity of improving data quality as an iterative process. Creating high-quality data involves identification of issues related to data accuracy, completeness and consistency, remediation, continuous monitoring, and maintenance of these processes throughout the lifecycle of the data.Key takeaways:Learn how to identify data quality issues and improve incrementally and iteratively.Understand how data quality can be augmented through automated rules recommendation, dashboards, observability, and statistics.Target audience level: all levels

Jayesh Chaurasia

 

This webinar was originally scheduled for January 24, 2024 Traditional approaches to technology have left many B2B organizations and their customers wanting more. Technology plays a critical role in driving business success, but simply investing in the latest tools is not enough. For companies that truly want to accelerate their growth, customer obsession must be the cornerstone of their tech strategy transformation.Key takeaways:Learn how technology helps organizations achieve customer-obsessed growth.Understand the three pillars of developing a customer-obsessed tech strategy.Target audience level: all levels

Katie Linford