Articles
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Dec 23, 2024 |
forrester.com | Katie Linford
AI is a powerful tool for B2B go-to-market (GTM) teams, enabling them to analyze market and customer trends, personalize customer interactions, optimize sales strategies with unprecedented efficiency and accuracy, and more. With all the relentless buzz about AI, it’s easy to start with the tool and then go searching for a way to use it. The problem with that is you’re letting the technology, not your customers and your goals, drive your strategy.
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Nov 6, 2024 |
forrester.com | Jessica Liu |Katie Linford |Joe Stanhope |Rusty Warner
Decades ago, the alcohol industry launched its ubiquitous “Drink responsibly” marketing campaign. In 2024, it’s time to “AI responsibly” in marketing technology (martech). There are parallels between drinking and using generative AI: people often start because others are trying it, it might make things look more appealing, and you could embarrass yourself if you’ve had too much. Now is the perfect time to be methodical with genAI.
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Jul 28, 2024 |
cdotrends.com | Simon Daniels |Katie Linford
Simon Daniels and Katie Linford, Forrester Simon Daniels is Forrester’s principal analyst. He is a widely experienced B2B marketing operations specialist. He has an extensive track record solving data, technology, and process challenges, focusing on driving and facilitating go-to-market strategy, execution, and measurement. Katie Linford is Forrester’s principal analyst.
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Jun 2, 2023 |
linkedin.com | Katie Linford
"Why do we invest in #revtech / #martech / #salestech? We usually have a handful of good reasons. But are these ‘good’ reason really good enough to help your customers realize value and drive revenue? Read the blog to learn more and join us at this year’s #ForrB2BSummit, June 5–7 in Austin, Texas or digitally, to better understand how your business can build and sustain trust with buyers. Is Your Quest To Build A Modern, Automated, Optimized Tech Stack Leaving Your Customers Behind? Probably.
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Jun 2, 2023 |
linkedin.com | Katie Linford
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"Why do we invest in #revtech / #martech / #salestech? We usually have a handful of good reasons. But are these ‘good’ reason really good enough to help your customers realize value and drive revenue? Read the blog to learn more…https://t.co/SaUfNXo6Fb https://t.co/ABQF3EZRQF
Having effective #martech stack is essential for enabling marketing’s strategies. Marketing and tech working well together is key to making this happen, but just over half of #b2bmarketers say their #cmo and #cio are strategic partners. We're kicking off…https://t.co/s6lvzq9jls
Hey fellow B2B marketers, we're interested in hearing from you! Get involved in Forrester’s State of #ai in B2B Marketing Survey, exploring the ways #b2bmarketing is using artificial intelligence to enhance the buyer, customer, and employee experience. Th…https://t.co/F8VdWR4xqM
