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Join this engaging session with principal analyst Kelvin Gee and fellow B2B frontline marketers as they collaborate to address the pressing challenges faced in program planning and execution. This interactive discussion will focus on overcoming decreasing performance metrics, harnessing insights for effective personalization, navigating technological complexities, and managing budget limitations. Share your experiences, learn from peers, and explore strategies to enhance your marketing initiatives. During this session, we’ll discuss.
The peer discussion is an opportunity to share and learn from each other. Come prepared to engage in a dialogue on current challenges and opportunities.
Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
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This report defines demand programs and demonstrates how they align with campaigns and the B2B Revenue Waterfall.
Marketing program leaders can leverage this best-practice approach to align program plans to business and marketing context for effective program execution and performance.
This report outlines the steps for designing and executing demand programs that cascade from a campaign theme using the Forrester Marketing Program Planning Framework.
This template offers a flexible approach for planning reputation, demand, customer engagement, and enablement programs within an integrated campaign.
Frontline marketers must shift from traditional to adaptive marketing programs to stay agile and support a lifecycle revenue marketing strategy.
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
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