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Marketing is getting proficient at reporting program results consistently. Yet many marketers still fall victim to operational myopia when they focus on past performance to defend net-new budget requests or plan future programs. To connect marketing to long-term business value, B2B CMOs must move measurement away from reporting outputs and toward predicting outcomes.
Earlier this year, Forrester teamed up with ITSMA and VisionEdge Marketing to survey 174 marketing leaders about the challenges they face in demonstrating marketing's impact on the business. We are teaming up again in this presentation to highlight key findings from this study. Guest speakers, Laura Patterson, President, VisionEdge Marketing and Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA, will join Forrester to explain how marketing leaders can go beyond return on marketing investment to expose the full scope of marketing's influence on the business.
Through examples, we also explore how marketers are upgrading marketing performance management to help transition from operationally proficient to business critical in the eyes of the rest of the executive team.
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Business-to-business (B2B) chief marketing officers (CMOs) can no longer rely on soft measures like brand awareness or disconnected stats like trade show scans or website traffic to demonstrate how marketing returns value to the business. Those who do wil
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
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
Harness the advantages of AI with help from this webinar series featuring the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology.Artificial Intelligence is just a boatload of potential without a strategy to make it a valuable contributor to business outcomes. Looking at AI through the lens of high-performance IT (HPIT) gives technology leaders a pragmatic framework to plan, execute, and communicate an AI strategy with direct business payoff. Enable success, cocreate value, amplify impact, and transform business with AI.Key takeaways: Sample the impact of AI on business growth, productivity, and execution.See how HPIT guides your AI investments and strategy for impact.Plot your first steps with a genAI strategic plan.Target audience level: all levels
Harness the advantages of AI with help from this webinar series featuring the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology.Emerging AI technologies let you design experiences that are more conversational, adaptive, and creative, which makes machines and their software feel more humanlike to users. Of these three new capabilities, creativity — enabled by generative AI — is the most powerful and surprising and requires a new mindset for effective human-machine collaboration. Join this session to hear how genAI is making software more creative and how enterprises are using it to design experiences.Key takeaways:Learn how creative AI technologies are changing the way humans and machines collaborate.Understand how genAI is making software more creative. Explore how enterprises are leveraging genAI to design new experiences.Target audience level: all levels
This webinar explains current trends in the customer service space and how these trends are influencing the customer service vendor landscape. We discuss the results of Forrester’s latest customer-focused Wave and how to use the Wave when evaluating and selecting a customer service solution.Key takeaways:Understand high-level trends influencing the customer service vendor landscape.Explore a list of the key players in the customer service space.Learn how to maximize Forrester’s research and resources, particularly the recent customer service Wave, to identify the right platform for your organization.Target audience level: intermediateVendors mentioned: Creatio, Freshworks, Microsoft, Oracle, Pegasystems, Salesforce, SAP, ServiceNow, SugarCRM, Verint, Zendesk, & Zoho
In recent years, mainstream financial institutions like BNY Mellon, DBS Bank, and Fidelity have entered the digital asset space to serve retail and institutional clients, driving demand for secure asset custody. However, this is still a nascent industry, and financial institutions must carefully navigate many technical and procedural challenges.Key takeaways:Understand the key tech supporting digital asset custody.Learn the core capabilities of representative digital asset custody providers.Learn early good practices for integrating digital asset custody solutions.Target audience level: intermediate
