Less than 40% of B2B businesses are investing in technology to customize content at scale. To give buyers what they want and need to turn them into customers, organizations need to be ready to deliver content in experiences that change with each interaction.
During this session, the hosts Randy Frisch and guest speaker, Forrester’s Phyllis Davidson, will:
- Outline Forrester’s three dynamic phases of B2B contextualization
- Explain the sensors and signals that link interactions with buyers to create contextual experiences
- Showcase a framework for GTM excellence to deliver contextual experiences