Kelvin Gee

Traditional demand generation strategies don’t accommodate the complex realities of B2B buying. Learn why adaptive programs are the answer.

To support pipeline deals, B2B marketers need to change their approach in fundamental ways. Discover three critical steps they must take.

The proliferation of data and the shift towards buying groups have set MAP and ABM platforms on a collision course. It also has paved the way for what we now call Revenue Marketing Platforms — an innovation that merges the best of both MAP and ABM into a single, comprehensive hub.

Adobe has announced the Adobe Journey Optimizer - B2B Edition, which allows B2B marketers to create buying groups and orchestrate journeys for buying groups at scale. This new functionality helps B2B organizations align with sales, target buyer roles more effectively, and measure marketing’s impact on revenue.

Expansion is gaining focus across the board at B2B organizations. While large enterprises have long been focused on expanding their influence and share of wallet with top customers, more small and midsize businesses are now emphasizing cross-sell and upsell targets in their revenue goals. This is for good reason. It’s more cost-effective to mine existing […]

By harnessing the strengths of both demand generation and ABM, marketers can create a powerful marketing approach that drives results.

Even with 20+ years of prior experience working on award-winning demand gen campaigns, I still had to overcome a sense of impostor syndrome in my first few weeks at Forrester. As I’ve moved through the onboarding process, and with the help of my fellow analysts, I’ve become more confident in my role and even more excited about my future at Forrester.