Unveiling The Future Of B2B Events: Key Findings From Forrester's Q1 2024 State Of B2B Events Survey

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

Su Doyle

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Judy Weader

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Dave Frankland

 

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

Naomi Marr

 

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

Mike Gualtieri

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Brian Hopkins

 

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

Karen Tran

 

Harness the advantages of AI with help from this webinar series featuring the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology.Generative AI (genAI) is a generational technology that extends far beyond IT and technology experiences. Marketers are already beginning to see genAI applications that can personalize messaging and scale content production — and that's just the beginning. Join our panel of distinguished Forrester analysts while we discuss how AI will change the future of marketing and customer engagement.Key takeaways:Identify the trends in AI that will impact marketing and customer engagement functions. Understand how marketers are using genAI today.Explore what the future of marketing and customer engagement looks like as genAI develops. Target audience level: all levels

Aaron Katz

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Katie Linford

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Jay Pattisall

 

The manufacturing sector consumes valuable natural resources and emits harmful gasses and other waste products. By embracing the circular economy’s concepts of reduce, reuse, repair, refurbish, and recycle, business and technology leaders in manufacturing reduce their dependence on finite natural resources, cut waste, and unlock new business opportunities.This webinar introduces key circular economy concepts, points to early examples of success, and highlights the role of digital technologies in supporting manufacturers’ circularity ambitions.Key takeaways:Understand five key circular economy concepts relevant to the manufacturing sector: reduce, reuse, repair, refurbish, and recycle.Explore the relationship between these five concepts, and learn how they work together and at scale.See examples of companies succeeding in the circular economy today.Target audience level: all levels

Paul Miller