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B2B marketers are in the midst of a digital evolution that is changing the relationship between customers and suppliers. While sales have always focused on closing deals at targeted accounts, new buyer behaviors and technologies make it possible for marketing to engage earlier in the business buyer’s journey and connect early stage leads with the accounts they represent.
Forrester data shows that businesses that are the first to help customers envision a solution outdistance their competition by a factor of 3:1 when buyers select providers. During this webinar, Laura Ramos, Vice President and Principal Analyst at Forrester Research, will take a closer look at the forces changing the vendor-customer relationship and how account-based marketing (ABM) strategy, processes, and technology are helping marketing align with sales to better address these digitally empowered buyers.
Key takeaways
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B2B marketing technologies have changed dramatically in the past decade to support digitally enabled changes in buyer behavior and the proliferation of channels that customers use to connect with sellers across all stages of their life cycle. B2B marketin
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