B2B Summit
North America

May 2 – 4, 2022  |  Austin & Digital Experience

All sessions, unless otherwise indicated, are available in person and in the digital experience. Digital session content will be available on demand according to posted schedule unless otherwise indicated within the digital platform.

All times below are subject to change.

Agenda

Super Sunday

May 1
  • 2:00 pm – 3:30 pm CDTCore Model Deep Dives
  • 3:00 pm – 5:30 pm CDTWomen's Leadership Forum
  • 3:45 pm – 4:30 pm CDTForrester Consulting Journey Workshops
  • 5:30 pm – 7:00 pm CDTPoolside Welcome Reception

Monday

May 2
  • 10:30 am – 11:45 am CDTKeynote Sessions
  • 11:45 am – 12:45 pm CDTLunch
  • 12:00 pm – 2:45 pm CDTExecutive Leadership Exchange
  • 12:45 pm – 1:55 pm CDTBreakout & Case Study Sessions
  • 1:55 pm – 2:55 pm CDTMarketplace Break
  • 2:55 pm – 4:05 pm CDTBreakout & Case Study Sessions
  • 4:05 pm – 5:00 pm CDTMarketplace Break
  • 5:00 pm – 5:30 pm CDTReturn on Integration Honors
  • 5:30 pm – 6:00 pm CDTGuest Speaker
  • 6:00 pm – 8:00 pm CDTReception

Tuesday

May 3
  • 9:00 am – 9:30 am CDTKeynote Session
  • 9:30 am – 10:00 am CDTReturn on Integration Honors
  • 10:05 am – 10:35 am CDTMarketplace Break
  • 10:40 am – 12:30 pm CDTBreakout & Case Study Sessions
  • 12:35 pm – 1:35 pm CDTLunch
  • 1:40 pm – 2:10 pm CDTKeynote Sessions
  • 2:25 pm – 2:55 pm CDTCase Study Sessions
  • 3:00 pm – 3:30 pm CDTMarketplace Break
  • 3:35 pm – 4:05 pm CDTBreakout Sessions
  • 4:15 pm – 5:00 pm CDTFacilitated Engagement
  • 7:00 pm – 10:00 pm CDTReception & Featured Performer

Wednesday

May 4
  • 9:00 am – 10:10 am CDTBreakout & Case Study Sessions
  • 10:10 am – 11:10 am CDTMarketplace Break
  • 11:10 am – 12:20 pm CDTBreakout & Case Study Sessions
  • 12:20 pm – 1:20 pm CDTLunch
  • 1:20 pm – 1:50 pm CDTReturn on Integration Honors
  • 1:50 pm – 2:20 pm CDTKeynote Session
  • 2:20 pm – 2:25 pm CDTClosing Remarks

Super Sunday May 1

2:00 pm – 3:30 pm CDT

Core Model Deep Dives

Dive into the key frameworks and models for B2B marketing, sales, and product leaders that will be referenced throughout the event. Attendees have the option to choose from four deep dive rooms. Each session will examine three core models.

These sessions will be offered in-person only.

Level 4 - Austin Convention Center

Attend one session:

Align

The Strategy Compass For Revenue Engine
Speaker: Bob McKinnon, Principal Analyst, Forrester

The Forrester Aligned Revenue Planning Process
Speaker: Cristina De Martini, VP, Research Director, Forrester

The Forrester B2B Revenue Waterfall™
Speaker: Vicki Brown, VP, Principal Analyst, Forrester

Advance

The Forrester Metrics Spectrum
Speaker: Ross Graber, VP, Principal Analyst, Forrester

Sales – The Relative Productivity Framework
Speaker: Steve Silver, VP, Research Director, Forrester

The Product Marketing And Management (PMM) Model
Speaker: Katie Fabiszak, Principal Analyst, Forrester

Impact

The Forrester Campaign Framework
Speaker: Rani Salehi, Principal Analyst, Forrester

The Messaging Nautilus®: Buyer’s Journey
Speaker: Barry Vasudevan, VP, Principal Analyst, Forrester

The Forrester Marketing Program Planning Framework
Speaker: Erin Rampey, Principal Analyst, Forrester

Accelerate

The Marketing Plan on a Page
Speaker: Craig Moore, VP, Principal Analyst, Forrester

The Forrester Technology Alignment Framework
Speaker: Katie Linford, Principal Analyst, Forrester

The Forrester Scope Of Content Strategy And Operations Model
Speaker: Lisa Gately, Principal Analyst, Forrester

Forrester Certification Workshop: Leading Change - Understanding the Human Experience of Change

Change is constant, yet organizational change efforts routinely fail. Join this workshop to better understand the human experience of change and how you can lead change at your organization from wherever you sit. You’ll participate in interactive exercises applying change leadership concepts to your own initiatives. This workshop provides a live sample of Forrester’s Leading With Customer Obsession Certification course. By participating, you’ll earn credit toward your Leading With Customer Obsession credential.

Speakers:
Jenna Wohead, Director, Certification, Forrester
Katy Tynan, Principal Analyst, Forrester
Patrick Hayes, Product Manager, Certification, Forrester

3:00 pm – 5:30 pm CDT

Women’s Leadership Forum

3:00-3:40pm – Networking Meet & Greet

3:45-4:15pm – Elevating The Next Generation Of Women Leaders

If you’re a woman in a leadership role, particularly in sales, you probably overcame many obstacles. From overcoming unconscious bias to advocating for fair pay, the path to sales leadership is filled with twists and turns. The next generation of leaders needs your help to navigate that path. In this session you’ll learn to “send the elevator back down” to support the next generation of leaders.

This session will provide the following benefits:
• Learn to up your inclusive leadership game to help a more diverse talent pool succeed
• Walk away with an understanding of mentoring, sponsoring, and coaching

Speakers:
Katy Tynan, Principal Analyst, Forrester

4:15-5:30pm – Advancement Strategies For Women Leaders: Strategies For Building Influence And Affluence

Be bold. Get that promotion. We must align with others to gain allies who advocate on our behalf. We must also advocate for ourselves and others. If we do this, we can accelerate our impact and influence. Join us for a panel discussion during which we will drill into specific advancement strategies that can help you jumpstart your next career move.

This session will provide the following benefits:
• Learn about strategic and tactical guidance for navigating conversations about your career growth
• Walk away with ways to gain alignment, seek and provide allies, and advocate for yourself and others

Speakers:
Nancy Maluso, VP, Principal Analyst, Forrester
Lillian M. Davenport, Principal, End View Solutions, LLC
Seetha Speeney, Talent Strategy Consultant, Formerly Realogy Holdings Corp. and Chubb Insurance
Stacy Mayer, Executive Coach and Best Selling Author of Promotions Made Easy, Stacy Mayer Consulting

Fairmont Austin - 7th Floor - Palm Park AB
3:45 pm – 4:30 pm CDT

Forrester Consulting Alignment Workshops

Are you doing the right work to drive growth for your organization?  Can you be sure that Sales, Marketing and Product teams are aligned to propel your business forward?  Choose one of the workshops on Sunday that will show you how to execute this important interlock while ensuring that strategic business objectives are driving your work.  Throughout the conference visit the Forrester Consulting Experience Rooms to dive into all the steps in the journey.

Workshop topics:

Strategize: We will show you how to translate business objectives to what you need to accomplish as a Sales, Product or Marketing leader.

Create: We will build some of the assets and processes required to support offerings in-market in a way that is consistent with the business objectives and budgeted resourcing.

Activate: What approaches to consider to support in-market activities aimed at realizing business objectives. Notably, ones that empower sales and are driven by marketing.

Measure: Participants will learn about the various metric types and challenged to evaluate what they are measuring vs. best practice.

5:30 pm – 7:00 pm CDT

Poolside Welcome Reception

Join us for refreshments and light appetizers at the Sunday evening poolside reception. All registered attendees are welcomed.

Sponsored by Bigtincan.

Monday May 2

10:30 am – 10:45 am CDT

Opening Remarks

Speakers:
George Colony, CEO, Forrester

10:45 am – 11:15 am CDT

Keynote Session

Loosening The Status Quo And Overcoming Inertia: Become An Effective Change Catalyst

The last two years have reinforced the value of change, and most of us have found ourselves adopting new thinking, new ideas, and even new values. As B2B professionals, we’re taught to drive positive change. However, this requires momentum and socialization. We must foster curiosity, motivate support, and build movements that evolve into widespread adoption of the new vision.
This session will provide the following benefits:
• Learn how to challenge the corporate status quo, break through institutional inertia, and ignite positive change.
• Get strategic and tactical guidance for inspiring bold, visionary thinking within your organization.

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Peter Ostrow, VP, Research Director, Forrester

11:15 am – 11:45 am CDT

Keynote Session

Time Travel And Transformation: The Future Of B2B Content

What does the future of content look like, and what can B2B organizations do to travel to that future? Travel with us there and back to learn how your organization can transform its content engine and optimize customer experience. We’ll discuss how emerging content realities like content engineering, AI-driven content, automation, and more will disrupt and fundamentally change the way we work.
This session will provide the following benefits:
• Find out why organizations must align and elevate the role of content for all revenue engine functions.
• Learn how to deliver intelligent, hyperpersonalized content experiences across the entire customer lifecycle.

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

11:45 am – 12:45 pm CDT

Lunch & Marketplace Break

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Check out our Sponsor Spotlights to learn more about the next great solution for your team. See below for the list of spotlights during this time.

Attend one session:

Agent3: Bringing account-centric growth to the enterprise

It’s never been more mission critical for B2B marketers to engage their target and key accounts in today’s fast-paced, competitive world. While it’s clear we’re on the brink of a golden age of marketing, the journey is in equal parts exciting and daunting. In this Spotlight Session, Agent3 will share case studies of account-centric growth strategies, underpinned by the end-to-end delivery of data, creative content and technology which, combined, add real, predictable value to brands.

Speakers:
Liam Jacklin, Partner, Agent3

Showpad’s digital enablement through the Ceros platform

Explore how Showpad used the Ceros platform to launch their virtual Global SKO across more than 400 employees. Dive deeper into how Showpad was able to seamlessly integrate their product & workflow into the Ceros product to deliver an engaging experience owned entirely by their creative marketing & enablement teams.

Speakers:
Roxy Cordt, Director of Enterprise Sales, Showpad

Smarte: Data Nuances & Evaluation of Data Platforms

In todays’ digital era, sales and marketing leaders have an array of prospecting data platforms to choose from. However, many platforms seem highly promising, but do not deliver. Have you been asking the right questions during evaluation? Are they truly global and privacy complaint?  What about data-quality and match rate? Join our session to find out, and get a free cheat sheet and a ready-to-use evaluation matrix to help your teams to ace this process!

Speakers:
Sanjay Gala, Founder & CEO, SMARTe

Wrike: How Walmart Embraced Powerful Work Management Using Wrike

How is Walmart overcoming critical supply chain complexities to get products from distribution centers to shelves more efficiently? Through Wrike, they discovered a better way to work by integrating critical tools like automated dashboards and fully contextualized projects. Get a closer look at Walmart Canada’s work management journey with Wrike, and how it’s enabled them to better prioritize, collaborate on, and streamline end-to-end processes involving millions of customers and over 400 stores.

Speakers:
Molly Mixon, Senior Product Marketing Manager, Competitive Intelligence, Wrike, a Citrix Company

12:00 pm – 3:00 pm CDT

Executive Leadership Exchange

The Executive Leadership Exchange (ELE) is an invitation-only program for up to 150 qualified marketing and sales executives. This program is offered by invitation only. Invitations will be extended closer to the event date.

The program will expand on the Forrester thought leadership presented at the conference and create a private senior executive network supporting leaders’ priorities. Facilitated networking sessions will be offered that target best practices aligned to executive priorities. The Executive Leadership Exchange is a one day program held in-person.

Click here to see the detailed agenda.

 

Speakers:
Jennifer Chase, Executive Vice President and Chief Marketing Officer, SAS
Shirley Macbeth, Chief Marketing Officer, Forrester
Brock Saladin, Senior Vice President and Chief Commercial Officer, Lexmark International
Kelley Hippler, Chief Sales Officer, Forrester
Ian Bruce, VP, Principal Analyst, Forrester
Mike Pregler, VP, Research Director, Forrester
Barbie Mattie, VP, Principal Analyst, Forrester
Caroline Robertson, Vice President, B2B Marketing and Sales Research Director, Forrester

12:45 pm – 1:15 pm CDT

Breakout Sessions

Level 4 - Austin Convention Center
Channel Marketing
Programs Of The Year: Channel Marketing

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winner Deirdre Crossan, Sr Director Global Engagement and Americas Partner Marketing from Equinix, will unveil how she and her global team elevated Equinix’s partner experience through the successful development and execution of a robust, multi-faceted partner engagement strategy.

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Deirdre Crossan, Sr Director, Global Partner Engagement, Equinix, Inc

READ MORE +READ LESS -
Demand & ABM
The X Factor: Digital Is The Accelerator Of The Brand Experience

Over the next two years, senior marketing decision-makers’ number one focus to support the organization’s business strategy is improving the experience of customers. In today’s environment, B2B marketing leaders will fail if they do not understand the synergetic relationship among digital experience, customer experience, and brand experience.
This session will provide the following benefits:
• Learn how to leverage the digital experience to activate the brand experience effectively.
• Find out how to identify the moments that matter to buyers and customers to focus digital experience initiatives.

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

READ MORE +READ LESS -
Demand & ABM
Goodbye MQLs, Hello Opportunities: A Phased Approach To Transformation

Moving from a lead-centric to an opportunity-centric revenue process is often perceived as a major challenge. Many organizations already are doing much of the foundational work needed to make this transition. Moving from leads to opportunities is something that organizations can start today.
This session will provide the following benefits:
• Learn about an incremental “crawl-walk-run” migration path that leverages existing work to support the migration to buying groups and opportunities.
• Obtain guidance on actions needed to get started, as well as a roadmap to expand support for opportunities throughout the entire revenue process.

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

READ MORE +READ LESS -
Demand & ABM
Reimagining B2B Events: Selecting An Event Mix To Drive Engagement And Impact

The pandemic has seen a transformation of B2B events. Virtual events are now a permanent element within the marketing mix, and leading organizations are planning a hybrid future. How can leaders navigate the new world of B2B events and determine the right mix of in-person, virtual, and hybrid for their post-pandemic event strategy?
This session will provide the following benefits:
• Learn what event types work best in different scenarios and some of the key considerations around event technology selection and integration.
• Acquire the tools to help select the right event mix strategy to maximize audience engagement and deliver successful events.

Speakers:
Conrad Mills, Principal Analyst, Forrester
Daryl Wright, Principal Analyst, Forrester
, , Forrester

READ MORE +READ LESS -
Marketing Operations
Finding Your Swim Lane: Clarifying Customer Marketing's Contribution

Increased focus on keeping and growing existing customers is bringing attention to the customer marketing function in B2B organizations. An optimized customer marketing function has a clear point of view on how to measure contribution to growth, retention, and customer advocacy while complementing (but not overlapping) demand marketing, account management, customer success, and other adjacent functions. This session will provide the following benefits:
• Plan, build, and activate a marketing dashboard.
• Create the ideal customer marketing dashboard to ensure customer marketing is clear and consistent in measuring its contribution to the business.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester
Brett Kahnke, Principal Analyst, Forrester

READ MORE +READ LESS -
Portfolio Marketing
The Forrester B2B CX Index™ Score: How Customer Experience Quality Impacts Loyalty

Since 2015, Forrester’s CX Index™ has measured how successfully more than 500 consumer brands use customer experience to create and sustain loyalty. This session will introduce the first B2B CX Index. Based on analysis of both power users and decision-makers of HCM and CRM technologies, this session will reveal which aspects of CX matter most and how to apply these learnings to benchmark an organization’s customer experience progress and success.
This session will provide the following benefits:
• Learn which aspects of CX quality impact B2B customer loyalty most.
• Identify the top drivers to focus on to improve customer experience.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester
Michelle Yaiser, VP, CX Analytics, Forrester

READ MORE +READ LESS -
Portfolio Marketing
Regional Differences In Buying Behaviors Can Dramatically Impact B2B Go-To-Market Strategies

Global providers often treat every region the same, using similar go-to-market approaches around the world. Yet B2B buyers in North America, Europe, and Asia Pacific exhibit different buying behaviors based on their unique business practices and cultures.
This session will provide the following benefits:
• Discover results from our global B2B buying study, showcasing distinct buyer preferences in each region.
• Learn how to adjust messaging, sales, and marketing efforts to meet market-specific buyer expectations for stronger regional and global results.

Speakers:
Barbara Winters, Principal Analyst, Forrester
Beth Caplow, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Sales Enablement
Programs Of The Year: Sales Enablement

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winner, Danny De Los Santos from Atlassian, will share how they leveraged Forrester research to evaluate their organizational needs when it came to choosing a sales methodology, pivoted from their initial plan, and executed implementation while building credibility with partners and executives.

Speakers:
Eric Zines, Principal Analyst, Forrester
Danny De Los Santos, Senior Manager of Curriculum, Strategy, and Training, Atlassian

READ MORE +READ LESS -
Sales Operations
Expect The Unexpected: How To Handle Opportunities That Fall Off The Waterfall

B2B organizations plan for opportunities to follow the perfect path straight down the B2B Revenue Waterfall — from a targeted account to closed/won. But what happens when opportunities fall off the Waterfall?
This session will provide the following benefits:
• Gain insight into how to identify opportunities that fall off the B2B Revenue Waterfall.
• Obtain practical advice on how to handle these detour opportunities.

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

READ MORE +READ LESS -
Special Session
The Insight-Driven Business: Using B2B Analytics To Strategic Advantage

B2B leaders are beginning to grasp the link between becoming insight-driven and delivering superior performance. Revenue operations teams must drive an insight-led transformation but need to understand how and where to start. In this session, we’ll introduce the Forrester B2B Insight-Led Analytics Ecosystem, a new model that specifies the analytics processes and foundational capabilities that underpin analytical excellence across the revenue engine.
This session will provide the following benefits:
• Learn about the four primary analytics process areas and the capabilities required for insight-led decision-making.
• Hear about how insight-driven B2B organizations are delivering stakeholder value and elevating their functions.

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Ross Graber, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
1:25 pm – 1:55 pm CDT

Case Study Sessions

Attend one session:

6Sense: Exploring the Silver Lining: Digital Transformation post-COVID

Understatement of the century: the business landscape changed tremendously during COVID. As organizations rallied teams to swiftly adjust to the shifting B2B horizon, Trend Micro embraced the challenges and quickly found common ground between marketing and sales. Hear what it takes to completely transform marketing and align in a new way with sales and customer success. Armed with data at their fingertips, the Trend Micro marketing team looked at their market, campaigns, and messaging in a new light.

Speakers:
Ashleigh Ford, Senior Marketing Manager, Demand Generagtion & Operations, Trend Micro

Adobe: Fueling Dell’s Marketing Evolution with Work Management

As the pace of change continues to accelerate, it is more imperative than ever for marketing teams to operate with speed and agility and adopt tools that help them rapidly create content to align with market demands. In this session, learn how Dell is implementing a work management solution to optimize the content planning, creation and management process to centralize and standardize workflows across systems as they evolve their marketing operational model.  

Speakers:
Leticia Rossi, Marketing Content Technology Director, Dell Technologies

Anteriad: Kustomer's Global Customer Acquisition Strategy: ABM, Intent Data, and Nurture

Kustomer* is a global Customer Service CRM Platform company targeting specific industries that need to provide and deliver customer experiences that are faster, richer and available where customers want to connect. This session will illustrate how Kustomer has successfully implemented a multi-touch strategy to engage with qualified prospects through a partnership with True Influence that is allowing Kustomer to utilize industry-leading B2B data insights and intent to build their highly targeted ABM strategy and Ideal Customer Persona. (*acquired by Meta, Feb 2022)

Speakers:
Pam O’Neal, Senior Director of Growth, Kustomer/Meta
Scott Creed, VP of Sales, Growth Accounts, Anteriad

Bigtincan: How Domo empowers sellers through integrated technology enablement

In 2021, Domo made the tough decision to shift its sales enablement and learning processes with an eye on the future. Through strong partnerships, an aggressive implementation and a focus on empowering sellers, Domo has launched an impactful experience that’s already showing benefits for sales managers and their teams.

Speakers:
Terri Barefoot, Sales Enablement Program Manager , Domo, Inc.
Robert Fox, Senior Manager, Global Sales Enablement , Domo, Inc.

BrandMaker: Strategy vs. Operations: How Splunk and Acronis Balance Both

Strategy and operations are two often competing priorities when it comes to marketing campaigns and reporting. Learn how Splunk positions the need and value of both to get the required resources to deliver strategic “CMO KPIs” based on a strong operational foundation.  Marlene shares her different experiences building robust operations with Allocadia at two different companies, how Splunk pivots plans based on insights, and how to build trusted relationships between finance and marketing.

Speakers:
Marlene Chan, Marketing Business Operations Director, Splunk
Hannes Migga-Vierke, VP of Global Marketing Operations and Demand Center , Acronis

Brightcove: Every Enterprise Needs To Act Like a Media Company

Video is one of the most important tools marketers can use to achieve KPIs – and when part of a B2B marketing strategy, organizations can realize up to 49% faster revenue growth. As the need to find ways to more effectively connect with customers, video has become top-of-mind with marketers across all industries. In this session, you’ll hear how Brightcove customers use video to create meaningful engagements that maximize marketing value to reach and engage every audience, anywhere and anytime.

Speakers:
Jennifer Griffin Smith, CMO, Brightcove

Builder.ai: Builder Smarter Not Harder

Requirements change, goal posts move and the future is unpredictable. Finding a tech partner that can pivot and adapt inline with your business needs is essential for success. William Hamilton shares his 20 years experience of what makes a great vendor, considerations to keep in mind throughout your next digital transformation project and how to avoid making a difficult task harder than it needs to be.

Speakers:
William Hamilton, Co-founder, SmartPath
Tim Kreiner, Director-Sales, Builder.ai

Demandbase: Alation ABX: Data + Account Intelligence at Scale

Building an omnichannel ABX program is daunting for any marketer. Hear from Nicole Kimmick, Director of ABM Marketing at Alation, on how she built a successful, scalable and responsive ABX program. By partnering with Demandbase and leveraging the Alation data intelligence platform, the team built a data driven Account Based Experience (ABX) program that blends the best of demand generation with the exact targeting of ABM. Join this session to learn how to use data intelligence to identify target accounts and build personalized omnichannel experiences.

Speakers:
Nicole Kimmick, Director, Account Based Marketing (ABM), Alation

DemandScience: Google Identifies High-propensity Buyers to Drive Opt-in Leads

Enterprise-level account-based marketing initiatives require fine-tuned alignment with sophisticated resources and global teams. Maintaining optimal performance of these investments’ hinges on the accuracy, scale, and recency of the data that fuels their engines.

In this session, Google Chrome will demonstrate how identifying and creating high-propensity audience segments using technographic installation and intent data layering fueled their branded demand generation programs. This facilitated the growth of their ABM permission-based audience and accelerated ROI.

Speakers:
Steve Armenti, Head of Enterprise Campaigns & Operations, Chrome & Android, Google
Chris Rack, CRO, DemandScience

Dun & Bradstreet: From Vision to Value: 7 Skills of CDP Powered Marketing

Rockwell Automation is on mission: bring together their first and third party data and provide deeper, more actionable insights that help their revenue teams drive faster growth. Join this session to learn about the seven steps they’ve taken to identify target buying groups and prioritize sales and marketing efforts around those more precise, in-market audiences; deliver customer experiences that engage and identify new opportunities for growth; and optimize channel performance to increase campaign ROI.

Speakers:
Gudrun Wetak, Marketing Manager – ABM, Rockwell Automation
Gino Palozzi, Senior VP Integrated Marketing, Dun & Bradstreet

Intentsify: How TripActions Transformed Intent Signals Into Pipeline

Join Intentsify and TripActions for this fireside chat about transforming intent signals into actionable, pipeline-driving programs. We’ll discuss how TripActions’ ABM and Enterprise Marketing teams leveraged Intentsify to scale business during a time when most travel-related companies were struggling. You’ll learn how TripActions evolved its strategy by layering various types of intent signals to hone program targeting and drive efficiency, as well as the teams’ results to-date and future plans with intent data and Intentsify.

Speakers:
Christine Simonini, Director, Enterprise Marketing, TripActions
Colm Shalvey, Head of ABM, TripActions
Ed Laplante, Chief Operating Officer, Intentsify

KPMG: Inside Look at a B2B Direct-to-Consumer Transformation

Consumer expectations are changing, particularly in B2B. But frequently outdated business models hamper progress. We’ll examine how a B2B pet nutrition brand launched its Direct-to-Consumer offering by overhauling process and interconnectedness across their entire organization, from CX to marketing and sales to technology. We’ll walk step-by-step through how we helped them maximize their newly connected enterprise, and set them up for double-digit growth in both their DTC platform as well as their legacy business.

Speakers:
Bret Sanford-Chung, Managing Director, KPMG U. S. Marketing Consulting

LeanData: Your Cheat Sheet for Demand Unit transformation

Breaking free of lead-centric inbound models is easier said than done. Siemens has risen to the challenge, creating a pathway for others to follow. For anyone that’s stared down a demand unit waterfall and wondered ‘how’, this session will define a pathway for making the case for, and transformation to a Demand Unit model.

Speakers:
Liz Arndt, Senior Director, Global Inside Sales, Siemens Digital Industries Software
Evan Liang, CEO, LeanData

Mindtickle & Thomson Reuters: Linking Enablement to Bottom-Line Results

The last few years have generated new, increased pressure on organizations to be creative and flexible as they navigate rapidly changing circumstances. Join this session to learn how Thomson Reuters leveraged the Mindtickle Sales Readiness Platform to transition to a 100% virtual approach while increasing efficiency, reducing operations costs, and boosting revenue. Specifically, you’ll see how they streamlined reporting and data aggregation, generating actionable insights that led to observable increases in both readiness and behaviors.

Speakers:
Bill Mills, Manager, Sales Enablement, Thomson Reuters
Chris Lynch, CMO, Mindtickle

People.ai: Building A Next-Gen Revenue Engine

Revenue leaders are all facing the same challenge right now: pressure to deliver more revenue with fewer resources. And with more than 60% of the buyer’s journey happening online, it can feel impossible to drive that kind of change. The solution? The Next-Gen Rev Engine: Join Mariana, Kerry & Saima to learn how these thought leaders pioneered the application of a data-first, customer-centric approach that unlocks the next era of enterprise growth.

Speakers:
Mariana Cogan, CMO, People.ai
Kerry Cunningham, Research & Thought Leadership, 6sense
Saima Rashid, Sr. VP, Revenue Analytics , 6sense

Salesforce: How NI Humanized Their B2B Marketing

Join Salesforce and Norma Dorst, Senior Director of Global Field Marketing at NI, as she shares how NI used data-driven insights to personalize their outreach at scale, allowing their marketing and sales teams to put the customer at the center of their marketing. She will share lessons learned from their marketing transformation, as well as actionable tips on:
– Creating content that resonates
– Using automation to personalize outreach at scale
– Using a data-driven approach to meet customers where they are

Speakers:
Norma Dorst, Senior Director of Global Field Marketing, National Instruments
Ruth Bolster, Product Marketing Manager, Salesforce

1:55 pm – 2:55 pm CDT

Marketplace Break

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Check out our Sponsor Spotlights to learn more about the next great solution for your team. See below for the list of spotlights during this time.

Attend one session:

AlignBi: Data tips for implementing revenue waterfall frameworks

Join us to learn how to start connecting and organizing your B2B data to better optimize your revenue waterfall. Align BI has been implementing Forrester B2B frameworks and best practices for companies for nearly 15 years – and it’s been wildly successful. While Forrester frameworks outline what to do, this session will show we’ll give you our favorite data tips, so you’ll know how to get more insights out of your revenue waterfall.

Speakers:
Ryan Hobson, Partner, Align BI
Peter Netteshiem, Partner & Founder, Align BI

Bigtincan: What if an AI could show you how other people perceive you?

Have you wondered about how other people perceive you when you are talking?

We did.

We went from being ‘nervous and timid’ to ‘clear and confident’ after 4 weeks of practicing with VoiceVibes AI.

We couldn’t believe how simple it was.

We’ll show you the main tricks live so you can do it in two weeks.

The main thing is…Come to the talk to find out.

Speakers:
Nathan Fierley, VP of Sales Engineering , Bigtincan
Rusty Bishop, CMO, Bigtincan

Dun & Bradstreet: Better Data Drives Better Campaigns

Modern revenue teams need to be data-driven to run effective GTM strategies, but privacy, the proliferation of tools and data, and expectations of personalization make it difficult to execute on that vision. In this session, we’ll demo how Dun & Bradstreet can help maintain your data in CRM and let you action on it to launch omnichannel campaigns and sales plays, so you can reach the right targets with the right message at the right time in the buying journey.

Speakers:
Sam Bonfig, Director of Product Marketing, Dun & Bradstreet

Freshworks: How to make digital selling and marketing ridiculously easy
Tired of sales, marketing, and support software that is painful to use or software that doesn’t help you sell or easily support your customer’s full journey?
Learn how Freshworks can help you to modernize, make your life easier, help you market to the best contacts at the right time, sell faster and delight your customers to create repeat sales.

Speakers:
Lisa M. Schwartz, Director, Product Marketing, Freshworks, Inc.

Highspot: Make Enablement a Strategic Growth Lever with Highspot

Driving revenue is more challenging than ever: products are increasingly complex, buyers less patient, and sales reps are stressed. Most try to solve this with more content and more sales plays, but it’s not making reps more successful! In this session, you’ll learn how to take charge of sales enablement, making it a strategic growth lever for the business, whether your focus is launching new products, implementing a new methodology, or managing a corporate rebrand.

Speakers:
Jarod Greene, VP, Product and Customer Marketing, Highspot

Sitecore: Bring more happiness to your commerce teams

Building customer experiences in commerce is time-consuming. Logging into multiple systems, working across departments, depending on IT, drain your team and take them away from more strategic work. Using technology that can adjust the customer journey in real-time based on marketer controls or on its own with AI-driven machine learning, gives your team time back in their day. In this session, learn from Sitecore – a Forrester B2B Commerce Strong Performer – how to bring more efficiency and happiness to your teams.

Speakers:
Thai Arizpe, Vice President, Global Solutions Marketing, Sitecore

2:55 pm – 3:25 pm CDT

Breakout Sessions

Level 4 - Austin Convention Center
B2B Marketing Executives
The Marketing Workflow: Where The Magic Happens

To optimize performance, marketing leaders cannot simply put in place the right marketing capabilities and team structures. They also must define how different elements work together to deliver seamless execution throughout the marketing value chain. In this session, we will outline considerations for successful marketing orchestration and introduce common models for aligning capabilities to maximize impact.
This session will provide the following benefits:
• Gain insight into the most common models used to drive effective orchestration.
• Learn why process is the glue that holds any orchestration model together.

Speakers:
Bob McKinnon, Principal Analyst, Forrester
Nick Buck, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
B2B Marketing Executives
Forging Tighter Bonds: The CMO And CIO

Digital-only session.
Successful marketing organizations go beyond technical competence to master technology-led innovation, and thus make ever-increasing demands on their company’s technology strategy and budgets. That means that today’s CMO must forge a close strategic partnership with their CIO counterpart. To do so, they must learn the CIO’s language, appreciate their challenges, set common goals, and work together to deliver value.
This session will provide the following benefits:
• Learn how to present aspects of the CMO’s world and challenges through a CIO lens.
• Gain tools to harness the expertise of the IT organization to drive innovation.

Speakers:
Fiona Mark, Principal Analyst, Forrester
Lori Wizdo, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
B2B Sales Executives
Delivering Predictable Growth With The Insights-Driven Sales System Toolkit

Best-in-class sales processes help the sales organization run like a well-oiled machine. The insights-driven sales system is a step-by-step guide that enables sales executives to efficiently manage their processes, infrastructure, insights, and talent. The toolkit helps organizations prioritize investments, using a crawl, walk, run approach to evolve from guessing with instincts to growing with insights.
This session will provide the following benefits:
• Understand how an efficient sales system founded on insights can deliver predictable growth for your organization.
• Obtain an actionable guide to implementing the insights-driven sales system.

Speakers:
Mike Pregler, VP, Research Director, Forrester

READ MORE +READ LESS -
Channel Marketing
Establishing Aligned Demand Strategies Across The Partner Ecosystem

As the formation of partner ecosystems continues to rise, channel marketing strategies must evolve in kind. To achieve this, channel marketing must implement a marketing and demand strategy that aligns to partners’ intrinsic business values, offering portfolios, go-to-market strategies, and buyer/customer proclivities. An ecosystem marketing strategy is required to support the prosperous growth anticipated with the emergence of the ecosystem economy.
This session will provide the following benefits:
• Discover how to evolve your channel marketing and demand strategy.
• Get the keys to establishing an aligned demand strategy across your partner ecosystem.

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Demand & ABM
Schrodinger’s Cat And B2B Content: The Quantum Mechanics Of Contextualization

In Schrodinger’s paradox, the cat’s fate is linked to the quantum state of an atom and is unknowable until observed. In B2B, the “right” content — what’s most meaningful to the buyer — is not absolute but rather changes with each interaction when new context is introduced. To get to that context, marketers and machines must create relevant content.
This session will provide the following benefits:
– Learn the physics behind the three dynamic phases of B2B contextualization.
– Walk away understanding how to link interactions with buyers to create contextual experiences.

Speakers:
Jessie Johnson, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Demand & ABM
Smarter Demand, Scalable ABM: B2B Marketing’s Next Evolution

The distance between demand and ABM has narrowed significantly due to the disruptive impact of the pandemic and the need to connect more buyers in more accounts across multiple touchpoints. This intersection is intensifying as companies seek to rationalize demand and ABM strategies to improve efficiencies and achieve scale. Convergence will lead marketing organizations to reconsider the need for distinct functional teams and move to a consolidated organizational concept focused on opportunity marketing.
This session will provide the following benefits:
• Learn how resources, planning, and capabilities must be positioned to embrace this unified future of demand and ABM marketing.
• Gain an understanding of how this converged organizational concept will support future growth.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester
Robert Peterson, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Demand & ABM
Stop Guessing! Predict The Impact Of Changes On Your Revenue Waterfall

Optimizing the cross-functional revenue process requires many decisions across of the B2B Revenue Waterfall. Leaders need to understand how to predict and optimize the revenue impact of changes in key areas such as their scoring and prioritization model, nurture messaging, and customer advocacy programs.
This session will provide the following benefits:
• Preview a new tool and methodology for simulating the revenue and cost impact of changes in the waterfall.
• Understand how to perform “what if” analysis of scenarios to optimize your waterfall performance.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Terry Flaherty, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Marketing Operations
Revenue Engine Data Confidence: Standing Up A Data Center Of Excellence

The effectiveness of the revenue engine relies on the timely provision and use of quality data. However, companies often struggle with the impact of poor governance and siloed operational control of data elements such as contacts, buying group members, and account hierarchies. The creation of a data center of excellence offers the opportunity to appropriately staff and manage data to support the revenue engine.
This session will provide the following benefits:
• Examine the pros and cons for the creation of a data center of excellence.
• Receive a prioritized roadmap to help turn the concept into a reality.

Speakers:
Brett Kahnke, Principal Analyst, Forrester
Julian Archer, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Portfolio Marketing
The Strategic Portfolio Marketer: Guiding Alignment, Focus, And Growth In Organizations

Portfolio marketing teams that lack a strategic approach can prevent organizations from reaching their growth potential. Leveraging survey data results, this session will highlight how strategic portfolio marketers outperform their peers by driving focus, audience-centricity, and alignment to achieve higher revenue growth. In this session, we’ll share today’s biggest challenges and provide approaches to help portfolio marketers conquer them.
This session will provide the following benefits:
• Learn how to overcome obstacles to become more forward-thinking and strategic.
• Get recommendations on how to create focused and aligned go-to-market efforts across sales and marketing.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Katie Fabiszak, Principal Analyst, Forrester

READ MORE +READ LESS -
Portfolio Marketing
Flipping The Script On Enablement: Command Attention Instead Of Demanding Time

Organizations understand that to be successful they need to enable the entire revenue engine, not just sales, but adding functions to support an expanding array of customer-facing roles doesn’t scale. To enable the revenue engine at the pace and scale today’s fast-paced, distributed business environment requires, organizations need to drive motivation, culture, and habits to foster empowered, customer-centric, self-learning communities internally and throughout their partner ecosystem.
This session will provide the following benefits:
• Explore how to build a learning culture to drive the revenue engine better at scale.
• Gain a cross-functional understanding of the role and importance of revenue enablement.

Speakers:
John Buten, Principal Analyst, Forrester
Maria Chien, VP, Research Director, Forrester

READ MORE +READ LESS -
Product Management
Programs Of The Year: Product Management

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winner Jennifer Janowski, Director, Program Management from GE Precision Healthcare LLC, will describe how she used Forrester best practices to integrate the development of new subscription offerings into their existing go-to-market process and built momentum for its adoption using internal grass roots marketing techniques. Award winner Martin Heckmann, Director, Product Marketing from Masonite, will share how they dramatically improved their commercialization and lifecycle process for developing and launching a new industry-leading smart door at CES 2022 with resounding success.

Speakers:
Sam Somashekar, Principal Analyst, Forrester
Jennifer Janowski, Director, Program Management, GE Healthcare IITS USA Corp
Martin Heckmann, Director of Product Marketing, Masonite

READ MORE +READ LESS -
Sales Enablement
Culture, Coaching, Compensation: How High-Performing Sales Organizations Motivate 21st Century Sellers

If the COVID-19 pandemic has taught business leaders anything, it’s the value their people bring to the brand, customer loyalty, and bottom line. However, many B2B organizations still treat quota-bearing sellers as second-class citizens, ignoring the growing body of evidence that supports how vital factors such as seller wellness, work/life balance, best-in-class coaching, and effective compensation are to ensuring their productivity.
This session will provide the following benefits:
• Learn about new research on the value of holistic sales management
• Walk away with insight into best practices that drive stronger seller retention, performance, and results

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

READ MORE +READ LESS -
Sales Operations
Programs Of The Year: Sales Operations

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winner Dave Vegh, AVP, Revenue Growth from Hyland will share how he leveraged Forrester’s Cadence Optimization Framework and Sales Technology Assessment Tool to create playbooks and cadences to increase sales generated leads.  Award winner Amy Lannum,  Director, Customer Relationship Management from Lexmark will share how she improved their global funnel data quality and accuracy to leverage their CRM funnel in all business reviews.

Speakers:
Anne Slough, Principal Analyst, Forrester
Dave Vegh, Associate Vice President of Revenue Growth , Hyland
Amy Lannum, Global Sales Operations and Global Business Services Sales & Marketing Processes, Lexmark

READ MORE +READ LESS -
3:35 pm – 4:05 pm CDT

Case Study Sessions

Attend one session:

6Sense: Never Miss a Revenue Moment

Customers are sending buying signals all the time, except most of them are anonymous. In this session we’ll discuss how to capture this intent, and predict the buyers journey so you can execute the right campaigns across every channel and never miss a revenue moment.

Speakers:
Latané Conant, Chief Marketing Officer, 6sense
Kerry Cunningham, Research & Thought Leadership, 6sense

Activate: Dell Technologies & Unique Conversion Strategies That Create Strong Pipeline

Demand marketing teams in the B2B tech space are always looking for advanced strategies that create conversion and drive opportunity quickly. Join Dell Technologies and Activate as they reveal how Dell’s successful demand marketing team is servicing buyer needs and taking advantage of unique conversion strategies to consistently deliver high-quality leads to their sales teams every single quarter. Dell Technologies will share details around a unique Activate demand gen program that drove higher conversion to pipeline and delivered 3X greater ROI and continues to do so quarter over quarter.

Join Aruna Narsi from Dell Technologies in an informative session that will reveal:

  • Demand gen marketing at Dell: The approach that works for them;
  • Dell’s strategy to generate high-quality prospects;
  • Challenges and goals;
  • Key success tactics; and
  • Program details and result proof points.

Gain an inside view of how Dell was able to capture conversion through the power of content, personas and a user journey that delivered strong results.

Speakers:
Aruna Narsi, Senior Manager, Field Marketing, Dell Technologies
Edward Grossman, Co-Chair, Chief Strategy Officer, Activate

Allego: eSentire Onboards New Reps in Record Volume and Record Time

Every day, businesses scramble to hire and onboard new sales reps in record volume and in record time. Unfortunately, many lack strategy and tools to deliver accelerated onboarding effectively. As a result, reps’ performance suffers, they leave, and companies must hire again. It doesn’t have to be that way. In this session, you’ll learn how eSentire’s lean sales enablement team broke that vicious and costly cycle and ensures new reps are onboarded, ramped, and selling in under 90 days.

Speakers:
Makenzie Van Eyk, Manager, Sales Learning and Development, eSentire

Anteriad: Cracking the Code on Email Acquisition

Learn how Anteriad helped SHRM reach their audience as people went remote and helped uncover new audiences with a data deep dive and a pivot to digital.

SHRM served as a critical resource to HR and business leaders throughout the pandemic – providing guidance on everything from Covid-19 protocols to remote work. Ironically, the remote work trend impacted SHRM’s ability to reach their own audience effectively, and the organization turned to Anteriad for help.  Anteriad recommended that SHRM rethink their email program in order to drive new leads and engage them, taking advantage of their successful content engine. They used a targeted approach that leaned into digital and broadened the audience scope, uncovering important new audiences that SHRM had not reached with offline channels. Anteriad helped SHRM increase SHRM’s email output by 10X – reaching HR Professionals wherever they were working.  Together, Anteriad and SHRM generated a 4x return on ad spend (ROAS).

Speakers:
Yancey Burgess, Manager, Marketing Audience Segment, SHRM
Patrick Butler, SVP, Client Strategy, Anteriad

BrandMaker: Managing the business of marketing takes good planning

Bottomline Technologies was mired in a fog when it came to managing the business of marketing. Plans were fractured and in multiple places. Funding was managed separately, and performance was captured in silos, with no context. Bottomline focused first on governance, bringing all the component pieces of marketing into one collaborative platform using a common language, realizing significant productivity improvements while enabling the better decision making needed to drive performance to reach their growth goals

Speakers:
Lianna McGauley, Senior Manager, Marketing Technology, Bottomline Technologies

Dun & Bradstreet: Privacy, Personalization, Proliferation, Performance: The Challenges of Modern, Data-Driven RevOps

Sales, marketing and RevOps teams are striving to be data-driven — and they all face the same challenges: privacy regulations, personalized buyer journeys, and proliferation of tools and data have increased the complexity of measuring performance and proving ROI. In this panel discussion, four marketing leaders will discuss how they’ve implemented processes and technologies to overcome these challenges and what they do to sustain success.

Speakers:
Gudrun Wetak, Marketing Manager – ABM, Rockwell Automation
Jerry Nichols, Head of Marketing Analytics, Bottomline Technologies
Tom Magadieu, Senior Director, Global Lifecycle Marketing, Wex
Gino Palozzi, Senior VP Integrated Marketing, Dun & Bradstreet

Fathom: Cut the BS: Collaborating to Maximize Customer Acquisition

Want to improve your customer acquisition cost by 34% while scaling your paid user base? That’s what EZ Texting, the #1 SMS platform for business users, and Fathom, their digital marketing partner, achieved together in 2021. Punit and Steve will share a roadmap so you can do the same. Learn how they collaborated to realign EZ Texting’s marketing strategy to capture ideal customers across their most profitable digital media channels and test into growth areas.

Speakers:
Steve Kessen, Chief Executive Officer, Fathom
Punit Shah, Chief Marketing Officer, EZ Texting

Highspot: Sales success lessons from clinical trial leader Clario

Sales has changed dramatically in recent years. How do you simultaneously navigate major shifts in the B2B sales landscape and drive growth in your pipeline? Clario’s Global VP of Software Solutions, Rich Murg, will share insights into the evolution of software sales and how Clario has used Highspot to accelerate the creation of sales opportunities.

Speakers:
Richard Murg, Global Vice President of Business Development, Clario

Hushly: Dynamic Personalized Experiences at Scale for Demand & ABX

Paige Gerber will demonstrate how she grew revenue, providing rich dynamic digital experiences to every website visitor and in-market account using Hushly. You’ll hear what it took to create this engine for growth and see the results from before and after. Get into market quicker by activating dynamic buyer experience for both demand generation and in-market accounts, including ABX destinations, unique content hubs for nurture destinations, event destinations, as well as dynamic website content.

Speakers:
Paige Gerber, Director of Demand Generation, Mindtickle

Openprise: The Strategic Importance of RevOps in M&A: Lessons to Drive Operational Transformation

Mergers and acquisitions are meant to capture synergies created between the organizations, either through better revenue gain or through cost savings from improved operational efficiency. Yet many mergers don’t live up to expectations. The exclusion of technology and operations executives during due diligence incurs additional work down the road.

In this session, Ewan Auguste, Chief Marketing Officer, PlanSource, and Ed King, CEO and Founder of Openprise, will explore the strategic importance of RevOps in ensuring smooth integration and the ability to create value quickly after the M&A event. Ewan and Ed will also share from their M&A experiences, how a RevOps team can weather the rough seas of M&A with a well thought out technology and operations strategy.

Speakers:
Ewan Auguste, Chief Marketing Officer, PlanSource
Ed King, CEO & Founder,

Outreach: Closing the Sales and Marketing Gap with Anaplan

Like most modern Chief Marketing Officers, Brett Theiss’, CMO of Anaplan, is focused on delivering strong pipeline. As Anaplan rolls out new products in new markets, he needs to ensure the entire go to market team confidently serves the right message in the right way. In this session, learn how Brett and his sales counterparts align on their go-to-market strategy and leverage Outreach’s Sales Execution Platform to deliver consistent, proven messaging and drive predictable pipeline.

Speakers:
Brett Theiss, CMO, Anaplan

PathFactory: How Blackboard, Now EdTech Leader Anthology, Boosted Demand with Content Intelligence

The most effective marketing leaders know how to generate demand, but also know that it takes more than a savvy team to execute effectively and scale your efforts. The right technology – that integrates with the tools you use everyday and that delivers actionable data and insights around what your buyers are interested in – is also essential.

Join Doug Calvelage, Sr. Director of Global Demand and Digital Marketing at Blackboard, to see how he’s engaging buyers directly through content targeting, website analytics, and AI to increase conversions and track content performance. As Blackboard merges with Anthology, the marketing team has some major milestones ahead to plan for. His secret formula for success? Creating a smart marketing strategy to deliver the most relevant content to the right buyers at the right time and choosing technology that is flexible, easy to use, and stands the test of time.

Join Doug to hear his winning best practices for:
• Increasing website engagement and conversion rates
• Redefining traditional email nurture streams
• Creating the ideal mix of people, process, and technology
• Using technology to ensure successful marketing milestones
• Scaling marketing programs to ensure future success

Speakers:
Doug Calvelage, Sr. Director, Global Demand and Digital Marketing, Blackboard

Printfection: Yes, You Can Generate (Quality!) Leads with Swag

Everyone loves swag…but demonstrating its revenue impact has never been more critical.  Learn how B2B software company Unitrends went from wasting thousands of dollars in giveaways to generating hundreds of thousands in pipeline with a strategic swag strategy.  In this session, you’ll get actionable ideas for campaigns you can launch in days, and give marketing their swagger back when it comes to branded gifting.

Speakers:
Jennifer Sipala, Vice President of Marketing, Unitrends
Ryan Campion, Head of Marketing, Printfection

Salesforce: Streamlining the Sales Cycle with Dell Technologies

It’s not easy managing one of the largest deployments of Sales Cloud in the world. Breighan Ballog, Sr. Director, Sales Planning & Strategy at Dell and Victor Liu, Sr. Director of Product Management at Salesforce will discuss how Dell created a centralized selling hub for reaching the right buyers and closing deals fast with Sales Cloud. We’ll cover the challenges they faced, the experience of getting started, and how it helps them achieve record-breaking results!

Speakers:
Breighan Ballog, Sr. Director, Sales Planning & Strategy, Dell
Victor Liu, Sr. Director of Sales Cloud PM, Salesforce
Jeremy Parker, Director of Global Marketing Automation, Dell
Adrienne McCrory, Product Marketing Manager, Salesforce

Terminus: Turntide is (literally) saving the planet with ABM

Turntide’s mission to save the planet (whoa) depends on better marketing. Simplifying a complex marketing landscape and battling the status quo is vital. Turntide’s strategy of not overthinking ABM strategy and focusing on “just starting” has transformed them into an industry leader. This session—which is sure to be unlike any other—will lay out how they did just that… launching a killer ABM program that continues to slay by leveraging world-class data to evolve and expand.

Speakers:
Marianne Schroer, Director, Growth Marketing, Turntide

Twilio Segment: How Segment Uses Segment: Empowering our go-to-market teams with customer data

Get an inside look at Twilio Segment’s operations: how we use our own customer data platform to drive go-to-market strategies. You’ll learn how Sales, Marketing, and Customer Success use Segment to spearhead growth, operationalize machine learning models, and personalize customer experiences.

Speakers:
Sean Spediacci, Sr. Product Marketer, Twilio Segment

4:05 pm – 5:00 pm CDT

Marketplace Break & Facilitated Engagement

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Check out our Sponsor Spotlights to learn more about the next great solution for your team. See below for the list of spotlights during this time.

Attend one session:

Analyst-Led Meetups

Spend some time in these small, interactive group roundtable discussions aligned to priority topics by  job role.  Forrester analysts will kick-off the discussion, but bring your topic or question to the meetup and help spark the conversation. First-come, first-served.

Meetup: Campaign Craig Moore

Meetup: Content Strategy & Operations Lisa Gately, Kathleen Pierce

Evolving Your Content Engine: How to Increase Effectiveness and Show Value

Topics:

  • Demonstrating the value of content to executives
  • Creating content intelligence to drive engagement and ROI
  • Designing content roles and advancing capabilities

Meetup: Customer Engagement with Amy Bills, Laura Ramos

Customer Marketing’s New Opportunities To Deliver Value

Topics:

  • Ways to lead sales, services, and other customer-facing teams in postsale activity that drives loyalty and measurable outcomes.
  • Effective ways to engage customers and deliver value so they will feel motivated to tell their stories.
  • Creating reliable and repeatable dashboards that reflect both the value customers receive and benefits back to the business.

Meetup: Demand & ABMJessie Johnson, Laura Cross, Bob Peterson

Let’s Discuss – Smarter Demand, Scalable ABM: B2B Marketing’s Next Evolution

Topics:

  • Beyond acquisition. How opportunity types inform revenue modeling, optimal path and tactic mix planning.
    Beyond leads. How buying groups change everything in B2B marketing.
    Beyond technology. How to recognize and act on all audience signals to enable real-time audience engagement.

Meetup: Marketing Operations​​​ Katie Linford, Julian Archer, Brett Kahnke

During this session, you will learn from your peers how they are approaching key marketing operations challenges. Below are the topics we’ll explore during our conversation:

Topics:

  • Marketing Technology – Who “owns” martech / Aligning technology across the revenue engine / Martech trends.
  • Data – The forces driving data deprecation / Implementing a successful first part data strategy / What’s next for data management
  • Measurement – Demonstrating marketing’s value beyond sourced pipline and revenue / Driving more efficient use of marketing spend.

Meetup: Portfolio Marketing​​​ Barbara Winters, John Buten, Beth Caplow

Driving business impact in an increasingly complex and fast-paced environment

Topics:

  • How Portfolio Marketing creates strategic impact
  • Managing complex portfolios
  • Planning “launches” in the modern environment

Meetup: Product Management​ Lisa Singer, Sam Somashekar

Ensuring Product Management Is Driving Toward Business Goals

Topics:

  • Digital products: are you missing out on key opportunities for innovation and growth?
  • Developing subscription offerings is just the beginning. Considerations around pricing models as well as driving adoption and retention
  • It’s not about the Sprint. Getting product management to be more strategic and drive business growth.

Meetup: ​Sales Enablement​​​ Jennifer Bullock, Peter Ostrow

Upping Your Sales Enablement Game for the Next Normal

Topics:

  • How are you ensuring your Sales Enablement team is properly structured to support yout sales teams?
  • To what success metrics are Sales Enablement leaders managing?
  • Your choice of other topics!

Meetup: Sales Operations Anne Slough, Robert Munoz

Elevating Sales Productivity & Performance

Topics:

  • Insights from Forrester’s Sales Activity Studies: Are sellers returning to face-to-face selling and how do high performers spend their time?
  • Aligned Revenue Planning: What is it, why should you care, and how do you do it?
  • Insights Driven Selling: Leveraging Technology to drive seller effectiveness and productivity
6Sense: Prioritization Equals Pipeline

Derek Levine, Director Enterprise Sales at 6sense, shares his story of finding success through account prioritization. He’ll walk through his journey of being an Enterprise AE with a massive book of business, large territories, and strategic accounts to owning far fewer but with visibility, prioritization, and confidence to build a repeatable scalable pipeline.

Speakers:
Derek Levine, Director Enterprise Sales , 6sense

Activating Intent with the Anteriad Marketing Cloud

This session walks through the features and benefits of the Anteriad Marketing Cloud, including a capabilities overview and a step-by-step guide to defining an audience, building a campaign, analyzing results using the robust reporting functionality, and implementing an integrated marketing strategy.

Speakers:
Scott Creed, VP of Sales, Growth Accounts, Anteriad

Alyce: Deliver Outbound Marketing You Can’t Ignore with Alyce

Marketers are responsible for more of the funnel than ever, from awareness to conversion to retention. The modern marketer’s challenge is how to balance that reach while still providing personal moments that perform. In this session, you’ll learn how Alyce is improving the outbound marketing experience through their B2B gifting platform.

Speakers:
Greg Segall, Founder & CEO, Alyce

Workato: Build a connected customer experience using Workato

See how you can seamlessly integrate and automate all your customer applications from marketing to sales to customer service and deliver a truly connected experience in every interaction using the Workato Enterprise Automation platform. Learn about the key capabilities around low code integration, low code api management, api led automation, workflow automation, and much more.

Speakers:
Josh Lucas, RevOps Solutions Manager , Workato

5:00 pm – 5:30 pm CDT

Return On Integration Honors – Siemens Digital Industries Software

B2B Summit 2022 Return on Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester
Liz Arndt, Senior Director, Global Inside Sales, Siemens Digital Industries Software
Dannielle Beaupré, Global Strategy & Marketing, Siemens Digital Industries Software

5:30 pm – 6:00 pm CDT

Guest Keynote Speaker: Sarah Elizabeth Lewis

Join the Harvard University professor, art historian, and author, Sarah Elizabeth Lewis, for a unique perspective on how to be creative in leadership and achieving audacious goals from failed attempts and lessons learned.

Dr. Sarah Elizabeth Lewis is an associate professor at Harvard University in the Department of History of Art and Architecture and the Department of African and African American Studies. She is the founder of the Vision and Justice Project. Lewis has published essays on race, contemporary art, and culture, with forthcoming publications including a book on race, whiteness, and photography, “Vision and Justice”, an anthology on the work of Carrie Mae Weems, and an article focusing on the groundwork of contemporary arts in the context of Stand Your Ground Laws. In 2019, she became the inaugural recipient of the Freedom Scholar Award, presented by The Association for the Study of African American Life and History, to honor Lewis for her body of work and its “direct positive impact on the life of African-Americans.”

She is the author of “The Rise: Creativity, the Gift of Failure, and the Search for Mastery”, a fascinating examination of how our most iconic creative endeavors—from innovation to the arts—are not achievements but conversions, corrections after failed attempts.

6:00 pm – 8:00 pm CDT

Marketplace Reception

Join us in the Marketplace for an opening night reception full of networking, fun, food and refreshments.

Kick back and relax in one of 2 dedicated lounge areas at the Marketplace. After you’ve met our solution providers, go to the Lady Bird Lounge where you can hang out or take to the “water” by canoe or kayak or try the stand-up paddleboard! Or go to Zilker Lounge where you can network with peers on a hammock with picnic snacks and outdoor swag!  

Tuesday May 3

8:15 am – 8:45 am CDT

Boardroom Session: Networking and Coffee with Bigtincan

Join us for breakfast and enjoy casual conversations over specialty coffees with our customer speakers.

This session will have limited capacity and is first come, first served.

9:00 am – 9:30 am CDT

Keynote Session

Invest Shrewdly In Customer Obsession

Companies that authentically and consistently put the customer at the center of leadership, strategy, and operations outperform their peers in all impact metrics that matter. But commitment to being customer obsessed is not an all-or-nothing proposition. B2B organizations must identify the optimal intersection of investment and return.
This session will provide the following benefits:
• Learn how customer obsession is defined and what it means for B2B organizations.
• Discover a strategy for determining which customers to obsess over and where to dial back.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester
Nick Buck, VP, Principal Analyst, Forrester

9:30 am – 10:00 am CDT

Return On Integration Honors – ArcBest

B2B Summit 2022 Return on Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Speakers:
Seth Marrs, Principal Analyst, Forrester
Steven Leonard, Chief Sales and Customer Engagement Officer, ArcBest

10:05 am – 10:35 am CDT

Marketplace Break

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Check out our Sponsor Spotlights to learn more about the next great solution for your team. See below for the list of spotlights during this time.

Attend one session:

BrandMaker: The future of managing the business of Marketing

BrandMaker will share their plans for a next generation offering that will enable marketers to accelerate their impact by digitally transforming the business of marketing. This digital transformation will be delivered through a unified and personalized user experience, propelled by connected intelligence on top of an open ecosystem of martech and back-office components. The workspace is designed to facilitate marketing planning, investment and spend management, performance management, work management, and digital asset and brand management.

Speakers:
Bruce Brien, SVP of Global Sales Support Services, BrandMaker

Oracle’s Own Marketing Transformation

Join Oracle’s head of Global Marketing Technology to learn how to tackle massive marketing transformation as one of the largest technology companies in the world. With over 130,000 employees operating in over 175 countries, transformation at Oracle requires immense scale and unparalleled security throughout its marketing technology implementation, conversion of legacy systems into 100% modern cloud technology, and eliminating messy and siloed data into a unified Customer Data Platform with spectacular results.

Speakers:
Bence Gazdag, VP, Global Marketing Technology, Oracle Advertising and CX

Salesforce: The New Playbook for Revenue Growth

Want to hit your revenue goals this year and every year, but unsure where to start? We’re going to walk through everything you need to do just that! Discover how the #1 Growth Platform can help you navigate disruption and successfully create buying experiences that delight customers, transform your teams for modern selling, and leverage insights to make data-driven business decisions. The result? Predictable, sustainable revenue growth this year and beyond.

Speakers:
Adrienne McCrory, Product Marketing Manager, Salesforce

10:40 am – 11:10 am CDT

Breakout Sessions

Level 4 - Austin Convention Center
B2B Marketing Executives
Professor Plum's Dilemma: Solving The Marketing Planning Mystery

To build an effective marketing plan that supports company strategy, CMOs and the marketing leaders who support them must play detective to find essential strategy, product, and revenue information. This can be challenging as such information is often elusive and disguised.
This session provides the following benefits:
• Understand the breadth of information required for effective planning.
• Learn the questions to ask and where to find critical data to build your marketing plan.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
B2B Marketing Executives
Connecting The Dots: Tying Portfolio Marketing’s Insights To Campaign Execution

Campaign teams that execute reputation, demand, engagement, and enablement programs should use insights developed by a best-in-class portfolio marketing team. How should these teams guide the use of buyer group identification, needs, messaging, and the ideal buyer’s journey into campaign tactics? During this session, we will connect the dots between portfolio marketing’s outputs and campaign execution.
This session will provide the following benefits:
• Learn how to leverage and apply your portfolio marketing investment to improve campaign engagement and success.
• Gain clear insight into how to improve the interlock between portfolio and campaign teams.

Speakers:
David Parry, Principal Analyst, Forrester
Paul Ferron, Principal Analyst, Forrester

READ MORE +READ LESS -
B2B Marketing Executives
Seize The Strategic High Ground: A CMO’s Guide

Companies often overlook the opportunity for marketing executives to play a role in the strategic planning. This is partly due to the perception of the CMO’s role as a service provider instead of an orchestrator. This session will provide guidance for CMOs to gain a greater presence and be recognized as a strategic partner and growth driver for the business.
This session will provide the following benefits:
• Learn tactics for building trust and credibility with the CEO and board of directors.
• Get guidance on how to gain a seat at the strategic planning table in a variety of organizational cultures.

Speakers:
Susan Macke, Principal Analyst, Forrester
Mavis Liew, Principal Analyst, Forrester

READ MORE +READ LESS -
B2B Sales Executives
Programs Of The Year: Sales Executive

Based on hundreds of conversations and engagements, Forrester’s Program Of The Year session showcases the client program our analysts have chosen as best in class for B2B sales executives — in the client’s own words. Achieving double digit YOY sales growth with a client base that was heavily disrupted by the pandemic, award winner Tony Wagner, Chief Commercial Officer of Onyx Centersource, shares his approach and experiences leading sales, channel partnerships, strategic accounts, and business data analytics for a leading B2B payments company in the hospitality industry.

Speakers:
Rick Bradberry, Principal Analyst, Forrester
Tony Wagner, Chief Commercial Officer , Onyx CenterSource

READ MORE +READ LESS -
Channel Marketing
Balancing Ownership Between Global Channel Marketing And Regional Partner Marketing

Global B2B organizations with indirect routes to market often struggle to find the best channel marketing resource model to support the nuanced needs of regions and theaters. Any polarization between centralized and decentralized roles is detrimental.
This session will provide the following benefits:
• Explore best practices for defining the optimal spectrum of ownership for channel/partner marketing roles.
• Learn about a four-step approach to establishing balanced ownership between global and regional marketing teams to achieve success in the channel.

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester

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Demand & ABM
Programs Of The Year: Demand & ABM

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winners Sven Dellagnolo from Lexmark and Nickie McDade from London Stock Exchange Group (LSEG) will share how they leveraged best practices to evolve their demand and account-based marketing to better enable customers and drive growth.

Speakers:
Robert Peterson, VP, Principal Analyst, Forrester
Renee Irion, Principal Analyst, Forrester
Sven Dellagnolo, Sr. Director, Global Revenue Marketing, Lexmark
Nickie McDade, Director, Marketing Strategy, Account Based Marketing , London Stock Exchange Group

READ MORE +READ LESS -
Marketing Operations
Structuring The Marketing Operations Function: Criteria For Growth

For many companies, marketing operations has developed into an invaluable resource that provides measurement, technology, data process discipline, and critical insights to enable the organization to execute against its revenue development objectives. However, the precise structure and scope of the team will vary according to available budget, resource skills, and company complexity.
This session will provide the following benefits:
• Learn about the important function scoping criteria for each stage of company complexity
• Explore a methodology using proven organizational models to enable companies with differing levels of resources and complexity to design a best-in-class marketing operations team

Speakers:
Julian Archer, VP, Principal Analyst, Forrester
Matt Papertsian, VP, Research Director, Forrester

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Portfolio Marketing
Buyer Experience: Creating Value For Buyers Is The New B2B Mandate

Although frequently overlooked as a driver of business growth, B2B vendors must embrace the critical need to create value for their buyers throughout the buying experience. To create value for buyers and deliver satisfying experiences consistently, B2B organizations must navigate and overcome a series of internal issues related to ownership, skills, prioritization, resourcing, and alignment.
This session will provide the following benefits:
• Identify the responsibilities that must be addressed to deliver superior buyer experiences across the revenue engine.
• Obtain strategies that will help portfolio marketers embrace the buyer value mandate and lead organizational change.

Speakers:
Barbara Winters, Principal Analyst, Forrester
Ross Graber, VP, Principal Analyst, Forrester

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Product Management
Using The Product Strategy Compass To Align Portfolio And Business Strategy

It’s easy to mistake new products, enhancements, and services for a product portfolio strategy. Many products miss goals because product leaders fail to define a product portfolio strategy. There may also be ambiguity on what the company strategy entails or weak executive alignment. This session will also teach attendees how to use the Forrester Product Strategy Compass to foster alignment within their organization.
This session will provide the following benefits:
• Understand how to define and align product strategy with the organizational business strategy.
• Hear about best practices for defining team priorities that are aligned with an overall portfolio and company strategy.

Speakers:
Sam Somashekar, Principal Analyst, Forrester

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Sales Enablement
Sales Won't Use My Playbook! Let's Discuss Why

Buyers have changed a great deal. They don’t want more information; they need insight. They want sellers they can partner with to address problems they don’t understand or even know exist. Sellers must understand and contextualize how buyers see products, solutions, and organizations. However, most sales playbooks follow yesterday’s linear construct that doesn’t address buyers’ complex needs.
This presentation will provide the following benefits:
• Learn how to deconstruct sales playbooks and guide sellers toward more confident buyer conversations and winning interactions
• Walk away with guidance on creating sales playbooks that sellers will want to use and that buyers will appreciate

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Jennifer Bullock, Principal Analyst, Forrester

READ MORE +READ LESS -
Sales Operations
Activating A Buyer-Aligned Sales Process Through Portfolio Marketing And Sales Operations Partnership

Buyers are scrutinizing purchases more than ever before. From 2019 to 2021, the number of interactions during the purchase process increased from 17 to 27. Designing an optimal sales process requires an intimate knowledge of your organization’s buyers and customers. To satisfy today’s informed buyers, sales operations and portfolio marketing teams must collaborate to shape a buyer-aligned sales process based on shared data and insights.
This session will provide the following benefits:
• Discover the key drivers that affect the complexity of the buying process.
• Gain a deeper understanding of a buyer-aligned sales process according to buyer data and insights.

Speakers:
Anne Slough, Principal Analyst, Forrester
Katie Fabiszak, Principal Analyst, Forrester

READ MORE +READ LESS -
Sales Operations
The Secret To Building A Revenue Tech Stack Based On Intelligent Growth

Technology is a key enabler for driving audience engagement, which supports continual revenue. All organizations must face the challenge of building an optimized revenue technology stack to support this engagement. To optimize the infrastructure’s value to the organization, consider the company’s growth plans and build on a core technology foundation. B2B companies have six potential growth sources, and each impacts the revenue tech stack differently.
This session will provide the following benefits:
• Learn the three secrets to building a revenue engine tech stack that supports growth
• Understand the decision-making process that answers the question, “What technology do I buy next?”

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

READ MORE +READ LESS -
11:20 am – 11:50 am CDT

Case Study Sessions

Attend one session:

Bombora: Snowflake Increases SDR Meeting Rate by 4x with Bombora Company Surge®

Orchestrating successful ABM programs requires a deep understanding of your target accounts and their buying journey – an understanding made possible with a robust set of trusted data.  In this session, Snowflake’s Director of Account-Based Marketing, Hillary Carpio, shares how her team uses Company Surge® Intent data to:

  • Identify “market ready” accounts
  • Deliver relevant messaging from both sales and marketing
  • Create multi-threaded marketing campaigns for key accounts
  • 4x SDR meeting rate

Speakers:
Hillary Carpio, Director Account-Based Marketing, Snowflake

Builder.ai: Is Innovation the Savior of Transformation?

McKinsey experts estimate that 70% of Transformation Programs Fail and Salesforce predict that the digital skills gap could cost G20 countries more than $11.5 trillion in cumulative GDP growth. And yet online customer expectations continue to increase. This session will look at how innovation such as AI and low code/no code build options can help plug the gap and secure a digital first future.

Speakers:
Shalabh Moonat, VP Sales Americas, Builder.ai

Chili Piper: Improve Top of Funnel Metrics by 50%

In B2B, every sale needs a meeting. But not all meetings are created equal. You want to make sure that when you are in front of the ideal client, and you are doing everything possible to remove the friction to getting them into a meeting.

Hosted by Chili Piper, join Workato as they share how they optimized their inbound and outbound processes to reduce friction and increase booked meetings by 50% with their ideal clients.

Speakers:
Angelena Adamski-Carraci, Sr. Manager SDR Enablement, Workato

Drift: Stanley Black & Decker’s Game-Changing ABE Strategy

We’ve all heard the three letters A-B-M before. Well, folks, it’s time to push ABM to the next level. Today, marketing, sales, and customer success must work in lockstep to accelerate revenue. Enter: account-based engagement (ABE). ABE zeros in on your VIP accounts as they interact with your business at every stage in the customer lifecycle. Join us to learn how Stanley Black & Decker is using this game-changing strategy to power big pipeline.

Speakers:
Waseem Kawaf, Global VP of Digital Experience , STANLEY Security
Justin Keller, VP of Revenue Marketing, Drift

Influ2: How Influ2 clickers are helping Vya drive demand

With the demise of its key demand activities – direct mail and events – and form fills during the pandemic… Martha France, VP of Marketing and Sales at Vya was on the hunt for a solution that allowed her team to be hyper-targeted and personalized. This is when she found Person-Based Advertising solution, Influ2. Martha shares how Influ2 campaign ‘clickers’ are helping Vya align marketing and sales activity and drive demand.

Speakers:
Martha France, VP of Marketing and Sales , Vya

Integrate: The Time for Precision Demand Marketing is Now

B2B demand marketing is hard, but today it’s harder than ever. Marketing’s job is to connect with buyers, engage, and address their problems – but this has been hindered by internal silos across marketing teams, strategy, and technology. In this session, join Integrate CMO Deb Wolf and learn how to put buyers first, develop an omnichannel focus, deliver touchpoints built for buyer needs, and better measure results. In other words, Precision Demand Marketing.

Speakers:
Deb Wolf, Chief Marketing Officer, Integrate

Knak: How Palo Alto Networks Massively Scaled Their Email Efforts

Maintaining agility and brand consistency within a team of 400 marketers that spans different jurisdictions and organizations is no easy feat. Especially if they’re also executing over 2,000 email sends in a year. In this session, Palo Alto Networks’ Senior Manager of MarTech & Campaign Operations will speak to how his team met this challenge head on with a robust, integrated MarTech Stack, and core tools like Knak.

Speakers:
Kyle McCormick, Senior Manager, MarTech & Campaign Operations, Palo Alto Networks
Brendan Farnand, Co-Founder & COO, Knak

Ledger Bennett: American Express GBT: Right-Sizing Digital Post-Pandemic

With the world reemerging from COVID, B2B marketers are again in need of the right deployment mix of digital and real-world customer experiences to meet the evolving normal. In this case study you’ll discover how American Express Global Business Travel, working in partnership with Ledger Bennett, deployed strategy and tactics during and coming out of the pandemic, while concurrently optimizing technology and reporting frameworks to increase marketing revenue accountability and enable data-informed progressive optimization.

Speakers:
Andrea Glenn, CEO, Ledger Bennett
Lewis Tierney, VP, Client Services, Ledger Bennett
Erin Stuckert, Global VP, Digital Strategy, Ledger Bennett
Chris Mann, VP, Product Strategy, Ledger Bennett

Mediafly: How 6sense is Enabling Hyper-Growth with Mediafly

You expect to grow your revenue team by how much this year? Finding the candidates is step one, quickly ramping and empowering them is the holy grail. Join this session to hear how tech unicorn 6sense improved seller confidence and execution while scaling from 200 to 1100 employees. From micro-learning to interactive buyer experiences, we’ll touch on how revenue enablement removes friction across the buyer’s journey while boosting engagement, revenue team ramp time, and seller productivity.

Speakers:
Mark Ebert, SVP Sales, 6sense
Sean Goldie, VP of Revenue Enablement & Strategy , 6sense
Jodie Jansen, Chief Customer Officer, Mediafly

MRP: Intelligence-Driven ABM and Speed to Revenue

For enterprise and high-growth organizations embracing strategic ABM, a specific approach to people, processes, and technology has transformed sales and marketing into lock-step revenue teams. These organizations operate in complex environments and embody a sophisticated approach that extends beyond what most solutions offer today. In this session, you’ll learn from MRP and ServiceNow the driving forces behind ABM leaders’ speed to market, to pipeline, and to revenue: data, intelligent insights, and finely tuned orchestration.

Speakers:
Heather Rath, Director, Field Marketing, ServiceNow
Mark Ogne, Chief Marketing Officer, MRP

ON24: How to Convert Webinar Leads into Customers


Effective webinars don’t just generate leads, they engage buyers and accelerate their journey towards a purchase decision. Attend this session to learn strategies and best practices on how to optimize webinars to turn audience engagement into customers. In this interactive session, you will learn how to optimize webinar engagement to drive key conversions. Dive into how you can analyze engagement and find insights for marketing and sales action, and explore how to enable better sales follow-up.

Speakers:
Tessa Barron, VP of Marketing, ON24

Optimizely: Looking in the Mirror: How GEHC Transformed its Marketing Engine to Deliver More Meaningful Customer Experiences

Digital experiences are the key to winning the hearts of customers. And the brands that can consistently deliver valuable and meaningful content will be the ones that win out. But that starts by taking a cold hard look at what’s happening internally…

Join this session to hear Kristen Fallon, Global Director of Brand & Digital Marketing at GE Healthcare, and Shafqat Islam, GM of Welcome, as they discuss how GEHC:

  1. Established a vision for its ideal operating model — with digital experience as the core focus
  2. Assessed its entire martech stack — visualizing the role & relationships that each investment would play
  3. Built a proper foundation — to ensure tight coordination across different channels, teams & audiences

Speakers:
Shafqat Islam, Co-founder and General Manager , Welcome
Kristin Fallon, Vice President of Brand & Digital Marketing, GE Healthcare

Salesloft: Unlock the Treasure Chest: Using Salesloft to Access Uncharted Revenue Streams

Lofty targets are driving businesses of all sizes to focus their selling on the SMB segment. Why? SMBs make up 99.9% of all US businesses and they have money to spend. If nearly 26M of those businesses don’t have employees, how do you sell to the person who wears every hat and is hardest to reach? That’s the treasure chest one of the world’s largest companies asked Salesloft to unlock. In a matter of months, Salesloft illuminated the way to millions of dollars in revenue that marketing couldn’t touch and sales couldn’t get to because of capacity constraints and dated strategies. Learn how Salesloft can introduce cost-effective revenue growth at your org. It just might be the treasure chest you’ve been searching for!

Speakers:
Lily Austin, Principal Advisor, Value Engineering, Salesloft
Amanda Holcombe, Director, Strategic Services, Salesloft

Seismic: Deluxe accelerates digital sales readiness and customer experiences

The most competitive seller is the one that creates a valuable element of personalization in every engagement, including digitally. Enablement ensures sellers bring value to buyer engagements through readiness programs to set them up for success and guide them on the path of increased effectiveness. In this session, Deluxe will share how agile onboarding and guided training help their sellers conduct effective digital conversations by leveraging insights about what those customers care about most.

Speakers:
Megan Friedrich, Director of Sales Readiness, Deluxe
Heather Cole, Vice President of Market Growth, Seismic

Tech Target: Verizon ABM with Intent: Front Line Success at Scale

As the B2B unit within one of the world’s largest communications companies, Verizon Business Group can sell into practically any company on the planet. But everything-to-anybody can lead to many misses.  That’s why Account-Based thinking plays such an important role for Verizon Business Group, both at scale and in the most focused initiatives.  Join this session to find out how Verizon Business Group implements intent-fueled ABM at scale across the company. Then drill into lessons learned from their “Verizon Frontline” Public Sector initiative, a very successful 1:Few ABM program.

Speakers:
Alejandra Quevedo, Head of Demand Generation and Digital Strategy, Verizon Business Group
Charity Chittum, Manager, Marketing , Verizon Business Group
John Steinert, Chief Marketing Officer, TechTarget

Uberflip: How Bill.com scaled their demand-gen with relevant content

Learn how relevancy has allowed Bill.com to generate demand, engage with key accounts and even facilitate expansion revenue. Leveraging a simple framework, you’ll learn to identify the right accounts and buyers, attract them through modern channels, and most importantly, keep them engaged with relevant content experiences. You’ll also learn how the Bill.com team overcame obstacles to get campaigns launched in minutes with scalable personalization to the problems their segments struggle to solve.

Speakers:
Randy Frisch, Chief Evangelist & Co-Founder, Uberflip
Jeannie Ruesch, Director of Marketing, Bill.com

Workato: How the Fastest Growing Companies in the World Use Product-Led Sales as their Growth Engine

Customer acquisition cost is rising at an increasing pace due to the disconnected seller & customer experience we’re all familiar with, full of demo requests, discovery calls, guided POCs, creating quotes, assigning licenses, and more. In response, many are incorporating product-led growth principles into their go-to-market efforts. The goal being to leverage the product itself as the main interaction point for their customers, as opposed to the traditional B2B sales team. Yet the sales team is still absolutely necessary in driving enterprise deals with key budget holders. Join this session to learn the keys to using PLG principles in your B2B sales and marketing motion.

Speakers:
Stephen Farnsworth, Segment Leader - RevOps Solutions , Workato

12:00 pm – 12:30 pm CDT

Breakout Sessions

Level 4 - Austin Convention Center
B2B Marketing Executives
Making Sense Of The Digital Capabilities Conundrum

When CMOs consider what it takes to have a digital marketing function, they often start with the wrong question: “Where does digital sit within the organization?” Rather, they should be thinking about the digital capabilities required to support marketing efforts across the organization.
This session will provide the following benefits:
• Learn how to increase digital readiness and building digital capabilities to reach desired business outcomes.
• Understand how to identify the competencies needed and enable marketers to accelerate digital transformation.

Speakers:
Christina Schmitt, Principal Analyst, Forrester
Rani Salehi, Principal Analyst, Forrester

READ MORE +READ LESS -
B2B Marketing Executives
The CMO’s Handbook For Nurturing Innovation

B2B marketing leaders must transform their organizations from a legacy of brand stewards, lead generation machines, and sales supporters to fulfill their new purpose: the creator of organizational success. This transformation will require innovation in strategy, process, programs, and practices. While innovation does happen organically, it can also be catalyzed and cultivated. Innovation leaders should adopt several mindset shifts and execute with specific practices and processes.
This session will provide the following benefits:
• Learn how to set, manage, and measure innovation objectives.
• Acquire a handbook of best practices to build and advance your innovation engine.

Speakers:
Susan Macke, Principal Analyst, Forrester
Sheryl Pattek, VP, Executive Partner, Forrester

READ MORE +READ LESS -
B2B Sales Executives
Evolve Your Leadership Team To Accelerate Insights-Driven Sales Model Adoption

Building and installing an insights-driven sales system requires transforming the skill sets of the sales leadership team. Organizations need to understand the competencies sales leaders must possess to enable them to shift from a talent-focused sales model to one that emphasizes the insights, processes, and infrastructure that can lead the sales function to consistent, predictable growth and success.
This session will provide the following benefits:
• Explore the skills and competencies sales leaders and managers require to succeed in an insights-driven sales system.
• Learn about a step-by-step model for planning and executing the sales leadership transformation.

Speakers:
Mike Pregler, VP, Research Director, Forrester

READ MORE +READ LESS -
Channel Marketing
To, Through, With, And For: Optimizing B2B Content For Every Channel Scenario

By 2025, the number of partners in a typical ecosystem will be 10 times what it is today. To reap the benefits, B2B organizations must equip their channel partners with timely, relevant content supporting the business relationship, buyer engagement, and sales enablement. Unfortunately, B2B content for the channel often doesn’t get the necessary emphasis and attention.
This session will provide the following benefits:
• Learn about how to manage and scale the content engine to deliver results in the channel, from planning and production to management and measurement.
• Gain knowledge in adapting content to support sell-to, sell-through, and sell-with channel scenarios.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Demand & ABM
ABM On Steroids: Addressing Complex Buying Group Needs For Large Must-Win Opportunities

Selling and marketing to buying groups, not individuals, is part of what makes B2B unique, but also what makes it hard. When there are very large must-win opportunities at stake, buying groups can get sizable. With significant revenue to play for, it often makes sense for marketers to apply ABM techniques to influence the outcome of the opportunity.
This session will provide the following benefits:
• Learn how to identify which opportunities should receive differentiated marketing support, how to map out and engage those large buying groups, and how to measure success.
• Obtain a clear framework for pursuing large opportunities in strategic accounts.

Speakers:
Robert Peterson, VP, Principal Analyst, Forrester
Nicky Briggs, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Demand & ABM
Light Up Customer Value With Postsale Engagement

Barriers to switching are lowering and the desire to innovate is rising, so don’t assume customers will remain engaged and loyal. When the average B2B organization gets over 75% of its revenue from existing customers, but customer health scores show up on only 9% of CMOs’ dashboards, a redesign is overdue. This session will help shape and expand current post-sale programs or get one started.
This session will provide the following benefits:
• Learn the best-practice approach to optimizing alignment between customer marketing, success, and experience.
• Hear a compelling case for postsale investment and how to confront common pitfalls to success.

Speakers:
Caroline Robertson, Vice President, B2B Marketing and Sales Research Director, Forrester
Lisa Nakano, VP, Research Director, Forrester

READ MORE +READ LESS -
Demand & ABM
Using Marketing Automation And Sales Engagement Platforms To Manage Demand

In this era of automation disruption, B2B organizations use many platforms that overlap with key capabilities for buyer engagement. This requires an aligned approach that considers program entry, treatment, and exit rules for moving buyers through the Revenue Waterfall in a coordinated way toward a purchasing decision. Presenters will demonstrate how to approach teams, process, and technology for common demand management scenarios.
This presentation will provide the following benefits:
• Learn how to create program flows using a common framework
• Walk away with operational best practices for coordinated buyer engagement in multiple platforms with multiple teams

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Marketing Operations
Navigating A Quicker Route To Data Unification Success With CDPs

Using B2B customer data platforms (CDPs) as a packaged application approach to address data quality and insights challenges has been a boon for organizations unable to maintain a custom solution. B2B marketers are using CDPs to integrate data silos, improve data quality, connect and analyze user behavior, and provide a more comprehensive view of buyer journeys.
This session will provide the following benefits:
• Learn about the capabilities this fast-growing technology can provide and how it fits into your infrastructure.
• Gain an understanding of the evolving CDP market and what type of CDP is right for each organization.

Speakers:
Katie Linford, Principal Analyst, Forrester
Steven Casey, VP, Research Director, Forrester

READ MORE +READ LESS -
Portfolio Marketing
Programs Of The Year: Portfolio Marketing

Programs Of The Year Awards in portfolio marketing recognize outstanding achievements due to the successful implementation of Forrester’s research, frameworks, and best practices to improve portfolio marketing performance.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Annie Potvin, Senior Director, Portfolio Programs , Redhat
Wendy Lurrie, Senior Vice President, Global Marketing, Medidata
Jennifer Plumer, Vice President of Global Marketing Programs, Medidata, a Dassault Systèmes company

READ MORE +READ LESS -
Product Management
Manage Your Digital Offerings To Drive Growth And Customer Obsession

The digital transformation movement has enhanced the type of offerings launched and the ways in which they are delivered to users. However, many companies don’t understand the need for digital product management, let alone how to manage digital offerings as products. This session will demonstrate how organizations can strategically define and manage digital products to drive growth and customer obsession.
This session will provide the following benefits:
• Discover the key focus areas to prioritize when defining and managing digital products.
• Gain insight into best practices on developing digital product managers.

Speakers:
Sam Somashekar, Principal Analyst, Forrester

READ MORE +READ LESS -
Sales Enablement
Buyers, Sellers And Assets, Oh My! Your Sales Content Yellow Brick Road

Imagine a world in which your marketing, product, and sales functions were so well aligned that you knew exactly which assets, content objects, and training deliverables had the most impact on the outcomes of your selling motions. Now that world is within reach! Tap into Forrester’s latest research to understand what sales content drives the most desired buyer behavior and best seller performance — through every stage of the buyer’s purchasing journey.
This session will provide the following benefits:
• Learn about the deltas between the assets high-performing sellers use most vs. those that are truly effective
• Discover which commonly deployed assets should be retired and which underutilized ones should be more aggressively leveraged

Speakers:
Peter Ostrow, VP, Research Director, Forrester

READ MORE +READ LESS -
Sales Operations
B2B Vital Signs: How To Improve Buyer Outcomes

Sales technology is entering a new era as focus shifts from managing sales reps to delivering insights that improve outcomes for buyers, customers, and sellers. Capturing, analyzing, and acting on vital signs throughout the buyer’s journey is critical to improving revenue engine performance. Choosing and deploying the right technology can be difficult given the rapid addition of features and functions by providers.
This session will provide the following benefits:
• Understand the vital signs within the buying journey and how to capture them
• Apply these insights to optimize key sales processes

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Steve Silver, VP, Research Director, Forrester

READ MORE +READ LESS -
12:35 pm – 1:35 pm CDT

Lunch & Marketplace Break

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Check out our Sponsor Spotlights to learn more about the next great solution for your team. See below for the list of spotlights during this time.

Attend one session:

Conversica: Transform Your Funnel with Conversation Automation

Conversica AI Assistants proactively engage 100% of your leads in two-way, humanlike conversations until they’re truly ready to move on to the next step in their journey. Learn how to use AI to close the conversation gap, surfacing the highest priorities faster and nurturing the “lower-quality” leads in a way that actually works. 8x engagement. 3x conversion. Minimum 10x ROI. Welcome to the Conversation Qualified Era.

Speakers:
Kendra Matthews, Director, Product Marketing, Conversica

Oktopost: Turn social into a growth engine with Oktopost

Driven by new technology and changing buyer preferences, social media has become a powerful aid to success in omnichannel marketing. Oktopost is an all-encompassing social engagement suite comprising social media management, employee advocacy, social selling, employer branding, social listening and social analytics solutions. Discover how Capco, ACI Worldwide and Fujitsu have generated up to 40% more leads and increased overall engagement by 40% from social media.

Speakers:
Natalie Binns, VP of Marketing, Oktopost

Pipl: Holistic Contact Intelligence

There’s a perception, especially post-Covid, that data companies are either B2B to B2C. The divide is rooted in the fact that people’s identities remain fragmented, a jumbled blend of both personal and professional elements. But it doesn’t have to be that way—and it shouldn’t if you want to get ahead of the competition. Pipl specializes in connecting all these identity data elements together accurately and at scale, breaking down B2B and B2C silos.

Speakers:
Erik Costello, Enterprise Sales Representative , Pipl
Garth Moulton, Director of Global Data Solutions , Pipl

Qualified: How to Supercharge Your Pipeline with Qualified

Traditional marketing automation relies on gating content and forms to capture personal information. But today’s buyers don’t want to fill out forms; instead, they give fake information or find the content elsewhere, including from your competitors.

Enter Qualified. Rather than blindly chasing prospects and relying on form fills, learn how to supercharge your pipeline by identifying your most valuable buyers, uncovering signals of buying intent, and instantly starting sales conversations, right on your website.

Speakers:
Sarah McConnell, VP, Demand Generation, Qualified

SaleSpider Media: The Costs, Legal Risks and Solutions in Content Syndication Privacy Fraud

Technology companies have built their market share on Content Syndication.

But the risk of The Risk of Privacy Violations in the current Content Syndication Industry are huge. Governments are fining companies Millions for violations. Pop up suppliers are proliferating while Customers don’t even understand that they are legally responsible.

This Risk Can be Eliminated with data hygiene systems and processes that work with High Volume and Targeted ABM Campaigns.

Speakers:
Russell Rothstein, CEO, SaleSpider Media

Stensul: Bringing email creation and collaboration together

It takes 2+ weeks for 80% of brands to get one marketing email out the door. That’s because most companies use essentially the same method to create emails that was first used in the 1990s. This session will show how quality, always-on-brand emails can be produced in hours, not days, and how some of the best brands have been able to save time, optimize productivity, and boost email performance by using this better way to create emails efficiently.

Speakers:
Noah Dinkin, Founder and CEO, Stensul

Lunch & Learn with Bigtincan

Labcorp: Learner Experience Focused Sales Enablement

Have you ever wondered what separates good sales enablement programs from great ones?  During this section we will take a dive into our experience with creating a learning journey with the learner experience as the primary focus.  As the world of sellers has evolved in recent times, so does the way we connect and learn.  Defining, Designing, Delivering, Driving / Deploying, and Documenting our experience has allowed us to transform the way sales representatives learn and execute.  In this session we will discuss:

  • Understanding the Challenges of Training Salespeople
  • Designing an Evolving Learner Focused Program
  • Creating Sticky Content
  • Key Takeaways and Strategy

This session will have limited capacity and is first come, first served. Lunch will be provided.

Speakers:
Matt Neighoff, M.Ed, Vice President, National Sales Administration & Enablement, Labcorp Diagnostics
Ivy Yarbrough, Project Director, National Sales Enablement Design Team NSA, Labcorp Diagnostics
Brett McCarty, National Director, Sales Training & Enablement, Labcorp Diagnostics

1:40 pm – 2:10 pm CDT

Keynote Sessions

Attend one session:

Unlocking Growth And Creativity: Marketing In An Insights World

Technology advancements and constant access to information have changed the world. Data-driven capabilities are transforming marketing’s capabilities for innovating and demonstrating impact. This session will explore how this transformation is providing marketers with new ways of working. We will discuss how creativity and growth are enhanced by automation and insights.
This session will provide the following benefits:
• Reimagine how marketing must adapt to thrive in the future tech-driven world.
• Become inspired to revolutionize the role and value of the marketer.

Speakers:
Cristina De Martini, VP, Research Director, Forrester
Renee Irion, Principal Analyst, Forrester

Can You Handle The Truth? Why Popular Sales Myths Are Holding You Back

Sales organizations have long operated under a set of principles passed down for years and eventually codified as truths required to run the business. An insight-driven sales system disproves these principles, provides a new set of truths, and opens a path to optimizing productivity and increasing sales efficiency. Modern sellers depend on data-backed insights that optimize their creativity and problem-solving and enable them to advise customers on solving business problems.
This session will provide the following benefits:
• Learn how an insight-driven sales system optimizes productivity and unleashes creativity.
• Understand how to use a data-backed approach to enable modern sellers.

Speakers:
Seth Marrs, Principal Analyst, Forrester
Anthony McPartlin, Principal Analyst, Forrester

Empowering Product To Deliver Value And Growth: Introducing The Product Management Ecosystem

Product management leaders do more than assemble and manage a team of product managers to ensure an effective function. With the goals of creating products that customers love and driving business growth, product leaders must ensure responsibilities are clear, encourage strong cross-functional alignment, and promote customer obsession. This must be accomplished while fostering a culture of innovation and experimentation.
This session will provide the following benefits:
• Explore the elements product management leaders must manage to ensure offerings meet customer needs and deliver business value.
• Identify factors for product management leaders to consider when structuring the organization and setting goals.

Speakers:
Jeff Lash, VP, Group Director, Forrester
Lisa Singer, VP, Research Director, Forrester

2:25 pm – 2:55 pm CDT

Case Study Sessions

Attend one session:

6sense: Crush your Pipeline Goals with Revenue Insights from 6sense

Wanna hit 150%+ of your pipeline goal by effectively using revenue insights to drive revenue plays? Tired of not being exactly sure where to focus and quickly fix pipeline gaps? Chris and Saima will walk you through how they leverage AI to glean insights and create actionable plays that supercharge pipeline. Sales, Marketing and Ops leaders – expect to walk away from this

Speakers:
Chris Dutton, Sr. Director Marketing Operations and Demand Gen , 6sense
Saima Rashid, Sr. VP, Revenue Analytics , 6sense

Anteriad: Database + Analytics: How This CDP Power Couple Brought +15% Growth Across Business

Kevin & Shaun will recap the data & analytics journey that Infinite Electronics, a global supplier of engineering grade electronic products has taken over the last ~18 months. Merit built & hosts an industry leading B2B customer data platform that enabled Infinite to onboard, organize & visualize data, creating a single source of truth for measurement & activation. Developing KPIs & pushing meaningful BI to stakeholders across the business has helped led IE to +15% growth across the business. Join Kevin & Shaun as they share lessons learned & this powerful success story.

Speakers:
Shaun Gameroz, Director of Marketing, Infinite Electronics
Kevin Hope, VP, Intelligence & Analytics, Anteriad

Bigtincan: ADP and the Impact of Onboarding New Sellers

In 2020, ADP began the process of reimagining how they onboard new hires within their major account sales teams with a concentration on purposeful practice and impactful coaching. Through a pilot program structured on seller KPI data, the ADP Sales Learning team is finding that coaching during onboarding can have a lasting impact on employees and their performance.

Speakers:
Mike Wallington, Vice President, Global Sales Learning & Leadership Development, ADP, Inc.
Josh Shepherd, Head of Customer Marketing, Bigtincan

BrandMaker: Visualizing Marketing Performance Across Global Functions

Since implementing a marketing operations and resource management system, ServiceNow has been able to support a new iterative, annual operating planning process across its global marketing functions. Learn how it connects marketing plans to downstream execution, as well as finance systems, with a goal of tracking programs to revenue outcomes. Explore how the complex marketing organization is on a journey to prove the value of marketing by visualizing sophisticated performance results.

Speakers:
Sarah Anderson, Director of Marketing Planning, Budgeting, and Enablement, ServiceNow

Cvent: Navigating Uncertainty with Event Marketing Flexibility and Agility

The event landscape has been forever changed and the gatherings we once knew will no longer cut it. Teams need tools and a new event tech strategy to prepare for the next generation of events. Join meetings, events, and marketing leaders as they discuss how their use of event technology has shifted from planning one-off events to a fully integrated approach aligned to audience needs and marketing outcomes.

Speakers:
Lisa Shervin, Event Manager, W. L. Gore & Associates
Alyssa Peltier, Senior Manager, Market Insights, Cvent

Dun & Bradstreet: Accelerating Success of Customer Lifecycle Marketing

A global leader in FinTech, WEX simplifies the business of doing business across continents and industries. To protect their market position and accelerate growth, WEX is forever evolving how they engage with prospects and customers across the lifecycle to provide a quality customer experience and drive growth for the business. This session will explore how they use Customer Data Platforms to drive efficiency and accelerate growth.

Speakers:
Tom Magadieu, Senior Director, Global Lifecycle Marketing, Wex
Gino Palozzi, Senior VP Integrated Marketing, Dun & Bradstreet

Highspot: Balancing Content and Quality during Hypergrowth

Prior to deploying Highspot, TripActions felt the pain of inconsistent sales results caused by reps delivering a disjointed client experience. How do you implement an enablement program to turn that around? In this session, Grant Martin shares how he built a world-class enablement program in just four months, optimizing with agility in an ever-changing business environment. Learn how he drove go-to-market alignment and change management at TripActions to boost rep productivity.

Speakers:
Grant Martin, Senior Director of Product Marketing, TripActions

Hushly: Panel: Demand & ABX Marketing Strategies for Revenue Growth

Hushly will moderate a panel discussion with NVIDIA, Check Point Software, TechTarget, and ZoomInfo. The panelist will discuss how they blend ABM and demand generation strategies to execute simple, scalable, and repeatable campaigns that marketers can implement today. These leaders have created outsized results that led to increased engagement and conversions through rich personalization and dynamic experiences.

We will also dive into their perspectives on emerging and growing trends that are taking shape today.

Speakers:
Hussam AlMukhtar, Senior Director, Strategic Marketing, ZoomInfo
Ari Capogeannis, Director, Revenue Marketing , NVIDIA
James Kessinger, CMO, Hushly
Garrett Mann, Senior Director, Corporate Marketing , TechTarget
Sean Mattson, Head of Digital Marketing & Strategy , Check Point Software

Impartner: How Noname Security Future-Proofed Their Channel

When you change your perspective, you change the game and when it comes to the channel, leading teams are doing just that. Partner experience (PX) accounts for every interaction between partners and vendors and today it is the number one competitive advantage for Noname Security. Join to hear how to future proof your channel with PX that empowers partners every stage of channel growth.

Speakers:
Colleen Matthews, Chief of Staff, Noname Security
Gary Sabin, Vice President of Product Management, Impartner

Lucid: How visual collaboration transforms hybrid workforces

The way we work is changing, and these changes are surfacing common challenges in the modern workplace—collaboration is more difficult, business is more complex, and teams are more siloed. Learn how leading companies are leveraging the Lucid Visual Collaboration Suite to enable effective collaboration, bring clarity to the complex, and create alignment among teams. See firsthand what happens when teams are able to work, communicate, and collaborate the way they work best—visually.

Speakers:
Lauren McNeely, Product Marketing Manager, Lucid

MarketingProfs: Use Neuroscience to 3x Your Demand Generation Success

How do Neuroscience and Demand Generation combine to deliver a 3x increase in sales-qualified conversations? Join us for this deep dive into how to apply behavioral marketing automation to your demand generation strategy. We’ll show you how we integrated behavioral intent, strategic content, and marketing automation to revolutionize a global tech company’s lead nurture process. You’ll learn how the brain makes a purchase decision and how to adapt your marketing strategy to propel newfound success.

Speakers:
Kenda Macdonald, Demand Generation Practice Lead, MarketingProfs

Rattle: Building Real Pipeline Through Strategic Account Engagement with Reputation’s Chris Wright
Building real, predictable pipeline can be one of the most challenging aspects of revenue growth. From nailing down your ICP and target accounts to value messaging, identifying intent and utilizing various outreach mediums, how are top revenue teams strategically engaging with accounts to generate qualified opportunities?

Join Chris Wright, VP of Growth at Reputation, and Chris Black, Head of Demand Generation at Rattle, as they dive into the underlying processes that generate predictable, scalable revenue.

Speakers:
Chris Wright, VP of Growth, Reputation
Chris Black, Head of Demand Generation, Rattle

Revenue Grid: VDA boosts customer engagement by 20% using Revenue Intelligence

The pandemic forced many businesses to move their sales and customer communications online. However, it soon became apparent that they needed new ways and tools to thrive in the new sales ecosystem. Discover how VDA, Inc. successfully streamlined their customer engagement process, synced over 340,000 activities between Salesforce and Outlook, increased engagement rates with personalized emails, and designed custom Signals to improve their team performance and provide more value to customers.

Speakers:
James Peterlin, Senior Vice President, National Sales, VDA
Shayna Pitman, Sr. Project Coordinator, Key Accounts, VDA

RollWorks: From Novice–Master: Transformational ABM Stories for Every Journey

The secret to great account-based marketing? There are many journeys to take! In this inspirational sit-down you’ll learn how one of today’s leading practitioners (recognized for her award-winning programs) started with only basic ABM tactics, bringing value to her organization and building an impressive career path. Whether you’re experimenting with ABM, beginning your journey, or overseeing a global center of excellence, you’ll leave this session learning the approach that can lead to transformational growth.

Speakers:
Hillary Carpio, Director Account-Based Marketing, Snowflake
Randi Barshack, CMO, RollWorks

Salesforce: How to Build, Grow, and Evolve Your Marketing Strategy

Marketers are constantly evolving with changes in the market, environment, and our customers – so how do you build a future-proof marketing strategy that’ll allow your team to grow and scale? Join us for a panel discussion with Ana Villegas, CMO at NI, and Jon Suarez-Davis (JSD), SVP of Marketing Strategy and Innovation at Salesforce, on how they’ve evolved their marketing strategies that helped them grow their businesses.

Moderated by Jeremy Bergeron, Head of Strategy and Executive Host at Mission.org and host of Marketing Trends podcast, the panel will talk about how they’re leveraging data to align closely with internal stakeholders, humanize customer touchpoints, and drive business growth.

Speakers:
Jeremy Bergeron, Head of Strategy and Executive Host, Mission.org
Ana Villegas, CMO, National Instruments
Jon Suarez-Davis, SVP Marketing Strategy and Innovation, Salesforce

Sendoso: Panel: The CMO Perspective: Lessons from the C-Suite

More than ever, marketing leaders are faced with increasing challenges to meet revenue growth targets (new and existing business), building brand engagement, and hiring and retaining top talent in the toughest hire market in decades.

Join our panel of Chief Marketing Officers and learn first hand on how they are successfully navigating these challenges and raising the value profile of marketing within their organizations.
In this session, you’ll learn how to:
• Craft highly differentiated marketing strategies to fuel revenue growth in 2022
• Amplify your brand in the market, create mindshare and turn it into wallet share
• Recruit a talented team of A+ marketers in this highly competitive candidate driven market

Speakers:
Amy Holtzman, CMO, Spring Health
Dee Anna McPherson, CMO, Invoca
Alex Ortiz, CMO, Sendoso
Sophie Vu, CMO, Unbabel

3:00 pm – 3:30 pm CDT

Marketplace Break

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Check out our Sponsor Spotlights to learn more about the next great solution for your team. See below for the list of spotlights during this time.

Attend one session:

2X: The Solution to the B2B Marketing Talent Problem

Like most B2B marketing leaders, you are constrained in budget and struggling to find and retain quality talent. What’s more, you experience the void in martech skills every day as you manage your RevTech Revolution. Join this session to learn how forward-thinking CMOs are transforming their operating models and leveraging a new approach – Marketing as a Service (MaaS) – that blends the best of internal FTE organizations, agency expertise, freelancer flexibility, and offshore economics.

Speakers:
Domenic Colasante, Chief Executive Officer, 2X
Greg Pumilia, Former VP of Demand Generation at SAP and Chief Customer Officer, 2X

Boardroom Insiders: Accessing and Leveraging Critical Executive Information: BI PRO ℠

For sales and marketing teams focused on the C-Suite, information is critical. We built our latest platform, BI PRO℠, that runs on a proprietary algorithm, to identify business priorities, find common threads, and discover powerful relationships across your most important accounts.

 

Join our team for a demo showcasing the highlights of BI PRO and how to best integrate these features into your existing workflows to accelerate your marketing strategies, increase deal velocity, and close larger opportunities.

Speakers:
Chris Akeson, Senior Account Executive, Boardroom Insiders

INFUSEmedia: Welcome to Your Biggest Growth Marketing ROI Ever

The journey from lead to demand generation and ultimately growth marketing is not for the faint at heart. These are revenue-generating strategies that require focus from marketers to yield the best results.

These roadmaps mandate complex, targeted, omnichannel campaigns to find the perfect approach that generates engagement and delivers value.

In this session, we explore real-life strategies for a hands-on view of best-in-class tactics you can implement to drive revenue.

Speakers:
Jeff Cleasby, VP, Strategic Accounts, INFUSEmedia

Peerspot: 7 Ways to Use Intent Data

This session will look at the various types of intent data and go over 7 ways you should be using it today. Stop by our booth and we’ll be sure to send you the intent data guide.

Speakers:
Wendy Perilli, VP Marketing, PeerSpot

3:00 pm – 4:15 pm CDT

Forrester Certification Workshop: Leading Change - Understanding the Human Experience of Change

Change is constant, yet organizational change efforts routinely fail. Join this workshop to better understand the human experience of change and how you can lead change at your organization from wherever you sit. You’ll participate in interactive exercises applying change leadership concepts to your own initiatives. This workshop provides a live sample of Forrester’s Leading With Customer Obsession Certification course. By participating, you’ll earn credit toward your Leading With Customer Obsession credential.

Speakers:
Katy Tynan, Principal Analyst, Forrester
Patrick Hayes, Product Manager, Certification, Forrester

3:35 pm – 4:05 pm CDT

Breakout Sessions

Level 4 - Austin Convention Center
B2B Marketing Executives
Programs Of The Year: Marketing Executive

Programs Of The Year sessions recognize outstanding achievement and business results based on the successful implementation of Forrester’s research, frameworks and best practices.  During this session, Program Of The Year Award Winner Mark Bulger from Siemens Digital Industries will share how they transformed their business model and go to market approach diversifying their business into new markets.

Speakers:
Sheryl Pattek, VP, Executive Partner, Forrester
Mark Bulger, Senior Director of Industry Go to Market, Siemens Digital Industries Software

READ MORE +READ LESS -
B2B Sales Executives
A Strategic Blueprint For Accelerating And Future-Proofing Channel Revenue Growth

Few channel leaders are confident about their team’s ability to meet or exceed revenue goals. Trends such as the growth of digital commerce point to a daunting challenge ahead. The problem, however, doesn’t lie in the trends, but in generic, ill-defined channel sales strategies that waste effort and resources. Channel leaders must take strategic steps to future-proof revenues derived from channel partners.
This session will provide the following benefits:
• See how the average organization currently approaches channel sales and why and how this needs to change.
• Discover a step-by-step process for creating the optimal indirect channel strategy.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
B2B Sales Executives
What Do High-Performing CSM Teams Do Differently?

Forrester’s research shows that well-built customer success functions can yield a 91% ROI over three years. Is this sustainable? Can even more value be gained if these teams engage customers more systematically? This session will share new research exploring common areas of misalignment limiting the effectiveness of customer success functions, as well as the best practices these functions need to better align to the new reality of B2B buying.
This session will provide the following benefits:
• Learn about the practices that define mature customer success teams and how those teams excel.
• Discover what areas to address as you evolve your customer success team.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester
Mike Pregler, VP, Research Director, Forrester

READ MORE +READ LESS -
Channel Marketing
From Mythology To Science: The Evolutionary Importance Of Partner Experience

As B2B organizations mobilize a buyer-aligned route-to-customer strategy, ecosystems that deliver an exceptional partner experience will ignite and accelerate growth. A successful partner experience depends on far more than the use of channel technology and tools. Moving beyond a rigid, traditional linear value chain requires suppliers to redesign the pillars of partner experience to support the shifting competitive landscape.
This session will provide the following benefits:
• Discover the new foundations of partner experience correlating with improved retention, loyalty, advocacy, and growth in the decade of the ecosystem.
• Understand the strategic importance of partner experience and why it must be elevated within the organization.

Speakers:
Maria Chien, VP, Research Director, Forrester

READ MORE +READ LESS -
Demand & ABM
The Role Of Revenue Development Reps In Today’s Revenue Engines

Revenue development organizations play a mission-critical role in today’s revenue engines. The most successful revenue development reps (RDRs), business development reps (BDRs), and sales development reps (SDRs) have clearly defined roles and responsibilities and are enabled with actionable data and optimized technology. They are measured to drive meaningful outcomes and managed by leaders who interlock with other teams while providing coaching and ongoing development.
This session will provide the following benefits:
• Learn how inbound vs. outbound is handled in a buying group world.
• Walk away with a framework for building, optimizing or outsourcing an RDR team.

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

READ MORE +READ LESS -
Demand & ABM
ABM Evolution: Are You Leading Edge Or Getting Left Behind?

This session will share insights from Forrester’s latest State of ABM study. We will analyze a variety of approaches to elements such as account selection, content personalization, and technology usage, explore similarities and differences, and consider implications for the future. Whether you’re a digital ABM leader targeting thousands of accounts or a field marketer creating customized experiences to support the largest opportunities — or anything in between — this session will help orient you within this complex landscape.
This session will provide the following benefits:
• Learn about the range of ABM approaches B2B organizations are using.
• Understand how your organization’s approach fits into the overall ABM landscape, and the implications for your program’s success.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Steven Casey, VP, Research Director, Forrester

READ MORE +READ LESS -
Marketing Operations
Programs of the Year: Marketing Operations

Program Of The Year Awards recognize outstanding achievements by clients that have successfully implemented Forrester’s research, frameworks, and best practices to improve performance within sales, marketing, or product functions. During this session, Hannes Migga-Vierke, VP of Global Marketing Operations and Demand Center at Acronis and Program of the Year award winner for the Marketing Operations service, will walk through how the Acronis marketing operations team developed a comprehensive marketing dashboard and established KPIs to drive alignment with key stakeholders and enhance data driven decision-making across the organization.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester
Hannes Migga-Vierke, VP of Global Marketing Operations and Demand Center , Acronis

READ MORE +READ LESS -
Portfolio Marketing
Creating Competitive Intelligence With Organizational Impact

Many disparate competitive intelligence activities take place, with different pockets of an organization creating material without any understanding of how the various aspects must fit together to create a competitive view. In this session, we’ll provide a process to find and analyze the competition, strategize how to respond appropriately, and build the best competitive assets to activate across buyer- and customer-facing roles within an organization.
This session will provide the following benefits:
• Learn why companies are not executing competitive intelligence to support their go-to-market strategy.
• Understand how to build competitive intelligence that sales, product, and marketing will want to use.

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

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Product Management
Creating Customer And Business Value From The Entire Product Experience

Last year, Forrester introduced our vision of product management having an expanding remit beyond the offering to the entire product experience. This includes elements like onboarding and training and value-add products that don’t generate revenue but improve the product experience. B2B organizations that broaden opportunities to address customers’ spoken, unspoken, and evolving needs through the full experience will win by delivering greater customer value.
This session will provide the following benefits:
• Find out the actions that product leaders can take to advance “full experience” ownership.
• Obtain a roadmap for developing a habit of identifying new sources of value from the offering.

Speakers:
Lisa Singer, VP, Research Director, Forrester

READ MORE +READ LESS -
Sales Enablement
First-Line Sales Managers: Your Secret Agents Of Change

The way top-performing B2B organizations win is through their first-line sales managers and best practices in change management. It’s also the best method to effectively “listen” to the critical insights that can cascade up from the individual contributor level. This session will introduce the new Forrester Sales Manager Empowerment Model and show how sales managers can drive peak performance throughout the sales hierarchy.
This session will provide the following benefits:
• Explore a scalable approach for enabling sales managers to manage and drive change.
• Understand how first-line sales managers can drive needed change for peak performance.

Speakers:
Jennifer Bullock, Principal Analyst, Forrester

READ MORE +READ LESS -
Sales Operations
Unlocking Growth With Insights-Driven Sales Planning

Actionable insights aren’t just for sales execution — they drive precision in planning that unlocks sales productivity. Sales and revenue operations can leverage insights throughout the planning process to inform account prioritization, targeting, route-to-market models, production planning, coverage and territory design, and quota allocation. Sales operations must combine historical trends with third-party data sources to deliver the needed analysis.
This session will provide the following benefits:
• Discover how insights can be derived and applied to drive more effective sales planning.
• See a framework for deploying insights-driven sales planning.

Speakers:
Robert Munoz, VP, Principal Analyst, Forrester
Steve Silver, VP, Research Director, Forrester

READ MORE +READ LESS -
4:15 pm – 5:00 pm CDT

Analyst-Led Meetups

Spend some time in these small, interactive group roundtable discussions aligned to priority topics by  job role.  Forrester analysts will kick-off the discussion, but bring your topic or question to the meetup and help spark the conversation. First-come, first-served.

Attend one session:

Meetup: Marketing Executive

Facilitated by Nick Buck & Sheryl Pattek

During this session, you will learn from your peers how they are approaching transforming their marketing organizations – to drive cross-functional alignment and business growth. Below are the topics we’ll explore during our conversation.

Topics:

  • Leadership in the C-Suite
  • Modern Marketing Operating Models
  • Sales, Product and Marketing Strategy Alignment
Meetup: Content Strategy & Operations

Facilitated by Lisa Gately & Kathleen Pierce

Evolving Your Content Engine: How to Increase Effectiveness and Show Value

Topics:

  • Demonstrating the value of content to executives
  • Creating content intelligence to drive engagement and ROI
  • Designing content roles and advancing capabilities
Meetup: Customer Engagement

Facilitated by Amy Bills & Laura Ramos

Customer Marketing Collaborations with Customer Success: When 1 + 1 =3

Customer marketing and success can become the new “power duo” for creating differentiated postsale experiences that deepen customer relationships. During this session, you will learn how your peers are developing new ways to retain and grow accounts through smart collaborations between customer marketers and CSMs that deliver tangible value to customers.

Topics:

  • New ways marketing and CSMs can collaborate to deliver more value during onboarding and early stage adoption.
  • How CSMs can leverage existing marketing technologies to scale communications and encourage customers to pursue success.
  • Beyond metrics, what role does benchmarking and milestone achievement play in driving successful outcomes.
Meetup: Demand & ABM

Facilitated by Jessie Johnson, Laura Cross, and Bob Peterson

Let’s Discuss – Smarter Demand, Scalable ABM: B2B Marketing’s Next Evolution

During this session, you will learn from your peers how they are approaching the limitations Demand and ABM marketers must address today. Below are the topics we’ll explore during our conversation.

Topics:

  • Beyond acquisition. How opportunity types inform revenue modeling, optimal path and tactic mix planning.
  • Beyond leads. How buying groups change everything in B2B marketing.
  • Beyond technology. How to recognize and act on all audience signals to enable real-time audience engagement.
Meetup: Marketing Operations

Facilitated by Katie Linford, Julian Archer, Brett Kahnke

During this session, you will learn from your peers how they are approaching key marketing operations challenges. Below are the topics we’ll explore during our conversation:

Topics:

  • Marketing Technology – Who “owns” martech / Aligning technology across the revenue engine / Martech trends.
  • Data – The forces driving data deprecation / Implementing a successful first part data strategy / What’s next for data management
  • Measurement – Demonstrating marketing’s value beyond sourced pipline and revenue / Driving more efficient use of marketing spend.
Meetup: Portfolio Marketing

Facilitated by Barbara Winters, John Buten, Beth Caplow

Driving business impact in an increasingly complex and fast-paced environment

Topics:

  • How Portfolio Marketing creates strategic impact
  • Managing complex portfolios
  • Planning “launches” in the modern environment
7:00 pm – 10:00 pm CDT

Reception & Guest Performance

Walk the red carpet as you enter a private concert with the Black Pumas. In this fun space, we’ll kick the night off with DJ Eye Q, grab food from one of the food trucks, take a photo in front of the Austin electric backdrop and settle in with a refreshment to hear 6x nominee the Black Pumas!!! 

Sponsored by Bigtincan.

Wednesday May 4

9:00 am – 9:30 am CDT

Breakout Sessions

B2B Marketing Executives
Realizing The Impact Of Marketing Enablement

Marketing leaders must ensure marketers are well equipped to perform their roles. Although all marketing leaders understand and appreciate the importance of upskilling their teams, they often struggle to demonstrate the impact of marketing enablement and to secure buy-in and investment. Marketing leaders require a holistic view of the impact of enablement and relevant success stories.
This session will provide the following benefits:
• Learn about the value of enablement to the individual and to the business.
• Gain insight into the impact other organizations have seen from their enablement efforts.

Speakers:
David Parry, Principal Analyst, Forrester
Matt Papertsian, VP, Research Director, Forrester

READ MORE +READ LESS -
B2B Marketing Executives
Are You Global Enough? It’s Time to Revisit Your Localization Investment Strategy

In a global, digital world, buyers and customers increasingly expect personalized, localized, and regionally appropriate content. However, many B2B organizations still approach localization as a cost center instead of a strategic lever. Companies that treat localization as an afterthought are at a disadvantage compared to companies that approach it as an integral part of their go-to-market strategy, along with their customer experience, employee experience, and diversity and inclusion initiatives.
This session will provide the following benefits:
• Gain insight into the future of localization and what best-in-class companies are doing.
• Explore a framework for prioritizing the right localization initiatives at your organization.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

READ MORE +READ LESS -
B2B Sales Executives
Buying Shifts And Digital Routes To Market: Navigating The New Road

Online purchasing data shows that prospects want to choose where and how they buy. Today, 33% of B2B buying is done digitally through e-commerce, marketplaces, and e-procurement. That number is rising as buyers seek frictionless, self-guided purchase experiences. Sales and channel leaders are enabling these buying experiences with new digital routes to market — without letting the fear of investment, change, organizational friction, or channel conflict minimize the opportunity.
This session will provide the following benefits:
• Learn myth-busting facts about buying shifts and the rise of B2B e-commerce
• Gain actionable steps to implement digital routes to market and overcome common hurdles

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester

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Channel Marketing
The Surge In Marketplaces: Opportunity Or Risk For The Channel?

Companies are undergoing a major transformation in how they go to market. For example, 82% of companies are investing more in partnerships. Marketplaces grew more in the first three months of the pandemic than the previous 10 years combined — a huge opportunity for channel partners.
This session will provide the following benefits:
• Explore how to expand beyond the transaction to drive intraorganizational value creation, network effects, and partner co-innovation.
• Learn about how, through structural changes in our economy, new buying journeys, subscription/consumption models, and new services ecosystems, companies are considering marketplaces the key to survival and success.

Speakers:
Hannibal Scipio, Principal Analyst, Forrester

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Demand & ABM
Working In Harmony: A Thoughtful Approach To Demand Marketing Programs

When demand marketing programs fail to incorporate foundational marketing inputs and key inputs at each stage of the demand program planning process, the result is noise in the market. The Forrester Marketing Program Planning Framework provides a process for planning, designing, and executing demand marketing programs that drive business results.
This session will provide the following benefits:
• Learn about essential inputs for each phase of demand program planning
• Walk away with an understanding of how these inputs create a harmonious process to keep the organization in sync and achieve demand program success

Speakers:
Carrie Rediker, VP, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester

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Demand & ABM
Moving From Data To Real-Time Audience Insights For Demand Marketing

Data-driven demand and account-based marketers always strive for better insights, but developing a single view of the customer is a growing challenge. We will discuss the best strategies for turning data into real-time audience insights that can drive more customized buyer engagement.
This session will provide the following benefits:
• Learn to approach data and insights as a marketing strategy.
• Understand the building blocks of insights-driven marketing maturity.

Speakers:
John Arnold, Principal Analyst, Forrester
Malachi Threadgill, Principal Analyst, Forrester

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Demand & ABM
Brave New World: From Dystopia To Delight In Automated Conversations

Increasing utilization of conversation automation across the B2B revenue engine reflects a new normal of consumer expectation and customer obsession. The language buyers use to find information and talk about their business problems provides critical insights for driving momentum throughout the complex narrative of a modern buying group journey.
This session will provide the following benefits:
• Learn about the current state of conversation automation in B2B and how marketers are using AI to create and refine conversations across delivery mechanisms.
• Understand best practices for the design and orchestration of conversational interactions that engage and enable B2B buyers.

Speakers:
Jessie Johnson, Principal Analyst, Forrester

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Marketing Operations
Building A More Intellligent Content Stack With AI, Automation, And Analytics

AI, automation, and analytics are no longer cool party tricks and bright, shiny objects. They are must-haves for smart organizations to drive growth, deliver personalization, and optimize customer experience. But their adoption, ease of use, effectiveness, and sophistication vary widely across vendors and use cases.
This session will provide the following benefits:
• Learn about the current state of AI, automation, and analytics in B2B marketing organizations
• Gain practical and actionable advice on how to improve content intelligence in your company’s ecosystems

Speakers:
Christine Polewarczyk, VP, Research Director, Forrester

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Portfolio Marketing
Standing Out From The Crowd: How To Differentiate Your Content From Your Competitors’

Assessing competitors’ messaging and content is an essential move when launching a new offering, revamping a website, planning for a campaign, or preparing for a sales kickoff. Understanding how an audience views alternatives, including staying the course, lets organizations create messaging that stands out from the crowd. In this session, we’ll cover a structured method for analyzing competitors’ content.
This session will provide the following benefits:
• Learn how to guide content efforts with more precision and persuade audiences by contrasting a chosen approach with the alternatives.
• Gain practical tips for getting started and inspiration for addressing competitive findings.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester
Lisa Gately, Principal Analyst, Forrester

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Product Management
What Can We Do Better? How To Fix A Failing Offering

Was the price too high? Were features missing? There are many reasons for why a product doesn’t meet its goals. This session will share key issues so product management and portfolio marketing teams can identify where improvements are needed to get an offering back on track.
This session will provide the following benefits:
• Understand internal and external assumptions and decisions that product management and portfolio marketing teams should revisit.
• Explore a step-by-step approach for evaluating the accuracy of the offering business case and the effectiveness of the go-to-market plan and steps to take for improvements in the future.

Speakers:
Amy Hayes, VP, Research Director, Forrester
Lisa Singer, VP, Research Director, Forrester

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Sales Enablement
In It To Win It: What Do Your Best Sellers Say And Do To Win?

Sales enablement leaders are expected to help sellers maximize every buyer and seller interaction — but how do they learn what great looks like? Learn strategies and questions for uncovering high-performing behaviors and understand how to replicate them within your organization’s sales team. Explore how insights from the sales tech stack platforms you’re already using can be better leveraged to inform this knowledge.
This session will provide the following benefits:
• Discover how your high-performing peers and competitors are optimizing their B2B sellers.
• Gain insight into tangible tools that identify the “great” in your sales organization.

Speakers:
Eric Zines, Principal Analyst, Forrester
Jennifer Bullock, Principal Analyst, Forrester

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Sales Operations
Operationalizing The B2B Revenue Waterfall: Managing Opportunities From Top To Bottom

When an organization makes the bold decision to embrace buying groups and move from leads to opportunities, it must make people, process, and technology changes across sales, marketing, and customer success. Organizations need a clear plan to launch an opportunity-based waterfall to manage, monitor, and measure revenue. The B2B Revenue Waterfall helps organizations operationalize the use of opportunities from targeted to closed.
This session will provide the following benefits:
• Understand how to evolve processes when moving to an opportunity-centric waterfall.
• Get a sample launch plan for rolling out the B2B Revenue Waterfall.

Speakers:
Robert Munoz, VP, Principal Analyst, Forrester
Vicki Brown, VP, Principal Analyst, Forrester

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9:40 am – 10:10 am CDT

Case Study Sessions

Attend one session:

ActionIQ: How M&T Bank Optimizes B2B CX From Lead to Conversion

Seventy-seven percent of B2B buyers have stated that their latest purchase was very complex or difficult. In today’s world of heightened expectations, it’s more critical than ever for B2B CX teams and processes to operate in parallel – supported by the right technologies and rich customer data. Join M&T Bank’s VP of Digital Marketing Technology Chris O’Brien and ActionIQ as we discuss how M&T Bank is successfully optimizing its B2B sales and marketing pipeline.

Speakers:
Chris O’Brien, VP, Digital Martech Strategy, M&T Bank

Bigtincan: Driving brand affinity and channel performance with Winnebago

For Winnebago, properly enabling and training its channel partners is a vital and significant strategy.  With buyers more prepared these days, Winnebago is helping their distributor sellers intelligently prepare, engage, measure, and continually improve the premium buying experience, while keeping Winnebago top of mind. Learn how Winnebago’s Sales Enablement team is evolving their channel enablement strategies for the challenges of today with an eye on the future.

Speakers:
Anthony Keliinoi, Sales Enablement Program Manager, Winnebago Industries

Crowdvocate: Holistic Customer-Led Growth Approach with Hubspot

B2B marketing and sales teams are tasked with developing initiatives to drive market understanding, foster community, and fuel the business’ revenue-engine. Join Crowdvocate and Hubspot for a deep dive into their successes with developing customer-centric advocacy programs that have helped buyers develop loyalty and understanding beyond the product. From execution tactics on merchandising customer stories to building a diverse and engaged community, this session is the ultimate playbook for driving customer-led growth.

Speakers:
Gal Biran, Founder & CEO, Crowdvocate
Rodrigo Souto, Team Manager, Customer Advocacy & Proof , Hubspot

Gong: Workato Scales the Go-To-Market Team with Revenue Intelligence

Workato is a platform that integrates and automates everything, but scaling their Go-To-Market Team represented a significant challenge.  In this session, Justin Browne, Head of Sales Strategy, Sales Operations, and GTM Intelligence at Workato, will discuss how Workato scaled up the GTM operation and how the insights and automation in their revenue intelligence platform are helping them get to the next level of productivity and effectiveness.

Speakers:
Justin Browne, Sales Strategy & Ops, Workato

Influ2: How DocJuris is winning ground MOFU using Influ2

You do all of this work to get target accounts into the funnel and then… they get ‘stuck in MOFU with you’? Not for Henal Patel, CEO of DocJuris. In a business where sales aren’t made in two-days, he shares how DocJuris is using Influ2’s Person-Based Advertising to engage decision-makers about how its product can help solve their pain points and is driving urgency around decision-making – even when sales isn’t directly speaking to them.

Speakers:
Henal Patel, CEO, DocJuris

Integrate: The New Game in Town: Cross-Channel Activation

Successful demand generation requires precision on all channels, not just one or two. But achieving this requires marketers to activate, govern, and measure all channels to deliver the right messages, at the right time, to accounts and buyers. Impossible? Not at all. In this session, you’ll learn how to activate buyers across channels, how to deliver cross-channel experiences that connect with buyers, and how a precision approach can maximize budget and deliver repeatable, predictable results.

Speakers:
Stephanie Swinyer, Head of Growth Marketing, Integrate
Jennifer Schrader, Director, Campaign Management, Thomson Reuters

Leadspace Drives Closeable Demand for Adobe's DX Business

Reliably finding, creating and accelerating closeable business is at the heart of building a corporate growth engine. See how the Adobe DX team is leveraging the Leadspace Buyer Platform to enhance its growth marketing engine to double marketing-generated opportunities. Leadspace and Adobe will share best practices in utilizing AI to create real-time profiles, target accounts with the highest buying propensity, build persona-based segments/campaigns and fuel sales to qualify and close demand.

Speakers:
Marge Breya, Chief Marketing Officer, Leadspace
Lizzy Ragno, DX Marketing Transformation & Readiness, Adobe

Mediafly: The Science of Sales with Brightcove & Mediafly

Tired of pipeline 1:1s feeling like interrogations? Marketing-Sales debates over pipeline generation? Time to remove the vanity metrics and ground discussions in data proven to deliver results. In this session, Brian Froehling, EVP, Head of Global Sales at Brightcove, and Todd Abbott, EVP Corporate Development at Mediafly dive into the science of sales, their hypotheses for why revenue teams fall short, and three formulas that will improve alignment and team-wide execution.

Speakers:
Brian Froehling, EVP, Head of Global Sales, Brightcove
Todd Abbott, EVP Corporate Development, Mediafly

Modus: Lumenis: How To Boost Efficiencies + Drive Revenue

Businesses are increasingly focused on improving productivity to exceed sales goals. Data shows that effectiveness and efficiency (productivity drivers) are actually down compared to 10 years ago. In this session, Lumenis shares how to:
• Increase ROI for marketing
• Align sales and marketing
• Deliver content anytime/anywhere for reps to share with buyers
• Empower salespeople to focus on sales activities
• Easily engage buyers + gain buyer intent signals
• Onboard quickly to get reps producing revenue

Speakers:
Robb Cloyd, U.S. Director of Field Sales Training, Lumenis

MRP: Beyond the Lead: Account-Based Strategies For Revenue Impact

Join Lisa Harris from AMD as she shares how the organization is reinventing their customer acquisition strategy. Focused on collaboration across sales and marketing, their account-based strategy is designed to create high-impact experiences between their sellers and prospects. Learn how they are moving beyond mere alignment, to synergies that produce game-changing impact for their target accounts across the globe.

Speakers:
Lisa Harris, Director of Commercial Marketing, AMD
Mark Ogne, Chief Marketing Officer, MRP

Optimizely: Be Where the Buyer Is; How B2B Commerce is your next Growth Channel

While many B2B customers primarily sell to other businesses and not Direct to Consumer (D2C), the B2B buyers still use B2C sites in their everyday lives. Because of this, they have come to expect a certain level of experience that B2B organizations need to meet.  This opportunity is your next channel for growth, by driving more of your buying experience to digital everybody wins; your buyers, your sellers, and your teams.   B2B Customers are not always in front of their laptop or desktop. A sales rep may be meeting with their customers on a factory floor, the field service rep may be out in the field installing a spare part, procurement specialists need to enter purchase orders in their own systems.  Introducing digital options and experiences at these touchpoints drives more revenue, reduces incorrect orders, and increases lifetime customer value.

Speakers:
Terence Murray, Strategic Development, Digital Transformation leader , Sonance
Josh Schoonmaker, Sr. Director of Commerce Strategy , Optimizely

Seismic: Informatica increases sales velocity and predictability

Enablement is the engine that drives seller effectiveness and productivity. In this session, Informatica will share how data moves the needle on decreasing new rep ramp time, time to revenue, and increasing rep productivity because selling isn’t just an art, it’s a science.

Speakers:
Eileen Brooker, GVP Global Sales Effectiveness, Strategy & Digital Sales, Informatica
Heather Cole, Vice President of Market Growth, Seismic

Showpad: How Huntington Bank Drives the Buying Team Experience with Showpad

Learn how Huntington Bank transformed its sales strategy to deliver an engaging buying team experience that makes it easy for their target customers buyers to buy from them. Hear insights into why a guided buying team experience is key to accelerating opportunities and getting sales content in front of executives, and how this customer’s revenue teams use Showpad to create high-impact and analytics-driven buying team experiences that deliver value every step of the way.

Speakers:
Glen Zehr, Senior Vice President, Commercial Banking Sales Enablement and Knowledge Center Director, Huntington National Bank

Storyblok: Red Ventures’ Bankrate - A Journey of Scaling and Structuring Content Experiences

Join this session about RedVentures’ Bankrate integration of the Storyblok platform and dive into the different reasons why flexibility and a component approach towards Content Management can be decisive in not only creating successful content experiences across a variety of channels. Learn about how creating a scalable structure is so important and can lead to significant cost savings and lead to an extensible experience architecture that delights practitioners.

Speakers:
Sascha Plöbst, VP of Sales, Storyblok GmbH
Tyler Underwood, Software Developer, Red Ventures

ZoomInfo: ZoomInfo: Zero-Waste Growth and GTM Strategies

A successfully executed Go-to-Market (GTM) strategy can mean the difference between your business flourishing, or your business plummeting.  Successful GTM motions require a unified system of data, insights, software, and integrations that promote complete visibility across your business and allow for seamless engagement and orchestration across teams.  Join Hussam AlMukhtar, Sr. Director of Strategic and Partner Marketing, ZoomInfo, for a walk through of how ZoomInfo uses a practice of alignment and data discipline to execute on Zero-waste GTM strategies.

 

Speakers:
Hussam AlMukhtar, Senior Director of Strategic and Partner Marketing, Zoominfo

10:10 am – 11:10 am CDT

Marketplace Break

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Check out our Sponsor Spotlights to learn more about the next great solution for your team. See below for the list of spotlights during this time.

Attend one session:

Etumos: Show Accurate Marketing Influence with Multi-Touch Attribution

What is the actual value your marketing team contributes to your company’s revenue goals? Join Etumos’ Marketing Intelligence Manager, Derek Gunn, for a demo on how multi-touch attribution can show leadership the complete data story of marketing’s influence and ROI.

Speakers:
Derek Gunn, Marketing Intelligence Manager, Etumos

InMoment: Identifying When & Where to Invest in Customer Obsession

In this session, you’ll learn the latest strategies for expanding your business by solving for two key challenges: pipeline growth and customer retention.

By leveraging virtually any data source—market, customer experience, operational, and account data—you can identify the most persuadable prospects at any given time and predict which clients are at the highest risk for churn, letting you know where to dedicate your resources to improve experiences and boost your bottom line.

Speakers:
Mandy Gatton, Solutions Consultant, InMoment

Postal.io: 5 KPIs to Prove the Impact of Your Offline Efforts

Though investing in direct mail, corporate gifting, and virtual events are just as critical in catching a prospect’s attention as digital, it can be difficult to track and measure their success. This session will walk through the 5 KPIs you need to be tracking to prove the ROI of your offline marketing investments.

Postal founder and CEO, Erik Kostelnik will cover how to measure offline marketing through every stage of your funnel, from lead generation, to ABM, to deal acceleration.

Speakers:
Erik Kostelnik, CEO, Postal

Progress Sitefinity: DX Your Way: Take Control of Your Digital Experiences

Inspire and build customer loyalty. Attract and acquire new business. These objectives are too often bound by the question, “Is that feasible with our tech stack?” rather than “What’s the best approach for achieving these goals?” Learn how a composable digital experience framework applies to architecting your tech stack and informing an organizational model that increases marketing autonomy and speed to market.

Speakers:
Sean Rusinko, Sr. Director, Product Marketing – Digital Experience, Progress Sitefinity

11:10 am – 11:40 am CDT

Breakout Sessions

B2B Marketing Executives
Six Steps To Analyst Relations ROI

Many B2B technology companies see their analyst relations (AR) programs fail to deliver business value because of ineffective and misaligned planning. Consequently, these companies rely on faulty metrics and pure luck to create any business value from these programs. The six-step Forrester Industry Analyst Relations process helps AR professionals deliver provable, quantifiable business value aligned with their companies’ specific business needs.
This session will provide the following benefits:
• Learn about AR planning best practices that determine the success of the entire AR program.
• Find out how to align AR program activities with AR value generation.

Speakers:
Kevin Lucas, Principal Analyst, Forrester
PJ Carter, Analyst, Forrester

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B2B Marketing Executives
Most Thought Leadership Content Isn’t Thoughtful Or Leading: We Need To Fix That!

The vast majority of thought leadership content is derivative of a thinly veiled product pitch. Yet the opportunity for creating effective thought leadership has never been greater. Buyers crave insights and ideas that have material value to them and their business. In this session, we will deconstruct why most thought leadership fails and show how successful thought leadership aligns brand and buyer messaging.
This session will provide the following benefits:
• See how current thought leadership efforts stack up and identify areas for improvement.
• Discover a method for choosing themes that resonate and build brand and buyer engagement.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester
Lisa Gately, Principal Analyst, Forrester

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Demand & ABM
The “Opportunity” For Marketing And Sales To Collaborate In Strategic Account Sales

Strategic account sales efforts are focused on a specific set of high value accounts aligned to the sales rep and supported by highly targeted marketing and sales efforts. To be successful, organizations should define, create, and share the specific opportunities in systems driving this target revenue at the planning stage of the process.
This session will provide the following benefits:
• Learn how sharing these target opportunities with marketing and tele-qualification greatly accelerates collaboration and improved insight.
• Explore a powerful methodology that looks at roles, responsibilities, and tactics for marketing, tele-services, and sales to optimize this collaborative and critical process.

Speakers:
Seth Marrs, Principal Analyst, Forrester
Terry Flaherty, VP, Principal Analyst, Forrester

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Demand & ABM
Marketer Vs. Machine: What’s At The Core Of Tech-Savvy Demand Marketing?

Marketing technology and marketer proficiency have reached an inflection point as more marketing leaders decide whether to entrust marketing performance to people, technology, or both. All marketers must become and remain tech savvy to compete and thrive. We will provide a strategic approach for effective, tech-savvy demand marketing at scale and a model for applying the right mix of marketers and technologies to strategic buyer experience objectives.
This session will provide the following benefits:
• Learn which technology capabilities are outpacing marketers.
• Understand how to optimize the mix of technology and people in a world of advancing automation.

Speakers:
Conrad Mills, Principal Analyst, Forrester
John Arnold, Principal Analyst, Forrester

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Demand & ABM
Shining A Light On Shadow Marketing: Don’t Make Field Marketing Go Rogue!

“Field marketing needs to come out of the shadows and be valued for its customer insights and allegiance with sales. A lack of alignment on revenue priorities can push field marketers toward alternative programs to balance the disjointed objectives of field sales and global marketing, which can negatively impact revenues and the buyer experience.
This session will provide the following benefits:
• Learn why expanding field marketing’s role in the planning process to a point of proactive influence ensures that local program requirements and revenue targets can positively impact global planning.
• Understand how to establish trust between global and regional teams with shared success metrics and collaborative workflow. “

Speakers:
Carrie Rediker, VP, Principal Analyst, Forrester
Daryl Wright, Principal Analyst, Forrester
, , Forrester

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

Marketing leaders remain under constant pressure to demonstrate marketing’s value to the business. Although marketing sourcing metrics have been central to B2B marketing’s performance story, the evolution of buying has made a sourcing focus far less relevant, driving the need for a new set of performance indicators.
This session will provide the following benefits:
• Explore the key factors driving the need to evolve beyond sourcing and the urgency behind making a change.
• Learn how to champion the adoption of a new collection of demand-related performance indicators within an organization to produce an enhanced marketing contribution.

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

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Portfolio Marketing
Finding Hidden Growth Opportunities: Turning Segmentation And Targeting Into Treasure

The key to growth is identifying opportunities you can quickly penetrate. We will give you a clear process for determining the best growth strategy by understanding segmentation approaches, assessing where the strongest buyer needs lie, estimating market sizes, and prioritizing opportunities for now or in the future.
This session will provide the following benefits:
• Learn tips and tricks for sizing market segments when data is unavailable.
• Obtain a blueprint for prioritizing markets to get on the fastest path to growth.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
John Buten, Principal Analyst, Forrester

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Sales Enablement
Who Cares About Sales Certifications? Here’s Why YOU Should

Would you hire an unlicensed plumber to install a sink? An attorney who hadn’t passed the bar to represent you in court? In B2B organizations, the process of qualifying and certifying front-line sellers is often informal — or absent. We’ll introduce the Forrester Sales Credentials Model and discuss the importance of formal certification of sales competencies, as well as designing sales certifications to improve personal, company, and customer outcomes.
This presentation will provide the following benefits:
• Learn what your peers and competitors do to ensure effective sales certifications
• Walk away with a roadmap for improving sales effectiveness through certification best practices

Speakers:
Eric Zines, Principal Analyst, Forrester
Katy Tynan, Principal Analyst, Forrester

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Sales Operations
The New Digital Sales Experience: A Manifesto For Sales Technology Users

Forrester’s New Digital Sales Experience is a manifesto designed to put the needs of digital sellers first across all sales tech categories. Customer-centricity has rightly been a mantra for B2B, but to drive performance, those who build and deploy sales tech must take a seller-centric approach. This is a complementary session to “The Evolution Of Sales Technology” and will take a bottom-up view of sales tech.
This session will provide the following benefits:
• Explore a role-based approach to selecting and deploying sales technology.
• Gain a set of practical guidelines for delivering value from investments in sales technology.

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

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Sales Operations
Achieving Apogee: Designing The Optimal B2B Revenue Mix

Aligned revenue planning requires growths pillars and revenue goals that are established by the C-suite. Although these goals may be achievable, are the mix of assumptions optimized for maximum growth and profitability within a set budget? Revenue operations leaders must model the revenue plan to guide and optimize strategic planning decisions with predictive views based on target opportunity mix, product mix, route-to-market mix, optimal path, and opportunity costs.
This session will provide the following benefits:
• Explore how to model the optimal opportunity mix that maximizes growth and profitability.
• Obtain a framework to predictably model business performance during planning.

Speakers:
Amy Hayes, VP, Research Director, Forrester
Robert Munoz, VP, Principal Analyst, Forrester

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11:50 am – 12:20 pm CDT

Case Study Sessions

Attend one session:

6sense: From 'Guess' to 'Yes!' Tipalti's 6sense ABX Journey

The sales and marketing organizations at Tipalti have grown by nearly 5x since 6sense was brought onboard and it continues to be the most valued tool in the go-to-market tech stack for new and veteran members alike. In this session hear how to scale 6sense, best practices in enabling users, and explore the Tipalti playbook for taking the guesswork out of prospecting.

Speakers:
Peter Tarrant, Account Based Marketing Manager , Tipalti

Adobe: Verizon ignites 1:1 experiences with personalization & automation

In this session, attendees will learn the marketer’s approach to embracing change and quickly obtaining quantitative success as a foundation for future, iterative efforts. In 2021, Verizon Business Group made substantial progress against their digital transformation initiatives by delivering contextual, personal experiences to B2B customers. By focusing on data integrity and building a unified view of their customer and optimizations to their internal operational model, Verizon increased customer engagement and revenue while improving speed-to-market.

Speakers:
Nitin Ahuja, Director of Marketing Technology, Verizon

Allego: eSentire Onboards New Reps in Record Volume and Record Time

Every day, businesses scramble to hire and onboard new sales reps in record volume and in record time. Unfortunately, many lack strategy and tools to deliver accelerated onboarding effectively. As a result, reps’ performance suffers, they leave, and companies must hire again. It doesn’t have to be that way. In this session, you’ll learn how eSentire’s lean sales enablement team broke that vicious and costly cycle and ensures new reps are onboarded, ramped, and selling in under 90 days.

Speakers:
Makenzie Van Eyk, Manager, Sales Learning and Development, eSentire

Anteriad: Metrics Don’t Lie: A True ROI Story on Persona, Pipeline, and Partnership from OpenText

Join OpenText marketing execs, Joe Martiniello Vice President of Global & Regional Demand, and Rob McLean, Director, Digital Marketing as they cover how a simple content syndication pilot turned into a successful demand partnership with Anteriad. Hear how this global cloud-native solutions provider started with a broad audience of lead gen requests and morphed it into an “always-on” global ABM program resulting in a 25% increase in INQ>MQL conversion, a 30% increase in MQL>SQL conversion.

Speakers:
Joe Martiniello, VP, Global Demand Generation, OpenText
Rob McLean, Director, Digital Marketing, OpenText
Jerry Louks, Sales Director, East, Anteriad

BrandMaker: The Radical Transformation of a Complex Marketing Organization

When Lisa joined Faro in 2019, she committed to bring consistency, alignment, and structure to this highly complex marketing organization. By establishing a foundational work journey, reengineering systems and processes, bringing consistency to terminology, and adopting one collaborative system for marketing resource management, Lisa led the charge to completely transform their marketing organization. Learn how Faro’s transformation now enables marketing to prove ROI, better align with sales, and improve collaboration and communication.

Speakers:
Lisa Cole, Vice President Corporate Marketing, Global Marketing Leader, Faro Technologies

Brightcove: Dell Revolutionizes the E-Commerce Experience with Video

Video is the most powerful form of customer engagement. Video content and marketing are on the rise and 93% of B2B buyers say that video is important in building trust in a brand. Dell embraces a video-centric approach within their ecommerce experience that drives sales in an increasingly competitive environment.  Discover how Dell uses video to reach and engage customers globally, showcase their products and increase conversion.

Speakers:
John Tipton, Product Manager, Dell
Jennifer Griffin Smith, CMO, Brightcove

Demandbase: HealthEdge Creates Leverage and Efficient Processes with Technology

Through rapid growth and acquisitions, HealthEdge Inc. needed to create more efficient processes for marketing and sales. With a small team we learned how to utilize the available tools to capture engagement and turn that into qualified leads. In this session you will learn how to identify and act on new areas of opportunity for your sales team; create leverage with the help of data and technology; and engage with and create buy in from key stakeholders.

Speakers:
Kristopher Catterall, Sr. Manager Marketing Operations, HealthEdge Inc.

DemandScience: Leveraging Predictive Insights to Accelerate Your ABM Strategy

In this session attendees will learn how Adobe increased ROI, speed through funnel, and ABM conversion rates across the board by using DemandScience’s intent engine on top of their core ABM lists to generate and prioritize leads.  During this discussion, the presenters will illuminate how combining and analyzing multi-source intent data provides predictive B2B buyer insights that can be leveraged to deliver transformational results for marketers.

Speakers:
Lorena Fortuna, Senior Manager, B2B Demand Generation, Adobe
Chris Rack, CRO, DemandScience

Dun & Bradstreet: Connect, target, and activate the buyer experience…in <60 days

In this session, leading business payment software company Bottomline Technologies will share their playbook on how they partnered with Dun & Bradstreet to build and launch a successful data-driven sales and marketing strategy in 60 days. They will also show how they continue to leverage that foundation to monetize data by driving incremental business value and insight, maximizing its flywheel effect on their growth.

Speakers:
Jerry Nichols, Head of Marketing Analytics, Bottomline Technologies
Johna Morris, Senior Manager, Portfolio Marketing, Dun & Bradstreet

Highspot: Enabling the Field with Effective Content Management

How do you address the challenges of content creation, feedback and follow-through? In today’s fast-paced work environment it’s important to be able to gather insights into what is working for your sales reps and continuously optimize content for the best results. In this session, Chris Wraight shares how he develops and trains reps on the latest sales content, gathers content feedback, and optimizes content for continued improvement.

Speakers:
Chris Wraight, Senior, Product Marketing Manager, Devo

LeanData: Turning Buyer Signals into Buying Decisions

B2B selling looks nothing like the past. The rise of digital, the explosion of buyer signals and the shift to buyer-directed sales have forged a new set of B2B selling truths. Learn how B2B growth winners are modernizing revenue orchestration and eliminating old-school revenue chaos to turn buyer signals like intent data, leads and site visits into buying decisions.

Speakers:
Doug Bell, CMO, LeanData

ON24: A Hybrid Session About Hybrid Events

Conversations about hybrid events are on the rise. But what exactly is a hybrid event? The answer isn’t that simple, since hybrid is a delivery mechanism rather than event type. Adding hybrid strategies to the mix can expand opportunities to engage with prospects and customers beyond “live” event dates, repurpose content, and add increased opportunities to collect first-party data with digital engagement. The right pre- and post-event strategies can reach more attendees and generate more data.

Speakers:
Cheri Hulse, VP of Research and Evangelism, ON24

People.ai: A Data First Approach to improve the buying experience

Today’s operations leaders have a plethora of technology for their sales teams, but many of those offerings are falling short. Without a trusted and reliable data source, those systems and their true value are limited.  Learn how Seismic uses People.ai solutions to redefine its revenue intelligence allowing them to utilize the tech stack the way it was intended, support predictable planning and to optimize both the selling and buying experience improving overall sales performance.

Speakers:
Toby Carrington, EVP, Global Operations, Seismic

Procore: Erasing Skill Gaps with Mindtickle & BCI

Over the last decade, average quota attainment dropped from 63% to 43% [Forrester]. To combat this trend, top-performing organizations use data to benchmark competencies of top performers and build those skills across their teams. Learn how Procore used BCI’s strategic services and framework to define seller competencies, enabling them to find and close skill gaps with individualized learning and coaching paths powered by Mindtickle. Now, Procore delivers a program recommended by over 99% of reps.

Speakers:
Walter Rogers, President, Baker Communications
Debbi Varela, Head of Revenue Enablement, Procore

Salesforce: Better Together: Unite Marketing and Sales to Deliver Experiences Your Customers Want

In today’s world, what does it take to deliver great customer experiences? Join Salesforce and Jena Moorman Head of Integrated Marketing at Vonage, as she shares how they put the customer at the center of everything they do so they can deliver the experiences customers want and expect. Discover the keys to marketing and sales alignment that will help build long-term customer relationships. In addition, you’ll also learn:– The latest trends and challenges impacting every marketing and sales organization today– Actionable tips for how marketing and sales teams can partner– How Vonage is building a successful marketing and sales strategy

Speakers:
Neha Shah, Director of Product Marketing, Salesforce
Jena Moorman, Head of Integrated Marketing, Vonage

Vidyard: How Video Messaging Transformed the Way We Sell

Video messaging has become an integral part of virtual selling, offering new ways to stand out, build relationships, and explain complex ideas in a digital sales world. But what does it take to be successful with video in sales, and what kind of results can you expect with tools like Vidyard? From prospecting to proposals, discover how the sales team at LinkedIn is embracing video messaging to elevate their virtual sales strategy.

Speakers:
Mallory Fahy, Head of North America, Program Sales, LinkedIn Marketing Solutions
Tyler Lessard, Chief Video Strategist, Vidyard

12:20 pm – 1:20 pm CDT

Lunch

1:20 pm – 1:50 pm CDT

Return On Integration Honors – Faro Technologies

B2B Summit 2022 Return on Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment. S

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester
Lisa Cole, Vice President Corporate Marketing, Global Marketing Leader, Faro Technologies
Ann Hewitt, Senior Vice President, Chief Information Officer , Faro Technologies

1:50 pm – 2:20 pm CDT

Keynote Session

The Power Of Purpose

Buyers and employees expect companies to provide value beyond profit. Employees want to connect their work with personal value, and buyers trust companies that demonstrate their commitment to values including diversity, equity, and inclusion; environmental, social, and governance; and security and privacy. To meet these expectations, B2B companies must define, activate, and measure their purpose beyond profit.
This session will provide the following benefits:
• Learn how purpose is defined and what it means for B2B organizations.
• Receive guidance on activating purpose and how to begin making an impact.

Speakers:
Jennifer Ross, VP, Research Director, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester

2:20 pm – 2:25 pm CDT

Closing Remarks

Early Access

Apr 28
  • 1:00 pm – 1:30 pm CDTGuest Speaker
  • 1:30 pm – 2:00 pm CDTOn-Demand Sessions

Early Access Apr 28

1:00 pm – 1:30 pm CDT

Digital Keynote: A Conversation With Rachel Thornton, CMO, Amazon Web Services

Join Rachel Thornton, CMO of Amazon Web Services and Bob Safian, Host of Masters of Scale: Rapid Response podcast, for an engaging conversation spanning leadership, the future of business, and how B2B marketing and sales leaders can drive unprecedented growth and innovation in the years ahead.

Speakers:
Rachel Thornton, Chief Marketing Officer, Amazon Web Services (AWS)
Bob Safian, Advisor and Podcast Host, The Flux Group

1:30 pm – 2:00 pm CDT

On-Demand Sessions

These sessions will be offered digitally on-demand prior to the conference.

B2B Marketing Executives
Foundations: B2B Marketing Executives

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 Forrester’s established B2B concepts, frameworks, and terminology. These sessions focus on the cornerstones of success that have been proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Jennifer Ross, VP, Research Director, Forrester

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B2B Sales Executives
Foundations: B2B Sales Executives

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 Forrester’s established B2B concepts, frameworks, and terminology. These sessions focus on the cornerstones of success that have been proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Rick Bradberry, Principal Analyst, Forrester

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Channel Marketing
Foundations: Channel Marketing

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 Forrester’s established B2B concepts, frameworks, and terminology. These sessions focus on the cornerstones of success that have been proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Maria Chien, VP, Research Director, Forrester

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Demand & ABM
Foundations: Demand & ABM

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 Forrester’s established B2B concepts, frameworks, and terminology. These sessions focus on the cornerstones of success that have been proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Lisa Nakano, VP, Research Director, Forrester

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Marketing Operations
Foundations: Marketing Operations

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 Forrester’s established B2B concepts, frameworks, and terminology. These sessions focus on the cornerstones of success that have been proven to help B2B organizations achieve high performance and intelligent growth.

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

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Portfolio Marketing
Foundations: Portfolio Marketing

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 Forrester’s established B2B concepts, frameworks, and terminology. These sessions focus on the cornerstones of success that have been proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Amy Hayes, VP, Research Director, Forrester

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Product Management
Foundations: Product Management

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 Forrester’s established B2B concepts, frameworks, and terminology. These sessions focus on the cornerstones of success that have been proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Lisa Singer, VP, Research Director, Forrester

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Sales Enablement
Foundations: Sales Enablement

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 Forrester’s established B2B concepts, frameworks, and terminology. These sessions focus on the cornerstones of success that have been proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Peter Ostrow, VP, Research Director, Forrester

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Sales Operations
Foundations: Sales Operations

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 Forrester’s established B2B concepts, frameworks, and terminology. These sessions focus on the cornerstones of success that have been proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Steve Silver, VP, Research Director, Forrester

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Special Session
Leading Change: Understanding the Human Experience of Change

Change is constant, yet organizational change efforts routinely fail. Join this session to better understand the human experience of change and how you can lead change at your organization from wherever you sit. You’ll learn why trust is essential to change and how to optimize team engagement during change. This session provides a sample of Forrester’s Leading With Customer Obsession Certification course. By participating, you’ll earn credit toward your Leading With Customer Obsession credential.

Speakers:
Jenna Wohead, Director, Certification, Forrester
Katy Tynan, Principal Analyst, Forrester
Patrick Hayes, Product Manager, Certification, Forrester

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Diversity & Inclusion
How 2020’s Breaking Point Enabled Progressive Inclusion Strategies

The impact of unjust police brutality and the pandemic was a breaking point in 2020 for Humana and the Digital Health & Analytics (DH&A) Organization. With disproportionate health disparities and blatant injustices towards Black Americans, DH&A responded by partnering with Forrester Research to launch an enterprise investigation around systems and practices relative to Black/African American associate and member experience disparities. A conceptual framework was developed to address systemic disparities, new sources of value from an EDI lens, and ongoing training and execution of key practices for EDI to reach full integration into our business norms.

In this session, you’ll learn:

  • Setting up & Finding Our Why
  • The 3-phased project & Key Elements of Real EDI strategy
  • 2021 results and our path forward

Speakers:
Stacy Brooks, Associate Director | EDI Digital Strategy, Humana | Digital Health Analytics
Alex Stein, Senior Consultant, Forrester

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Download Agenda

Times are subject to change.