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Conversational AI, chatbots, and automated marketing are not new to B2B marketing technology stacks. Recent innovations in B2B conversation automation solutions fueled by rapid advancements in large language models and generative AI have introduced and refined capabilities for personalized interactions, access to audience and marketing performance insights, and content production at scale. Modern business users inspired by their consumer experiences with AI and conversational interfaces are looking to better utilize these technologies for business purposes.
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B2B marketing leaders can use this report to understand the value they can expect from an embedded conversation automation solution and to explore potential partners.
While spend on B2B events remains high, budgets and resources are under massive strain as teams struggle to demonstrate value and justify increased investment. This webinar shares findings from Forrester’s Q1 2025 State Of B2B Events Survey and highlights changes leaders are making to their event budgets, mixes, and priorities as they adapt to a complex and dynamic environment.Key takeaways: Explore key findings from Forrester’s Q1 2025 State Of B2B Events Survey.Understand how leaders are approaching event budgets, mixes, and priorities.Take away actionable next steps to help you adapt to the new event environment.Target audience level: all levels
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
In today's volatile environment, disciplined risk management and adaptive change leadership are essential for technology leaders. The constant volatility has upended carefully crafted tech strategies, budgets, and priorities, leaving technology leaders feeling unsure and overwhelmed. However, there is a way to navigate the chaos, regain control, and lead people through difficult times. This session will explore how to detect and decide which risks to take in pursuit of strategic goals, using the Three Es framework to identify risks within the enterprise, ecosystem, and external environment. Next, we’ll cover specific levers to optimize IT investments helping you to rationalize portfolios and identify quick wins to cut costs and prioritization for complex long-term initiatives. Join us to gain insights on creating a resilient, secure, and future-ready IT infrastructure that thrives in uncertainty. Key takeaways: Learn how to identify and manage risks across your enterprise, ecosystem, and external environment using the Three Es framework. Discover strategies to streamline your tech stack, reduce costs, and enhance performance through portfolio rationalization and automation.Understand how to balance long-term strategies with the ability to adapt to rapid changes, focusing on both processes and people.Gain insights on building a secure, AI-ready, and future-proof IT infrastructure that can thrive in times of uncertaintyTarget audience level: beginner and intermediate
Changing business buyer behavior is making traditional go-to-market processes obsolete and turbulent global markets, geopolitical and social upheaval, and technology disruption are upending carefully crafted strategies, budgets, and priorities. It’s critical for B2B leaders to go beyond reactivity to prioritize stable market segments, reduce operational costs, and continuously monitor buyer and customer behaviors. While some lessons from the COVID-19 pandemic may be of use, every crisis has its own context. Today’s conditions represent a poly-crisis that also requires proactive scenario and contingency planning, a new pace for decision-making, and compliance vigilance. Take these actions and you won’t just overcome the chaos – you'll thrive within it. Key takeaways: Learn how to ruthlessly prioritize target market segments.Identify ways to cut duplicative technologies and nonstrategic operational costs.Understand why continuous customer insights strengthen resilience.Leverage scenario planning to keep one step ahead.Change the pace of decision-making and delegate more to frontline leaders.Keep data compliance requirements front and center Target audience level: beginner and intermediate
Your B2B customers expect personalized interactions on their terms and timelines. Outdated marketing, sales, and postsale processes have failed to meet their changing expectations, resulting in poor experiences that make it harder to retain accounts and grow them further. Postsale teams, and customer success specifically, are uniquely positioned to engage customers and help them achieve meaningful results, but only if you elevate their role in transforming revenue processes that create more durable growth.Key takeaways: Learn why customers are the key to stable, long-term growth.Understand the role of postsale engagement teams in transforming revenue processes.Explore how top teams guide customers through four distinct postsale stages of the Opportunity Lifecycle framework.Target audience level: intermediate
Anyone who sells software or digital goods online and wants to grow through globalization will at least consider a third-party Merchant Of Record model. Merchant of Record (MOR) solutions have existed for decades, but the industry has made headlines recently with some notable departures: Digital River, a former heavyweight in the market, is closing up shop, and a relative newcomer in the category, Lemon Squeezy, was acquired by payments heavyweight Stripe, which, per its founder, will “scale Merchant Of Record selling in a big way.”In this webinar, Forrester analyst Lily Varon is joined by a panel of CEOs from three major players in the MOR solution space: David Nachman, CEO of FastSpring; Jimmy Fitzgerald, CEO of Paddle; and Wendi Sturgis, Board Advisor and Former CEO of Cleverbridge. Key takeaways: Understand what is really going on with the Merchant Of Record market right now.Learn how to avoid common pitfalls of MOR selling.Discover the best ways for digital leaders to prepare for the future of MOR selling.Target audience level: all levels