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Planning for 2022 has taken on a whole new meaning as B2B organizations emerge from a global pandemic and its economic impact. Business models and buyer behavior have changed faster than anyone expected. As B2B portfolio marketers plan for 2022, they should exploit this unique opportunity to influence the company’s growth, innovation, and go-to-market strategies.
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Customer success (CS) is a vital business capability that can develop out of several existing functions, including support, sales, or marketing. As a company grows, CS sprawl can increase, making it difficult to consolidate resources under dedicated leadership with the technology and processes designed to achieve agreed-upon outcomes. Maturing CS requires moving away from its dependence on human labor toward digital-led ways to engage and guide customers toward the outcomes they want and the value they deserve.In this webinar, Forrester vice president and principal analyst Laura Ramos shows customer engagement leaders how to use Forrester’s Total Economic Impact™ (TEI) methodology to build a business case for combining distributed, nondedicated resources into a formally chartered CS function with the processes, responsibility, and technology to support any enterprise-scale business. We explore the TEI of three key digital-led investments — a customer-centered digital experience, integration of learning content or technology, and a community-based advocacy program — and what returns you can expect from each.Key takeaways: Learn why now is the time to scale CS using digital-first approaches.Understand four popular, practical ways to extend CS impact by digitalizing postsale experiences.Connect the Total Economic Impact™ (TEI) methodology to smart CS investment.Explore how to build your business case around increasing CS ROI.Target audience level: beginner and intermediate
Have you ever encountered tall poppy syndrome? It’s a social phenomenon that occurs when talented individuals are resented or criticized because their achievements elevate them above their peers. This harmful mindset stifles team growth, damages morale, and creates a culture of mediocrity and conformity.Overcoming tall poppy syndrome requires extraordinary operations leaders to effectively navigate challenges and drive success while creating a positive and productive environment.Key takeaways:Explore the critical operations leadership skills required in today’s dynamic and rapidly changing business environment.Explore delving into four primary leadership skills operations leaders must focus on for success.Learn how to inspire and motivate a team and drive a supportive culture.Target audience level: all levels
Content planning is one of the most significant elements of campaign design. But, in many cases, expectations about availability, cost, initial use, and subsequent reuse are not accurately factored into campaign plans, making it hard to measure campaign effectiveness and ROI. Join Forrester analysts and campaign gurus Phyllis Davidson and Craig Moore as they discuss techniques to strategically plan and implement content in campaigns. They cover ways to make the most out of your core content and how to account for costs in ways that stretch your dollar and reach more buyers.Key takeaways:Learn how to augment current content measurement reporting.Discover a step-by-step technique that can bypass common technology limitations.Target audience level: intermediate
This webinar was originally scheduled for January 24, 2024 Traditional approaches to technology have left many B2B organizations and their customers wanting more. Technology plays a critical role in driving business success, but simply investing in the latest tools is not enough. For companies that truly want to accelerate their growth, customer obsession must be the cornerstone of their tech strategy transformation.Key takeaways:Learn how technology helps organizations achieve customer-obsessed growth.Understand the three pillars of developing a customer-obsessed tech strategy.Target audience level: all levels
This webinar was originally scheduled for December 08, 2023.In the race to leverage AI more effectively than the competition, B2B organizations are rapidly trying to understand its capabilities, leverage its efficiencies, and guard against its dangers. Revenue leaders are among many who are simultaneously intrigued and confused by current hype about AI, particularly generative AI, but universally recognize the need to leverage it quickly and effectively. This webinar details the impact and potential benefits of AI specific to B2B revenue enablement as well as the actions revenue leaders must take to maximize those benefits.Key takeaways:Learn about the five AI best practices for revenue enablement leaders.Take away four action items for revenue enablement to respond to seller imperatives.Target audience level: beginner
This webinar was originally scheduled for December 01, 2023Across the B2B revenue ecosystem, operations functions understand the importance of integration to growth and buyer experiences. While these functions drive the planning, processes, measurement, data, and technology that enables go-to-market execution, they often remain siloed, impeding their commercial impact.A holistic approach to revenue operations (RevOps) offers to deliver sought-after unity. However, many organizations are finding the adoption of an appropriate operating model for their context challenging. Mindful that the solution involves more than merely rearranging internal resources, revenue leaders are nevertheless unsure where to start.Key takeaways:Understand the importance of considering the total operating model when approaching the adoption of a revenue operations mindset.Recognize the complexities and sensitivities involved in designing the right operating model.Learn how to configure and iterate a RevOps operating model for individual scenarios.Target audience level: intermediate