What Human And Technical Skills Will Matter Most To B2B Marketers?

FromWhat It Means

Start listening View podcast show

What Human And Technical Skills Will Matter Most To B2B Marketers?

FromWhat It Means

ratings:

Length:

27 minutes

Released:

Mar 7, 2024

Format:

Podcast episode

Description

What skills and competencies will B2B marketers need most to succeed in the future? In this episode, Principal Analyst Naomi Marr and VP and Principal Analyst Katy Tynan discuss what’s driving the need for new technical and human skills and how to close the gap.

Released:

Mar 7, 2024

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.

Skip carousel

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
29 min listen
Will Web3 Live Up To Its Promise?: Web3 proponents have a grand vision of a fairer internet. But will it ever become reality? VP, Principal Analyst Martha Bennett examines both sides of this complex question. by What It Means
33 min listen
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
35 min listen
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
25 min listen
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
30 min listen
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
28 min listen
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
26 min listen
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
26 min listen
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
34 min listen
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
31 min listen
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
27 min listen
Predictions 2024: Where Will AI Go Next?: Where will AI go next? That’s the biggest question of 2024. In this special episode, nine Forrester analysts discuss what’s behind our 2024 predictions for AI and what the implications will be. by What It Means
26 min listen
Unpacking Forrester’s 2023 Tech Leader Predictions: An unpredictable economy will spur some unexpected changes in the technology space in 2023. Stay one step ahead of them as VP, Senior Research Director Matt Guarini reviews our 2023 predictions for tech leaders. by What It Means
26 min listen
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
36 min listen
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
32 min listen
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
27 min listen
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
26 min listen
CX Teams Face Diverging Fates In 2023: The alarm bells are sounding: CX organizations are in trouble. One in five will find themselves on the chopping block in 2023 as the economy weakens, CX performance slips, and proof of ROI remains elusive. But there’s good news, too. by What It Means
32 min listen
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
24 min listen
Social Media Turmoil Drives New Ad Strategies: The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode. by What It Means
21 min listen
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
29 min listen
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
35 min listen
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
28 min listen
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
35 min listen
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
24 min listen
How B2B Marketing Teams Can Align To Fuel Faster Growth: B2B marketing approaches often leave money on the table, say Principal Analysts John Arnold and Lisa Gately. On this episode of What It Means, they introduce lifecycle revenue marketing, a holistic approach to capturing growth opportunities with new an... by What It Means
29 min listen
Will AI Reinvent Software Development?: Will TuringBots revolutionize the way software is developed? Or will they open developers up to new risks? Vice Presidents and Principal Analysts Diego Lo Giudice and Mike Gualtieri debate the pros and cons of AI for software development in this episod... by What It Means
31 min listen
Where Did Gaia-X Go Wrong?: The Gaia-X initiative was launched in 2019 as a way for European governments to reclaim data sovereignty from non-European cloud hyperscalers. But it hasn’t lived up to its promise. In this episode, senior analysts Dario Maisto and Jeffrey Rajamani pro... by What It Means
29 min listen
Defining AI’s Role In Decision-Making: Will AI replace humans in making business decisions? Not so fast, says VP and Principal Analyst Brandon Purcell. In this episode, he reviews a new decision-making framework that defines how tech can help guide — but not make — our most critical decisions. by What It Means
25 min listen
2023 European Predictions: Energy And Economic Woes Fuel Citizens’ Distrust: The war in Ukraine, exorbitant energy prices, and economic turbulence will have a profound impact on Europeans’ attitudes and choices in the months ahead. Principal Analysts Enza Iannopollo and Dan Bieler break down Forrester’s 2023 predictions for Eur... by What It Means
34 min listen

More Episodes from What It Means

Skip carousel

How Brands Can Steer Clear Of GenAI Backlash: As generative AI becomes more pervasive in products and ads, consumers are questioning what they see and, by extension, whether they should trust the brands using it. How should brands navigate these perils? by What It Means
28 min listen
Breaking Down The EU AI Act: The world’s first binding legislation on AI has arrived, and its impact will extend far beyond Europe’s borders. This week on What It Means, Principal Analyst Enza Iannopollo explains the EU AI Act’s timeline, enforcement, by What It Means
31 min listen
Top Cybersecurity Threats In 2024: In today’s cybersecurity environment, threat detection is key. In this episode, Principal Analyst Brian Wrozek and Senior Analyst Janet Worthington discuss the top five cybersecurity threats in 2024 and how organizations can protect themselves. by What It Means
37 min listen
The Rise Of AI In The Cloud: How important is AI to cloud providers? And how vital is cloud to the expanding list of AI workloads? In this episode, Vice President and Principal Analyst Mike Gualtieri and Principal Analyst Lee Sustar explore all aspects of the rise of AI in the cloud. by What It Means
29 min listen
Can AI Help Prove CX ROI?: Perhaps the biggest challenge CX leaders have is proving the value of CX. Can AI help? Principal Analyst Pete Jacques thinks so and joins the podcast to explain how AI can help CX leaders prove ROI. by What It Means
28 min listen
Mainframe Myth Busting: If you think mainframes are dying or dead, this is the podcast episode for you. Senior Analyst Brent Ellis shares new data and insights on the current state and future of mainframes. by What It Means
29 min listen
Why It’s Time To Transform Your B2B Revenue Process: Many B2B companies’ revenue processes lack a key ingredient: customer value. Without it, efforts to grow will ultimately falter. This week on What It Means, Principal Analysts Amy Hawthorne and Rick Bradberry discuss how companies can begin transformin... by What It Means
26 min listen
Are You A Better Manager Than A Bot?: After years of underinvestment in management training, the era of AI brings an intriguing question: Can human managers be replaced by AI? Vice President and Principal Analyst Katy Tynan joins the podcast to provide her perspective. by What It Means
31 min listen
How Marketers Can Take GenAI From Pilot Projects To Proficiency: As the hype surrounding generative AI yields to pragmatism, how can marketers take their genAI efforts from experimentation to excellence? VP and Principal Analyst Jay Pattisall and Principal Analyst Lisa Gately share advice on this week’s episode of ... by What It Means
33 min listen
Managing Well In A Hybrid-Work World: Hybrid work is now the norm for many office jobs, but management styles haven’t quite caught up, says Senior Analyst Angelina Gennis. On this week’s podcast episode, she explains what it means to manage well in a post-pandemic work world. by What It Means
24 min listen
Will Digital Agencies Disappear?: As all marketing becomes digital marketing, the need for specialized digital agencies will shrink. What’s in store for the agency landscape, agency jobs, and the marketers who work with agencies? VP and Principal Analyst Jay Pattisall weighs in on this... by What It Means
24 min listen
What Motivates B2B Customers To Become Advocates?: Customer advocacy initiatives often leave a key question unanswered: How do customers benefit? On this episode of What It Means, VPs and Principal Analysts Laura Ramos and Amy Bills explain how B2B companies can get more value from customer advocacy by... by What It Means
27 min listen
The Trust Advantage For B2B Firms: Trust is paramount in high-stakes B2B buying relationships. How can B2B companies build and maintain trust among buyers? VP and Principal Analyst Ian Bruce explains on this episode of What It Means. by What It Means
30 min listen
Is Too Much Tech Overburdening Clinicians?: How is the growing disconnect between tech leaders and clinicians contributing to burnout? Find out as Senior Analyst Shannon Germain Farraher explores the current and future state of technology in clinical settings. by What It Means
32 min listen
Tech Trends To Watch In 2024: How will generative AI impact infrastructure plans? What regulatory issues will tech leaders have to grapple with? Hear Forrester’s technology analysts discuss their predictions for the latest tech trends in 2024. by What It Means
25 min listen
How Chip Shortages Could Impact Your AI Plans: Nothing can slow the AI revolution — except perhaps a shortage of the chips AI relies on. In this episode, Glenn O'Donnell discusses how ongoing chip shortages could impact your AI plans. by What It Means
24 min listen
COP28 Review: The annual United Nations Climate Change Conference, known as COP28, wrapped up last month to mixed reviews. In this episode, Senior Analyst Abhijit Sunil discusses what he saw at the event and some of the key takeaways for business and technology lead... by What It Means
34 min listen
How To Use AI To Uplevel Revenue Enablement: Many revenue enablement leaders are simultaneously intimidated and intrigued by AI, particularly generative AI (genAI). The sooner they embrace it, the sooner they can help make sellers and other customer-facing roles more effective. by What It Means
27 min listen
Predictions 2024: For B2B Teams, GenAI Will Yield Mixed Results: Generative AI will make B2B sales, marketing, and product teams more prolific in 2024 — but not always in ways that are desirable. VP and Principal Analyst Laura Ramos and Principal Analyst David Parry discuss this and other 2024 predictions for B2B te... by What It Means
23 min listen
Generative AI Will Reshape Far More Jobs Than It Eliminates: Is generative AI coming for your job? Find out as VP and Principal Analyst J. P. Gownder and Principal Analyst Michael O'Grady discuss a new forecast on the impact of generative AI on jobs in the US. by What It Means
33 min listen
Autonomous Vehicles: Are We There Yet?: Is it finally time for self-driving cars and trucks to achieve their long-held promise? Find out as Vice President and Research Director Pascal Matzke joins the podcast to discuss the current state and future outlook for autonomous vehicles. by What It Means
33 min listen
Predictions 2024: Where Will AI Go Next?: Where will AI go next? That’s the biggest question of 2024. In this special episode, nine Forrester analysts discuss what’s behind our 2024 predictions for AI and what the implications will be. by What It Means
26 min listen
Predictions 2024: How Tech Leaders Will Tackle Growth, Talent, And AI: What’s in store for tech leaders in the year ahead? Find out as Vice Presidents and Senior Research Directors Matthew Guarini and Fred Giron discuss Forrester’s 2024 predictions for technology leaders. by What It Means
33 min listen
Product Experts Gain New Clout Among B2B Buyers: As B2B buyers contend with tighter budgets, they’re looking to an unexpected source to help them make the right purchase decisions: product experts from vendor companies. Vice President and Research Director Amy Hayes discusses this and other findings ... by What It Means
35 min listen
Predictions 2024: CX Leaders Embrace GenAI: Customer experience (CX) leaders are positioned to win big with generative AI (genAI) in 2024. But there’s a caveat: They must identify and augment the right drivers of CX performance. Learn more about CX in 2024 in this episode featuring VP and Resear... by What It Means
27 min listen
The Rise Of Revenue Operations: Despite economic pressure, B2B sales and marketing leaders are prioritizing investment in revenue operations. In this episode, Vice President and Principal Analyst Laura Cross and Principal Analyst Anthony McPartlin discuss what’s behind the rise of re... by What It Means
27 min listen
Zero Trust Past, Present, And Future: Zero Trust has evolved since its earliest iterations, but it’s never been more vital than it is today. In this episode, Principal Analyst David Holmes discusses the origins of Zero Trust and its future impact on driving business value. by What It Means
33 min listen
The Future Of Cloud: Recent, major shifts in the cloud space are prompting some technology leaders to review their cloud strategies. In this episode, Principal Analyst Lee Sustar provides his perspective on the future of cloud and how it may impact your technology roadmap. by What It Means
32 min listen

Related podcast episodes

Skip carousel

Navigating AI: Cultivate Healthy Human-Technology Partnerships: The potential of new AI tools is unarguable, but the fundamental question remains: How much do you trust AI? In this episode, which originally aired as part of our Top of Mind video series, Gartner Distinguished VP Analyst Mary Mesaglio... by Gartner ThinkCast
19 min listen
CMO Spotlight: 2018 Cannes Lions Festival: with Nick Drake of T-Mobile USA and Rick Gomez of Target by Wharton Business Daily
53 min listen
How to Build Your Marketing Stack in 2023 with Jon Miller, CMO of Demandbase and Adam Greco, Product evangelist for Amplitude by The Stack
46 min listen
Investing in Lasting Relationships with High-Net-Worth Individuals with Jack Miller: Surely you’ve heard the phrase, “The more you learn, the more you earn.” In this episode, Institute Instructor Tami Simms is joined by luxury real estate professional Jack Miller to discuss the importance of leaning into education — both inside and outside the luxury real estate market — to fine-tune skills like networking, lead generation, and negotiation. They also explore the benefits of mentorship, getting outside of your market, and adapting to changes in technology with an open mind. Jack Miller is one of the top producing agents at Parks Real Estate and has been repeatedly listed as one of the Top 25 Agents in the Greater Nashville Area according to The Nashville Business Journal. Licensed since 1998, Jack is a full time Realtor and holds a Broker’s license, GRI, and ABR (Accredited Buyer Representative) designations. He also earned a B.A. at the College of William and Mary in Virginia, and by Estate of Mind — The Art of Selling Luxury Real Estate
43 min listen
Highlights: AI Adoption, The Human Side of Marketing, and Seamless CX: This episode features conversations from season 2 of Good Data, Better Marketing. In this episode, you’ll hear expert advice on AI adoption and ROI, the human side of marketing, and tips on achieving a seamless customer experience. We also have an exciting announcement from your host, Kailey Raymond! by Good Data, Better Marketing
31 min listen
Is This The Best Time To Be In Detailing? Plus, The 5 Billion Dollar Secret. Episode #820 by Pints & Polishing Auto Detailing Podcast
65 min listen
Humble Beginnings to Industry Giants – The Journeys of Home Services Legends by To The Point - Home Services Podcast
32 min listen
305 The 3 Cs of Referability: Fortune Favors the Highly Competent: Having a high level of competence solves all problems in business, especially how referable we are. No one hires an incompetent professional, let alone tells their friends and family about them - even if they have the best character. There are... by REFERRALS PODCAST
40 min listen
Marketing Strategy 2021 with Mastercard Chief Marketing Officer (CMO): This video is about marketing strategy for 2021. How can modern marketers adopt the latest digital technologies while keeping the benefits of "classical" marketing? The Chief Marketing Officer of Mastercard, Raja Rajamannar, explains marketing... by CXOTalk
54 min listen
Introducing: Decoding AI for Marketing: AI is moving fast, and one of the places it’s most quickly becoming a necessity is in the marketing space. But a lack of basic AI understanding and a lack of the necessary technical acumen is holding many marketers and organizations back. On this show, marketing and AI experts Greg Stuart and Rex Briggs help demystify the intricacies of AI, through conversations with marketing industry leaders and foremost AI experts. Tune in to learn about AI’s potential to amplify marketing’s significance and influence, and risks to watch out for. Decoding AI for Marketing is brought to you by MMA Global, the non-profit industry body architecting a new future of marketing for the world’s smartest CMOs. New episodes drop Tuesdays. by Decoding AI for Marketing
1 min listen
Ep 207: Explaining AI In Recruiting (Part 1): Megan Butler talks to Matt Alder by Recruiting Future with Matt Alder
20 min listen
SaaStr 212: Who Must Fundamentally Own Renewals Within Your Organisation, Why Burying Customer Success Under Sales Does Not Work & The Biggest Truisms On Talent That Are False and So Dangerous with Nick Mehta, CEO @ Gainsight: Nick Mehta is the CEO @ Gainsight, the #1 customer success platform for corporate services, turning your customers into your best growth engine. To date Gainsight have raised over $156m from some of the world’s best VCs in the form of Lightspeed,... by The Official SaaStr Podcast: SaaS | Founders | Investors
39 min listen
92: What's stopping AI from fully replacing marketers today? Insights from 10 industry experts by Humans of Martech
42 min listen
Leading Through a Professional Services AI Transformation: Which industry gets the award for the most challenging one when it comes to client retention? And how can AI help with client retention in professional services and beyond? This episode of AI Knowhow touches on those questions and more. David DeWolf,... by AI Knowhow
30 min listen
Making econometrics like art on a Friday and not maths on a Monday – Dr Grace Kite: Today I'm joined by Dr Grace Kite from Magic Numbers to explain the wonderful world of Econometrics. Now before you switch channels bear with me on this one. Data is simply a reflection of people’s individual behaviour and economics is just the science of by Uncensored CMO
61 min listen
52. The Opportunities and Threats of AI for B2B Customers in 2023 by TECHtonic: Trends in Technology and Services
58 min listen
Patrick McMillan | How Quality of Earnings Reports Affect Transactions by M&A Masters
27 min listen
59. Microsoft on Customer Success Today by TECHtonic: Trends in Technology and Services
35 min listen
Augmenting the Exam and Risk Monitoring Program with Data Analytics and Technology: Technology is opening up new possibilities when it comes to solving business challenges. And that's important when it comes to optimizing an organization's most valuable limited resource: its people. On this episode, Member Supervision's new head of Data Analytics and Technology explains how FINRA is augmenting its examination and risk monitoring program. by FINRA Unscripted
20 min listen
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
29 min listen
How AI Will Improve Your Sales Prospecting: This week's show is entitled, "Modern B2B Pricing Best Practices". My guest is Matt Millen, Co-Founder and President of regie.ai. Tune in to Learn: How has technology evolved to shape the sales process over the years? What are the key challenges fa... by Sales Pipeline Radio
16 min listen
Vanity metrics: How to create context for relevant business growth metrics by Predictable B2B Success
52 min listen
Media Buyers: Why Your Job Is NOT Doing Your Job by Perpetual Traffic
50 min listen
AI is the Future of Customer Service and CX Featuring Mario Matulich by Amazing Business Radio
30 min listen
From Zero To $100m with Mike Kamo of NP Digital: In this episode of Confessions of a B2B Marketer, I'm joined by an influential business growth expert Mike Kamo of NP Digital to share how he scale an agency from bootstrapped, tips for hiring people, outbound vs. partnership, and why scaling operations for service-based business is crucial. by Confessions of a B2B Entrepreneur
32 min listen
Colin Mayer, Oxford Said Business School, University of Oxford in conversation with Andrew Stephen and Marc de Swaan Arons by Humanizing Growth Series by The Institute for Real Growth
57 min listen
Using M&A Best Practices to Get Better Deals: , Chief Executive Officer at , and , VP, Corporate Development at (NYSE: CNM) In a highly competitive market, speed is crucial for companies wanting to do M&A. Especially with all the economic and market changes that’s happening, professionals... by M&A Science
51 min listen
14. Scale Your Customer Success Organization for the Future by TECHtonic: Trends in Technology and Services
29 min listen
Disruption, Trust & Innovation in the AI Era: Challenges—and opportunities-- abound in the current business climate—and more innovation is on the horizon with the revolutions in AI and quantum computing. How can companies maintain their core values, seize these opportunities and... by C-Suite Perspectives
32 min listen
Being a Technical Product Marketer by The Cloudcast
28 min listen

Discover this podcast and so much more

What Human And Technical Skills Will Matter Most To B2B Marketers?

What Human And Technical Skills Will Matter Most To B2B Marketers?

Description

Titles in the series (95)

More Episodes from What It Means

Related podcast episodes