
This report shows how B2B portfolio marketers can leverage generative AI across their range of responsibilities.
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B2B buyers and vendors are rapidly adopting generative AI (genAI) to conduct research, create content, and simulate and support human interactions. How will genAI embedded in the marketing and sales tech stack impact the way buyers and sellers interact?
Key takeaways:
Target audience level: all levels
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This report shows how B2B portfolio marketers can leverage generative AI across their range of responsibilities.
Generative AI boosts productivity, time to market, and innovation for B2B marketers to drive company growth and customer experience.
B2B frontline marketers should leverage conversation automation with generative AI to derive insights to address critical marketing challenges.
In our 33-criterion evaluation of providers of conversation automation solutions for B2B, we identified the most significant ones and researched, analyzed, and scored them.
This report explores best practices for conversational interactions in B2B, three types of conversations organizations should have with customers, and considerations for conversational content.
The B2B Buying Signals Framework identifies signals to deliver valuable interactions across the customer lifecycle and drive revenue process transformation.
This report highlights the need and key considerations for a conversational data strategy that connects conversational data to business requirements.
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
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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
Too many B2B organizations still treat their quota-bearing sellers as second-class citizens, ignoring the growing body of evidence that points to how vital seller wellness, work/life balance, and cultural inclusion are to their ability to be most productive. Let's follow the data ... and change it.Key takeaways: Understand the critical cultural levers that motivate sellers to be successful.Develop a mandate for the creation of a sales coaching program that drives tangible results.Learn to balance sales compensation components that reward desired behaviors.Target audience level: intermediate
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