The State Of Business Buying, 2023

Organizations are moving quickly to embrace agentic AI for a myriad of use cases. Agentic AI, however, introduces cybersecurity challenges that traditional security frameworks and approaches can’t adequately address. Agentic technologies shift cybersecurity paradigms by promoting emergent behaviors to meet objectives, making it essential for security leaders to control intent at scale. As these technologies spread across organizations, establishing enterprise guardrails is critical for secure deployment.This webinar explores the unique cybersecurity challenges posed by agentic AI and strategies to effectively address them. The session will introduce Forrester’s AEGIS Framework, a comprehensive security model based on six domains: governance, identity and access management, data security, application security, threat management, and Zero Trust architecture principles. Attendees will learn best practices for securing agentic AI, emphasizing phased processes, human oversight, “least agency” principles, and dynamic security adjustments as AI systems evolve.Key takeaways: Why securing agentic AI is a challenge security teams must address nowHow the AEGIS framework helps security leaders secure agentic AIWhy intent is as important as outcomesWhat the core principles of securing agentic AI areHow to implement and mature AEGIS in a phased approachTarget audience level: intermediate

Jeff Pollard

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Joseph Blankenship

 

Join Forrester principal analysts Judy Weader and Arielle Trzcinski to hear about the total experience for US health insurers. This webinar covers the components of the Total Experience Score — Customer Experience Index (CX Index™) and Brand Experience Index (BX Index™) — as well as how trust impacts quality perceptions and loyalty indicators.Key takeaways: Learn about the key ratings of total experience, customer experience, and brand experience.Understand the impact of trust on quality perception and loyalty.Target audience level: all levels

Judy Weader

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Arielle Trzcinski

 

In today’s fast-paced B2B landscape, traditional messaging strategies are falling short. Buyers expect personalized, outcome-driven communication — but many providers still rely on outdated, product-centric approaches. Join us for an insightful webinar where Forrester analysts unveil the B2B Buyer Messaging Cycle, a proven framework to help marketers craft agile, buyer-focused messaging that drives engagement and responds to rapidly changing market dynamics.Key takeaways: Understand core challenges undermining B2B messaging effectiveness.Learn how the Forrester B2B Buyer Messaging Cycle enables agile, buyer-centric communication.Discover how generative AI can accelerate message creation, testing, and refinement. Gain practical tips for iterating and activating messaging that resonates with modern buying groups.Target audience level: beginner

Barry Vasudevan

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John Buten

 

Join our webinar to discover how emerging technologies will reshape digital experiences in the next decade. We explore how organizations can deliver modern interfaces, deepen consumer understanding through advanced analytics, enhance decision-making with intelligent automation, and orchestrate and accelerate experience delivery. We also discuss how these innovations are driving a shift toward more human-centered and empowering experiences.Key takeaways: Learn which emerging technologies will have the greatest impact on digital experiences.Learn how these innovations will enable more assistive, anticipatory, and agentic experiences.Target audience level: all levels

Aurelie L'Hostis

 

Every B2B sales rep wants professional development, but no one wants to take time from selling to participate in learning. For years, both HR and sales leaders defaulted to traditional learning management systems to provide sales training for reps, only to see invitations ignored and attendance embarrassingly low.In this webinar, learn how HR-owned LMS tools differ from revenue enablement platforms and how the latter better suit real-time training delivery to improve your sellers' competencies most effectively.Key takeaways: Learn how to reverse-engineer your sales training technology environment to suit learner needs.Discover what high-performing B2B sales organizations do to optimize learning participation and adoption.Identify which best practices in adult learning are best supported by properly integrated technologies.Target audience level: intermediate

Peter Ostrow

 

As 2026 approaches, it's time to think about where to focus your resources and investments for maximum impact. Join analysts Ross Graber, Vicki Brown, Laura Cross, Brett Kahnke and Anthony McPartlin as they discuss what the coming year will hold for B2B businesses. They'll highlight specific challenges operations leaders should anticipate and offer recommendations to help you shape your investment decisions, as well as answer questions about what making these changes will mean for your organization.Key takeaways: Learn how marketing and sales are allocating their budgets today - and how they expect that to change.Hear Forrester's recommendation for specific areas where go-to-market operations teams should increase and adjust investment levels.Target audience level: all levels

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Ross Graber

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Vicki Brown

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Laura Cross

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Brett Kahnke

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Anthony McPartlin

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Katie Linford