How B2B Marketing Leaders Can Deftly Navigate Uncertainty

FromWhat It Means

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How B2B Marketing Leaders Can Deftly Navigate Uncertainty

FromWhat It Means

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Length:

18 minutes

Released:

Mar 23, 2023

Format:

Podcast episode

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How can B2B marketing leaders chart a steady course for growth in a fickle economy? By taking cues from companies that have achieved strong revenue growth, says VP and Principal Analyst Barbie Mattie. On this week’s What It Means, she provides data-backed recommendations for actions to take.

Released:

Mar 23, 2023

Format:

Podcast episode

Titles in the series (95)

The age of the customer isn’t a tagline — it’s a fundamental shift in the market that is forcing companies and executives to change course. In Forrester’s What It Means podcast, we’ll examine those changes, what they mean, and what executives can do about them.

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Top 10 Emerging Technologies In 2023: Struggling to figure out which emerging techs to focus on in the year ahead? In this episode, VP of Emerging Tech Portfolio Brian Hopkins and VP and Principal Analyst Michele Goetz discuss the top 10 emerging technologies list for 2023. by What It Means
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The Customer Obsession Balancing Act For B2B Firms: B2B companies that center their strategies and operations on customers far outperform their less customer-focused peers. Still, when it comes to customer obsession, more isn’t always better. Analysts Amy Bills and Nick Buck explain on this week’s podca... by What It Means
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Multicloud Strategy By Design Or By Accident?: As more organizations branch out to use multiple cloud platforms and providers, the question becomes: Is there a strategy behind your multicloud decisions, or do they just happen? In this episode, Principal Analyst Lee Sustar and Senior Analyst Tracy W... by What It Means
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The Case For Modernizing Your Operational Platforms: If aligning your operational platforms with your customer-facing platforms is way down on your IT roadmap, you might want to move it up. Hear VPs Linda Ivy-Rosser and Liz Herbert explain why in this episode. by What It Means
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The Two Sides Of Technology’s Environmental Impact: Is emerging tech the cause of or the solution to the climate crisis? The answer is complicated. In this episode, Analyst Abhijit Sunil and VP, Research Director Glenn O’Donnell debate the benefits and impacts of emerging tech on the environment. by What It Means
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Succession Planning For The Security Org: Is overreliance on key security employees putting your entire organization at risk? Learn best practices for retention and succession planning in security from Senior Analyst Jess Burn. by What It Means
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Why Are Brands Funding Misinformation?: Marketers are accidentally funding misinformation and fueling the proliferation of dangerous falsehoods. In this episode of What It Means, Principal Analyst Kelsey Chickering discusses how marketers can protect their brand from this phenomenon. by What It Means
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It’s Time To Kick The Leads Habit: The traditional focus on individual, marketing-supplied leads is failing B2B companies and buyers. So why does it persist, and what’s a better alternative? VP, Principal Analyst Terry Flaherty and VP, Research Director Mike Pregler discuss on this week... by What It Means
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The Trouble With Thought Leadership: Thought leadership content is everywhere. But, too often, it’s neither particularly thoughtful nor leading, say analysts Ian Bruce and Lisa Gately. On this week’s What It Means, they discuss what defines good thought leadership and how B2B firms can cr... by What It Means
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The Best And Worst Security Practices From Around The World: The fact is, no business can stop every breach. So is it time to shift to a “post-breach” resilience strategy? Analyst Allie Mellen thinks so. This week, she discusses the best — and worst — security practices from various global regions. by What It Means
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Is Your Organization Equipped To Handle Geopolitical Risks?: Is your security team effectively assessing your exposure to geopolitical risk? Principal Analyst Renee Murphy and Senior Analyst Allie Mellen provide some insights and next steps every security org will want to hear. by What It Means
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Is Employee Wellness Broken?: There’s a giant disconnect between how executives view employee wellness and how employees view it. Senior Analyst Jonathan Roberts digs into the causes and impacts of that disconnect in this week’s episode. by What It Means
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Tackling Technology’s Trust Problem: What can be done to address a growing lack of trust in technology? Principal Analyst Sara Watson digs into the causes of this issue and provides some examples of firms taking proactive steps to minimize its impact. by What It Means
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When Should Brands Take A Stand?: Consumers, employees, and shareholders increasingly expect companies to speak out on social and political issues. When should they, and how should they make the decision? On this week’s What It Means, Vice President, by What It Means
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How B2B CMOs Can Spend To Succeed In 2023: B2B marketing leaders will face intense budget scrutiny as they plan for 2023. But making reactive, cost-saving decisions could undermine long-term gains, cautions VP and Principal Analyst Barbie Mattie. On this week’s What It Means, by What It Means
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How Does Automation Enable Human Innovation?: Fears that automation will replace human creativity with mindless robots are unwarranted. VP, Principal Analyst Paul Miller and Principal Analyst Dan Bieler explain why in this episode. by What It Means
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Build A Successful Voice Of The Customer Program: Only 12% of CX pros rate their voice of the customer (VoC) program’s maturity as high or very high. In this episode of What It Means, Senior Analyst Colleen Fazio explains what’s blocking success with VoC and how CX professionals can derive value and g... by What It Means
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The Secrets To Becoming An Effective Change Catalyst: Meaningful change in a company doesn’t have to come from the top. Anyone — regardless of seniority or title — can bring it about, say Vice Presidents Meta Karagianni and Peter Ostrow. On this week’s What It Means, by What It Means
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What COVID-Related Absenteeism Has Taught Us About Workforce Planning: COVID-related absenteeism continues to cause challenges across industries and business functions. In this episode, VP, Research Director James McQuivey and VP, Principal Analyst J. P. Gownder highlight some key learnings for workforce planning. by What It Means
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Why The CIO-CMO Partnership Matters More Than Ever: Technology and marketing leaders need each other, and companies need strong technology-marketing partnerships. On this week’s What It Means, VP, Senior Research Director Matt Guarini and VP, Principal Analyst Thomas Husson explain why the CIO-CMO relat... by What It Means
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Find The CX Collaboration Strategy That’s Right For Your Company: No customer experience team, no matter how mighty, can achieve its strategic vision alone. Fostering the necessary cross-functional collaboration requires a strategy that taps into your organization’s existing strengths and cultural norms, by What It Means
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Encore Presentation — Avoid The Chatbot How-Can-I-Help-You Problem: The problem with chatbots can be summed up in one question: “How can I help you?” This question sets the expectation that a chatbot will be as helpful as a human agent, which isn’t true. But don’t scrap all your chatbots. Instead, by What It Means
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The Growing Need For A Chief Automation Officer: As automation efforts continue to expand across the enterprise, one question looms large: Who should be overseeing the use of automation technologies in an organization? In this episode, Principal Analyst Leslie Joseph provides his perspective. by What It Means
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Why CSR Must Be More Than Purpose Beyond Profit: B2B leaders are getting serious about corporate social responsibility (CSR). But until they see it as central and not peripheral to the business, its impact will be limited, says VP and Principal Analyst Ian Bruce. On this week’s Forrester podcast, by What It Means
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The Role Of Synthetic Data In Expanding AI: As the demand for AI expands, so does the need for relevant data to develop the models that power AI. In this episode, Analyst Rowan Curran describes the role that synthetic data can play in expanding your AI efforts. by What It Means
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Where Tech Leaders Should Focus Spend In 2023: Where should technology leaders focus their 2023 investments? In this episode, VP, Research Director Chris Gardner and Principal Analyst Chris Gilchrist review the recommendations in Forrester’s new planning guides for technology leaders. by What It Means
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How B2B Marketing Leaders Can Deftly Navigate Uncertainty: How can B2B marketing leaders chart a steady course for growth in a fickle economy? By taking cues from companies that have achieved strong revenue growth, says VP and Principal Analyst Barbie Mattie. On this week’s What It Means, by What It Means
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The Surprising Benefits Of Autism-Friendly Hiring Practices: As recruitment challenges persist, business leaders are looking to broaden their talent pools. In this episode, Senior Analysts David Mooter and Jonathan Roberts describe the benefits of implementing autism-friendly hiring practices. by What It Means
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What’s Behind The Lack Of Trust In Financial Services Firms?: Would it surprise you to learn that only 2% of US financial services brands were rated “strong” on trust by their customers? In this episode, Principal Analysts Alyson Clarke and Tom Mouhsian discuss new research digging into the drivers and impacts of... by What It Means
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The Green Market Revolution Is Here: Are You Ready?: Climate change is among the biggest challenges we face, and the solution could be one of the biggest market opportunities in history. Learn about the unique opportunities provided by the green market revolution in this episode. by What It Means
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How B2B Marketing Leaders Can Deftly Navigate Uncertainty

How B2B Marketing Leaders Can Deftly Navigate Uncertainty

Description

Titles in the series (95)

More Episodes from What It Means

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