Vision Report
January 19th, 2023
•
14 min read
Purchase Webinar
Get access to a single webinar that is currently outside of your subscription.
Price: $300 (USD)
ON-DEMAND WEBINAR
Why Lifecycle Revenue Marketing Is The Future Of B2B Growth
Original Broadcast Date: March 16, 2023
Steven Casey
VP, Research Director
Lisa Nakano
VP, Research Director
John Arnold
Principal Analyst
Lisa Gately
Principal Analyst
Malachi Threadgill
Principal Analyst
Become a Client
Partner with Forrester Research to get access to webinars, insights and frameworks aligned to your role. Shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer.
Description
Seismic shifts in buying group behavior and business dynamics are wreaking havoc on the frontline B2B marketing teams accountable for revenue, such as demand marketing, account-based marketing (ABM), and customer marketing. All marketing teams share some responsibility for addressing changing buyer behaviors and influencing revenue, but frontline marketing teams that are directly accountable for pipeline and revenue are most susceptible to changing buying behaviors. For them, failure to meet pipeline or revenue objectives could mean termination.
In this webinar, Forrester Research Directors Steve Casey and Lisa Nakano lead a panel discussion with B2B marketing analysts John Arnold, Lisa Gately, and Malachi Threadgill to unpack a major mindset shift happening in the most progressive B2B marketing organizations. Forrester calls this mindset shift lifecycle revenue marketing (LRM). Our discussion will focus on the reasons and changes needed to move from an inside-out approach that lives or dies by internal processes to an outside-in strategy that lives and breathes the customer lifecycle and empowers frontline marketers to extend engaged audiences and stand up more adaptive programs.
Key takeaways:
- Current trends in buying behavior and the impact on frontline marketing efforts
- An introduction to the guiding principles of lifecycle revenue marketing (LRM)
- How LRM breaks through silos, extends audience engagement, and connects marketing programs to the full lifecycle of revenue opportunities
Target audience level: all levels
Technical Information
You'll receive an email with dialing and Webex instructions prior to the Webinar.
Webinar FAQs
See the Webinar FAQs for answers to technical and other Webinar questions.
-
Vision ReportJanuary 19th, 2023•12 min readUnify Demand, ABM, And Customer Marketing Capabilities To Build Long-Term Value
, Robert Peterson
Vision ReportJanuary 19th, 2023•12 min readThe Core B2B Marketing Engagement Platforms Are On A Collision Course
Upcoming
View all
UPCOMING WEBINARJune 14th, 2023It is critical for leaders to constantly navigate their firms through prevailing market headwinds. Forrester’s tech insights and econometric research (TIER) discusses the ever-evolving landscape of the tech market, evaluating the market risks and opportunities that are reshaping tech investment strategies.Key takeaways:Learn what critical indicators lead and lag the tech market.Learn where and when to create future opportunities, and where and when to capture current opportunities.Learn why and how an option-oriented investment strategy can offset market shifts and changing tech dynamics.Target audience level: all levels
UPCOMING WEBINARJune 21st, 2023More consumer-facing businesses are launching paid membership programs, and Forrester expects this trend to continue. Why? Customers who are members spend more frequently and more overall than nonmembers, are more engaged, and feel better about the company.Key takeaways - This webinar provides:An overview of consumer behaviors and attitudes around paid memberships.Examples of paid membership programs and models. Guidance on how to put together a business plan to launch a paid membership program.Target audience level: beginner
UPCOMING WEBINARJune 29th, 2023Consumers look for convenient, empowering, and engaging ways to complete typical activities. To provide these consumers with the best digital experience, brands must choose the most appropriate digital touchpoints. For example, task-oriented activities are best accomplished by high-convenience touchpoints such as voice-enabled interfaces, whereas touchpoints like chat or augmented reality better serve more complex activities. This webinar helps digital business leaders make smart decisions in choosing the best digital touchpoints to engage with their consumers.Key takeaways:Learn how to make digital touchpoint decisions based on customer needs.Discuss use cases for digital touchpointsTarget audience level: beginner and intermediate
On Demand
View all
ON-DEMAND WEBINARJune 1st, 2023Winston Churchill said, “To improve is to change; to be perfect is to change often.” At Forrester, taking a broader and bolder look at the world around us necessitates a regular “mirror” exercise to ensure that our B2B research continues to reflect the changing disciplines we cover.The still-young function of sales enablement in B2B organizations is evolving; its capabilities are increasingly extending to supporting additional customer-facing roles, such as solutions overlays, sales engineers, ecosystem partners, and customer success.In this webinar, Forrester’s Peter Ostrow explores the current and future state of what we now call revenue enablement. Key takeaways:Explore the evolution of enablement responsibilities and budgets as they expanded from “sales” to “revenue.” View the Forrester Revenue Enablement Model to determine how buyer interactions and personas are mapped to your team’s competencies, assets, and communications. Communicate one-on-one with Peter during an open, informal chat.Target audience level: intermediate
ON-DEMAND WEBINARMay 30th, 2023The RSA Conference is an important annual event to assess the global state of information security. As the world’s largest information security event, the RSA Conference provides a full week of sessions and perspectives on today’s emerging security challenges and how organizations are addressing these trends. In this webinar, Forrester’s Merritt Maxim, a VP and research director on the security and risk (S&R) team, leads a discussion with several of his S&R analyst colleagues to recap the 2023 RSA Conference. In this session, the S&R team highlights the key trends, announcements, and observations from this year’s event and provides practical guidance and recommendations on how organizations should respond to and address these cybersecurity trends. Key takeaways:Get an overview of the key trends and themes at the RSA Conference, including how generative AI is influencing cybersecurity. Receive practical guidance for cybersecurity professionals based on the main conference themes. Look ahead to cybersecurity in 2024. Target audience level: beginner
ON-DEMAND WEBINARMay 25th, 2023This webinar helps attendees reexamine approaches to presenting journey maps and provides visual examples from across industries.Key takeaways:Discover best practices for presenting journey maps in six common use cases.Consider the benefits and drawbacks of different visual elements.Learn from dozens of examplesTarget audience level: beginner and Intermediate
Help us improve
