Jessie Johnson

Learn the new capabilities genAI brings to B2B personalization and how to start delivering more impactful personalization throughout the customer lifecycle.

Buyer expectations for immediacy, relevance, and instant gratification have carried over from B2C to B2B and been amplified with Millennials and Gen Zers comprising more than half of the modern workforce. From their consumer interactions, digitally savvy B2B buyers are aware that they’re signaling their interests through their behavior, content consumption, and social interactions. In […]

B2B organizations must know their buyers, anticipate their needs, and empower them with each interaction — or lose to providers that do. Signals help transform the way we interact with our audiences across functions, disciplines, and interaction types, helping B2B organizations deliver contextual interactions with immediate value throughout the customer lifecycle. Check out these sessions […]

We've evaluated the nine most important conversation automation solution vendors. Learn what’s changed since we evaluated the market three years ago

Salesloft’s acquisition of Drift is a first step into marketing technology for sales tech vendors.

Conversational AI, chatbots, and automated marketing are not new to B2B marketing technology stacks. B2B marketing organizations leverage conversation automation solutions to better understand and enable buyers, customers, and internal teams by integrating signal-responsive conversations into existing workflows, tactics, and content experiences that span the full customer lifecycle. Conversation automation is quickly becoming integral to […]

By focusing on signals that illuminate customer preferences, perceptions, motivations, and influences, marketers can create more meaningful experiences and develop a more accurate assessment of value realization and propensity to buy.

B2B marketers overwhelmingly agree that buyers expect an experience personalized to their needs and preferences across sales and marketing. Personalization capabilities and components are distributed throughout the B2B marketing technology stack, but organizations often struggle to define an audience-centric view of the role of personalization that extends throughout the customer lifecycle. Too often, personalization starts […]

Marketers and technology vendors alike are rethinking approaches to engagement and enablement in response to the consumerlike behaviors of B2B buyers, heightened expectations for digital experiences, and the demands of a modernized workforce. The ability to automate conversational interactions using chatbots and virtual assistants (VAs) is one of many business requirements for organizations looking to […]

Artificial intelligence has fundamentally changed our ability to understand and empower our audiences, whether customer or employee. Discover three ways B2B marketers are leveraging AI now.

Across industries and audience demographics, conversational interfaces and the interactions they support are becoming embedded in the B2B digital experience as buyers and customers continue to show preference for self-guided interactions at each stage of their journeys. The ability to reach, engage, and enable empowered B2B audiences — whether buyer, customer, or employee — means […]

From their interactions as consumers, B2B buyers and customers are already accustomed to receiving relevant information curated by algorithms and delivered at the right time in dynamic and digestible formats. Across channels, devices, and interfaces, these audiences ask for what they want. They’re also aware of how their behavior drives the algorithmic co-creation of interest-based […]

Conversation automation technologies help B2B marketing and sales leaders holistically approach the design, deployment, and optimization of conversational interactions to deliver relevance and value in the moment while informing the timing and treatment of the next action.

Rather than attempt to control the journey, marketing and sales must meet buyers where they are, anticipate their needs, and enable them to take that next step. Forrester analyst Jessie Johnson explains how B2B marketing leaders are rethinking the delivery of digital experiences and the path from personalization to contextualization.

Teams supporting retention, cross-sell, and upsell are most effective when they focus on the right signals from buyers and customers. At B2B Summit North America, learn more about these signals and how to use them.

Moving from click-based engagement to real-time buyer enablement requires a change in approach. You likely already have signal-detection capabilities — the challenge is fine-tuning and scaling them.

Each holiday season, children get a visit from the jolly Santa Claus or the demonic Krampus, depending on their behavior throughout the year.

Connecting conversational interactions across channels helps organizations deliver frictionless engagement and experiences with value to the buyer.

• Demand and ABM leaders are rethinking existing approaches to program and tactic activation to meet the consumer-like expectations of modern B2B buyers in increasingly complex decision-making scenarios
• Buyer enablement refers to the shift from selling “at” buyers to enabling buyers to get the information they need in the moment to support their decision-making process
• Real-time buyer enablement requires organizations to understand the signals characteristic of their buyers, where to capture those signals, and how to classify and connect those signals across systems and workflows