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Price: $300 (USD)
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B2B events play a dominant role in B2B marketing activity, with events spend consistently among the largest budget line items in Forrester surveys. Moreover, with 49% of CMOs believing that events are now more important than they were pre-pandemic, this trend will continue. However, the environment in which teams plan and execute their events has transformed. This webinar shares findings from Forrester’s Q1 2024 State Of B2B Events Survey and highlights areas for leaders to think about as they build a future fit event strategy.
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Target audience level: all levels
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Commerce tech vendors use this term to represent a variety of inconsistent concepts. In this webinar, we explain what vendors mean when they use it, what you need to understand about it, and when “unification” is a benefit for digital businesses.Key takeaways: What does “unified commerce” mean?What is important about unification in commerce tech? How can I evaluate vendors that say they offer unified commerce?Target audience level: all levels
Differentiated customer experiences can help you win market and wallet share. But random acts of customer experience (CX) don’t cut it. Learn how B2B marketing, sales, and product leaders use CX principles to win new business, expand relationships, and launch successful products.Key takeaways:Learn why CX is your secret ingredient for competitive advantage.Explore how B2B firms tap experiential value to improve products and services.Learn what you can do today to focus your efforts.Target audience level: beginner and intermediate
Traditional business goals haven’t explicitly considered the customer’s experience, leaving a gaping hole in many corporate strategies. Better customer experience (CX) breeds better business outcomes, and winning executive support for experience improvements can make or break companies’ efforts in terms of differentiation, optimization, or survival. Key takeaways:Discover why CX is a pillar of business success.Explore three levers for the business case for experience improvement.Learn proven approaches for selling and socializing these ROI stories.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
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
Whether you are a campaign manager or brand leader, creating and integrating reputation programs within campaigns can be challenging. With demand and customer engagement programs often taking center stage, reputation programs can end up deprioritized or disconnected from the overall campaign strategy. This leads to gaps between the brand promise and what targeted audiences care about. Key takeaways:Learn the role of reputation programs and the value they provide in an integrated campaign.Gain insight into a model to guide you through the process of determining the right reputation programs and tactics to meet your goals for awareness, perception, and preference.Target audience level: beginner and intermediate