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Conversational AI, chatbots, and automated marketing are not new to B2B marketing technology stacks. Recent innovations in B2B conversation automation solutions fueled by rapid advancements in large language models and generative AI have introduced and refined capabilities for personalized interactions, access to audience and marketing performance insights, and content production at scale. Modern business users inspired by their consumer experiences with AI and conversational interfaces are looking to better utilize these technologies for business purposes.
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B2B marketing leaders can use this report to understand the value they can expect from an embedded conversation automation solution and to explore potential partners.
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
Understanding performance and demonstrating accountability are perennial top priorities for B2B marketing leaders. This webinar draws on Forrester's latest quantitative research to provide a view into the current state of marketing measurement across B2B.Key takeaways:Learn about the insights gap facing B2B marketing organizations. See what metrics marketing leaders across B2B are using to steer their businesses.Hear how to advance a system of aligned measurement in your organization.Target audience level: beginner
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. Key takeaways:Learn the key steps for building an audience-centric content plan and when to include third-party content as part of your content mix.Hear how leading marketers activate third-party content to drive campaign outcomes, enable sellers’ conversations, and elevate their brand.Target audience level: beginner
In this webinar, learn about new and emerging buying patterns found in Forrester’s Buyer’s Journey Survey, 2023. Understanding these behaviors is essential for B2B sales and marketing leaders in order to distinguish themselves from the competition.Key takeaways:Learn how the gap between budgets and offering prices contributed to a stalled business buying environment with a whopping 89% of respondents citing one or more stall reasons.Understand how buyers derived more meaning from vendors than they did from other sources. Specifically, product experts added clarity and value to buyers as they sifted through information overload.Hear how tenure and experience played a role in how buyers navigated various challenges in the buying cycle.Learn how buyers in North America were more autonomous and made decisions with fewer people across fewer departments than the rest of the world.Target audience level: all levels
