5 Best Practices for Empathetic Experience Design

Companies need to design customer experiences that make emotional connections, Forrester says.

B2B 'Deep' Sellers Tap Contacts More

LinkedIn finds that top sellers build deeper relationships with buyers.

B2B Needs to Adopt an E-Commerce Approach

Forrester urges B2B sellers to more closely mirror B2C interactions.

Required Reading: In a Competitive World, the Platform Makes the Difference

There's a playbook for winning with platforms, and it starts with a mindset.

Sales Analytics Are Helpful but Underused

Data problems top the concerns with analytics, Gartner finds.

Consumer Opt-Outs Are Increasingly Common

Trust issues prompt consumers to unsubscribe from company outreach, Attest finds.

Consumers Prefer Ads to Paying for Content

IAB finds that 8 in 10 consumers support the ad-supported internet.

B2B Marketers Waste a Lot of Time and Resources

CMO Council gives most marketers grades of C or worse for their efforts.

Top AI Jobs Are CRM-Related

CRM pros need to stay ahead of the curve with AI advancements, research finds.

A Look Ahead at CRM in 2024

Industry players share their thoughts about what lies ahead for sales, marketing, and customer service.

Marketers Need Transparency with Consumer Data

PCH finds consumers are increasingly concerned with data privacy.

Trust Is Invaluable in B2B Sales

Trusted companies garner twice as many recommendations, Forrester finds.

In 2024, Don’t Let Modest Budgets Create Complacency

Forrester urges CRM practitioners to focus investments on innovation and skills.

For Younger Consumers, It’s Self-Service or Nothing

Gen Z and Millennials tend to give up when self-service doesn't work.

Required Reading: Revenue Growth Is Possible with Responsible AI

Have a clear objective and ethical framework when applying AI to sales and marketing.

CX for 2024 Offers Opportunities, Challenges

Forrester says that companies need to judiciously invest in and use generative AI and similar tech.

Required Reading: Rethink Go-to-Market with a Growth Mindset

Consider naming a chief growth officer who's responsible for the full customer journey.

FTC Plans Crackdown on Fake Reviews, Influencers

New rules would prevent companies from using bogus customer comments or suppressing negative ones.

Marketing Needs to Work with Security

The lack of collaboration can expose companies to real problems, Forrester notes.

GenAI to Benefit Customer Service—Eventually

Generative AI is not yet ready for customer-facing use cases, Forrester asserts.