B2B Summit EMEA

September 28 – 29, 2021  |  Live Virtual Experience

Early Access

Sep 24
  • 2:00 pm – 6:00 pm CESTOn-Demand Sessions

Early Access

Sep 27
  • 2:00 pm – 6:00 pm CESTOn-Demand Sessions

Tuesday

Sep 28
  • 12:00 pm – 12:35 pm CESTOpening Remarks & Keynote Session
  • 12:40 pm – 1:10 pm CESTKeynote Session
  • 1:15 pm – 1:35 pm CESTBreakout Sessions
  • 1:40 pm – 2:00 pm CESTCase Study Sessions
  • 2:05 pm – 2:25 pm CESTBreakout Sessions
  • 2:25 pm – 2:45 pm CESTMarketplace Break & Networking
  • 2:45 pm – 3:05 pm CESTCase Study Sessions
  • 3:10 pm – 3:30 pm CESTBreakout Sessions
  • 3:35 pm – 3:45 pm CESTSpecial Session
  • 3:50 pm – 4:20 pm CESTReturn on Integration Honours
  • 4:25 pm – 4:55 pm CESTGuest Appearance
  • 5:00 pm – 5:30 pm CESTFacilitated Networking

Wednesday

Sep 29
  • 11:30 am – 12:00 pm CESTNetworking Sessions
  • 12:00 pm – 12:30 pm CESTKeynote Session
  • 12:35 pm – 1:05 pm CESTProgrammes of the Year
  • 1:10 pm – 1:30 pm CESTBreakout Sessions
  • 1:30 pm – 1:50 pm CESTMarketplace Break & Networking
  • 1:50 pm – 2:10 pm CESTCase Study Sessions
  • 2:15 pm – 2:35 pm CESTBreakout Sessions
  • 2:40 pm – 3:10 pm CESTKeynote Session
  • 3:10 pm – 3:30 pm CESTMarketplace Break & Networking
  • 3:30 pm – 3:50 pm CESTCase Study Sessions
  • 3:55 pm – 4:25 pm CESTProgrammes of the Year
  • 4:30 pm – 4:50 pm CESTBreakout Sessions
  • 4:55 pm – 5:30 pm CESTKeynote Session & Closing Remarks

Early Access Sep 24

2:00 pm – 6:00 pm CEST

Overview of Early Access Days

We are granting early access to the platform on Friday, September 24 and Monday, September 27 to ensure that attendees are fully prepared for our live event days. At this time, you can begin to build your personalised agenda, create your profile, and watch a handful of sessions that are available for early access viewing.

Attendee Orientation

Join us for the B2B Summit EMEA attendee orientation. Our event programme manager will take you on a tour of the platform as well as share planning and engagement tips to help you get the most out of the event!

Foundations Sessions

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, which are proven to help B2B organisations achieve high performance and intelligent growth.

Foundations: Channel Marketing

Speakers:
Maria Chien, VP, Research Director, Forrester

Foundations: Demand And Account-Based Marketing

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

Foundations: Marketing Executive

Speakers:
Bob McKinnon, Principal Analyst, Forrester

Foundations: Portfolio Marketing

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

Foundations: Revenue Operations

Speakers:
Anthony McPartlin, Principal Analyst, Forrester

Foundations: Sales Executive

Speakers:
Mike Pregler, VP, Research Director, Forrester

Spotlight Sessions

See the full list of available Spotlight Sessions here. These sessions offer exposure to leading B2B technology providers with solutions that align to your key initiatives.

Early Access Sep 27

2:00 pm – 6:00 pm CEST

Overview of Early Access Days

We are granting early access to the platform on Friday, September 24 and Monday, September 27 to ensure that attendees are fully prepared for our live event days. At this time, you can begin to build your personalised agenda, create your profile, and watch a handful of sessions that are available for early access viewing.

Attendee Orientation

Join us for the B2B Summit EMEA attendee orientation. Our event programme manager will take you on a tour of the platform as well as share planning and engagement tips to help you get the most out of the event!

Foundations Sessions

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, which are proven to help B2B organisations achieve high performance and intelligent growth.

Foundations: Channel Marketing

Speakers:
Maria Chien, VP, Research Director, Forrester

Foundations: Demand And Account-Based Marketing

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

Foundations: Marketing Executive

Speakers:
Bob McKinnon, Principal Analyst, Forrester

Foundations: Portfolio Marketing

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

Foundations: Revenue Operations

Speakers:
Anthony McPartlin, Principal Analyst, Forrester

Foundations: Sales Executive

Speakers:
Mike Pregler, VP, Research Director, Forrester

Spotlight Sessions

See the full list of available Spotlight Sessions here. These sessions offer exposure to leading B2B technology providers with solutions that align to your key initiatives.

Tuesday Sep 28

12:00 pm – 12:35 pm CEST

Opening Remarks & Keynote Session

The Optimal Path To Revenue: A New Vision For Working Together

For every selling motion, there’s an optimal way to shepherd a deal from cold to closed, and then there are all the other ways. This session will focus on the Revenue Engine Waterfall, a robust method for prioritising buyer engagement and maximising deal conversion. We will provide guidance on how to build an engine of “next best” opportunities, eliminate functional disputes about revenue sourcing, and align on optimal paths for securing revenue.

Speakers:
Steve Silver, VP, Research Director, Forrester
Julian Archer, VP, Principal Analyst, Forrester

12:40 pm – 1:10 pm CEST

Keynote Session

Aligned, Accountable, And Ready To Act: How Customer-Obsessed B2B Companies Win

Customer-obsessed companies see higher revenue growth, profitability, customer retention, and employee engagement than their less-mature peers. Using data from more than 500 B2B organisations, we will explain what it means to be customer-obsessed and show how these companies achieve it through choices in alignment, transparency, and innovation.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester
Rick Parrish, VP, Research Director, Forrester

1:15 pm – 1:35 pm CEST

Breakout Sessions

Channel Sales and Marketing
Amplifying The Channel Multiplier

The future of corporate growth is indirect, mandating the need for buyer/customer-aligned routes to market and partner ecosystem orchestration to unlock the channel revenue engine. Partner experience must be acknowledged as equally important as customer experience, accelerating the need for transformation across all aspects of channel marketing. This session will explore how B2B channel marketing leaders build partner-obsessed organisations to drive alignment between channel strategy, buyer/customer needs, partner success, and joint business outcomes.

Speakers:
Maria Chien, VP, Research Director, Forrester

READ MORE +READ LESS -
Demand and ABM
Establishing A Revenue Management Council: The Secret To Improving Waterfall Performance

Sales and marketing frequently struggle with alignment and poor revenue performance, often because they don’t talk in a consistent and constructive way. Leading organisations overcome this by creating a demand council — a cross-functional team that collaborates to define and optimize revenue process performance. This session provides guidance on choosing members of this team, creating a common agenda for assessing performance and driving improvements, and establishing the best cadence of meetings to optimize the revenue process.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester
Amy Hawthorne, Principal Analyst, Forrester

READ MORE +READ LESS -
Emerging Growth
What Emerging Company CEOs Demand From Revenue Engine Leaders

Do you know what your CEO expects from you? Marketing and sales executives at emerging companies (those with less than $100 million in revenue and double-digit growth) need to align with corporate objectives but often lack insight into them. In this session, we will share what we have learned through extensive interviews that reveal how CEOs view the revenue engine and what you need to do about it.

Speakers:
Matt Papertsian, VP, Research Director, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Marketing Executive
No-Fail Marketing Planning: A Recipe For Success

Skilled bakers know that good ingredients and the right sequence of actions are key to making an incredible dessert. The same is true for effective marketing planning. In this session, we will introduce the new B2B Marketing Planning Process — a no-fail recipe for annual plan development. We will highlight the key elements of the B2B Marketing Planning Process and how it can be applied to global and regional planning cycles.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Marcia Trask, Principal Analyst, Forrester

READ MORE +READ LESS -
Marketing Operations
Marketing Operations: Unearthing Unseen Possibilities

Rapid change is inevitable, so organisations must be adaptive to succeed. Marketing operations professionals must embrace their distinctive skill set — insight interpretation, process design, and systems — to uncover possibilities that will drive differentiation. This session will provide an overview of the value marketing operations offers to marketing, the characteristics marketing operations leaders need to thrive, and best practices for driving marketing operations success.

Speakers:
Cristina De Martini, VP, Research Director, Forrester

READ MORE +READ LESS -
Portfolio and Content
It's Time To Encode Buyer Needs Into Your Organisation's DNA

Buyer needs comprise the DNA of a business and contain the instructions for innovation and go-to-market efforts. But B2B organisations too often ignore or misunderstand their buyers’ needs. Portfolio marketing’s buyer insights are an untapped resource that can provide a true, cross-functional understanding of buyers to maximise profitable revenue growth. This session will provide guidelines for encoding buyer needs into your organisation’s capabilities.

Speakers:
Amy Hayes, VP, Research Director, Forrester

READ MORE +READ LESS -
Sales, Sales Operations, Sales Enablement
Talent Is No Longer Enough: The Insights-Driven Sales System

COVID-19 accelerated trends in B2B buying with profound implications for sales organisations. Instead of relying on a few superstar reps’ large end-of-quarter deals to achieve quota, sales leaders must adopt a systematic approach prioritising buyer-centric processes and investments in infrastructure and insights so a broad set of reps can retain and grow customers. In this session, you’ll learn how insights-driven sales systems deliver the customer experience buyers demand and enable the revenue growth stakeholders want.

Speakers:
Phil Harrell, VP, Sr Research Director, Forrester

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Diversity & Inclusion
Why And How To Design Inclusive Experiences

Creating inclusive experiences is good for business, customers, and employees. It helps you reach new markets, reduce legal risk, prove your company is serious about diversity, equity, and inclusion (DEI), and more. But most companies take a narrow approach to design, so they miss out on these benefits. This session will present data demonstrating the benefits of inclusive design and then lay out five case studies demonstrating how to augment your experience design practice for inclusion.

Speakers:
Gina Bhawalkar, Principal Analyst, Forrester

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1:40 pm – 2:00 pm CEST

Case Study Sessions

Attend one session:

Cvent: Tackling the challenges of the new event landscape (a Mercury 97 Ltd story)

Globally events programmes have been disrupted due to the pandemic, and this was no different for Mercury 97 Ltd and their clients. Now in this new era, Mercury 97 are managing virtual, in-person and hybrid events. Join this session to hear about the challenges they have faced with executing virtual, in-person and hybrid events, what their learnings have been and how the Cvent platform enabled them to “fail fast” then regroup for success.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Rozalina Nikolova, Owner & CEO, Mercury 97 Ltd., Conferences & Events
Sabah El-Safi, Senior Account Manager, Third Party Partnerships, Cvent

Highspot: Sales Enablement Lessons from Glassdoor and Headspace

We all know the sales landscape has fundamentally changed. Now, sales and marketing must align on new, scalable strategies for customer acquisition and retention – with sales enablement being the primary driver of the rep behaviour change necessary to achieve revenue goals. Join this session to hear actionable advice on effective content management, sales communication, sales and marketing collaboration, and buyer engagement.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Libby Buttenweiser, Product Marketing Manager , Headspace
Scott Schwartz, Senior Enablement Manager, Execution and Internal Communications , Glassdoor
Lucas Welch, VP of Corporate Marketing , Highspot

PathFactory: How Pragmatic Institute Got 3X More Website Engagement Using Content Intelligence

There is a simple truth behind content marketing: when people spend more time on your website, they’re more likely to become customers. That’s the philosophy behind Pragmatic Institute’s AI-powered user experience improvements that help visitors self-educate by delivering the right content to the right visitor at the right time. Learn how Pragmatic realized a 3X improvement in website engagement, and how the power of AI is now accessible to companies of all sizes.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Rebecca Kalogeris, VP Marketing & Product Strategy, Pragmatic Institute

Seismic: Philips Enabling Sales to Deliver Solution Promise

Join this session as we hear from Rogier Veugen at Philips and James Palmer from Seismic as they navigate through Philip’s sales enablement journey. You will discover how they leveraged data and sales enablement technology to effectively drive an increase in sales productivity and marketing ROI.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Rogier Veugen, Global Director Sales Enablement & Talent Management Platforms, Philips
Aakrit Vaish, Co-founder and CEO, Haptik

2:05 pm – 2:25 pm CEST

Breakout Sessions

Channel Sales and Marketing
Routes To Market: A Means To Strategic Advantage

B2B companies often treat their route-to-market strategy as fixed and peripheral to their competitive strategy. However, today’s evolving environment is impacted by disruptions that require sales, marketing, and product to regularly reassess how they reach, sell to, and support their target buyers. This session will identify the forces driving route-to-market changes, current and evolving route-to-market models, and how B2B leaders can optimise their route-to-market decisions.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Stephanie Sissler, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Demand and ABM
Determining The Marketing Approach Mix: A Data-Driven Tool

Demand marketing leaders often base their planning on intuition rather than insight or even a basic understanding of how sales believe they will make their number. Worse, many have little understanding of sales coverage and ask for account targets just before campaigns launch. This leads to marketing and sales misalignment, suboptimal use of resources, and poor performance. This session introduces a tool for marketing leaders to map the most lucrative target accounts with sales and select the best mix of marketing approaches — ranging from account-based marketing to vertical marketing to traditional demand marketing.

Speakers:
Alisa Groocock, VP, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester

READ MORE +READ LESS -
Emerging Growth
Are You Generating Demand With All The Wrong People?

Driving and enforcing audience prioritisation is the most important activity for a B2B marketing team at an emerging company. However, this must be rooted in how the company plans to grow. In this session, we will explain why deciding how an organisation plans to grow is a critical step in determining which audiences should be prioritized to achieve revenue goals.

Speakers:
Barbie Mattie, VP, Principal Analyst, Forrester
Katie Fabiszak, Principal Analyst, Forrester

READ MORE +READ LESS -
Marketing Executive
Don’t Let Your Marketing Strategy Become A Labyrinth

A marketing strategy that supports the business can be hindered by internal realities and external dynamics. This session will demonstrate how to formulate a marketing strategy in different organisational constructs. It will provide operational guidance on avoiding common problems and delivering an actionable marketing strategy integrated across all stakeholder groups.

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Susan Macke, Principal Analyst, Forrester

READ MORE +READ LESS -
Marketing Operations
Operationalising Bottom-Up Demand Planning Inside The Strategic Budget Allocation Process

The Strategic Budget Allocation Process helps organizations break away from historical spending patterns to focus budget more directly on achieving strategic objectives. In this session, we will highlight how this process integrates with marketing planning and campaign implementation, how operations and demand teams can prepare for implementation, and how demand program planning can support strategical bottom-up budget planning by execution teams.

Speakers:
Brett Kahnke, Principal Analyst, Forrester
Rani Salehi, Principal Analyst, Forrester

READ MORE +READ LESS -
Portfolio and Content
Right-Size Your Personas

Personas are the starting point for audience-centric marketing, yet they’re often underappreciated and taken for granted. To ensure personas have a bigger impact, organisations need to right-size them for each audience and develop packaging, enablement, and adoption strategies that balance the needs of global and regional teams. In this session, we will teach you how to tailor personas for internal audiences and create effective enablement strategies that propel your organisation to audience-centricity globally and regionally.

Speakers:
John Buten, Principal Analyst, Forrester
Barbara Winters, Principal Analyst, Forrester

READ MORE +READ LESS -
Sales, Sales Operations, Sales Enablement
Rethinking Revenue Operations: Finding Your Balance

Many organisations are evaluating or championing the adoption of revenue operations to drive revenue growth, efficiency, and profitability. As an emerging function, revenue operations can take several organisational forms, each with pros and cons. This session will provide findings from recent research on the state of revenue operations, definitions and responsibilities for three organisational models, and guidance to help you decide which model is best for your organisation.

Speakers:
Cristina De Martini, VP, Research Director, Forrester
Steve Silver, VP, Research Director, Forrester

READ MORE +READ LESS -
Diversity & Inclusion
The Value Propositions of Diversity, Equity, and Inclusion in Tech

Technology can innovate and shape our lives in magnificent ways. Diversity, Equity, and Inclusion can contribute to that innovation in new and exciting ways. Join Jordan Mitchell and Forrester’s Katy Tynan to discuss how finding the value proposition of DEI within your functions can revolutionise results.

Speakers:
Jordan Mitchell, Global DEI Engagement Partner, Sprout Social
Katy Tynan, Principal Analyst, Forrester

READ MORE +READ LESS -
2:25 pm – 2:45 pm CEST

Marketplace Break & Networking

2:45 pm – 3:05 pm CEST

Case Study Sessions

Demandbase: F-Secure’s ABM journey - with multi-channel to success

F-Secure’s ABM journey started in 2018. Since then, the organization and the ABM program has gone through many changes. This case study will showcase how F-Secure’s ABM has transformed into a multi-channel, industry-based program and how major drivers of change including digitalization resulted in the need to deliver solutions and associated campaign messaging on different channels. Experimentation was used to innovate and iterate the program and this session will showcase the results of that.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Karen Falenius, Senior Marketing Manager, F-Secure

MRP: Insights-Driven ABM: Winning in the Channel

Enterprise organizations face a sophisticated environment that extends beyond typical ABM platforms. Multiple teams, geographies, and data sources need to connect to find impact and performance. Collaboration, integration, data management, and solid orchestration are top of the game. In this session, Veeam will demonstrate the enabling criteria that help channel marketers recompose the reality of target accounts, activate insights, deliver performance across channels, and achieve accurate outcomes.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Ajay Subherwal, Senior Vice President of Enterprise Sales, EMEA/APJC, MRP
Behzaad Habibi, APJ Marketing Director for Channel, Alliances, and Cloud & Service Providers, Veeam Software

PitcherAG: The Importance of Content in Sales Enablement
In this session you will learn why Sales Enablement is strategic to Boston Scientific, the importance of
Content and e-detailing in this journey and how the Pitcher SuperApp helps them on this journey.
Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Javier Rodriguez, Global Multichannel Marketing Manager, Boston Scientific

3:10 pm – 3:30 pm CEST

Breakout Sessions

Channel Sales and Marketing
Building A Thriving Partner Ecosystem: Finding And Selecting The Right Partners

One of the biggest mistakes in channel sales is focusing on the wrong partners. Despite changes in what is being sold and the behaviours and expectations of target buyers, most suppliers still focus on the same partners and partner types. This session will explain why and how to reassess the attributes of partner types and individual partners, how to uncover partner coverage gaps, and how to identify the right new partners.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Demand and ABM
Growing Existing Customers: Marketing’s Role In Cross-Sell And Upsell

Market disruptions have required B2B companies to play defense, focusing on retaining and expanding relationships with existing customers to protect and grow revenue. Uncovering opportunities with current accounts through planned marketing programs requires alignment, agility, and an effective strategy. This session will provide an understanding of marketing’s role in cross-sell and upsell programs and explain how to structure successful programs for expanding customer relationships.

Speakers:
Rani Salehi, Principal Analyst, Forrester
Renee Irion, Principal Analyst, Forrester

READ MORE +READ LESS -
Emerging Growth
Why Change? Answer This Question To Differentiate Your Message And Persuade Buyers

Emerging companies love to talk about their innovations, features, and functions, but often struggle to explain why new technology or approaches deliver the business outcomes buyers want. During this session, we will explain why answering one key question can make the difference between standing out and staying hidden in your target market — and how customer-centered messaging keeps your company strategy, marketing, and sales aligned around solving customer problems that grow your business.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester
Barbie Mattie, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Marketing Executive
Optimising Global Campaigns In The Region

Global campaigns have low regional adoption because they are insufficiently attuned to local market requirements. The result – regional and country teams spend too much originating campaigns or localising global campaigns. What if regional and country teams jointly developed global campaigns, minimising the need for additional localisation? In this session, we will introduce the Campaign Planning Optimization Process, including the steps for presenting global campaign leaders with clear, consolidated insight into local campaign needs.

Speakers:
Mavis Liew, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester

READ MORE +READ LESS -
Marketing Operations
Transporting Marketing: Driving Adaptability Through Process

Has your journey to marketing excellence hit traffic? Are hidden issues causing outages and gridlock in your B2B marketing process transit system? In this session, we will introduce the B2B Marketing Value Chain and a process diagnostic approach that allows you to easily identify, diagram, analyse, and optimise marketing process for maximum flow and business adaptability.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester
Marcia Trask, Principal Analyst, Forrester

READ MORE +READ LESS -
Portfolio and Content
Unifying Global-Local Content Across Campaigns, Content Marketing, And The Web

Global B2B organizations must fuel multiple campaigns and plans with content, but a lack of readily available resources causes them to fall short of expectations. Organizational siloes and inadequate coordination between campaigns, content marketing, and web teams results in disconnected experiences for audiences. In this session, we’ll explain how to create a unified approach to content strategy across global and local teams that creates a cohesive experience for audiences wherever they are in the world.

Speakers:
Christine Polewarczyk, VP, Research Director, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Sales, Sales Operations, Sales Enablement
Should Sales Process Drive Regions? How To Adapt The Sales Process

Multinational organisations often struggle to deploy a single sales process that fits all offerings, buying groups, regions, and geographies. But is a single version the right approach? In this session, we will explore when you should consider multiple sales processes, why to do so, and how to deploy them to meet diverse sales needs.

Speakers:
Steve Silver, VP, Research Director, Forrester
Anne Slough, Principal Analyst, Forrester

READ MORE +READ LESS -
Diversity & Inclusion
A New Society Has Arrived. Is Your Firm Ready To Embrace It?

The conversation about race and gender and the imperative for fairness and equality has reached a crescendo. Companies face a new urgency to address these social vectors head-on in the way they do business. To get it right, firms must move beyond knee-jerk action to systemic change. In this session, we will explore the challenges ahead and outline a framework to rethink stakeholder relationships – employees, partners, customers, and the community – in light of the new social reality.

Speakers:
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester

READ MORE +READ LESS -
3:35 pm – 3:45 pm CEST

Introducing Forrester’s Bold New Research Offerings

Gain insights into current and future markets. Make decisions with confidence. Accelerate progress on your most pressing priorities. Join us for a deep dive session on Forrester’s new research offerings — to be unveiled at B2B Summit EMEA — that help you do all of these things and more.

3:50 pm – 4:20 pm CEST

Return on Integration Honours: Apex Group Ltd.

The Return on Integration Honours Award demonstrates an organisation has achieved strong sales, marketing and/or product alignment, and as a result has improved company performance. Apex Group Ltd. has been recognized for their work within the category of General Sales, Marketing, and Product Alignment.

Speakers:
Rosie Guest, Chief Marketing Officer, Apex Group Ltd.
Meta Karagianni, VP, Research Director, Forrester

4:25 pm – 4:55 pm CEST

Featured Performer: Leona Lewis

Singer, songwriter, actress and activist

British global singing sensation Leona Lewis has sold over 35 million records worldwide. The singer-songwriter — who is also an actress and philanthropist — reached number one in over 35 countries with her hit single “Bleeding Love.” A vocal powerhouse who is renowned for her vocal range and ability, Lewis is a three-time Grammy Award nominee, seven-time Brit Award nominee, and an MTV Video Music Award and World Music Award winner and has been nominated for the MTV Europe Music Awards and Billboard Music Awards. Lewis became the first British female solo artist to top the US Billboard 200 album chart in more than 20 years with her debut album “Spirit.” Alongside her impressive music career, Leona is an extremely passionate humanitarian and animal rights activist working with organisations such as The Prince’s Trust, RED, MTV Staying Alive, Teenage Cancer Trust, Sports Relief, World Wildlife Fund, The Humane Society, World Animal Protection, and the sanctuary she runs: Hopefield Animal Sanctuary. 2016 saw Leona nominated for a CMT Music Award and recognised with the Music Pioneer Award at the United Nations’ Women’s Entrepreneurship Day. She made her Broadway debut in Andrew Lloyd Webber’s “Cats,” playing the highly prestigious role of Grizabella and performing the world-famous song “Memory.” In 2018, Leona joined up with Calum Scott on “You Are The Reason.” The song is certified Gold in the US with over 377 million video views and 110 million streams. Leona’s first regular role in a TV series came in 2019 with Sony Crackle in the 50 Cent-executive-produced “The Oath,” filmed in Puerto Rico. In the same year, Leona reunited with superstar songwriter-producer Ryan Tedder, reaching number one on the US Latin pop and Latin digital song sales charts with “Solo Quiero (Somebody To Love),” featuring Juan Magán and Cali Y El Dandee. Leona was recently announced as patron of Hackney Empire and is currently back in the studio recording.

 

5:00 pm – 5:30 pm CEST

Facilitated Networking

Join interactive, analyst-led group discussions with your peers focusing on specific topics that are trending in your role. A low-pressure group format that enables conversations, networking and engagement.

Channel Marketing and Sales

Speakers:
Dara Schulenberg, Principal Analyst, Forrester
Kathy Contreras, VP, Principal Analyst, Forrester

Content Strategy and Operations

Speakers:
Kathleen Pierce, Principal Analyst, Forrester
Lisa Gately, Principal Analyst, Forrester

Customer Engagement

Speakers:
Amy Bills, VP, Principal Analyst, Forrester
Lisa Nakano, VP, Research Director, Forrester

Marketing Operations

Speakers:
Brett Kahnke, Principal Analyst, Forrester
Vicki Brown, VP, Principal Analyst, Forrester

Wednesday Sep 29

11:30 am – 12:00 pm CEST

Facilitated Networking

Join interactive, analyst-led group discussions with your peers focusing on specific topics that are trending in your role. A low-pressure group format that enables conversations, networking and engagement.

Demand and ABM

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester

Portfolio Marketing

Speakers:
Paul Ferron, Principal Analyst, Forrester
Daryl Wright, Principal Analyst, Forrester

Revenue Operations

Speakers:
Julian Archer, VP, Principal Analyst, Forrester
Anthony McPartlin, Principal Analyst, Forrester

12:00 pm – 12:30 pm CEST

Keynote Session

Seismic Shifts And Long-Term Trends In EMEA B2B Buying Behaviour

The more B2B marketing and sales teams understand how buyers behave, the better they are at attracting and engaging them. Our 2021 Global B2B Buying study revealed shifts in buyer behaviour due to long-term trends accelerated by the pandemic. In this session, we’ll review how B2B buying has evolved in EMEA and how the pandemic affected buyer behaviours. We’ll explore the implications for vendor sales and marketing efforts and suggest ways to improve buyer engagement.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Beth Caplow, VP, Principal Analyst, Forrester

12:35 pm – 1:05 pm CEST

Programmes of the Year: Cisco Systems, Inc. and Thoughtworks

Programmes of the Year (POY) awards recognise outstanding achievements in a particular area in sales, marketing and product functions based on the successful implementation of Forrester’s research, frameworks and best practices to improve functional performance. Cisco Systems, Inc. has been recognized for their work within the category of Customer Engagement programmes.  Thoughtworks has been recognized for their work within the category of Marketing Operations programmes.

Speakers:
Cristina Melluzzi, Director, Global Customer and Partner Advocacy, Cisco Systems, Inc.
Emma Roffey, Vice President, EMEAR Marketing & Global Advocacy, Cisco Systems
Karen Dumville, Global Head of Marketing Operations, Thoughtworks
Paul Ferron, Principal Analyst, Forrester

1:10 pm – 1:30 pm CEST

Breakout Sessions

Channel Sales and Marketing
Lost Opportunity: The Unrealised Value Of Customer Demand In The Channel

Most B2B channel demand programs target new buyers rather than existing customers. This approach is misaligned with the intrinsic value of the channel and ignores partners’ existing, loyal customer base — including customers that are new buyers for suppliers’ offerings. This is a major lost opportunity that must become a priority for channel marketers in 2021. This session will focus on how channel leaders can establish best-in-class indirect customer demand strategies, programs, and processes.

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Demand and ABM
Leveraging Buying Signals In Demand Programs

As buyers research, evaluate, purchase, and adopt solutions against their business needs, they provide data and buying signals conveying critical information about buying group members and the opportunity. Without the benefit of a structure, these signals at best contribute to the noise and at worst cause marketing tactics to misfire due to a misunderstanding of buyer needs. This session will tackle how to use B2B buying signals across demand program plays by design program objective.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester
Jessie Johnson, Principal Analyst, Forrester

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Emerging Growth
Step By Step: How To Multiply A Single Content Asset Into Dozens

As a B2B marketing leader at an emerging company, have you ever spent a considerable sum on a content asset (such as a white paper, e-book, or research report), promoted it on your website, and then expected your audience to just find it? This session will teach you how to maximize content value and improve the buyer’s journey by multiplying primary content assets into many derivative assets that drive multichannel engagement and pipeline progression.

Speakers:
Jennifer Rouse, Principal Analyst, Forrester
Christine Polewarczyk, VP, Research Director, Forrester

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Marketing Executive
The Ties That Bind: Marketing Measurement And Value

Marketing leaders who fail to define who marketing serves, and how, fail to communicate marketing’s value. This session will provide a methodology for building a view of marketing’s audiences, a process for identifying metrics that best demonstrate the value marketing delivers, and guidance for CMOs to overcome common pitfalls when communicating marketing’s value.

Speakers:
Bob McKinnon, Principal Analyst, Forrester
Brett Kahnke, Principal Analyst, Forrester

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Marketing Operations
Speaking Each Other's Language: The Secret To Solving Regional Data Dilemmas

Global and regional marketers need to share relevant data to fuel better business results. In this session, we will walk through common regional data dilemmas to show how defining data needs globally and locally, understanding the data landscape, and effectively communicating data requirements enables marketers to surface richer, deeper insights that deliver business growth, pipeline acceleration, personalisation at scale, and customer-obsessed experiences.

Speakers:
Julian Archer, VP, Principal Analyst, Forrester
Kathleen Pierce, Principal Analyst, Forrester

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Portfolio and Content
Craft End-to-End Messaging That Motivates Buyers

Messaging is central to how marketing and sales engage buyers. Delivering the insights buyers demand — from the corporate mission and values to product features describing how an organisation solves specific needs — is essential. But often these messages are disjointed, resulting in conflicting language that isn’t focused on buyers and the business results they desire. In this session, we introduce a messaging structure organisations can use to build and activate every message with context and relevance.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Laura Ramos, VP, Principal Analyst, Forrester

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Sales, Sales Operations, Sales Enablement
Everyone Sells Everything … Until They Can’t!

Scientists constantly seek to expand human cognitive capacity, but no panaceas have emerged. Brainpower is limited, so how many products can we reasonably expect sellers to master and sell? According to new Forrester research, sellers’ cognitive breaking points occur because of a combination of seller and buying environment complexities. In this session, we’ll discuss the factors that increase seller cognitive load, share a tool that assesses these factors, and offer methods for overcoming cognitive limitations.

Speakers:
Nancy Maluso, VP, Principal Analyst, Forrester
Peter Ostrow, VP, Research Director, Forrester

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1:30 pm – 1:50 pm CEST

Marketplace Break & Networking

1:50 pm – 2:10 pm CEST

Case Study Sessions

Adobe Workfront: 3 Ways to Master Flawless Campaign Execution

Do you ever feel like you’re hard at work, but your progress towards campaign goals is slow? Throughout the day, a single marketer may use email, chat, spreadsheets, phone calls, project management software and a file storage program to get their work done. Often, the disconnect between hard work and outcomes occurs because each team uses different tools, follows different practices, and can’t always access the information they need. Investing in the right tools and technology in your martech stack can help teams stay organised to maximise cross-functional collaboration.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Jennifer Johnson, Director of Global Marketing Programs, Informatica
Melissa Harvey, Sr. Product Marketing Manager, Adobe

Kaon Interactive: How Thermo Fisher Scientific, IBM, and Baker Hughes Transformed Hybrid Customer Engagement

Uncover relevant insights from Forrester, Gartner, and McKinsey on why successful B2B marketers have thrived in the new hybrid landscape, using technology platforms to gain a competitive advantage, cost savings, increase productivity, amplify customer experience and increase sales. Join us as we road map the journey of 3 established leaders in the life science, information technology and industrial automation industries, to uncover their stories of digital transformation and business outcomes.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Gavin Finn, President & CEO, Kaon Interactive

ON24: How Zendesk Achieved 183% YoY Growth with Regional Hybrid Experiences

Zendesk powers innovative customer experiences for dozens of businesses around the world. But great CX means different things to different people. That’s why the team relies on audience engagement to create highly targeted virtual experiences tailored to the unique needs of every audience. Join us to hear how Mark Burke (Senior Global Webinar Manager, Zendesk) used audience engagement to pivot a large-scale virtual event into a series of personalized regional experiences that more than doubled global attendance and conversion rates.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Mark Burke, Senior Global Webinar Manager, Zendesk

2:15 pm – 2:35 pm CEST

Breakout Sessions

Channel Sales and Marketing
Proof Of MDF ROI: What You Can Do To Credibly Measure Impact

Channel leaders must strengthen their partner incentive programs. Market development funds (MDF) are crucial to activating partner demand. How can MDF ROI be measured? Should that be the goal? How can channel leaders identify measurement strategies to invest in the right partners? This session will focus on how channel marketing and marketing operations teams can measure MDF efficiency and tailor measurement approaches to identify the most efficient activities.

Speakers:
Dara Schulenberg, Principal Analyst, Forrester
Brett Kahnke, Principal Analyst, Forrester

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Demand and ABM
The Role Of Field Marketers In ABM: Assessing In-Country Readiness

Field marketers are critical to rolling out account-based marketing (ABM) in local markets: They’re closer to the sellers in market and understand local pain points, so they’re best equipped to develop and deliver localised experiences. In this session, we describe various models for distributing responsibilities between an ABM center of excellence and the field, as well as using a readiness assessment to determine whether a particular country should get involved in ABM.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Carrie Rediker, VP, Principal Analyst, Forrester

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Emerging Growth
How To Integrate The Six Most Essential Technologies At An Emerging Company

An emerging company must adopt and integrate six essential technology capablities as the foundation for building and running an efficient and scalable revenue engine. In this session, you will learn best practices for building an integrated technology foundation that drives consistent audience experiences; improves sales, product, and marketing performance; and enables the effective addition of future technologies.

Speakers:
Barbie Mattie, VP, Principal Analyst, Forrester
Katie Linford, Principal Analyst, Forrester

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Marketing Executive
Worshipping The Right Hero: Effective B2B Brand Storytelling

B2B content is often myopic and generic, focused on products and buzzwords rather than meaning and authentic value. Yet, we know audience-centric storytelling is more memorable and engaging. This presentation will provide an approach to creating compelling B2B stories with consideration for brand journalism that places the audience at the center of the narrative.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

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Marketing Operations
Beyond Sourcing: Making The Case For New Marketing Performance Indicators

Marketing leaders are constantly under pressure to demonstrate marketing’s value to the business. Although marketing-sourcing metrics have been central to B2B marketing’s performance story, marketing functions’ journey to delivering value has made the sourcing focus far less relevant. In this session, we tap extensive research and interviews with marketing leaders to provide guidance on how to champion the adoption of demand-related performance indicators, so you can gain leadership buy-in and drive enhanced marketing contribution.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester
Meta Karagianni, VP, Research Director, Forrester

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Portfolio and Content
Cultivating Knowledge In Regional Teams To Win Buyers

To win buyers, an organisation must ensure that its knowledge enablement function moves beyond focusing only on sellers. Instead, the entire revenue engine must be enabled with the knowledge needed for success. In this session, we will introduce techniques for ensuring that regional teams (e.g., regional field marketing, demand marketing, content development, partners) receive the knowledge they need to make an impact in their locales.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Paul Ferron, Principal Analyst, Forrester

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Sales, Sales Operations, Sales Enablement
Axe Throwing And The Future Of Forecasting

AI has driven major improvements in forecast efficiency and accuracy, but AI’s increased powers of prediction raise questions about the role of sellers and the traditional forecast cadence. During this session, we will discuss the changing role of forecasting in the Age Of The Customer. We will also explore contrasting perspectives on the future of forecasting and provide guidance on the keys to exploiting AI.

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Brandon Purcell, VP, Principal Analyst, Forrester

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2:40 pm – 3:10 pm CEST

Keynote Session

Building Trust: The B2B Imperative

Trusted organisations build enduring bonds with customers and create experiences that people embrace. They do not instill fear. Yet, in a world in which trust in all institutions is eroding, B2B companies struggle to build and preserve trust in their brands and offerings. This presentation will explain why the trust imperative is critical for B2B organisations, and provide a framework for understanding and activating trust.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

3:10 pm – 3:30 pm CEST

Marketplace Break & Networking

3:30 pm – 3:50 pm CEST

Case Study Sessions

MRP: International Account-Based Marketing with Lumen Technologies

As ABM strategies gain steam and marketers seek to adopt them globally, enterprise marketers struggle to use North American-centric tools in international environments. One marketing thought leader has solved these issues and now scales a precision strategy across Latin America and drives measurable pipeline and adoption across sales, account management, and marketing. Targeting 5,800 accounts on behalf of 5 product groups, into 10 countries, using 3 languages, Nicolás Borrelli of Lumen Technologies shares his journey.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Nicolás Borrelli, Senior Marketing & Communications Manager, Clúster Sur - Latinoamérica, Lumen

Seismic: Improving Customer Experience Through Data-Driven Insights

In this session, Will Bowman at Seismic is joined by David Lengen at Amadeus, where they discuss how they leveraged sales enablement technology for Amadeus commercial teams to deliver differentiated and compelling customer experiences through automated and scalable content management, globally. The session will cover Amadeus’s sales enablement journey from the initial planning, proof of concept through to the eventual value creation for their commercial teams to deliver highly personalised customer conversations that resulted in an increase in customer engagement and insights for their marketing teams to optimise their content creation investment.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
David Lengen, VP Marketing, Amadeus
Will Bowman, Sr. Manager, Customer Success, Seismic

ZoomInfo: Beyond the CRM: ZoomInfo and RingLead Discuss The Modern Data Driven GTM Tech Stack

ZoomInfo and Ringlead come together to discuss how data is the foundation layer of the go-to-market tech stack and how it helps companies scale their business. You’ll learn how RingLead uses ZoomInfo to target their ideal customers, when to target and clean up their data. Zoominfo and Ringlead have come together with a joint go-to-market partnership to help companies route leads automatically and successfully.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Tim Strickland, Vice President, Account Management & Channel Sales, ZoomInfo
Scott Sutton, Vice President, Revenue Operations, ZoomInfo
Jaime Muirhead, SVP, Sales, RingLead

3:55 pm – 4:25 pm CEST

Programmes of the Year: Unit4 and AVEVA

Programmes of the Year (POY) awards recognise outstanding achievements in a particular area in sales, marketing and product functions based on the successful implementation of Forrester’s research, frameworks and best practices to improve functional performance. Unit4 has been recognized for their work within the category of Demand and ABM programmes.  AVEVA has been recognized for their work within the category of Channel Marketing programmes.

Speakers:
Marije Gould, VP of Demand Generation and Field Marketing, Unit4
Neil Georgeson, Global Head of Business Development, Unit4
Manish Sablok, Vice President - Global Channel & Alliance Marketing, AVEVA
Paul Ferron, Principal Analyst, Forrester

4:30 pm – 4:50 pm CEST

Breakout Sessions

Channel Sales and Marketing
Balanced Ownership Between Regional Partner Marketing And Global Channel Marketing

Global B2B organisations with indirect routes to market often struggle to find the optimal channel resource model to support the nuanced needs of regions and theaters. Any polarisation between centralised and decentralised roles is detrimental. In this session, we will introduce best practices for defining the optimal spectrum of ownership for global and regional/field partner-facing roles to achieve success in the channel.

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Dara Schulenberg, Principal Analyst, Forrester

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Demand and ABM
Empowered Revenue Development: Defining, Enabling, And Measuring Successful Telequalification Representatives

Revenue development organisations are mission-critical to revenue engines. The most successful revenue development reps (RDRs) have clearly defined roles and responsibilities and are enabled with actionable data and optimised technology. They are measured to drive meaningful outcomes and are managed by leaders who interlock with other teams while always providing coaching and ongoing development. This session is designed to share how empowered RDRs can be the most strategic partner in today’s revenue engine.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Malachi Threadgill, Principal Analyst, Forrester

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Emerging Growth
Emerging Company Sales And Marketing: The Right Metrics For Your Growth Stage

Evolve your thinking about measurement, assessment, and reporting. Emerging companies (those with less than $100 million in revenue and double-digit growth) must pass through multiple growth stages to become mature enterprises. In this session, we’ll review which metrics capture, communicate, and properly evaluate performance, from an execution and long-term growth position, at each growth stage.

Speakers:
Matt Papertsian, VP, Research Director, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester

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Marketing Executive
Are You Ready To Transform Your Teams? Marketing Capabilities That Drive Success

What are the gaps between your marketing team’s capabilities and what’s required to meet the needs of your customers? Constantly changing business, buyer, and customer demands require marketing leaders to design a best-in-class organisation with critical capabilities that allow consistent performance at a high level. In this session, we will introduce the capabilities required for high-performance B2B marketing and examine the competencies and characteristics necessary to carry out those capabilities.

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Jennifer Ross, VP, Research Director, Forrester

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Marketing Operations
Expect The Unexpected — How To Handle Opportunities That Fall Off The Waterfall

An organisation measures and predicts revenue by tracking opportunities through a Demand Waterfall. And we plan for opportunities to follow the perfect path straight down the waterfall from targeted account to closed/won. What happens when opportunities fall off the waterfall? This presentation will outline how to understand when opportunities fall off the B2B Revenue Waterfall and how to handle these detour opportunities when they do fall off.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

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Portfolio and Content
Conquer The Chaos Of Your Case Study Content

Case studies and customer testimonials deliver a big payoff for audiences, from driving buying decisions to providing inspiration and reassurance. This raises the stakes for developing and organising advocacy content that is useful and creates positive customer experiences. In this session, we’ll introduce a purposeful approach to prioritising, developing, and deploying advocacy content, and applying best practices to ensure a great advocate experience.

Speakers:
Lisa Gately, Principal Analyst, Forrester
Amy Bills, VP, Principal Analyst, Forrester

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Sales, Sales Operations, Sales Enablement
Newtonian Physics, The Butterfly Effect, And Measuring Sales Enablement

Sales enablement leaders are compensated with variable incentives based on a lagging indicator: whether sales achieved annual quota. But how is reps’ work measured, judged, and motivated? MBOs are often conflated with inputs from other functions that reps can’t control. In this session, you’ll learn how to focus enablement on leading, leaning, and learning indicators that matter to the C-suite: changes in seller productivity and behaviour that influence the brass ring — meeting or beating quota.

Speakers:
Peter Ostrow, VP, Research Director, Forrester
Eric Zines, Principal Analyst, Forrester

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4:55 pm – 5:30 pm CEST

Keynote Session & Closing Remarks

Future-Fit Employee Experience: Everyone Wins

Many hope that by investing in technology, their organisations will magically transform. They will not. The workforce must choose to use the technology to move your organisation into the future. Learn how to build the future-fit employee experience that motivates them to do so.

Speakers:
James L. McQuivey, PhD, VP, Research Director, Forrester

Download Agenda

Times are subject to change.