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In this webinar and interactive discussion, we provide an overview of Forrester’s five predictions for B2B marketing and sales in 2023. Forrester analysts share the predictions, reveal to you the inside track on what’s driving them, and offer practical guidance for what you can do to get ahead of the challenges that 2023 is bound to throw your way.
Key takeaways:
Target audience level: all levels
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In 2023, B2B organizations will confront economic uncertainties forcing them to scrutinize how they go to market. But only those organizations that refocus their operations around the customer will thrive.
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
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Buyers’ Journey Survey, 2024, to help providers comprehend the obstacles that buyers encounter and discuss how to upend outdated go-to-market (GTM) strategies to help buyers make better decisions.Key takeaways: Learn how buyer behaviors have changed in the last year.Discover the reasons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
Gearing up to deliver great experiences? Start with why your organization is investing in Customer Experience (CX). Whether the objective is revenue, growth, profitability, retention, innovation, or brand value, organizations need a unique set of capabilities to determine what customers need, design and test solutions, and deliver for customers.Key takeaways:Explore B2B CX success stories.Learn how to match CX capabilities to your mission.Learn what skills to own, upskill, borrow, and outsource.Target audience level: beginner and intermediate
Traditional business goals haven’t explicitly considered the customer’s experience, leaving a gaping hole in many corporate strategies. Better customer experience (CX) breeds better business outcomes, and winning executive support for experience improvements can make or break companies’ efforts in terms of differentiation, optimization, or survival. Key takeaways:Discover why CX is a pillar of business success.Explore three levers for the business case for experience improvement.Learn proven approaches for selling and socializing these ROI stories.Target audience level: beginner and intermediate
Differentiated customer experiences can help you win market and wallet share. But random acts of customer experience (CX) don’t cut it. Learn how B2B marketing, sales, and product leaders use CX principles to win new business, expand relationships, and launch successful products.Key takeaways:Learn why CX is your secret ingredient for competitive advantage.Explore how B2B firms tap experiential value to improve products and services.Learn what you can do today to focus your efforts.Target audience level: beginner and intermediate
Commerce tech vendors use this term to represent a variety of inconsistent concepts. In this webinar, we explain what vendors mean when they use it, what you need to understand about it, and when “unification” is a benefit for digital businesses.Key takeaways: What does “unified commerce” mean?What is important about unification in commerce tech? How can I evaluate vendors that say they offer unified commerce?Target audience level: all levels
