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In 2015, we began to hear a curious cacophony around account-based marketing (ABM), a marketing concept that’s been around for decades and is used in reams of promotional copy distributed by marketing consultancies, data service providers, and software automation vendors alike. But the truth is that ABM means different things to different people; 73% of 120 B2B marketers agree that “ABM is a term that lacks specific meaning and is used inconsistently today,” and four out of five find ABM effectiveness falls short of their expectations. This summer, in response to many inquiries about “this thing called ABM,” we did extensive research into scores of existing ABM projects, and this webinar will discuss the results of that research. The webinar will be a group discussion among the five analysts who did the research.
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B2B marketers who launch and sustain formal account-based marketing (ABM) programs can help grow revenue, strengthen connections between marketing and sales, and enhance interactions with customers and prospects. Successful ABM programs require charismati
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New technologies are enabling account-based marketing (ABM) at scale, and business-to-business (B2B) marketers are increasingly deploying early ABM initiatives. But vendors' confusing claims hinder most marketers' attempts to understand if these emerging
Business buying remains a complex process despite the arrival of new self-service technologies such as generative AI (genAI). Companies must have a deep understanding of their target market and buyers’ needs, preferences, and behaviors to assist them in decision-making. B2B marketing and sales teams also must navigate the buyer’s wider value network and prepare for their use of genAI. This webinar presents insights from Forrester’s Buyers’ Journey Survey, 2024, to help providers comprehend the obstacles that buyers encounter and discuss how to upend outdated go-to-market (GTM) strategies to help buyers make better decisions.Key takeaways: Learn how buyer behaviors have changed in the last year.Discover the reasons behind buyer frustration and the factors that cause purchase journeys to stall.Explore how buyers are using genAI to research solutions and vendors.Learn what providers must do differently to improve buyer engagement and help buyers make better buying decisions.Target audience level: all levels
Understanding performance and demonstrating accountability are perennial top priorities for B2B marketing leaders. This webinar draws on Forrester's latest quantitative research to provide a view into the current state of marketing measurement across B2B.Key takeaways:Learn about the insights gap facing B2B marketing organizations. See what metrics marketing leaders across B2B are using to steer their businesses.Hear how to advance a system of aligned measurement in your organization.Target audience level: beginner
Earlier this year, Reltio made a major transformation and shifted its revenue process from marketing qualified leads (MQLs) to buying groups and opportunities. The best part of this change: The company made this significant transformation in just 60 days! And now that it’s been live for about 10 months, the business impact and value of this transformation to the revenue process is too significant to ignore.Key takeaways:Why did Reltio make this change?What important factors were needed to make this transformation?How was Reltio able to make this transition so efficiently and successfully?What business value has Reltio earned in this transformation?Tips and advice for organizations considering making the shift from MQLs to buying groups and opportunitiesTarget audience level: intermediate