Description

Customers have radically changed their buying behavior in the digital world — and their expectations have skyrocketed. Yet, too many B2B marketers have failed to keep pace with their buyers. Marketing leaders must evolve — and quickly — from their traditional role of brand steward, lead-generation machine, and sales supporter to become an architect of digital engagement across the entire customer life cycle. In this webinar, Forrester analyst Lori Wizdo examines the current landscape of B2B practice, explores how changing buying behavior has created new challenges for marketers, and walks through a seven-step change agenda to help B2B marketers lead the digital transformation to customer-obsessed marketing.

Key takeaways:

• See how a focus pivot from to customers and their desired outcomes get your team beyond campaign thinking to engagement planning and improves outcomes.
• Learn digital engagement strategies that will help you attract, nurture, and convert more targeted prospects.
• How buyer journey mapping can help you optimize your content strategy and your digital marketing spend.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer.
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