Customer Experience Committee Meeting: How to Measure B2B CX – and Prove Its Impact

B2B marketers know customer experience matters — but measuring it? That’s where things get complicated. Complex buying groups, long sales cycles, and fragmented touchpoints make traditional CX metrics fall flat.

In this follow-up to our foundational session with Forrester, Qualtrics will break down how leading B2B brands are making CX measurable — and how those insights are being used to shape brand strategy, improve pipeline health, and demonstrate marketing ROI. Whether you're starting from scratch or refining your CX program, this session will help you bring structure and credibility to your efforts.

What you’ll learn:

1. How to move from scattered anecdotes to a consistent, data-backed approach to customer experience
2. Practical tips for setting up B2B CX programs — from design choices to cross-team coordination
3. How to make the case for CX investment by tying it directly to business outcomes and ROI

This discussion will serve as an essential building block for our Customer Experience Committee to foster ongoing, valuable conversations about the intersection of marketing and customer experience. You'll walk away with clarity that will help you drive tangible change within your organization and demonstrate the value of marketing-led CX initiatives to leadership.

Come ready to share challenges, ask questions, and connect with peers who are navigating similar CX responsibilities in their B2B organizations.

SPEAKERS:


Sara Hocking
Brand Experience Director
Grant Thornton
ANA Customer Experience Committee Chair



Cameron Conway
XM Consulting Lead
Qualtrics