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Content has become the primary way to engage buyers and customers, but it’s challenging to produce a diverse mix of content that consistently addresses all audience needs. Third-party content, or content that’s created by credible external sources, can help you offer a range of valuable information that resonates with your audience and boosts engagement. Leading marketers use third-party content to enhance their brand’s credibility and authority and find ways to successfully repurpose and reuse the content. Join us for this webinar to hear what you can do to maximize results with third-party content with your customers and at every stage of the buyer’s journey.
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In this report, we outline the six steps to building an integrated, audience-centric content strategy that aligns to a best-practice campaign architecture and implementation process.
B2B marketers must invest in content skills and organizationwide capabilities across the customer lifecycle to improve the customer experience.
Learn how to use a primary and derivatives content approach to increase content production scale and maximize an organization’s content asset ROI.
Customers find content from vendors valuable, especially when it is customized to their role and business or includes ROI/business case information.
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
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
Accelerate innovation with deeper insights about why autonomous mobility is important, when it will likely pay off, and how others are using it; we feature the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology. Autonomous mobility can potentially transform transportation, logistics, and urban planning over a mid- to long-term horizon. Join this session to learn more about how this technology will mature and steps you can take to maximize your investment in it.Key takeaways: Learn how autonomous vehicles are shaping the future of transportation.Understand the regulatory and technical challenges.Explore pilot projects and adoption trends.Target audience level: all levels
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.Key takeaways: Understand how to adjust your marketing goals and strategies for zero-click search.Learn how to measure your performance on zero-click search.Discover digital, content, and messaging techniques for reaching buyers through zero-click search.Target audience level: intermediate
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
Don't miss out on one of the most attended sessions at Forrester B2B NA Summit! Hear Palo Alto Networks' winning program of the year story. Palo Alto Networks will discuss how a major transformation in its revenue process, from marketing-qualified leads (MQLs) to a focus on buying groups, has fundamentally changed the way that sales and marketing work together, driving major improvements in conversion efficiency and pipeline growth.Key takeaways: Learn how Palo Alto Networks transformed from MQLs to buying groups.Discover best practices for implementing a successful pilot.Understand how this transformation delivers massive business impact.Target audience level: all levels