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Thought Leadership: The Next Wave of B2B Marketing from Forrester Research

Thought Leadership: The Next Wave Of B2B Marketing From Forrester Research

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Details

Date: Wednesday, November 18, 2015
Program: 11:30pm – 1:00pm
Venue: Google Fiber Space, Kansas City, MO
Address: 1814 Westport Rd, Kansas City, MO 64111 | Map

Cost

  • AMAKC Members: $35
  • Non-members:  $45  | Join AMA now!
  • Full-time Student: $25
  • Limited Number of Student scholarships available. Contact Cynthia at staff@amakc.com for more information

Description

From medical devices to heavy equipment, commercial products, technology, and financial and professional services, business-to-business (B2B) marketing professionals need to position their firms as thought leaders on the issues their buyers face. But most firms don’t have a process or framework for managing thought leadership marketing initiatives, so they push out product brochures and white papers disguised as thought-leading content.

Laura will discuss Forrester’s four-step methodology to develop a thought leadership platform and mobilize the experts in your firm to deliver these ideas through digital, social, mobile, and offline channels.

About Laura Ramos, Vice President, Principal Analyst

lauraramosLaura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester’s B2B Marketing clients plan, build, and deliver marketing programs that combine traditional, digital, and social approaches that lead with business issues and fuel their company’s topline growth. Her research addresses the marketing organizational structure, skills, technology, process, and customer experience concerns that top marketers need to understand and integrate into programs that address ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she started up its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, sales and marketing integration, social media best practices, digital marketing strategy, and customer engagement.

Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs’ B2B Forum. She was named to BtoB Magazine’s “Who’s Who” list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of “Top 25 Digital Marketers.” Laura currently serves as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos

About Forrester Research

Forrester Research (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.

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