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Demand and account-based marketing (ABM) leaders are being pulled in so many different directions — by customers, prospects, vendor partners, C-suite executives, revenue operations, and sales — that they are having a crisis of confidence. In Forrester’s Q4 2023 Demand Marketing Organizational Design And Process Survey, only 12% of marketing leaders felt their marketing teams’ current organizational design would be effective at meeting their revenue goals over the next 12 months, and just 7% felt they had the correct skills and competencies on their teams. Disconnected marketing program strategies, planning, execution timing, and metrics aligned to specific marketing subfunctions — all based on different sources of data and insights — limit an organization’s growth abilities.
A frontline marketing approach creates alignment to accelerate growth via nurturing a unified vision and strategy for the full customer lifecycle; taking advantage of signals to deliver increased value for the buyer; relying on program orchestration wholly centered on the customer experience; and positioning marketing for success in a larger revenue process transformation.
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Frontline marketing, a people and process transformation, solves marketing’s systemic issue of siloed demand marketing subfunctions.
In today’s fast-paced B2B landscape, traditional messaging strategies are falling short. Buyers expect personalized, outcome-driven communication — but many providers still rely on outdated, product-centric approaches. Join us for an insightful webinar where Forrester analysts unveil the B2B Buyer Messaging Cycle, a proven framework to help marketers craft agile, buyer-focused messaging that drives engagement and responds to rapidly changing market dynamics.Key takeaways: Understand core challenges undermining B2B messaging effectiveness.Learn how the Forrester B2B Buyer Messaging Cycle enables agile, buyer-centric communication.Discover how generative AI can accelerate message creation, testing, and refinement. Gain practical tips for iterating and activating messaging that resonates with modern buying groups.Target audience level: beginner
In today’s rapidly evolving healthcare landscape, organizations must transform into intelligent healthcare organizations (IHOs) to meet rising expectations from both employees and patients. This webinar explores how becoming an IHO is not a final destination but an ongoing practice that requires more than just technology investment. It involves reimagining workflows, delivering personalized content, building resilient strategies, and fostering intuitive interactions.Despite challenges like internal skill gaps and weak vendor relationships, healthcare leaders can overcome these barriers by adopting Forrester’s Intelligent Healthcare Organization Framework. This approach empowers leaders to evaluate technology with a functions-first mindset and build strategic partnerships. Join us to learn how to infuse clinical intelligence across your enterprise and drive meaningful transformation.Key takeaways: Discover Forrester’s Intelligent Healthcare Organization Framework, a strategic model designed to guide healthcare leaders through the transformation into intelligent, adaptive organizations.Learn how to prepare for the future through smarter tech decisions, including how to evaluate enterprise technology with a functions-first mindset and build resilient, purpose-driven partnerships.Target audience level: intermediate
The results of the recent Forrester Wave™ for commerce search and product discovery are in. Join us as we show and discuss a market that is speeding ahead, rapidly evolving how digital merchants present and personalize their products and services.Key takeaways: Learn about the leading vendors in this market.Understand the key differentiators in commerce search and product discovery.Identify the "gotchas" when designing agentic shopping assistants.Target audience level: all levels
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
Join our webinar to discover how emerging technologies will reshape digital experiences in the next decade. We explore how organizations can deliver modern interfaces, deepen consumer understanding through advanced analytics, enhance decision-making with intelligent automation, and orchestrate and accelerate experience delivery. We also discuss how these innovations are driving a shift toward more human-centered and empowering experiences.Key takeaways: Learn which emerging technologies will have the greatest impact on digital experiences.Learn how these innovations will enable more assistive, anticipatory, and agentic experiences.Target audience level: all levels
As 2026 approaches, it's time to think about where to focus your resources and investments for maximum impact. Join analysts Ross Graber, Vicki Brown, Laura Cross, Brett Kahnke and Anthony McPartlin as they discuss what the coming year will hold for B2B businesses. They'll highlight specific challenges operations leaders should anticipate and offer recommendations to help you shape your investment decisions, as well as answer questions about what making these changes will mean for your organization.Key takeaways: Learn how marketing and sales are allocating their budgets today - and how they expect that to change.Hear Forrester's recommendation for specific areas where go-to-market operations teams should increase and adjust investment levels.Target audience level: all levels