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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.
Forrester’s data and research consistently show how companies that focus resources and strategy on delivering value to customers outperform their competitors on several business measures. Ensuring that B2B customers receive the best postsale experience requires proactive engagement through customer success and customer marketing, as well as personalized and effective reactive engagement whenever they encounter a problem or need support. However, once OpenAI released GPT-4, everything everyone thought they knew about great customer service strategy and execution got turned on its head. Customer service and support teams have the most to gain — or change — through the use of generative, predictive, and agentic AI.Please join Laura Ramos, VP and principal analyst at Forrester, as she explores the latest trends impacting B2B customer service and how generative, predictive, and agentic AI stand to redefine the purpose, role, and results of teams that support B2B customers postsale.Key takeaways: Learn what’s unique about B2B customer service and the changing opportunities that Forrester sees for clients in this space.Discover the top challenges that B2B customers face when delivering effective, differentiating support that truly impacts the customer’s experience.Explore how AI will help solve those challenges while also permanently changing the role and scope of customer service for companies that sell highly considered products and services.Target audience level: intermediate
Accelerate innovation with deeper insights about why autonomous mobility is important, when it will likely pay off, and how others are using it; we feature the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology. Autonomous mobility can potentially transform transportation, logistics, and urban planning over a mid- to long-term horizon. Join this session to learn more about how this technology will mature and steps you can take to maximize your investment in it.Key takeaways: Learn how autonomous vehicles are shaping the future of transportation.Understand the regulatory and technical challenges.Explore pilot projects and adoption trends.Target audience level: all levels
End-to-end automation means different things to different people. At its narrowest, it’s going from compile to staging. More broadly, it can encompass the entire software development lifecycle, from collecting requirements to eventual retirement of the product and the infrastructure it runs on. Join Naveen, Chris, and Andrew to learn where to best end — and start — your automation journey.Key takeaways: Learn what end-to-end automation means.Discover how to redefine the boundaries of automation.Target audience level: intermediate and advanced
B2B buyers are rapidly adopting AI-powered search as one of their primary sources of information. Providers will have to shift their marketing strategy to engage buyers in zero-click environments before they arrive at their sites.This webinar looks at how buyers are using AI-powered search, how zero-click search is impacting the revenue engine, and how to coordinate activity across portfolio marketing, content, communications, and digital to engage buyers in this new environment.Key takeaways: Understand how to adjust your marketing goals and strategies for zero-click search.Learn how to measure your performance on zero-click search.Discover digital, content, and messaging techniques for reaching buyers through zero-click search.Target audience level: intermediate
Shell Fleet Solutions successfully implemented buying groups to better serve the needs of its customers with cutting-edge marketing programs and enhance support for its internal teams. Join this client webinar with Angela Scaueru and Paul Bloemheuvel from Shell and Vicki Brown from Forrester to discuss best practices for harnessing a data-driven approach to effectively integrate account, contact, and buying group behavioral data.Key takeaways: Hear about Shell Fleet Solutions’ innovative strategies for buying groups.Learn how Shell leveraged account, contact, and buying group behavioral data.See how Shell gained a deeper understanding of customer behavior, improved sales and marketing coordination, and ultimately increased customer value.Target audience level: intermediate
While spend on B2B events remains high, budgets and resources are under massive strain as teams struggle to demonstrate value and justify increased investment. This webinar shares findings from Forrester’s Q1 2025 State Of B2B Events Survey and highlights changes leaders are making to their event budgets, mixes, and priorities as they adapt to a complex and dynamic environment.Key takeaways: Explore key findings from Forrester’s Q1 2025 State Of B2B Events Survey.Understand how leaders are approaching event budgets, mixes, and priorities.Take away actionable next steps to help you adapt to the new event environment.Target audience level: all levels