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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 experience (CX) is misunderstood and often underutilized by many B2B firms because it's seen as “fluffy” or out of context — when actually it can be a powerful driver of better business outcomes. Join senior analyst Su Doyle, principal analyst Judy Weader, and vice president and research director Dave Frankland for a roundtable session on what B2B CX is and how to leverage it for financial and operational gains.Key takeaways:Explore the most common questions we get from (and the answers we give to) B2B CX leaders and the B2B CX-curious.Learn how a variety of B2B firms — including companies in manufacturing, healthcare, logistics, financial services, business services, and high-tech — measure, monitor, and improve CX quality to improve business outcomes.Get answers to your B2B CX questions from our expert panel.Target audience level: beginner and intermediate
Demand and account-based marketing (ABM) leaders are being pulled in so many different directions — by customers, prospects, vendor partners, C-suite executives, revenue operations, and sales — that they are having a crisis of confidence. In Forrester’s Q4 2023 Demand Marketing Organizational Design And Process Survey, only 12% of marketing leaders felt their marketing teams’ current organizational design would be effective at meeting their revenue goals over the next 12 months, and just 7% felt they had the correct skills and competencies on their teams. Disconnected marketing program strategies, planning, execution timing, and metrics aligned to specific marketing subfunctions — all based on different sources of data and insights — limit an organization’s growth abilities.A frontline marketing approach creates alignment to accelerate growth via nurturing a unified vision and strategy for the full customer lifecycle; taking advantage of signals to deliver increased value for the buyer; relying on program orchestration wholly centered on the customer experience; and positioning marketing for success in a larger revenue process transformation.Key takeaways:Learn what frontline marketing is and why it is needed.Understand why frontline marketing is important to the future of demand marketers.Learn what an orchestration manager is and why the role is needed.Discover how ignoring frontline marketing will expose marketing's inability to transform alongside the other revenue-generating functions.Uncover what good looks like with a unified demand marketing strategy and plan.Target audience level: all levels
AGI (artificial general intelligence) is closer to reality than most businesses understand; our research tells us it’s not a question of “if” but “when.” Forrester research focuses specifically on AGI for business — how AGI will completely transform business software, the workforce, the customer experience, and every aspect of every business process. We are approaching a step change for enterprises that have the courage to embrace AGI quickly. Join two of Forrester’s top thinkers in AGI — VP Brian Hopkins and VP, principal analyst Mike Gualtieri — for a freewheeling discussion on AGI, AGI for business, and most importantly, scenarios of when and how AGI will hit.Key takeaways:Learn how Forrester defines AGI.Understand the impact of AGI on business.Learn how enterprises can prepare.Target audience level: intermediate
This webinar was originally scheduled for July 15thDon't miss out on this encore of a standing-room-only Forrester B2B NA Summit session! Due to overwhelming demand, we are hosting a special webinar to share the inspiring stories of Palo Alto Networks, Siemens, and Zendesk, all of which are actively transforming their revenue processes. As organizations prioritize revenue process transformation in 2024, many are seeking guidance on how to actually make this change, as well as validation that this change will deliver results. Key takeaways:Learn how the panel sold the vision of the change to their executives.Discover the biggest process and technical changes they overcame.Understand the actual (or expected) results from this change.Target audience level: intermediate
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
B2B marketing teams create messaging for brand and product — often separately — that attempts to articulate differentiated value to buyers, customers, employees, and other stakeholders. What is abundantly clear from our research is that there are significant challenges to ensure that all this messaging is connected and consistent.Key takeaways:Understand the current state of messaging challenges in the market.See how successful B2B companies are creating connected messaging.Learn how to build your connected messaging team to create impactful messaging in the market.Target audience level: beginner
