David Parry

Historical data collected during the pandemic might suggest that UK consumers buy their annual supply of toilet paper and pasta in March. Today, that information remains in companies’ insights and marketing databases alongside data that predicts buyer behaviours. The same applies to B2B data, both in terms of areas where sales grew and declined. The question is: Which behaviours are part of a trend and which are simply anomalies, and what can B2B marketing leaders do to ensure they don’t sleepwalk into making data-driven mistakes?

Marketing leaders understand that enablement drives better business outcomes, yet companies spend only about 10% of what they spend to enable sales. Learn what it takes to establish and communicate the value of marketing enablement efforts.

In times of extraordinary political and social instability, consumers turn to brands they trust. Get a data-driven look at why that is and how to make the most of it.

From leadership strategies to planning best practices to elevating marketing's role, here's a look at what to expect at Forrester's B2B Summit EMEA this fall.