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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.
Forrester’s data and research consistently show how companies that focus resources and strategy on delivering value to customers outperform their competitors on several business measures. Ensuring that B2B customers receive the best postsale experience requires proactive engagement through customer success and customer marketing, as well as personalized and effective reactive engagement whenever they encounter a problem or need support. However, once OpenAI released GPT-4, everything everyone thought they knew about great customer service strategy and execution got turned on its head. Customer service and support teams have the most to gain — or change — through the use of generative, predictive, and agentic AI.Please join Laura Ramos, VP and principal analyst at Forrester, as she explores the latest trends impacting B2B customer service and how generative, predictive, and agentic AI stand to redefine the purpose, role, and results of teams that support B2B customers postsale.Key takeaways: Learn what’s unique about B2B customer service and the changing opportunities that Forrester sees for clients in this space.Discover the top challenges that B2B customers face when delivering effective, differentiating support that truly impacts the customer’s experience.Explore how AI will help solve those challenges while also permanently changing the role and scope of customer service for companies that sell highly considered products and services.Target audience level: intermediate
Join Forrester principal analysts Judy Weader and Arielle Trzcinski to hear about the total experience for US health insurers. This webinar covers the components of the Total Experience Score — Customer Experience Index (CX Index™) and Brand Experience Index (BX Index™) — as well as how trust impacts quality perceptions and loyalty indicators.Key takeaways: Learn about the key ratings of total experience, customer experience, and brand experience.Understand the impact of trust on quality perception and loyalty.Target audience level: all levels
End-to-end automation means different things to different people. At its narrowest, it’s going from compile to staging. More broadly, it can encompass the entire software development lifecycle, from collecting requirements to eventual retirement of the product and the infrastructure it runs on. Join Naveen, Chris, and Andrew to learn where to best end — and start — your automation journey.Key takeaways: Learn what end-to-end automation means.Discover how to redefine the boundaries of automation.Target audience level: intermediate and advanced
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