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B2B buyers are rapidly adopting AI-powered search as one of their primary sources of information. Providers will have to shift their marketing strategy to engage buyers in zero-click environments before they arrive at their sites.
This webinar looks at how buyers are using AI-powered search, how zero-click search is impacting the revenue engine, and how to coordinate activity across portfolio marketing, content, communications, and digital to engage buyers in this new environment.
Target audience level: intermediate
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Focus on strategic marketing and building relationships with buyers and customers in six Forrester B2B Marketing Certification courses.
Portfolio marketers must unify content and engagement strategies across teams with clear, compelling messaging that stands out in indirect channels.
Marketers must update their search strategies and metrics for AI-integrated search.
This report explores how search experiences are evolving and what chief marketing, digital, and technology officers should do next.
SEO leaders can use this report to understand the value they can expect from an SEO solution and explore potential partners.
This report explains how the search engine results page (SERP) has evolved and why marketers should implement holistic search marketing as a result.
This tool helps marketers assess their organization’s SEO competency across five domains and recommends next steps for improving performance.
As buyers adopt generative AI, B2B companies must invest in the ability to turn insights into action and in staffing for influential vs. operational roles.
B2B buyers have rapidly adopted genAI, naming it one of the most important sources of self-guided information and finding it helps them to make better purchase decisions.
Marketers must adapt to AI-driven search by creating content that captures intent, builds trust, and meets buyer needs.
B2B marketing leaders must revitalize their web experience to ensure it continues to provide value over the next decade.
Implement the Forrester B2B Buyer Question-To-Content Framework to ensure that content clearly answers buyer questions and is easy to find.
Disruptive technologies are a double-edged sword for environmental sustainability, offering both crucial enablers and significant challenges. On the positive side, technology innovations accelerate energy and resource efficiency, aid in climate adaptation and risk mitigation, monitor crucial sustainability metrics, and even help in environmental conservation. However, the necessary compute power, volume of waste, types of materials needed, and scale of implementing these technologies can offset their benefits.In this webinar, we discuss our latest report, which explores the dual roles of six disruptive technologies, and illustrate the beneficial use cases to guide sustainability and technology leaders on how to use them for good.Key takeaways: Explore the case studies and examples on leveraging disruptive technologies to focus on optimization.Learn about the disruptive technologies that will make the most impact in sustainability in 2025.Target audience level: beginner and intermediate
This webinar was originally scheduled for June 12th, 2025.In today's fast-paced digital landscape, businesses must adapt to ever-evolving technological demands. Join us for an insightful webinar where we delve into the importance of business-optimized networks and how they can transform your organization's efficiency and productivity.Key takeaways: Understand business-optimized networks — what they are and why they matter.Discover benefits of optimization — enhanced performance, security, and scalability.Explore real-world applications — case studies and success stories.Learn implementation strategies — practical steps to optimize your network.Target audience level: beginner and intermediate
Banks create value by winning customers and then serving them in ways that deepen the relationship and drive retention. Forrester’s new Total Experience Score reveals that US banks’ brand promises aren’t resonating and CX has declined. What’s going wrong, and which banks are getting it right?Key takeaways: Get an overview of Forrester’s US banking Total Experience Score, which measures how well a brand’s promise resonates with both customers and noncustomers ֫— via Forrester’s Brand Experience Index (BX Index™) — and how customers feel about their actual interactions with the brand — through Forrester’s Customer Experience Index (CX Index™).Learn which US direct and multichannel banks are providing the best brand and customer experience and earning the most trust.Discover the keys to total experience leadership for US banks to win over prospects and to better serve and retain existing customers.Target audience level: all levels
Generative AI (genAI) has distinct security-, efficiency-, and agility-boosting effects in customer identity and access management (IAM), anti-money laundering (AML), and fraud management. This webinar highlights how to use these capabilities.Key takeaways: Learn the uses of genAI in customer IAM.Discover the uses of genAI in fraud management and AML.Explore the risks of genAI and how to overcome them.Target audience level: intermediate and advanced
Shell Fleet Solutions successfully implemented buying groups to better serve the needs of its customers with cutting-edge marketing programs and enhance support for its internal teams. Join this client webinar with Angela Scaueru and Paul Bloemheuvel from Shell and Vicki Brown from Forrester to discuss best practices for harnessing a data-driven approach to effectively integrate account, contact, and buying group behavioral data.Key takeaways: Hear about Shell Fleet Solutions’ innovative strategies for buying groups.Learn how Shell leveraged account, contact, and buying group behavioral data.See how Shell gained a deeper understanding of customer behavior, improved sales and marketing coordination, and ultimately increased customer value.Target audience level: intermediate
While spend on B2B events remains high, budgets and resources are under massive strain as teams struggle to demonstrate value and justify increased investment. This webinar shares findings from Forrester’s Q1 2025 State Of B2B Events Survey and highlights changes leaders are making to their event budgets, mixes, and priorities as they adapt to a complex and dynamic environment.Key takeaways: Explore key findings from Forrester’s Q1 2025 State Of B2B Events Survey.Understand how leaders are approaching event budgets, mixes, and priorities.Take away actionable next steps to help you adapt to the new event environment.Target audience level: all levels