Purchase Webinar
Get access to a single webinar that is currently outside of your subscription.
Price: $300 (USD)
ON-DEMAND WEBINAR
Introducing A New, Expanded Service For Portfolio Marketers And Product Managers
Original Broadcast Date: August 13th, 2024
Amy Hayes
VP, Research Director
Lisa Singer
VP, 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
Forrester Decisions for Portfolio Marketing & Product helps B2B leaders create customer-focused product and go-to-market strategies that drive profitable growth and long-term commercial success. The combined strength and insights from product management and portfolio marketing are a unique yet underutilized advantage for maximizing customer and business value.
Organizations that tap into the natural synergy between portfolio marketing and product management ensure their offerings’ value proposition, positioning, and messaging are cohesive and continually optimized for customer and stakeholder feedback as well as fast-changing market dynamics. In turn, this alliance creates more compelling buyer and product experiences. Join Amy Hayes and Lisa Singer to learn what the new Portfolio Marketing & Product service’s research priorities are and how they will help you.
Key takeaways:
- Learn how to champion strategic innovation.
- Improve your go-to-market momentum.
- Lead an ever-evolving, complex portfolio of offerings.
Target audience level: beginner
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.
UPCOMING WEBINARSeptember 9th, 2025Forrester’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
UPCOMING WEBINARSeptember 9th, 2025Accelerate innovation with deeper insights about why quantum security is important, when it will likely pay off, and how others are using it. Learn the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology. Quantum security can potentially protect sensitive information and secure communications against quantum attacks over a long-term horizon. Join this session to learn more about how this technology will mature and steps you can take to maximize your investment in it.Key takeaways: Learn about the threats posed by quantum computing to current cryptography.Understand the development of quantum-safe encryption methods.Explore research and advancements.Target audience level: all levels
- UPCOMING WEBINARSeptember 9th, 2025
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
On Demand
View all
ON-DEMAND WEBINARJuly 22nd, 2025B2B 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
ON-DEMAND WEBINARJune 17th, 2025Generative AI (genAI) has distinct security-, efficiency-, and agility-boosting effects in customer identity and access management (IAM), anti-money laundering (AML), and fraud management. This webinar highlights how to use these capabilities.Key takeaways: Learn the uses of genAI in customer IAM.Discover the uses of genAI in fraud management and AML.Explore the risks of genAI and how to overcome them.Target audience level: intermediate and advanced
ON-DEMAND WEBINARMay 22nd, 2025Shell 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