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Nov 14, 2024 | 
forrester.com | Srividya Sridharan |Nora Conklin |John Arnold
B2B professionals face a critical choice: Adapt to the new business buying reality — where buyers call the shots, outside influencers hold growing sway, and AI is poised to play a greater role — or lose to your competitors who do. Meeting this moment requires fundamentally new ways of thinking and working. It also, very likely, involves changes to your role. Yet maintaining the status quo is not an option.
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Nov 12, 2024 | 
forrester.com | Charles Betz |Allie Mellen |Nora Conklin
Product Model And Enterprise Business Management Lead The Conversationwith Tracy WooThis year, I had the pleasure of attending three standout conferences: Atlassian Team24 and ServiceNow Knowledge 24, and last week the TBM Conference in San Diego (with a co-branded CloudyCon for FinOps). Each had its highlights, but the TBM Council Conference really brought together product centricity and transparency in the modern IT operating model.
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Nov 12, 2024 | 
forrester.com | Nora Conklin |John Arnold |Amy Bills
What’s keeping you from hitting your revenue goals? We’ve heard from many B2B clients that they’ve been qualifying opportunities for sales but that these deals aren’t progressing through to closed-won. This isn’t a sales problem — it’s a business problem, one that all revenue-responsible teams must help tackle. B2B buyers interact with all manner of channels when they are in an active buying cycle.
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Jul 25, 2024 | 
forrester.com | Nora Conklin |Kelvin Gee |Amy Hawthorne
Forrester’s biennial State of ABM survey is back, and we’re inviting you to participate! Everyone who completes the survey will gain access to the latest trends regarding the current state of ABM and how their peers are focusing their efforts. OverviewWe at Forrester have been speaking about the convergence of Demand and ABM for years. But how is this playing out in practice today?
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Jul 25, 2024 | 
forrester.com | Kelvin Gee |Nora Conklin |David Truog
As someone who has spent years analyzing and covering the B2B marketing technology landscape – first as a buyer and user and now as a Forrester analyst — I’ve witnessed firsthand the challenges marketing organizations face with maintaining separate engagement platforms. Traditionally, we’ve relied heavily on Marketing Automation Platforms (MAP) for lead-centric strategies and Account-Based Marketing (ABM) platforms for account-based approaches.
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Jul 8, 2024 | 
forrester.com | Conrad Mills |Thomas Husson |Nora Conklin
Over the past four years, marketers have navigated unprecedented change in the B2B event sector as first the pandemic, and then inflation impacted their plans. To help leaders better understand this dynamic landscape, the Forrester Q1 2024 State Of B2B Events Survey gathered responses from over 200 event decision makers to identify and analyze the key trends.
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Jun 24, 2024 | 
forrester.com | Nora Conklin |Conrad Mills |Brett Kahnke
Misaligned practices put revenue teams on the back foot with B2B buyers. The lack of partnership between sales and marketing leaves both teams with incomplete views of how their buyers are engaging with them and missed chances to better support buyers in their path to purchase. Too many marketing and sales teams are still holding onto old dogmas and operating in a way that does not reflect how buyers want to engage, which makes it harder to do their jobs and achieve their collective revenue goals.
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Jun 4, 2024 | 
forrester.com | Srividya Sridharan |Rick Bradberry |Nora Conklin
It’s hard to believe that Forrester’s B2B Summit North America was almost a month ago. But wow, what an incredible week it was! The energy was palpable, and the momentum is set to carry B2B leaders and their organizations forward to growth and reinvention. Between the 100+ sessions, inspirational keynotes, impactful success stories from practitioners, analyst led roundtables, and so much more, it was an event to remember.
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Jun 3, 2024 | 
forrester.com | Rick Bradberry |Peter Ostrow |Nora Conklin
Digital buying and self-service are everywhere. In all buying stages, B2B buyers use tools to complete tasks and purchases on their own. Reassuringly, they still value interactions with sales reps and product experts. However, sales teams haven’t kept up with the digital practices of buyers – leading to thinner pipelines, longer sales cycles, and greater customer frustration. Digital selling and buyer enablement are top of mind for chief revenue officers (CRO) and chief sales officers (CSO).
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May 30, 2024 | 
forrester.com | Nora Conklin |Shari Srebnick |Hannibal Scipio
There’s no question that account-based marketing (ABM) has proven its success in B2B. According to our Demand, ABM, and Customer Survey, 2023, 99% of those with an ABM team said that their ABM programs delivered higher ROI versus their traditional marketing programs. Here at Forrester, we’ve talked about the convergence of Demand and ABM for years. But we still see B2B organizations struggle to bring the best of ABM into everything that they do.
