Predictions 2025: The Future Of Work

Business buying remains a complex process despite the arrival of new self-service technologies such as generative AI (genAI). Companies must have a deep understanding of their target market and buyers’ needs, preferences, and behaviors to assist them in decision-making. B2B marketing and sales teams also must navigate the buyer’s wider value network and prepare for their use of genAI. This webinar presents insights from Forrester’s Buyers’ Journey Survey, 2024, to help providers comprehend the obstacles that buyers encounter and discuss how to upend outdated go-to-market (GTM) strategies to help buyers make better decisions.Key takeaways: Learn how buyer behaviors have changed in the last year.Discover the reasons behind buyer frustration and the factors that cause purchase journeys to stall.Explore how buyers are using genAI to research solutions and vendors.Learn what providers must do differently to improve buyer engagement and help buyers make better buying decisions.Target audience level: all levels

Barbara Winters

 

Forrester’s biennial State Of ABM Survey results are in. While account-based marketing (ABM) has proven its value and solidified its place in B2B marketing, that doesn’t mean that all organizations are going about it the same way. Join principal analyst Nora Conklin for an overview of the survey findings to show where ABM stands in B2B organizations today, which trends have emerged and evolved in the past couple of years, and what stands out about organizations that have hit or exceeded their growth goals with an ABM approach.Key takeaways:Gain an understanding of how different organizations are leveraging ABM and how you stack up.Learn the key factors that make ABM successful according to our survey respondents.Discover emergent trends and where respondents are planning to take ABM.Target audience level: beginner and Intermediate

Nora Conklin

 

Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2025 Predictions for Tech Infrastructure And Operations.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2025. Uncover new insights based on Forrester’s research and expert analysis. Prepare your team and your organization for what’s ahead.Target audience level: all levels

Naveen Chhabra

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Michele Pelino

 

Join us for an insightful panel discussion with CMOs from B2B companies as we explore the rising threat of deepfakes and their potential impact on a company’s brand and reputation. With 68% of marketing leaders concerned about the impersonation of company staff/executives and false public statements, it’s crucial to understand the potential scenarios that can threaten an organization and how to prepare to respond effectively. This webinar provides valuable insights into how CMOs plan to prepare for and safeguard against deepfake incidents.Key takeaways: Understand the implications of deepfakes on brand integrity and executive reputation.Gain insights from marketing leaders on real-world experiences and strategies. Explore the considerations for an effective incident response plan.Target audience level: all levels

Karen Tran

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Seth Marrs

 

Forrester Decisions helps you shorten the distance between bold vision and superior impact. Forrester’s digital platform for clients helps leaders and their teams uncover valuable insights from Forrester’s published research, analyst experts, and live and on-demand events.Join this webinar to learn how to leverage the Forrester digital platform to:Understand what’s included in your subscriptionOrient yourself to Forrester’s role-based research to address initiatives related to your functionSee our most popular research and research related to our biggest calls in the marketplaceUse our powerful keyword search to find relevant research Follow analysts and topics and ensure you’re alerted when relevant research publishesKey takeaways:Discover the range of resources offered via Forrester.com Learn key tips and tactics for optimizing your Forrester.com experienceSee common use cases for using Forrester.com All Forrester clients are welcome to attend this webinar; however, it will focus on features available to Forrester Decisions clients.

Brigitte Majewski

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Jeff Lash

 

Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2025 Predictions for Marketing Agencies.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2025. Uncover new insights based on Forrester’s research and expert analysis. Prepare your team and your organization for what’s ahead.Target audience level: all levels

Jay Pattisall

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Stephanie Liu

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Kelsey Chickering

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Chuck Gahun