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Price: $250 (USD)
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L2RM is a significant business transformation that tech marketing execs are undertaking while their teams are adapting to extraordinary change in their markets. A few years back, neurologists gave us some good insight into why people resist change. Change stimulates the brain's "fear circuitry" in the amygdala — one of the oldest parts of the mammalian brain. Marketing change leaders: That's what you're up against. The concurrent assimilation of new lead-to-revenue tactics, processes, and automation is stressing B2B marketers. The transformation is necessary, and the stress unavoidable. But the organizational stress levels will put many L2RM initiatives at risk, if change is not properly managed. This webinar outline the three faces of change and delivers pragmatic tips to manage through it.
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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
Earlier this year, Reltio made a major transformation and shifted its revenue process from marketing qualified leads (MQLs) to buying groups and opportunities. The best part of this change: The company made this significant transformation in just 60 days! And now that it’s been live for about 10 months, the business impact and value of this transformation to the revenue process is too significant to ignore.Key takeaways:Why did Reltio make this change?What important factors were needed to make this transformation?How was Reltio able to make this transition so efficiently and successfully?What business value has Reltio earned in this transformation?Tips and advice for organizations considering making the shift from MQLs to buying groups and opportunitiesTarget audience level: intermediate
Personalization is table stakes in B2B, and it need not involve personally identifiable information to be effective. AI-powered personalization capabilities are enabling more relevant interactions and better conversations throughout the customer lifecycle, helping organizations deliver increasingly contextual interactions with immediate value.Key takeaways:Insights into B2B buyer expectations for and attitudes toward personalizationThe personalization techniques that B2B marketers find to be most impactfulTarget audience level: intermediate