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

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

Laura Ramos

 

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

Laura Cross

 

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

Phyllis Davidson

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Craig Moore

 

Emily Pfeiffer, Forrester principal analyst, presents the state of the commerce search and product discovery market, including the results of the recent Forrester Wave of this market. With the help of Sucharita Kodali, VP and principal analyst, Emily takes your questions — live!Key takeaways: Learn the state of the newly-converged commerce search market.Know who the major players are and how they’re leveraging their recent acquisitions.Target audience level: all levels

Emily Pfeiffer

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Sucharita Kodali

 

Data quality is not a destination but a continuous journey of evolution and prioritization. “Redux” for data quality refers to the ongoing activity of improving data quality as an iterative process. Creating high-quality data involves identification of issues related to data accuracy, completeness and consistency, remediation, continuous monitoring, and maintenance of these processes throughout the lifecycle of the data.Key takeaways:Learn how to identify data quality issues and improve incrementally and iteratively.Understand how data quality can be augmented through automated rules recommendation, dashboards, observability, and statistics.Target audience level: all levels

Jayesh Chaurasia

 

Without a doubt, 2023 will go down as the year of AI as we saw the rise of consumerization of generative AI (genAI). Announcements rolled out about mergers, acquisitions, wild company valuations, and oversized VC and internal investments. Enterprise data and technology teams felt the pressure top-down (from boards and executives) and bottom-up (from employees using freely available AI) to develop a strategy and start building. We predict that 2024 will galvanize enterprise teams to be proactive, develop a meaningful AI strategy, and deliver on the AI promise while keeping an eye on regulations and new risks.Key takeaways:Learn how to move AI toward fulfilling pent-up demand that will drive real business growth.Discover how enterprises will expand AI with open-source models.Gain knowledge of how enterprises will proactively invest in AI governance compliance.Understand the change facing employees as they begin using AI in their jobs and how to prepare.Target audience level: all levels

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Sudha Maheshwari

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Alla Valente

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Andrew Hewitt

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Michele Goetz

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Rowan Curran