B2B Summit
North America

B2B Marketing, Sales, & Product Leaders

May 5 – 8, 2024  |  Austin & Digital

Agenda

Bold Starts

May 5
  • 1:30 pm – 4:30 pm CDT Forrester Women's Leadership Program
  • 2:00 pm – 3:30 pm CDT Forrester Certification Workshop
  • 3:45 pm – 4:30 pm CDT Gen AI Workshop
  • 4:30 pm – 5:15 pm CDT Song Division Networking Event
  • 5:00 pm – 6:00 pm CDT ELE Welcome Reception
  • 5:30 pm – 7:00 pm CDT Poolside Welcome Reception

Monday

May 6
  • 8:00 am – 9:15 am CDT Forrester Certification Workshop
  • 9:30 am – 11:00 am CDT Keynote Sessions
  • 11:00 am – 12:00 pm CDT Marketplace Break
  • 11:00 am – 12:00 pm CDT Gen AI Workshop
  • 12:00 pm – 1:10 pm CDT Breakout & Case Study Sessions
  • 1:10 pm – 2:25 pm CDT Lunch
  • 1:10 pm – 2:25 pm CDT ELE Exclusive Lunch
  • 2:25 pm – 3:35 pm CDT Breakout & Case Study Sessions
  • 3:35 pm – 4:30 pm CDT Marketplace Break & Analyst-Led Roundtables
  • 4:30 pm – 5:00 pm CDT Return on Integration Honors
  • 5:00 pm – 5:30 pm CDT Guest Keynote
  • 5:30 pm – 6:45 pm CDT Reception
  • 7:00 pm – 8:30 pm CDT ELE Exclusive Dinner

Tuesday

May 7
  • 8:00 am – 9:15 am CDT Forrester Certification Workshop
  • 9:30 am – 10:00 am CDT Keynote Session
  • 10:00 am – 10:30 am CDT Return on Integration Honors
  • 10:35 am – 11:05 am CDT Marketplace Break & Analyst-Led Roundtables
  • 11:15 am – 12:25 pm CDT Breakout & Case Study Sessions
  • 12:25 pm – 12:55 pm CDT Analyst-Led Roundtables
  • 12:35 pm – 1:35 pm CDT ELE Exclusive Facilitated Q&A
  • 12:35 pm – 1:35 pm CDT Lunch & Marketplace Break
  • 1:45 pm – 2:55 pm CDT Breakout & Case Study Sessions
  • 3:00 pm – 4:00 pm CDT Marketplace Break
  • 3:00 pm – 3:30 pm CDT Exclusive Facilitated ELE Birds of a Feather
  • 3:20 pm – 3:50 pm CDT Analyst-Led Roundtables
  • 3:30 pm – 4:00 pm CDT Gen AI Workshop
  • 7:00 pm – 8:00 pm CDT Happy Hour
  • 8:00 pm – 10:00 pm CDT Featured Performer

Wednesday

May 8
  • 8:00 am – 9:00 am CDT Forrester Women's Leadership Program Breakfast
  • 9:00 am – 10:10 am CDT Breakout & Case Study Sessions
  • 10:10 am – 10:40 am CDT Marketplace Break
  • 10:10 am – 10:40 am CDT Gen AI Workshop
  • 10:10 am – 10:40 am CDT ELE Facilitated Peer Discussion
  • 10:50 am – 11:20 am CDT Return on Integration Honors
  • 11:30 am – 12:40 pm CDT Breakout & Case Study Sessions
  • 12:40 pm – 1:40 pm CDT Lunch
  • 12:40 pm – 1:40 pm CDT ELE Exclusive Lunch
  • 1:45 pm – 2:15 pm CDT Keynote
  • 2:15 pm – 2:20 pm CDT Closing Remarks

Bold Starts May 5

1:30 pm – 4:30 pm CDT

Forrester Women's Leadership Program (In-Person Only)

Join us as we focus on how to help advance women leaders in your organization break down barriers and overcome challenges. Learn from your peers on advancement strategies for women leaders and participate in a conversation about how to develop meaningful relationships with women leaders in the B2B marketing, sales, and product industry. All are welcome to join!

2:00 pm – 3:30 pm CDT

Forrester Certification Workshop: Optimize The Revenue Process For Growth (In-Person Only)

In today’s market, most B2B buying decisions are made by buying groups rather than individuals, so the transition to a demand management process focused on opportunities and their associated buying groups (instead of individual leads) is crucial for improving marketing and sales performance. In this hands-on workshop, you’ll learn how organizations can use Forrester’s B2B Revenue Waterfall to plan and manage revenue opportunities, complete your own readiness questionnaire to make the transition to converting these opportunities through buying groups, and work in small group discussions to brainstorm post-assessment actions that you can take back into your organization.

 

This session is a sample of content from Forrester’s Accelerating B2B Marketing Certification course.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester
Jenna Wohead, Director, Product Management, Forrester

3:30 pm – 4:15 pm CDT

Assessing GenAI Use Cases: What Should You Do? (In-Person Only At The Fairmont)

Generative AI offers exciting opportunities, but also opens the gates to chaos as everyone turns it on everywhere. Businesses need a simple way to identify what’s important as well as what’s feasible to ensure that customer experiences remain enjoyable, on-brand, and compliant.

During this working session, you’ll learn:

  • How your peers are approaching gen AI
  • Why prioritization is only part of the picture
  • How to identify quick wins and good investments–and avoid bad ones

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

4:30 pm – 5:15 pm CDT

Musical Experience: Team Anthem

Join us to craft a B2B Summit Anthem led by talented musicians. No musical experience needed – just your enthusiasm! Stand alongside your fellow attendees, singing the song you helped create, guided by musicians who’ve rocked out with music legends. Get ready for an exciting experience that fosters connections and creates unforgettable memories.

5:00 pm – 6:00 pm CDT

Executive Leadership Exchange (Invite-Only): ELE Welcome Reception

As Summit 2024 kicks off, we invite you to join the Forrester team and your fellow ELE delegates for a welcome drink.

Nick Buck from Forrester’s B2B Marketing Executive Strategies service will provide some opening remarks and preview of the great content and sessions you can look forward to at Summit.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

5:30 pm – 7:00 pm CDT

Poolside Welcome Reception (In-Person Only)

Cool off by the pool for a Welcome Reception!

FAIRMONT POOLSIDE TERRACE – 7TH FLOOR

Monday May 6

8:00 am – 9:15 am CDT

Forrester Certification Workshop: Plan For Audience-Centricity

To move from product- to audience-centricity, you must design a go-to-market architecture that aligns the offering portfolio to buyer audience segments. In this preview of content from Forrester’s B2B Marketing Certification, you’ll explore how your company can define target audiences and better understand buyers to improve your go-to-market effectiveness. You will also learn how Forrester Certification can help align your teams to deliver a strategic and connected go-to-market approach. 

Speakers:
Barbara Winters, VP, Principal Analyst, Forrester
Jenna Wohead, Director, Product Management, Forrester

9:30 am – 10:00 am CDT

Welcome & Opening Remarks

Welcome to Forrester B2B Summit North America 2024. This session will set the tone for the next three days of bold vision and actionable insight from Forrester.

Speakers:
George Colony, CEO, Forrester

10:00 am – 10:30 am CDT

Keynote: A New Generation Of Buyers Will Force B2B Reinvention

B2B buying has reached an inflection point – younger generations have eclipsed older generations, creating a distinct set of challenges. B2B companies must reinvent themselves to navigate this evolving buyer and invest in insights to understand how the generational divide influences B2B purchases. In this keynote, attendees will learn: 

  • Key trends, data, and insights about today’s buyers 
  • Opportunities to align across the growth engine 
  • Implications for buyer-facing technology 

Speakers:
Amy Hayes, VP, Research Director, Forrester

10:30 am – 11:00 am CDT

Keynote: Actions Speak Louder Than Words: What Customer-Obsessed Companies Do Differently

It’s easy to talk about customer obsession; it’s harder to translate desire into action. Set aside the guesswork: This keynote will demonstrate tangible ways that B2B companies can become buyer and customer obsessed. You’ll learn: 

  • How customer obsession maximizes value for the company and the customer.
  • What “putting customers at the center” looks like in execution.
  • Examples of how B2B companies are taking action through connected lifecycles, relevant metrics, and more.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

11:00 am – 12:00 pm CDT

Marketplace Break & Networking

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

Attend one session:

11:10-11:20am - Mediafly: [How to] Incorporate Value Into Every Buyer Engagement

Value selling has emerged as a powerful antidote to the dreaded “no decision” and stalled deals. But too often value selling is relegated to ROI calculators and business cases that are seen as a checkbox in your sales process. Today’s buyers demand value from every interaction with your sellers. Learn how to infuse value selling into every stage of the buyer’s journey to close bigger deals, faster — using flexible, self-serve value tools.

Speakers:
Lindsey Tighgart, CMO, Mediafly

11:10-11:20am - Openprise: Trust Issues? It's Not You, It's Your Data

Do you ever feel like your revenue team’s relationship with data is on the rocks? You’re not alone. Many GTM and Ops teams face a cycle of distrust and inefficiency – data they can’t trust, is incomplete, or just feels disconnected. All leading to slow actions, wasted time, ineffective programs, and unbacked decision-making. We’re here to play matchmaker, introducing you to a RevOps data automation platform that’s the perfect fit for your needs. Say goodbye to tech stack headaches, and hello to seamless, trustworthy data that drives success.

Speakers:
Mike Ni, CMO, Openprise

11:25-11:35am - Emerald Studio: Content storytelling: Engaging buyers, generating leads

Are buyers hearing your message? Take an audience-focused approach to content strategy and development. We’re sharing examples of assets that deliver at each stage of the buyers journey, attracting new prospects and connecting with even the trickiest personas. If you’re getting pressured for better leads and engagement, don’t miss this spotlight.

Speakers:
Alexis Carroll Cline, Director of Content Strategy, Emerald Studio
Cristina Puscas, Account Director, Emerald Studio

11:25-11:35am - Stensul: How Shell Energy got its marketing creation efficient

To effectively tell the story of their drive to develop innovative energy solutions, Shell Energy needed to use email better in more ways. However they realized their creation process depended on technical skills and was prone to bottlenecks and brand inconsistency. In this session, you’ll learn how Shell Energy transformed the way they build emails and reduced creation time by 33%, saving them almost 123 hours/month used to hone strategy to optimize marketing performance.

Speakers:
Christian Bianchi, Digital Marketing Integration Manager, Shell Energy
Noah Dinkin, Founder and CEO, Stensul

11:40-11:50am - Exclaimer: In 2024 demand and brand go hand in hand

In this session, we’ll delve into the argument that without a solid brand, there can be no real demand. In times of economic uncertainty, marketers often face the challenge of budget cuts, with brand investments being the first to suffer. However, we argue that brand investment is essential for scaling demand efficiently and driving growth this year. By adopting a strategic approach, leveraging technology, and prioritizing consumer trust and privacy, marketers can overcome challenges and thrive in the ever-evolving landscape. We will discuss how to: Work smarter and not harder to scale efficiently in 2024 Understand which channels to prioritize and how to combine strategies to drive results for your business can unlock your growth. Leverage human first and personalized strategies to improve resonance and results. Rather than grappling with outdated methodologies, we’ll help you find ways to work smarter, not harder. By creating strategies tailored to your business and its trajectory, we can revolutionize demand generation and scale efficiently.

Speakers:
Carol Howley, CMO, Exclaimer

11:40-11:50am - Knak: How to Scale Email and Landing Page Creation

Are your email and landing page templates boring and too rigid? Are you tired of waiting weeks for your agency to build your campaigns? Are you in Marketing Ops and feeling like you’re in the weeds building out emails and landing pages for your marketers, when you could be working on much more strategic projects? Are your marketers frustrated? It doesn’t have to be that way. Join Knak in this session to discover how to: Quickly and easily build emails and landing pages with no code Speed up your review & approval process Improve campaign performance Create more content quicker and faster Delight your marketing teams Join this session and say goodbye to a chaotic email and landing page creation process.

Speakers:
Andrea Vicic, Director of Product Marketing, Knak

11:00 am – 12:00 pm CDT

Assessing GenAI Use Cases: What Should You Do? (In-Person Only At The Marketplace)

Generative AI offers exciting opportunities, but also opens the gates to chaos as everyone turns it on everywhere. Businesses need a simple way to identify what’s important as well as what’s feasible to ensure that customer experiences remain enjoyable, on-brand, and compliant.

During this working session, you’ll learn:

  • How your peers are approaching gen AI
  • Why prioritization is only part of the picture
  • How to identify quick wins and good investments–and avoid bad ones

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

12:00 pm – 12:30 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Accelerate Growth With A Customer-Obsessed Strategy

B2B revenue leaders know that they must focus on customer obsession to win the competition for growth, yet Forrester research confirms that most companies still take an inside-out and disconnected approach to strategy development across product, marketing, and sales. In this session, we will:

  • Reveal a model for cocreating an actionable customer-obsessed growth strategy.
  • Explore best practices for establishing this new discipline within your organization.
  • Highlight key considerations for adoption and challenges to overcome.

Speakers:
Matthew Selheimer, VP, Research Director, Forrester

READ MORE + READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
Drive Business Success By Improving Your Customers’ Experiences

Traditional business goals haven’t explicitly considered the customers’ experiences, leaving a gaping hole in many corporate strategies. Better customer experience breeds better business outcomes, and winning executive support for experience improvements can be make-or-break for differentiation, optimization, or survival. In this session, you will learn:

  • Why customer experience is a pillar of business success.
  • Three levers for the business case for experience improvement.
  • Proven approaches for selling and socializing these ROI stories.

Speakers:
Judy Weader, Principal Analyst, Forrester

READ MORE + READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
#NowHiring: Frontline Marketing Leaders For Lifecycle Revenue Results

Looking for an opportunity? Be a frontline marketing leader driving lifecycle revenue results. Leadership, digital, and program management skills required. Must be a strategic thinker with cross-functional poise and experience driving engagement and lifecycle revenue. This session will provide the following benefits:

  • Understand the case for united frontline marketing teams.
  • Discover the connection between frontline marketing and lifecycle revenue.
  • Understand the competencies for leading frontline marketing and driving lifecycle revenue results.

Speakers:
John Arnold, Principal Analyst, Forrester

READ MORE + READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
Your MQL-Centric Culture Costs Millions: Embracing The Business Value Of Buying Groups

Saying goodbye to MQLs is more than a catchy phrase describing a change of focus in your revenue process. Moving to buying groups and opportunities delivers significant impact to revenue growth and process efficiency. In this session, you’ll learn how this transformation:

  • Improves conversion rates across the revenue process, driving efficiency of marketing and sales efforts.
  • Delivers new, previously overlooked, or hidden opportunities to sales.
  • Drives growth without requiring the corresponding budget increase.

 

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Evolve Traditional Go-To-Market Approaches
Choose Your Go-To-Market Strategy Wisely — It Impacts Everything

Defining your go-to-market approach impacts every aspect of how sales, marketing, and product execute your organization’s growth strategy. Engagement strategies will vary for each target audience. How do you choose wisely? This is part one of a two-part session and attendees will:

  • Learn the best practices for making go-to-market decisions.
  • Explore the spectrum of GTM pathways and their implications.
  • Establish a baseline in preparation for taking a GTM maturity assessment in session two.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester

READ MORE + READ LESS -
Drive Scale With Data And Technology
Reignite Your Sales And Marketing Data Strategy

Operations teams building and maintaining the B2B sales and marketing database face an often thankless task: driving data quality and compliance in the face of time and budget constraints, internal misalignment, and changing business requirements. This session will offer the following benefits:

  • Demonstrate how to design a data strategy that can adapt to changing business needs.
  • Define areas of focus to maximize the impact of data management efforts.
  • Highlight key implementation steps that most companies miss.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

READ MORE + READ LESS -
Drive Scale With Data And Technology
Segment Your Market By Buyer Needs To Find Your Ideal Customer

Every B2B firm wants to find customer segments that have the highest propensity to buy. The problem is that traditional firmographics — industry sector, geographic region, company size — don’t always match your ideal customer. Develop needs-based segmentation to find your best target customers. In this session, you will learn:

  • Why a needs-based approach to segmentation drives stronger growth.
  • Methods for identifying customer segments with common needs.
  • How to define your ideal customer profile.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Drive Scale With Data And Technology
Program Of The Year: Revenue Operations

Border States is the recipient of this year’s Program Of The Year Award in the category of Revenue Operations.

Speakers:
Megan Friedrich, Vice President, Revenue Operations, Border States
Vicki Brown, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Activate Buyer And Customer Insights
Using Product Analytics To Guide Customer-Focused Product Decisions

Customers are on an exchange of value journey with you from the moment they first hear of your product. How do you ensure that they realize the value they seek? Product data and insights can be used across multiple teams to improve user journeys and satisfaction, make product prioritization decisions, and increase marketing effectiveness. The session provides the following:

  • How leveraging product analytics drives growth.
  • The many ways product analytics are leveraged for retention and growth
  • Best practices for your product analytics practice

Speakers:
Tony Plec, Principal Analyst, Forrester

READ MORE + READ LESS -
Activate Buyer And Customer Insights
Diagnose And Manage Customer Health To Boost Retention, Expansion, And Advocacy

B2B organizations struggle to harness the potential of customer health data, leaving them susceptible to churn and forfeiting expansion opportunities, yet misconceptions surround sales, customer marketing, and product’s use of these insights and hinder adoption. This session provides the following benefits:

  • Know how to set product analytics objectives to optimize learnings.
  • Use sample metrics for measurement.
  • Learn techniques to uncover actionable insights.

Speakers:
Shari Srebnick, Principal Analyst, Forrester

READ MORE + READ LESS -
Reinvent Leadership, Skills And Teams
Align Your Ecosystem Vision To Grow In Today's Dynamic Market

A key challenge leaders face is building customer- and partner-obsessed organizations that drive alignment between strategy, customer needs, and joint business outcomes. As organizations increasingly rely on partners to deliver customer value, they must change and refocus their strategies towards the ecosystem-led motions necessary to achieve their goals. In this session you will learn:

  • Evolving customer needs and partnership opportunities.
  • Key dynamic growth considerations.
  • The foundation for strong alignment strategies.

Speakers:
Maria Chien, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Reinvent Leadership, Skills And Teams
Building A Connected Messaging Team That Drives Aligned Organizational Value

Disconnected messaging is a symptom of a disconnected organization. Building a cross-departmental messaging team can create links across the organization that help deliver impactful messages. In this session, you will:

  • Learn why connected messaging is a problem that must be addressed with an organization-wide team.
  • See how trust both in the team leader and team members can help everyone better leverage connected messages.
  • Leave with a step-by-step guide to building your connected messages.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Ian Bruce, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
12:40 pm – 1:10 pm CDT

Case Study Sessions (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

Attend one session:

Bigtincan: How Uber Eats puts the coach in coaching

In this session, Uber Eats shows how they support their commercial managers with resources, training, and tools to encourage more effective manager coaching. This session will provide guidelines to easily create a simple playbook to define what good looks like for your sellers and managers. Additionally, you will find simple coaching frameworks that can be implemented today. Finally, learn best practices for using technology to scale coaching in your organization.

Speakers:
Angela Apple, Global Head of Sales Enablement, Uber Eats

Bombora: Siemens utilizes Opportunity-Based Marketing surpassing ABM limitations

Traditional ICP and ABM methods often fail to pinpoint prospects’ needs and research moments effectively. This session advocates for adopting Opportunity-Based Marketing (OBM) as a revolutionary strategy surpassing ABM and ICP approaches. Leveraging advanced intent research data from Bombora, OBM identifies prospects “in-market” and understands their research interests, transcending demographic and behavioral targeting. For Siemens and similar complex organizations, OBM ensures tailored content and maximizes digital and social campaign impact by eliminating sales outreach latency. Join to discover Siemens’ success with this innovative approach.

Speakers:
Alyson Burke, Director of Intent Data & Reporting at Siemens Digital Industries, Siemens Digital Industries

Cvent: 6sense Transforms Meetings with Jifflenow by Cvent

Discover how 6sense leveraged Cvent’s Jifflenow to elevate its third-party events and activations, transforming their approach to meetings at scale. Gain insights on streamlining meeting organization, enhancing data clarity, and seamlessly syncing with CRM systems. This case study will reveal key strategies for leveraging meetings to drive revenue and optimize go-to-market efforts, showcasing the tangible impact on 6sense’s event presence and business outcomes.

Speakers:
EJ Oelling, Vice President, ABX, 6sense

Digitalzone: The 2024 State of Demand Gen

Digitalzone surveyed 1,500 B2B marketers from around the world to better understand the modern B2B marketer and the state of the demand gen industry. This research uncovered new and emerging industry trends and helped establish some new benchmarks for 2024. Experts will dive into the key insights from this research and discuss how these market trends are impacting their own organizations. This session will explore key questions like: What demand gen strategies are working? How are marketers interacting with third-party vendors? How are marketers using data to enhance demand gen strategies? How are marketers measuring and evaluating ROI of demand gen tactics?

Speakers:
Eboni Ryan, VP of Marketing , Digitalzone

Impartner: How Palo Alto Networks Scales Marketing With Partners

In 2023, Palo Alto Networks prioritized partner marketing automation, leading to the successful implementation of LaunchPad, their partner marketing program, under the leadership of Stephanie Zembal. With over 700 partners now utilizing the automated marketing programs across various platforms, including email, social media, and content, LaunchPad has proven its effectiveness. This session will delve into Palo Alto Networks’ goals, encountered barriers, best practices, and key takeaways for implementing scalable and automated partner marketing functions.

Speakers:
Stephanie Zembal, Sr. Manager Channel Marketing, Palo Alto Networks
Lindsay Jensen, Sr. Director of Partner Strategy and Growth, Impartner

Lead2Pipeline: Proofpoint's 200% Pipeline Acceleration with Full-Funnel Programs

Join growth marketing expert Chadia Sparrer as she explains how her team at Proofpoint transformed their marketing and sales outcomes, despite lower budgets and longer sales cycles. Leveraging personalization and real-time intent over the past 12 months, her full-funnel approach with Lead2Pipeline has driven 200% pipeline acceleration and 2:1 performance with her sales team. Learn from her team’s lessons, and adapt your campaigns to convert more effectively at every stage of your buyer’s journey.

Speakers:
Chadia Sparrer, Senior Manager, Demand Generation at Proofpoint

Leadspace: Pure Storage Revenue GTM: Global ABM/Territory Targeting

Learn how Pure Storage prioritized over 200M companies globally to strategically align their sales and marketing investments. Understand how the Pure Storage/Leadspace team aligned around account-specific TAM/SAM models – how they were developed and customized by industry classification. Goals, solutions and challenges for global hierarchies for TAM and territory assignments will be shared. Technology and intent targeting approaches will also be discussed. Change acceleration and shared vision strategies will also be shared on aligning teams and leadership.

Speakers:
Laurie Cremona Wagner, Vice President, Marketing Operations and Strategy, Pure Storage
Marge Breya, President, Leadspace

Salesforce: Drive Marketing and Sales Alignment with Connected Data

When marketing and sales are aligned, they can close deals faster and improve the customer experience. Learn how creating a single view of the customer can increase sales and drive pipeline.

Speakers:
Neha Shah, Sr. Director Product Marketing, Salesforce

TechTarget: How Broadvoice is Building its Revenue Waterfall Fueled by Intent

In this session, Broadvoice showcases how they’re reshaping their revenue waterfall fueled by powerful intent data from TechTarget. Join for unfiltered insight from noted practitioner Malachi Threadgill, former Forrester analyst and current Broadvoice marketing leader, on how they are transforming success centered on buying groups and pipeline. Get real advice on what it takes to re-think and re-align people, processes and technology – including intent use cases – without upsetting everything and everybody. Take away specific tactics, a transferable roadmap and broader ways of thinking to propel your own journey.

Speakers:
Malachi Threadgill, VP of Growth and Product Marketing, Broadvoice
John Steinert, Chief Marketing Officer, TechTarget

1:10 pm – 2:25 pm CDT

Lunch & Marketplace Break

Attend one session:

1:15-1:25pm - Highspot: Enable the Impossible – Drive Behavior Change at Scale

Achieving your revenue goals requires focusing sellers on the few, key actions they must consistently execute – a task easier said than done. The way forward is a rigorous enablement strategy that scales winning sales behaviors across your teams. Join this session to learn how Highspot’s AI-driven enablement platform empowers you to coach your teams everywhere they work, pinpoint the impact of your initiatives, and how to connect results with skills and behaviors.

Speakers:
Kelly Lewis, Vice President of Revenue Enablement, Highspot

2:00-2:10pm - Salesforce: Elevate your B2B marketing with Generative AI

Hear how Einstein Generative AI functionality in Account Engagement helps marketers save time and scale customer engagement. Plus, learn how to prepare your data and marketing team to realize the full value of Generative AI.

Speakers:
Mary Nell Williams, Senior, Specialist SE, Salesforce

1:10 pm – 2:25 pm CDT

Executive Leadership Exchange (Invite-Only): ELE Lunch

Connect with other members of the Executive Leadership Exchange at this private lunch.

You will also hear from our Guest keynote speaker address and answers your questions.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

2:25 pm – 2:55 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Get Ready For The GenAI Revolution: Assessing Readiness And Prioritizing Adoption

B2B companies are in various stages of adopting generative AI. Whether you are in education mode or have moved forward to experimentation and beyond, determining your level of readiness and priorities should be top considerations. In this session, we’ll explore:

  • Current adoption patterns among B2B companies.
  • How to conduct a readiness assessment across vision and objectives, governance, technology, data, and skills.
  • An impact prioritization framework to target use cases with the best chances of success.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Differentiate Your Strategy To Drive Growth
Program Of The Year: Marketing Executive

HCLTech is the recipient of this year’s Program Of The Year Award in the category of Marketing Executive.

Speakers:
Dan MacAvoy, Vice President of Digital Marketing, HCLTech
Karen Tran, Principal Analyst, Forrester

READ MORE + READ LESS -
Differentiate Your Strategy To Drive Growth
Orchestrate Customer-Obsessed Growth With The Partner Ecosystem

Ensuring your B2B customer-obsessed growth engine fully incorporates the partner ecosystem and its role in customer value creation is a core component of a successful growth strategy. B2B leaders should embrace partners to accelerate the road to profitable and scalable growth. In this session, attendees will:

  • Gain an introduction to the role partners play in orchestrating customer growth
  • Learn about the three states of ecosystem-orchestrated customer obsession maturity
  • Understand critical pitfalls to avoid

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Stephanie Sissler, VP, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Silos To Synergy: Align Marketing, Sales, And Product For Experience-Fueled Growth

To drive growth in today’s competitive landscape, executive leaders must abandon siloed approaches and come together to unify and deliver exceptional experiences. This session will provide the following benefits:

  • Discover the future of intelligent growth and how customer obsession unlocks exponential possibilities.
  • Witness how experience-driven leaders are soaring ahead through a unique case study.
  • Learn practical steps to prioritize experiences and transform your business.

Speakers:
Rani Salehi, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Program of the Year: Customer Engagement

Domo is the recipient of this year’s Program Of The Year Award in the category of Customer Engagement.

Speakers:
Mark Boothe, CMO, Domo
Amy Bills, VP, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Everyone Is Talking About Leaving MQLs, But Is Anyone Actually Doing It?

Revenue process transformation is at the top of many organizations’ priority lists in 2024. While convinced of the vision, many organizations are seeking guidance on how to actually make this change, as well as validation that this change will deliver results. Hear from a panel of companies in active transformation to learn:

  • How they sold the vision of the change to their executives.
  • The biggest process and technical changes they overcame.
  • Actual (or expected) results from this change.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Evolve Traditional Go-To-Market Approaches
The Digital Disruption Of B2B Sales: New Motions For A New Reality

Rapid changes in technology and buying behavior disrupt traditional B2B selling. Today’s top sales organizations don’t just wearily default to habitual sales motions. Rather, they continuously adapt to buyer preferences and operational realities, adjusting between seller-led to seller-assisted to digitally led. In this session attendees will:

  • Explore how buyer preferences are disrupting traditional sales motions.
  • Understand the spectrum of sales motions available to revenue leaders.
  • Learn how to apply the spectrum to guide your own route-to-market decisions.

Speakers:
Steve Silver, VP, Research Director, Forrester
Rick Bradberry, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Assess Your GTM Strategy Maturity: An Interactive Lab
This is the second of our two-part GTM session, where, in an interactive lab, attendees will evaluate their GTM maturity using the Forrester GTM Maturity Assessment. Attendees will gain an action plan and:
  • An understanding of what should be evaluated across the different GTM strategy levels.
  • An approach for determining their organization’s current maturity level.
  • Completed assessment results and recommendations for next steps.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Fueling Data Literacy: Igniting Curiosity And Shifting Mindsets

Self-serve analytics and AI chatbots promised to unleash the latent energy of employees’ curiosity, enabling them to make smarter, faster decisions. But for most organizations, that promise remains unrealized. This session explores employee-first data literacy and the key barriers that hinder organizations from becoming truly data-driven. Attendees will learn:

  • How to normalize your data discomfort
  • Greater confidence in communicating with technical or data-savvy peers.
  • Actionable guidance and small changes that fuel continuous improvement.

Speakers:
Brittany Viola, Analyst, Forrester
Kim Herrington, Senior Analyst, Forrester

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Drive Scale With Data And Technology
Winning With AI: Transforming Go-To-Market Capabilities

AI and generative AI are powerful tools that can revolutionize go-to-market functions. Companies that use them successfully do so with an aim to win, not a fear of missing out. Uncover use cases and how to navigate AI’s potential risks. This session will provide the following benefits:

  • Learn the differences between generative and other AI capabilities.
  • Understand the roles that AI and generative AI play in go-to-market functions.
  • Actionable insights to take advantage of this technology.

Speakers:
Katie Linford, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
From Ideal To Real: Implementing Your ICP For Audience Segmentation And Success (In-Person Only)

B2B companies struggle to meet rising customer expectations. Crafting an ideal client profile (ICP) is pivotal for optimizing product offerings and designing tailored experiences. By aligning marketing, product, and sales teams through a unified ICP, businesses can more precisely target audiences, deliver high-value solutions, and drive growth. Attend this session to learn:

  • How ICPs foster team synergy.
  • How to construct a comprehensive ICP.
  • How an ICP sharpens focus and pinpoints high-value opportunities.

Speakers:
Kelvin Gee, Principal Analyst, Forrester
Nick Buck, VP, Principal Analyst, Forrester
Beth Caplow, VP, Principal Analyst, Forrester
Tony Plec, Principal Analyst, Forrester
Eric Zines, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Optimizing Sales Culture: How High-Performing Teams Get It Right
Amid dramatic changes in how B2B organizations manage people, attracting and keeping top sellers is harder than ever. Sales leaders and HR leaders are increasingly aligning on sales cultures that adapt to ever-changing environments. In this session, you will learn:
  • How to link culture and performance.
  • How sales winners deliver stronger output when engaged and motivated.
  • Agile cultural strategies to stay ahead of the curve — and the competition.

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester
Katy Tynan, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Designing Your Operating Model For Customer-Obsessed Growth

Across B2B, go-to-market functions drive growth and transform customer experiences, yet often remain siloed, which impacts overall efficiency, effectiveness, and customer value. Building and executing effective functional operating models optimizes your organization and leadership to drive value by meeting business needs. In this session, you will:

  • Understand the imperative for an operating model.
  • Consider the complexities and sensitivities in designing the right operating model.
  • See an operating model example from revenue operations that unifies go-to-market functions.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester

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3:05 pm – 3:35 pm CDT

Case Study Sessions (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

Attend one session:

6sense: Intent Data + Internal Alignment = Success at Iron Mountain

Learn how Iron Mountain unlocked a remarkable 21:1 ROI with 6sense — and how you can replicate their astonishing success. They enabled sales account teams to seamlessly prospect and win deals together using buying stages informed by intent data. That same data aligned marketing’s efforts across regions, empowering them to swiftly share best practices that increased digital spend effectiveness. Expect plenty of lessons learned and GTM transformative practices to apply at your own org!

Speakers:
Jack Speyer, Marketing Ops Director, Iron Mountain
Scott Stano, Senior Manager for Demand Optimization in the Americas, Iron Mountain

Clozd: Win-loss secrets from commercetools’ CMO

After leading win-loss analysis programs at three different companies, commercetools’ CMO will share some of the most helpful tips and tricks she’s picked up along the way. In this session, you’ll hear real-life examples of the benefits of win-loss analysis—along with key best practices on standing up your own program and how to use win-loss insights to drive meaningful, org-wide change.

Speakers:
Spencer Dent, Co-CEO and Founder, Clozd
Jen Jones, CMO, commercetools

LeanData: NVIDIA, AI, Data Science, & the Buying Group Revolution

For B2B high consideration purchases, the buyer is not one person, but a buying group with multiple personas. So how do organizations entrenched in MQLs and ABM motions sell to a group? Learn how tech giant NVIDIA operationalizes an Opportunity-focused, go-to-market motion using a powerful combination of generative AI, data science, and revenue orchestration. This session offers practical recommendations, addresses potential roadblocks, and highlights the role of a revenue team in implementing transformational change.

Speakers:
Aristomenis Capogeannis, Senior Director, Enterprise Revenue Marketing, NVIDIA

Ledger Bennett: GE Vernova’s five-day ABM plan to activation

Recently, marketing, product, and sales teams from GE Vernova undertook a five-day Kaizen to build out its ABM program. Their expected outputs included account identification, segmentation, positioning, messaging, content, stakeholder mapping, activation plans, and tracking. Here, Tracy Swartzendruber and Lewis Tierney provide insight into that week, sharing the key lessons to take away and the templates to use to deliver fast-start ABM programs that involve the right teams from the outset.

Speakers:
Tracy Swartzendruber, Vice President, Marketing – Power Generation and Oil & Gas, GE Vernova
Lewis Tierney, Chief Client Officer, Ledger Bennett, a Havas company

NetLine: How Intercept Creates Demand-Generating Experiences Using Intent Data

Only 5% of buyers are actively in-market, and you only see a small sliver of a buyer’s entire journey. With margins this slim, it’s essential to optimize every buyer interaction, ensuring no opportunity falls through the cracks. But how can you gain greater visibility into who your buyers are and what they want? Learn how Intercept leverages NetLine’s buyer-level intent data and insights to create powerful content experiences that drive demand for their clients.

Speakers:
Andrew Au, Managing Partner, Intercept
David Fortino, Chief Strategy Officer, NetLine
Josh Baez, Sr. Manager of Demand Generation, NetLine

pharosIQ: Turning Top-of-Funnel into Pipeline: A Case Study on How Intent-Driven Content Syndication Leads Turn into Revenue

For B2B marketers, achieving success at the “Top-of-Funnel” stage doesn’t always directly translate into predictable pipeline outcomes. However, when content syndication is coupled with down-funnel intent signals and the leads are managed by an agile marketing infrastructure, it can yield tangible and exciting results. Join us as we dive into the collaborative efforts between Comcast Business and pharosIQ, where we refined global lead generation and sales and marketing strategies to enhance sales pipeline acceleration in the US and EMEA markets.

During this session, we will provide actionable insights on:

  • Understanding the significance of signal-driven lead generation.
  • Leveraging quality thought leadership and intent signals to optimize existing lead flow processes.
  • Exploring the future implications of intent signal data for B2B marketers.

Speakers:
Kate Mahajoudeen, Senior Director, Growth Marketing , Comcast Business
Marty Fettig, Executive Vice President of Sales, pharosIQ

Salesforce: Your AI Playbook for Sales Productivity and Growth

Ready to compete and win in a new era of selling? Join Salesforce for a conversation with David Harvey, Chief Sales Officer of Southwest Airlines, on how to accelerate revenue with every lever at your disposal. Plus, discover best practices to fuel data-driven insights, unlock rep productivity with AI and automation, and drive sales efficiencies – all on a single platform.

Speakers:
David Harvey, Chief Revenue Officer, Southwest Airlines
Amber Armstrong, Chief Marketing Officer, Sales Cloud, Salesforce
Katie Campbell, Senior Manager Product Marketing, Salesforce

ZoomInfo: Future-Proofing GTM Strategies Through Sales Intelligence

In today’s market, having a competitive edge is as fleeting as the latest tech wave, only the shrewdest players foresee change and adapt. For those visionaries poised to ride the crest of the AI revolution, this conversation is for you. We’ll discuss how ZoomInfo Copilot can amplify human potential and make every seller your best seller while injecting your GTM strategy with innovation.

Speakers:
Bryan Law, Chief Marketing Officer, ZoomInfo
Shannon Duffy, Chief Marketing Officer, Asana

3:35 pm – 4:30 pm CDT

Marketplace Break & Networking

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

Attend one session:

3:40-3:50pm - Enlyft: Radically transform your ICP Fit for GTM success

Quality over quantity. We say it – but don’t always follow this guidance. We get caught up finding more accounts for teams to target, rather than focus on the right ones most likely to buy. There’s a better way. With Enlyft, you can reinvent your ICP Fit by leveraging data intelligence, models, intent signals, and the power of GenAI. In just 10 minutes, you’ll learn a radically different approach to managing your GTM and increasing revenue.

Speakers:
Lokesh Dave, Enlyft, CEO
Michael Schultz, CMO and ICP Evangelist, Enlyft

3:40-3:50pm - INFUSE: The Long Game: Resetting Expectations for Buyers and Sellers in a Skeptical Market

Unlocking predictable revenue depends on establishing meaningful connections with the buying groups within your target accounts. But what about buyers who spend 70% of their buyer’s journey without ever engaging with sales? – By adeptly addressing their unique needs using accurate account and buyer intelligence and activation tools, you empower their research and decision-making processes. Explore how marketers can adapt to this defensive landscape and discover actionable steps to reset both buyer and seller expectations and expand your influence throughout the buyer’s journey, from awareness to expansion.

Speakers:
Victoria Albert, VP of Marketing, INFUSE

3:55-4:05pm - Modern: Doing more with less: How 3 marketing leads shook things up

Flat budgets, bigger targets, bleak economic outlook – it’s a tough environment right now. Yet, strategies need to be delivered, martech needs investment and delivering demand can’t stop. In this session, we’ll share how three marketing leaders refocused their approach to deliver more with less. You’ll learn how diagnostic tools helped prioritize practices, how strong digital fundamentals prevent a ‘leaky bucket’ and how rethinking demand gained economies of scale saving millions.

Speakers:
Nicola Ray, CEO, Modern

3:55-4:05pm - Salesloft: Unlock efficiency and revenue outcomes with Salesloft Rhythm

The buyer has evolved, and so should we. Advancements in technology mean we can do more today than before. So, gone are the days of a fragmented tech stack, missed buyer signals, and selling with uncertainty. Enter: Salesloft Rhythm. Get a first-hand look at how Rhythm leverages the power of AI and integrations from your tech stack to guide sellers on the right actions to take at the right moments to delight buyers and maximize revenue.

Speakers:
Linda Su, Solutions Product Marketing Lead, Salesloft

4:10-4:20pm - Vivun: 5 Transformative Insights That Elevate Product & GTM Strategies

As much as 80% of the sales cycle is spent validating your technology. Improving execution of this critical stage isn’t just crucial for efficient growth; it’s an opportunity to glean insights that elevate your competitive edge. See how Vivun – an AI-powered Technical Copilot for sales teams – empowers customers to build revenue-centric roadmaps, deliver and scale compelling demos, and evolve their technical sales process to boost win rates, lift deal sizes and shorten sales cycles.

Speakers:
Jarod Greene, CMO, Vivun

3:35 pm – 4:20 pm CDT

Analyst-Led Roundtables (In-Person Only)

The Analyst-Led Roundtables provide an opportunity for attendees to spend some time in small interactive group discussions focused on key Marketing, Sales and Product Management topics. Networking roundtables will feature topics facilitated by Forrester analysts.

Engage Effectively With The New Generation Of Buyers

Join our keynote speaker and your peers to learn more about the impact of younger buyers on B2B and how other companies are bridging this generational divide.

Speakers:
Amy Hayes, VP, Research Director, Forrester

Why And How You Should Invest In Customer Obsession

Join our keynote speaker and your peers to learn more about what customer obsession means to your company, the benefits you can expect, and how to make it real.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

How To Move From MQLs To Buying Groups​

Join our B2B Revenue Waterfall experts and your peers to learn more about how other companies are tackling the operational challenges involved in moving from MQLs to buying groups.

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

Sales Culture: The Good, Bad, And Ugly 

Seller-buyer interactions used to thrive on wining and dining, aided by aggressive, sometimes toxic B2B sales cultures. Have times changed? Bring your stories — the good, the bad, and the ugly — to this spirited discussion about modern sales cultures that inspire win-win outcomes for all.

Speakers:
Katy Tynan, VP, Principal Analyst, Forrester
Peter Ostrow, VP, Principal Analyst, Forrester

Assessing Your Readiness For The GenAI Revolution

Although B2B companies recognize the potential of genAI, many struggle with assessing organizational readiness and prioritizing adoption. Join your peers to discuss their experiences with AI and understand current adoption patterns.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

4:30 pm – 5:00 pm CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Congratulations to Verizon Business on this accomplishment.

Speakers:
Nitin Ahuja, Senior Director of Technology Strategy , Verizon Business
Mike Cingari, SVP - Customer Experience, Marketing Operations & Strategy, Verizon Business

5:00 pm – 5:30 pm CDT

Guest Keynote: Geraldine Tunnell, CMO, Dell Technologies

Speakers:
Geraldine Tunnell, Chief Marketing Officer, Dell Technologies
Bob Safian, Advisor and Podcast Host, The Flux Group

5:30 pm – 6:45 pm CDT

Reception

Connect with sponsors and catch up with colleagues on the show floor.

7:00 pm – 8:30 pm CDT

Executive Leadership Exchange (Invite-Only): ELE Dinner

Please join us on Monday evening for an exclusive dinner for the Executive Leadership Exchange.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

Tuesday May 7

8:00 am – 9:15 am CDT

Forrester Certification Workshop: Hone Your CX Measurement Practice

Solid CX measurement is vital to the success of any customer experience program. Without it, you risk guessing at the right areas to focus and missing out on buy-in and budget. This session will introduce Forrester’s CX measurement and ROI tools, then provide hands-on practice identifying the right CX beacon metric and journey metrics for your organization. The session provides a live sample of Forrester’s Mastering CX Certification course, available for individuals and teams looking to improve their CX skills.

Speakers:
Judy Weader, Principal Analyst, Forrester
Jenna Wohead, Director, Product Management, Forrester

8:30 am – 9:15 am CDT

MRP Breakfast Boardroom

8:30 am – 9:15 am CDT

Webflow Breakfast Boardroom: Breaking Marketing’s Code Dependence

In an era where customer expectations continue to rise, timelines are getting shorter, and budgets are tight, the pressure is on CMOs to keep up and truly drive their teams (and their company) to greatness. But, with the shortest tenure of any executive team member, marketing leaders have for too long been hampered by slow processes and creaking code_dependent tech stacks. In this session led by Shane Murphy-Reuter, CMO at Webflow, learn how code_dependency is out — and about the low-code and AI solutions that can give teams the ownership and speed they need to become a true catalyst for growth.

Speakers:
Shane Murphy-Reuter, CMO, Webflow

9:30 am – 10:00 am CDT

Keynote: Beyond The Breaking Point: It’s Time For A Revenue Transformation

B2B teams remain under pressure to increase revenue and achieve growth. But common growth formulas fall short without greater customer-centricity and self-disruption. Customers can no longer be an afterthought to revenue strategy. During this keynote session, you will hear:

  • Which go-to-market practices no longer work today
  • Why there is a need to focus on customer value before commercial value
  • How to transform your mindset, practices, and culture – with results

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester

10:00 am – 10:30 am CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Congratulations to DDI on this accomplishment.

Speakers:
Gina Dickson, Chief Product and Marketing Officer , DDI
Steve Runkel, Senior Vice President, Global Sales Strategy , DDI

10:35 am – 11:05 am CDT

Marketplace Break & Networking

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

Check out 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:

10:40-10:50am - Act-On: Break Down Complexities and Reimagine Marketing Automation

Another year of frustration and inefficiency is another year lost. Complexity only escalates with time, leading to higher platform and operational costs. Is it time for a change? Act-On has reimagined marketing automation, helping customers improve time-to-market for key campaigns by nearly 85%. See how Act-On can help maximize your marketing ROI by drastically cutting costs and eliminating time-consuming tasks, empowering you to invest in what drives your business forward.

Speakers:
Jeff Day, SVP, Marketing, Act-On Software

10:40-10:50am - Data Axle: Marketing to the Whole Person

Stand out from the crowd with data-driven personalization. Advertisers need to have a deep understanding of their prospects as a whole – from their home lives to the office. This session dives into how marketers can leverage data to surround their prospects on the channels they are most engaged on and tell a personalized, comprehensive story. We will also focus on the new Gen Z buyer and how to “think outside the email.”

Speakers:
Linnette Jones, VP, Strategic Accounts, Data Axle

10:55-11:05am - CaptivateIQ: How to Better Leverage Incentive Compensation as a Strategic Lever for Growth

Incentives are one of the biggest levers that a revenue team can pull on to drive growth, but the complexity of designing and delivering compelling compensation plans often make it challenging to realize the full potential and impact on motivation and revenue performance.

In this session, we’ll delve into how a leading B2B software vendor harnesses the power of incentives as a powerful catalyst for driving business growth. From tailoring incentive structures to meet customer needs, leveraging AI to give reps better visibility into potential earnings, to better motivating sales behavior through leaderboards and gamification, you’ll learn practical strategies to incentivize performance and fuel sustainable growth.

Speakers:
Quintin Smith, Head of Product Marketing, CaptivateIQ

10:55-11:05am - Mindtickle: Boosting Content Use and Win Rates with Digital Sales Rooms

Join Colleen Cimone and Christian Pieper from Mindtickle as they demo how Mindtickle’s customers are using Digital Sales Rooms to create engaging buying experiences that drive deals forward. Watch them build a real room in minutes and see how customer engagement data flows in in real time. Find out why DSRs are not just well-adopted, but a driver of adoption for the entire Mindtickle platform.

Speakers:
Colleen Cimone, Enterprise Solution Consultant, Mindtickle
Christian Pieper, Senior Product Marketing Manager, Mindtickle

10:35 am – 11:05 am CDT

Analyst-Led Roundtables (In-Person Only)

The Analyst-Led Roundtables provide an opportunity for attendees to spend some time in small interactive group discussions focused on key Marketing, Sales and Product Management topics. Networking roundtables will feature topics facilitated by Forrester analysts.

Category Creation, Reinvention, And Leadership

In crowded and fast-moving markets, pursuing the right category is critical. Join your peers to talk about how they’re choosing their categories and the tactics they’re pursuing to establish leadership.

Speakers:
John Buten, Principal Analyst, Forrester

Transform Your Revenue Process To Focus On Value​

Join our keynote speakers and your peers to dive into the case for revenue process transformation. Learn how sales, marketing, and customer success teams use customer value to grow with prospects and clients.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester

Use GenAI To Enhance Content And Customer Experience​

B2B leaders are rallying cross-functional teams around practical use cases where genAI can have impact, such as content and customer engagement. Join your peers to learn and share experiences related to bringing genAI into workflows, building expertise, and enlisting allies to power progress.

Speakers:
Lisa Gately, Principal Analyst, Forrester

Leverage PLG For Growth And Expansion​

Product-led growth (PLG) is the new go-to-market trend, promising higher growth at lower cost of sales. But how can larger, entrenched firms take advantage of PLG? Join your peers to discuss how to use PLG with established products and a traditional sales-led go-to-market strategy.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Lisa Singer, VP, Principal Analyst, Forrester

Campaigns And Content: Meet The Experts​

Join this roundtable discussion where we will share experiences and best practices for extending the value of content using integrated campaigns.

Speakers:
Phyllis Davidson, VP, Principal Analyst, Forrester
Craig Moore, VP, Principal Analyst, Forrester

11:15 am – 11:45 am CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Focus On Customer Value To Deliver B2B Revenue Growth

B2B leaders are challenged with designing and operating a scalable growth engine. Focusing on achieving revenue targets alone isn’t enough; a deep understanding of customers — who they are, what they value, and how they measure value — is critical. In this session, you’ll learn:

  • Why a deep understanding of customer value is essential.
  • The elements of an aligned revenue ecosystem.
  • How technology and insights are foundations for scalable, profitable, and sustainable growth.

Speakers:
Steve Silver, VP, Research Director, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Use Generative AI To Enhance Content And The Customer Experience

Siloed experiments stall genAI adoption, but unified vision ignites it. In 2024, savvy B2B organizations will rally cross-functional teams around high-impact content use cases to elevate customer experiences. This session will help you:

  • Apply a genAI adoption framework to expand beyond pilot projects
  • Facilitate cross-functional collaboration and ongoing change management
  • Mature and scale your organization’s genAI usage for content and customer impact

Speakers:
Lisa Gately, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
The Experience Advantage: Boost Marketing, Sales, and Product

To accelerate differentiated offerings that drive customer and business value, customer experience and product management teams must work together. The resulting collaboration raises focus on both the customer’s experience and achieved value. In this session, you’ll learn how the partnership will:

  • Lead to a deep understanding of customers, formulating a winning product strategy.
  • Unlock opportunities for collaboration and innovation to drive customer-obsessed growth.
  • Identify ways to sharpen and align on customer insights, engagement, and advocacy.

Speakers:
Su Doyle, Senior Analyst, Forrester

READ MORE + READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
How Sales And Marketing Can Leverage Buying Groups To Supercharge Deals

The power of buying groups doesn’t end when deals are qualified for sales. In this session, we’ll bridge the gap between the application of buying groups for marketing and sales and explore:

  • The value of partnership in the pipeline (and why it has been overlooked).
  • The actions needed from marketers and sellers to better support purchase decisions.
  • How to make the most of marketing and sales’ collective insights to progress opportunities for more closed-won revenue.

Speakers:
Nora Conklin, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

READ MORE + READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
Program Of The Year: Demand & ABM

SheerID is the recipient of this year’s Program Of The Year Award in the category of Demand & ABM.

Speakers:
Sai Koppala, Chief Marketing Officer, SheerID
Lyn Pangares, VP - Growth Marketing, SheerID
Terry Flaherty, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Evolve Traditional Go-To-Market Approaches
B2B eCommerce: Who Leads And How To Get Started

B2B is behind in exploiting eCommerce as a fully integrated route to market. Shifting buyer expectations and market opportunity demand that go-to-market leaders champion standing up an eCommerce capability or risk buyers going elsewhere. This session will:

  • Review the market context and opportunity for B2B eCommerce .
  • Discuss the critical importance of executive owner and day-to-day manager roles and who is best suited to them.
  • How to get started and how to avoid common pitfalls with a six-step process.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester
Matthew Selheimer, VP, Research Director, Forrester

READ MORE + READ LESS -
Evolve Traditional Go-To-Market Approaches
Collaborative Go-To-Market Playbooks: From Insights To Action

Go-to-market playbooks should be built with one purpose in mind: delivering a great buyer experience. But insights alone are not enough — the playbook must align efforts between disparate teams to provide a coordinated, seamless buyer experience. At the end of this session, attendees will:

  • Understand the core elements of a successful engagement strategy.
  • Recognize best practices for creating a collaborative GTM playbook that drives alignment across stakeholders and delivers a seamless, successful buyer experience.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester
Barbara Winters, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Evolve Traditional Go-To-Market Approaches
Program Of The Year: Partner Ecosystem Marketing

Splunk, a Cisco company,  is the recipient of this year’s Program Of The Year Award in the category of Partner Ecosystem Marketing.

Speakers:
Lisa Stifelman-Perry, Director of Global Partner Experience Operations , Splunk
Maria Chien, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Drive Scale With Data And Technology
Master Your Tech Stack With The Revenue Technology Management Framework

B2B operations leaders have increasing responsibility for ownership and management of their technology stacks, beyond overseeing selection, administration, and enablement. To do this successfully, these technology leaders must both broaden and deepen how they think about their ecosystems. This session will provide the following benefits:

  • Understand revenue operations’ role in technology management.
  • Develop a strategic outlook about management of tech ecosystems.
  • Establish the technology vision and the corresponding roadmap across the revenue engine.

Speakers:
Katie Linford, Principal Analyst, Forrester

READ MORE + READ LESS -
Drive Scale With Data And Technology
Marketing Competencies Of The Future: Why Being Human Or Technical Aren’t Options

The future requires human and technical skills. Employees must possess cognitive skills, self-efficacy, and the ability to work with others to lead and drive consensus. Employees will also need AI prompt engineering, data science, or data modeling skills — and it is rare for marketers to possess both. In this session, you will learn:

  • Why data and human skills are both important​
  • What skills are most important for marketing success​
  • How to build a learning plan that addresses identified gaps

Speakers:
Naomi Marr, Principal Analyst, Forrester
Katy Tynan, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Activate Buyer And Customer Insights
What’s Undermining Insight-Driven B2B Marketing? Debunking Myths And Misconceptions

B2B marketers continue to struggle to apply insight-driven decision-making to their work, compromising marketing’s performance, credibility, and resourcing, yet tired myths and misconceptions surround marketing’s use of insights and interfere with meaningful progress. This session will provide the following benefits:

  • Better understand the underlying causes of your insights challenges.
  • Rethink conventional wisdom surrounding the insights gap.
  • Learn the path forward to insight-fueled marketing performance.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Activate Buyer And Customer Insights
How Trust Drives Buyer Purchase Intent, Customer Retention, And Advocacy

Trust is a primary driver of purchase intent and the key to building lasting relationships with customers. In this session, we’ll review new research that shows how trust can be built and sustained and how trust can overcome the risk-averse decision-making of B2B buyers. In this session, you will learn:

  • Trust can be built, sustained, and grown.
  • How to turn trust from an abstract ideal into an actionable strategy.
  • Use trust to counteract defensive decision-making.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Activate Buyer And Customer Insights
Skip The Small Talk: Generative AI And Conversation Automation Fuel Insights-Driven Interactions

 

Generative AI-powered conversation automation enables more sophisticated conversational use cases for B2B marketing, helping organizations reduce friction and increase personalization, along with increasing marketing and sales efficiency through precision insights about audiences, programs, and opportunities. This session will provide:

  • Insights into the current state of conversational interactions.
  • Trends that are transforming automated conversations.
  • Practical advice for leveraging conversational interactions, technologies, and insights for efficiency and growth.

Speakers:
Jessie Johnson, Principal Analyst, Forrester

READ MORE + READ LESS -
Reinvent Leadership, Skills And Teams
Data Storytelling: Inspire Change And Drive B2B Transformation

Struggling to be heard amid the noise? Are your communication efforts falling flat when it comes to impacting behavior change? Unleash the power of data storytelling and culture to revolutionize your B2B organization. Storytelling is essential to help B2B organizations make decisions, connect metrics and business goals, and obtain buy-in. In this session, you will learn:

  • How to reinvent your story.
  • How to unlock your narrative superpowers.
  • Practical tips to inspire culture change.

Speakers:
Kim Herrington, Senior Analyst, Forrester

READ MORE + READ LESS -
11:55 am – 12:25 pm CDT

Case Study Sessions (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

Attend one session:

Activate: How ServiceNow’s Marketing Team got a Bigger Seat at the Table

As a marketer, securing buy-in for ideas can sometimes feel like a challenge. Yet, it’s also an exciting opportunity to showcase the value and potential of our strategies. Activate and ServiceNow developed a strategy that focused on uncovering buyer pain points to engage the ideal customer. With this strategy, ServiceNow was able to successfully engage with its key accounts worldwide and across a multitude of industries, from Financial Services and Healthcare to Telecom and Tech. Join Sudeep and Ed as they reveal the particulars of this strategy that boosted conversion and changed the conversation.

Speakers:
Sudeep Misra, Global Integrated Campaigns, ServiceNow
Ed Grossman, Co-Chair and Chief Strategy Officer, Activate Marketing Services

Bython Media: Align your Demand Generation Supply Chain for Maximum Business Outcomes

By now, most of you know that getting leads through the Demand Generation supply chain involves more than the partner you work with. The Supply chain includes publishers, demand generation companies, enterprises, and agencies. The data that becomes a lead can start with publishers or demand gen companies, or use both of these types of companies simultaneously. How do the results – a lead – meet your specific criteria? How do the hand-off and alignment work through the campaign inception, execution, and reporting? How are marketing and sales aligned to take advantage of the lead(s)? Join Chris Leger, CEO of Bython, Travis Goodrich, SVP Global Campaign Marketing, Salesforce; and Craig Johnson, SVP, Head of Industry, B2B, Dentsu for this discussion.

Speakers:
Chris Leger, CEO, Bython
Travis Goodrich, SVP Global Campaign Marketing, Salesforce
Craig Johnson, SVP, Head of Industry, B2B, Dentsu

Dun & Bradstreet: The Little Panel That Could- Did with Data

GTM efforts going off the rails? Hop aboard as agents of change from WEX, Bottomline Technologies, and Rockwell Automation take you on a journey to discover life after fragmented data, rudimentary audiences, and bad sales intel. They’ve been through it, and still came out the other end of the tunnel to deliver the payload. Learn what it might take for you to do the same.

Speakers:
Jerry Nichols, VP, Marketing Data, Analytics, and Insights, Bottomline
Gudrun Wetak, Head of Global Data Operations - Marketing, Rockwell Automation
Tom Magadieu, Senior Director, Digital and SMB Marketing, WEX

G2: How Customer Voice Guides Sprout Social’s Go-to-Market Strategy

Many businesses say they are “customer-centric” or “customer obsessed,” but not all are taking the steps to truly embrace customer-led growth. Sprout Social lives and breathes this, with customer voice ingrained in their DNA. With authentic review insights from G2, the company understands their customers at a deep level. In this session, learn how Sprout Social leverages this validation in marketing, sales, customer support and success – while also guiding its product roadmap with timely customer feedback.

Speakers:
Natalie Severino, VP of Product & Customer Marketing, Sprout Social
Eric Gilpin, CRO, G2

Intentsify: Verizon Amplifies Intent Investment with Full Funnel Activation

In late 2023, Verizon saw an opportunity to combine the efforts of multiple marketing teams and super-charge parallel efforts. The powerful results created a template for Verizon’s 2024 planning. In this session, attendees will learn how to build a demand generation engine that optimizes the power of intent-driven content syndication and display advertising programs. By seamlessly integrating intent data, compelling content, and a motivated team, Verizon drives more qualified opportunities and faster deal cycles.

Speakers:
Gabriela Allen, Head of Demand Generation, Verizon
Hannah Swanson, Director of Marketing, Intentsify

People.ai: Future Proof your Go-to-Market with AI Powered Solutions that Drive Growth

AI is changing our world at record speed and empowering leaders to reimagine their go-to-market approach and strategies.
As we enter this next generation of AI technology, how can you set yourself up for success to leverage it in a way that drives genuine impact in efficiency, effectiveness and revenue?

In this session, Susan Zuzic, Sr. Director, Global Accounts at People.ai alongside Sandeep Kumar, GTM Strategy and Revenue Operations Leader at Cisco will walk through:

  • The importance of building a data foundation
  • How to leverage AI to unlock new levels of automation
  • How customers are modernizing their existing techstack to supercharge GTM effectiveness

Speakers:
Susan Zuzic, Sr. Director, Global Accounts, People.ai
Sandeep Kumar, GTM Strategy and Revenue Operations Leader, Cisco

Salesforce: Reimagine Service with Trusted AI and Data

Expectations for personalized customer service are at an all-time high, and service leaders everywhere feel the pressure to reduce costs while keeping CSAT high. Join us for a discussion with Sanjeev Balakrishnan, SVP of Customer Success at Salesforce on how businesses can leverage data and AI with Service Cloud to elevate customer experiences from self-service to the contact center to the field.

Speakers:
Sanjeev Balakrishnan, SVP, Customer Success, Salesforce

12:35 pm – 1:35 pm CDT

Executive Leadership Exchange (Invite-Only): Exclusive Facilitated Q&A

Hear stories of success from some of our Summit 2024 award winners.  Have the chance to ask questions and discuss key aspects of their journeys.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

12:35 pm – 1:35 pm CDT

Lunch & Marketplace Break

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

Check out 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:

12:55-1:05pm - Pipeline360: Navigating Economic Constraints and Pipeline Challenges: Strategies for Success in the New Marketing Landscape

Economic constraints, the struggle to meet pipeline targets, complex buying journeys – these are just a few of the obstacles we’re all facing in 2024. In this session, Pipeline360 presents data from their recent market research and offers strategies and solutions to thrive in this new marketing era.

1:10-1:20pm - Zoom: Unifying the Customer Journey on One Platform

Learn how to break away from cookie cutter sales and marketing tactics with a unified revenue platform built by Zoom. We’ll go over the Zoom Events playbook to help marketers hit their events ROI. We’ll also share how sellers can save time and accelerate deals using the AI and conversational intelligence of Zoom Revenue Accelerator. Join this session to see why Zoom is more than just meetings and can empower your entire revenue org on one platform.

Speakers:
Rajul Shah, Head of Sales, Growth Products, Zoom

1:25-1:35pm - Ansira: How B2B Partner Marketing Drives Competitive Advantage

Understanding the way that partners go to market is important – seems obvious, but different routes to market, or the introduction of new routes to market, means partners are motivated in multiple ways. The question then is, “how do vendors make it easier for partners to do business with them?” In this spotlight session, Ansira will share three vendor perspectives on how their platform and services drive competitive advantage in their vendors’ ecosystems.

Speakers:
Karlyn Bentley, SVP, Client Partnership, Ansira
Courtney Jane Acuff, SVP, Marketing, Ansira

12:35 pm – 1:35 pm CDT

Lunch & Learn Session (In-Person Only)

Salesforce Lunch & Learn: Drive Efficiencies Across Marketing, Sales, and Service Teams

B2B revenue teams must drive alignment across marketing, sales, and service in order to close deals and retain customers. In this lunch and learn, hear how other companies work across teams to build and maintain customer relationships.

1:45 pm – 2:15 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
ABM Won — So What’s Next For B2B Marketing And Sales?

Five years ago, we predicted that the term account-based marketing (ABM) would disappear. What did we get right — or wrong? In this session, we’ll explore:

  • How ABM has evolved.
  • What it means for the customer-obsessed growth engine.
  • ABM’s future potential, including challenges and potential pitfalls that lie ahead.

Speakers:
Nora Conklin, Principal Analyst, Forrester

READ MORE + READ LESS -
Differentiate Your Strategy To Drive Growth
How To Reinvent Your Category And Find Growth

Category creation success stories often focus on startups building out a totally new concept. But many companies can differentiate, establish leadership, and find growth by reinventing an existing category. In this session, you will learn:

  • The techniques for creating, reinventing, and leading new and established categories.
  • Three common paths to accomplish category reinvention.
  • Key criteria governing the success of a category reinvention effort.

Speakers:
John Buten, Principal Analyst, Forrester

READ MORE + READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
Your Buyer’s Experience Relies On Competitive Messaging

Although competitive messaging often arises from an internal demand, your buyers actually crave competitive messaging to help them buy the offering best suited to their needs. In this session, we will:

  • Discuss the latest trends in buying behavior proving that buyers require competitive messaging.
  • Introduce a process to build competitive messaging that triangulates buyer needs, your strengths, and competitors’ weaknesses.
  • Offer strategies to engage sellers to help ensure that messaging is validated and used with buyers.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
It Pays To Digitalize Your Approach To Customer Success

As customer success (CS) evolves from account caretaker to builder of value and future revenue opportunities, the size and shape of the required investment in CS is changing. This session introduces a new Total Economic Impact™ model that shows how leading with digital experiences:

  • Scales CS team impact effectively across the customer lifecycle.
  • Focuses human interactions on solving complex problems that then accelerate time-to-value.
  • Improves customer growth, loyalty, and advocacy across all segments or tiers.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Create A Digital Plan That Empowers Your Customers

Customers increasingly prefer to self-serve throughout the customer lifecycle. Companies must align digital approaches across marketing, customer success, product, and sales to meet these expectations. Otherwise, customer engagement and customer experience will suffer, jeopardizing revenue. This session will provide the following benefits:

  • Insight into how to develop a holistic digital plan for your customers.
  • An understanding of where to focus digital in the postsale customer journey.
  • Best practices that help accelerate how you can apply concepts in your company.

Speakers:
Renee Irion, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Don’t Allow Poor Measurement To Block Revenue Process Transformation

B2B revenue processes will remain irreparably misaligned, friction-packed, and ineffective if their objectives continue to underemphasize customer value creation. To improve revenue performance, companies must reimagine what and how they measure and focus on tuning underlying processes accordingly. This session will provide the following benefits:

  • Understand how existing measurement perpetuates misalignment.
  • Hear about the new visibility requirements of revenue process transformation.
  • Learn how to develop aligned reviews of performance.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Evolve Traditional Go-To-Market Approaches
Real Talk With Ecosystem Partners: A Panel Discussion On GTM Evolution
Partner ecosystems are rapidly growing in size and complexity to meet shifting customer preferences and mitigate economic risks. Hear from practitioners across the partner ecosystem — alliance partners, technology partners, service providers, integrators, resellers, and distributors — about key lessons, insights, and engagement approaches to accelerate your partner-integrated growth strategies.
  • Learn how partners are accelerating B2B organizations’ growth.
  • Understand ecosystem-aligned engagement models.
  • Learn how to apply best practices for your partner ecosystem GTM motions.

Speakers:
Hannibal Scipio, II, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Is Data Quality Getting In The Way Of GenAI Trust?

Companies attempting to leverage generative AI inside their business are facing a consistent challenge: internal data quality that is insufficient to meeting the demands of the technology. This session will offer the following benefits:

  • Learn why data quality has become a primary limiting factor for B2B organizations’ pursuit of genAI use cases.
  • Understand what a high-performing data quality competency looks like for genAI.
  • Uncover the steps that successful businesses are taking to bridge this gap and achieve results.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

READ MORE + READ LESS -
Activate Buyer And Customer Insights
Not A Quiet Place: How Product Teams Can Benefit from Online Communities

Lively discussions about the offering have long been a part of online communities. Are your product managers taking advantage of straight-from-the-user chatter about their product experience? Product ideation, insight into potential enhancements, and opportunities for product-led growth are there for the taking. In this session, we will show you what’s available and how to get started or improve on what you’re already doing. You’ll see:

  • Examples and ideas of how product management can benefit from becoming closer to online communities.
  • Community platform integrations with product management software that make the process more efficient.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Equip Your Organization To Deliver Differentiated Experiences

Why is your organization investing in CX? Whether the objective is revenue, growth, profitability, retention, innovation, or brand value, organizations need a unique set of capabilities to determine what customers need, design and test solutions, and deliver exceptional experiences. In this session, you will learn:

  • B2B CX success stories.
  • How to match CX capabilities to your mission.
  • What skills to own, upskill, borrow, and outsource.

Speakers:
Su Doyle, Senior Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Program Of The Year Product Management

New York Power Authority is the recipient of this year’s Program Of The Year Award in the category of Product Management.

Speakers:
Tabitha Robinson-Zogby, Senior Director of Product Management , New York Power Authority
Lisa Singer, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
2:25 pm – 2:55 pm CDT

Case Study Sessions (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

Attend one session:

Bombora: Maximizing Box's GTM Impact with Bombora Data

Effectively leveraging data across an organization’s entire GTM funnel is challenging. This session delves into how Box transformed its marketing landscape leveraging Bombora Intent data and Market Insights. Empowering sales, marketing, and product leaders, these insights enable tailored content and outreach strategies beyond traditional targeting methods. Moreover, they ensure all teams remain aligned with the evolving market dynamics and consumer expectations. Join to witness how Box drives sales velocity, effective outreach, and GTM success.

Speakers:
Tess Mercer, Head of Marketing Operations, Box

Corporate Visions: A New Focus for Enablement: Driving Sustained Seller Behavior Change

It’s imperative that enablement leaders work directly with their CROs to establish seller behavior change as the core responsibility of the enablement function. Concrete seller behaviors identified by the sales leader as critical to sales objectives provide the link between sales strategy and enablement activity. To become a strategic actor in the sales organization, enablement’s remit must expand beyond just training and communication. In this session, Corporate Visions and Highspot will showcase how to focus on identifying behaviors correlated with strategic growth initiatives and commercial success for them, scaling them across the sales force, and measuring their impact.

Speakers:
Tim Riesterer, Chief Strategy Officer, Corporate Visions
Kelly Lewis, Vice President of Revenue Enablement, Highspot

Demandbase: How Workday Aligns Sales and Marketing with Best-in-Class ABX

Join Workday as they share an inside view into their ABX journey, from building a robust model for account identification and clustering to dynamic cross-channel activation and increased pipeline. Workday will cover how they have piloted and scaled their ABM strategy while ensuring Sales is included every step of the way.

Speakers:
Matthew Miller, Global ABX Principal, Workday
Carolyn Wellsfry Cheng, Director, Global ABX, Workday

Gong: How Deselect uses Gong for Revenue Transformation

In ever-changing conditions, revenue leaders lack the insights they need to make informed decisions and confidently run their businesses. In this session you will learn how Deselect is transforming their revenue organization by leveraging a data-driven, AI-powered approach to drive business efficiency and revenue growth with Gong. Jason Garrett, VP of Sales, will share best practices with real life examples.

Speakers:
Jason Garrett, VP of Sales, Deselect

Planful: Escape Excel Hell: Mastering Spend Management with Planful

Tired of drowning in a sea of spreadsheets? Join us and break free from Excel hell. Whether it’s the frustration of month-end reconciliations or manual campaign allocation and spend management. Liberate your marketing team, create friends in finance,and gain crystal-clear visibility into your budget, plan and actuals. Discover how Planful streamlines your processes, integrates seamlessly with your existing tech stack, and empowers you to prove the value of your marketing efforts with ease.

Speakers:
Rowan Tonkin, CMO, Planful

Rollworks: How Broadvoice Skyrocketed Win Rates with ABM

Broadvoice is tackling challenges familiar to many in the market: standing out as a smaller player amidst larger competitors. Their secret weapon? Leveraging Account-Based Strategies for efficient wins. This session will help you master the art of using intent data for crafting perfectly personalized campaigns at each step of the buyer’s journey. Get ready to boost sales trust and alignment, skyrocket your win rates on a leaner budget, and enable positive outcomes for your BDR outreach.

Speakers:
Malachi Threadgill, VP of Growth and Product Marketing, Broadvoice

Terminus: Breaking tradition: Strategic targeting vs. classic 'lead-gen'

Join us to hear how Sparq transformed their outbound motion into a highly effective machine through comprehensive strategic alignment from Sales and Marketing. Learn how they navigated alignment complexities and launched an intent-driven target account approach. Gain firsthand insights on prioritizing early sales and marketing alignment to achieve success.

Speakers:
John Lenzen, Chief Marketing Officer, Sparq

The Marketing Practice: How Thomson Reuters brought its AI proposition to life: getting your AI story to market the right way

There’s a massive question facing many B2B marketing leaders over the next two years. “How do we take our AI-powered solutions/services to market?” Get it wrong, and you risk being lost in the noise of every other business trying to pitch their AI message. Get it right, and there are big benefits for positioning, share price and sales growth. Thomson Reuters are ahead of the curve on this, and Melinda Chan, SVP, Marketing at Thomson Reuters, will share what they have learned to date, and what marketers need to do now and next.

Speakers:
Melinda Chan, SVP, Marketing, Thomson Reuters

Uberflip: Driving Better Business Outcomes Across the Customer Lifecycle

In a challenging B2B landscape marked by slowing growth, AI disruption, and evolving privacy regulations, meeting customer expectations with efficiency is paramount. Higher expectations and dissatisfaction among buyers persists, signaling a need for better personalized experiences. Therefore, effectively engaging with customers and moving them through the journey requires a back-to-basics approach centered around five key principles: Plan, Curate, Design, Build, Measure. Learn how to apply these principles to deliver personalized engagement throughout the customer lifecycle.

Speakers:
Laura Hale Brockway, ELS, Vice President of Marketing, Texas Medical Liability Trust (TMLT)
Megan Virtanen, Senior Vice President of Marketing, Uberflip

3:00 pm – 4:00 pm CDT

Marketplace Break & Networking

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

Check out 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:

3:05-3:15pm - Calendly: Maximizing Meeting & Lead Automation through CRM Integrations

Join Calendly’s Senior Solutions Engineer, David Evatt, for a sneak peek into how organizations leverage Calendly integration with leading CRMs like HubSpot, MS Dynamics, and Salesforce. Explore how this synergy boosts lead conversion rates and automates routine tasks. Discover Calendly scheduling and lead routing essentials, plus the perks of CRM integration. Elevate your efficiency and productivity—don’t miss out!

Speakers:
Dave Evatt, Senior Solutions Engineer, Calendly

3:20-3:30pm - Highspot: Enable Consistent Execution Across the Customer Journey

Misalignment between sales and marketing kills even the best GTM strategy. You need operational rigor to align and execute consistently. Now is the time to level-up revenue performance through identifying and scaling winning sales behaviors. Join this session to learn how Highspot’s AI-driven enablement platform empowers you to drive more pipeline, measure go-to-market program impact, and unify data to align revenue teams.

Speakers:
Elisabeth Michaud, Sr. Director, Product Marketing, Highspot

3:20-3:30pm - Drift: Unlocking Adaptive Marketing with Site Concierge and Bionic Chatbots

Join Drift, a Salesloft Company, for an engaging session exploring adaptive marketing strategies tailored to enhancing your website experience. We’ll take a closer look at our latest products, Site Concierge and Bionic Chatbots, to create individualized experiences to help optimize engagement, conversion rates and pipeline

Speakers:
Holly Xiao, Director of Product Marketing, Drift

3:00 pm – 3:30 pm CDT

Executive Leadership Exchange (Invite-Only): Exclusive Facilitated ELE Birds of a Feather Small Group Discussions & Peer Networking

Come together with your fellow executives for focused, facilitated discussions on specific initiatives you are working on.

Topics will be determined based on your requests, and Forrester Analysts and Executive Partners will be on hand to provide their expert perspectives.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

3:20 pm – 3:50 pm CDT

Analyst-Led Roundtables (In-Person Only)

The Analyst-Led Roundtables provide an opportunity for attendees to spend some time in small interactive group discussions focused on key Marketing, Sales and Product Management topics. Networking roundtables will feature topics facilitated by Forrester analysts.

How GenAI Is Changing Data Quality Requirements

Join your peers to discuss how the requirements of genAI are changing how your organization approaches data quality, the new challenges emerging, and the ways teams are adapting to meet them.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

Make Customer Value The Heart Of B2B Measurement

B2B leaders recognize how facilitating value for customers is key to sustained growth, yet many struggle to integrate customer value into performance measurement. Join your peers to discuss the challenges of incorporating customer value into measurement approaches and how they’re successfully using measurement to drive focus on customer outcomes.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

Why Process Matters In This Age Of Disruption

Achieving operational excellence is a continuous journey. Join your peers to discuss why the focus on process is increasing, how to leverage process to improve sales, marketing, product, and customer alignment, and the latest insights on process technology and automation.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester

Planning For The Future Of ABM

Join your peers to learn how other companies are handling the increasing overlap between demand and account-based marketing and what distinctions or changes are needed to establish the world of the future.

Speakers:
Nora Conklin, Principal Analyst, Forrester

Real Talk With Partner Ecosystem Partners

Join our Real Talk With Ecosystem Partners panelists for an interactive discussion about how suppliers can effectively integrate partners into their strategy and accelerate go-to-market success.

Speakers:
Hannibal Scipio, II, Principal Analyst, Forrester
Kathy Contreras, VP, Principal Analyst, Forrester

Beyond Surveys: The Next Evolution Of VOC

Unabated survey fatigue, combined with demand for timely insights, is putting downward pressure on survey use. Rather than abandon surveys, organizations must deploy them more surgically and expand the use of customer feedback in innovative ways. Learn from your peers about how they are increasing the credibility and impact of their customer insights efforts.

Speakers:
Dave Frankland, VP, Research Director, Forrester

Measure The Business Impact Of Ditching MQLs​

Join our B2B Revenue Waterfall experts and your peers to learn more about how to measure the results you can expect to see when moving from MQLs to buying groups.

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

3:30 pm – 4:00 pm CDT

Assessing GenAI Use Cases: What Should You Do? (In-Person Only At The Marketplace)

Generative AI offers exciting opportunities, but also opens the gates to chaos as everyone turns it on everywhere. Businesses need a simple way to identify what’s important as well as what’s feasible to ensure that customer experiences remain enjoyable, on-brand, and compliant.

During this working session, you’ll learn:

  • How your peers are approaching gen AI
  • Why prioritization is only part of the picture
  • How to identify quick wins and good investments–and avoid bad ones

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

7:00 pm – 10:00 pm CDT

Reception & Guest Performance

Join us in jamming out to Gary Clark Jr. !

Clark achieved global impact following his first Grammy Award® in 2014, winning Best Traditional R&B Performance for the track “Please Come Home” from his Warner Records debut album Blak And Blu, and seemingly never left the road. 2015’s The Story Of Sonny Boy Slim wrought hard-won international acclaim as a critical force to be reckoned with

Wednesday May 8

8:00 am – 9:00 am CDT

Forrester Women's Leadership Breakfast (In-Person Only)

Participants of the Forrester Women’s Leadership Program are invited to gather on the last day of Summit to discuss their findings.

9:00 am – 9:30 am CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Insights-Driven Territory Planning: Maximizing Precision For Growth

Envision marketing, sales, channel, and customer success aligned on priority segments, accounts, and opportunities. Now envision that the paths to acquire, retain, and grow customers, the coverage needed, and the goals to drive growth are aligned, as well. This session will help you:

  • Learn what predictive insights are necessary to inform planning.
  • Understand how to sequence insights to co-create aligned goals and territory plans.
  • See how a revenue production plan aligns teams and increases productivity.

Speakers:
Robert Muñoz, VP, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Embrace The Future: Harnessing Localization Tech For Global Marketing Leaders

When businesses grow into new markets, their customer base becomes more multicultural and multilingual — and they expect localized experiences. Marketing teams are rising to the need by adjusting their approach and implementing technologies throughout the workflow. Join this session to learn:

  • How to elevate your localization service-provider interactions from tactical to strategic.
  • Which localization technologies can unlock speed, savings, and scalability.
  • How to assess the business case for bringing them into your organization.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

READ MORE + READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
The Future Of The B2B Website

Boosted by rapid advancements in AI, automation, and access to data, the B2B website has entered a new era in its ability to support organizational growth by providing valuable buyer and customer experiences. Join this session to:

  • Understand the technological advances and trends that will impact the B2B website.
  • Rethink the purpose of the website to anticipate and meet customer needs.
  • Gain actionable insights to stay ahead and drive innovation at your company.

Speakers:
Renee Irion, Principal Analyst, Forrester

READ MORE + READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
Customer Success’s Pivotal Role In Revenue Process Transformation

Customer success is under pressure to serve more accounts with fewer resources. Adding technology, tinkering with process, or providing digital self-service won’t boost post-sale growth until CS teams embrace their role in the value-aligned opportunity lifecycle. This session explains how customer success must now:

  • Treat customers as partners along their post-sale journey.
  • Build marketing- and sales-aligned processes that let customers realize value.
  • Embrace a culture of empathy that emphasizes customer outcomes over internal goals.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester

READ MORE + READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
Identify, Capture, And Activate Buying Groups With Signals

Signals are everywhere. We use them to identify target accounts, detect when a buying group is in market, optimize engagement strategies, identify when an opportunity is in trouble or when a customer is challenged, and so much more. In this session, we will:

  • Share a framework to identify and inventory account and buying group signals.
  • Discuss strategies for using signals to design a better customer experience.
  • Highlight signal-led, cross-functional demand program activation examples.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Maximizing Customer And Business Value Through Co-Innovation

B2B organizations struggle to deliver value via innovation in today’s environment of accelerated technological and customer expectation changes. Co-innovation can help address these challenges. The collaboration of product management with corporate strategy and partner ecosystem teams is key to buy, build, or partner decisions which drive strategic planning, go-to-market plans, and growth objectives. This session will provide guidance on optimizing co-innovation and explain:

  • How co-innovation can maximize customer and business value
  • The role each team plays in architecting the ideal outcome
  • The importance of agility in your co-innovation approach

Speakers:
Tony Plec, Principal Analyst, Forrester
Kathy Contreras, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Digital Workflows: Shorter Buying Cycles Lead To Shorter Sales Cycles

Prospect engagement and deal progression are being digitally reinvented, delighting customers while disorienting B2B teams. The overlooked secret behind digital engagement is a defined buyer workflow that moves prospects forward through a connected set of purchasing tasks. This session will help you:

  • Visualize buying workflows using before and after examples.
  • Build prospect-centric workflows into marketing and sales engagement.
  • Improve buyer progression and conversion through workflow techniques.

Speakers:
Rick Bradberry, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Program Of The Year: Portfolio Marketing

TE Connectivity is the recipient of this year’s Program Of The Year Award in the category of Portfolio Marketing

Speakers:
Chris Yeadon, Head of Global Product Marketing – Automotive, TE Connectivity
Barry Vasudevan, VP, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Navigating the Future with Adaptive Programs, AI, and Autonomous Self-Driving Programs

This breakout session delves into the dynamic realm of adaptive programs, exploring how the integration of AI and autonomous self-driving programs can redefine strategies for personalized engagement, and a superior buying experience. In this this session, you’ll learn:

  • How to overcome the challenges of shifting buyer behaviors
  • How AI delivers personalized engagement and dynamic program management
  • Practical applications of intelligent, responsive, adaptive programs

Speakers:
Kelvin Gee, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Unifying The Sales And Marketing Multiverse Of Insights To Predict Buyer Engagement

Historically, sales interactions were an unreliable source of information for marketers because of inconsistent seller capture. Automatic interaction capture will allow revenue teams to more effectively predict buyer engagement. This will require organizations to move away from a single source of truth and toward a unified data approach. This session will provide the following benefits:

  • Show companies how to unify data to generate insights.
  • Learn how to better organize go-to-market data.
  • Understand how to leverage unified insights.

Speakers:
Seth Marrs, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Have Your Bot Call My Bot: Buying In The Age Of Generative AI

While B2B companies focus on spinning up AI-enabled content engines and customer support agents, buyers are having AI create vendor summaries, parse RFPs, and create test scenarios. How will generative AI capabilities, leveraged by the buyer and embedded in the marketing and sales tech stack, impact B2B buying and selling? This session will provide the following benefits:

  • Insights into what B2B buying will look like in an AI-assisted future.
  • Ideas for how organizations might respond to address the new dynamics.

Speakers:
John Buten, Principal Analyst, Forrester
Jessie Johnson, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
The New Operations Remit: How To Be An Extraordinary B2B Operations Leader

B2B operations demands new leadership requirements need exceptional powers to get their job done. Leaders must be confident change agents empowered to fight against internal resistance and to maximize commercial impact. In this session, you will learn:

  • How to unify marketing, sales, customer, and product to orchestrate customer value throughout the lifecycle.
  • Why operations leaders own outcomes that support an aligned growth engine
  • Critical RevOps, MarketingOps, SalesOps and CustomerOps leadership characteristics.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Intentional Talent Management: The Foundation for Organizational Agility

Attracting and retaining top talent is critical for organizations to deliver innovation, competitive advantage, and profitability. To ensure business performance, you can’t leave talent management to chance. Help your organization engage and motivate employees by developing and implementing a strategic talent management framework. This session will help you:

  • Learn the essential elements needed for a talent management initiative.
  • Build an intentional talent management strategy that aligns to business outcomes.
  • Apply a unified approach.

Speakers:
Eric Zines, Principal Analyst, Forrester

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9:40 am – 10:10 am CDT

Case Study Sessions (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

Attend one session:

6sense: Clarifying Intent: Night Vision for the Dark Funnel

In this presentation, we clarify intent data’s essential role in illuminating B2B buyer journeys – journeys that are almost entirely hidden away in the Dark Funnel. We show how AI integrates thousands of signals to form a beacon that lights up the Dark Funnel from top to bottom, revealing which buyers are in market and how best to engage the right ones the right way and at the right time

Speakers:
Saima Rashid, VP, Marketing and Revenue Analytics, 6sense
Case Studies 5, ,

Airtable: Amazon Studios unifies data and streamlines operations using Airtable

Amazon Studios delivers massive amounts of content and programming to the market, and identifying verified data was a challenge. By building their end-to-end content operations on Airtable, Amazon Studios now works from a single source of truth; improving collaboration, streamlining decision- making and accelerating time to market. Discover the operational engine that powers one of the world’s largest content creators, what B2B marketers can learn from this B2C powerhouse, and the role AI will continue to play in marketing and content operations.

Speakers:
Michelle Ow, Head of Studio Strategy & Ops, Amazon Studios
Paul Ohls, Chief Revenue Officer, Airtable

Demandbase: Pioneering Change in a Traditional Industry: U.S. Bank’s Martech Transformation Story

U.S Bank will share their B2B digital transformation story and how they are leveraging Marketing Technology to drive growth for their business. Specifically, the Bank will share how they are leveraging marketing technology to identify in-market accounts, digitally engaging with their target accounts through a multi-channel approach, providing insights and enabling sales and marketing teams in real-time and measuring impact, optimizing programs, and showing success.

Speakers:
Sam Archbold, Sr Vice President, Digital Strategy, Analytics & Operations Corporate Segment Marketing, U.S. Bank
Sarah Dempsey, Vice President of Marketing, U.S. Bank

Leadspace: Monster Wins with Live, Dynamic Buyer Data

Keep your customer and prospect data alive and full of value. As companies and people change you need better quality, up-to-date, dynamic data and insights to build new pipeline every quarter. In this session, Leadspace and Monster will showcase best practices in B2B marketing and sales today. Learn how dynamic buyer data allows you to identify and prioritize who you want to market or sell-to in your TAM, and why.

Speakers:
Lissette Leonardo, Senior Operations Manager, Monster
Amish Sheth, VP Solutions Engineering, Leadspace

Monday.com: How Togetherwork enhances customer experiences using monday.com

Togetherwork offers mission-critical tools to help its customers manage and grow their communities. To best support these customers, Togetherwork needed to develop strong internal processes across the 23 different businesses under its portfolio. In this session, Tiffany will share how she approached the change management journey at Togetherwork, using monday.com to provide visibility into business-critical insights for leadership while empowering its entities to work more efficiently and deliver exceptional customer experiences.

Speakers:
Tiffany Bellah, Director, Operations Enterprise Applications, Togetherwork

NetLine: How ON24 Drives Engagement with Buyer-Level Insights

Marketing and sales success relies on how well you know your buyers. And with the power of buyer-level insights, you gain a lens into who they are, what they want, and when they want it. ON24 knows this better than most. How do they leverage first-party engagement and buyer-level intent data to deliver the personalized and engaging experiences their audiences crave?

Speakers:
Tessa Barron, Senior Vice President of Marketing , ON24
David Fortino, Chief Strategy Officer, NetLine
Josh Baez, Sr. Manager of Demand Generation, NetLine

Optimizely: Adopting Experimentation to Evolve Your Customer Journey

Join us to hear how Charles Schwab has used Experimentation as the foundational layer of their customer journey. Experimentation has not only allowed them to test hypotheses about their customers, but has also illuminated the good, the bad, and the ugly about their data. Find out how they have leveraged insights from their Experimentation program to build better change management practices, fight confirmation biases, and start to more heavily pursue personalization in 2024.

Speakers:
Michael Vanderhoof, Director, Digital Experimentation, Digital Data Capture, Charles Schwab

ZoomInfo: AI in Action: ZoomInfo Copilot + GTM plays

This hands-on workshop will show you how to achieve go-to-market excellence through the power of AI. Join us for a live demonstration on how to use ZoomInfo Copilot, our AI assistant, for an unfair advantage as you go to market. Discover how ZoomInfo Copilot uses first and third party data combined with our innovative playbook to help you capitalize on every opportunity and make every seller your best seller.

Speakers:
Calen Holbrooks, VP, Marketing, ZoomInfo
Kayla Prunier, AVP, New Business Director, ZoomInfo

10:10 am – 10:40 am CDT

Marketplace Break & Networking

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

Attend one session:

10:15-10:25am - Oktopost: Engage to Win: Capitalizing on Social Intent Signals in B2B Marketing

In a landscape where every click, like, and share holds latent business potential, understanding and utilizing social intent signals becomes crucial. This session is geared toward marketing and sales leaders who are eager to harness the full potential of these signals to drive business activities. It aims to equip you with the tools and knowledge to decode social signals, turning them into actionable strategies. It is hosted by Colin Day from Oktopost, a leader in B2B social media management solutions.

Speakers:
Colin Day, Managing Director EMEA & Vice President Business Development, Oktopost

10:15-10:25am - Showpad: Escape the sales efficiency trap

Businesses have poured millions of dollars and countless hours in processes and technologies that monitor revenue teams and automate their workflows to meet changing buyer expectations. But this disproportionate focus on sales efficiency over effectiveness has just led to more bad results, faster. Escape the sales efficiency trap and give your revenue team a competitive edge to cut through the noise, engage buyers in compelling conversations, and build real trust.

Speakers:
Paul Anderson, VP of Solutions Engineering, Showpad

10:30-10:40am - Jasper: GenAI in Marketing: Bridging the Gap Between Potential and Performance

In a new era ripe with technological promise, AI stands out with the potential to revolutionize how we market and do business. This isn’t just about the possibilities; it’s about the tangible, measurable change that generative AI is already driving for enterprises across the globe. Join Jessica Hreha, Head of Marketing AI Strategy & Transformation at Jasper for this quick yet impactful 10-minute session that offers a candid roadmap to start now and build repeatable results that scale. Get inspired and equipped with practical steps to not only launch your genAI marketing journey but also to track and amplify its impact. It’s time to transform potential into performance. You know that’s what your leadership cares about anyway. Let’s deliver.

Speakers:
Jessica Hreha, Head of Marketing AI Strategy and Client Transformation, Jasper

10:10 am – 10:40 am CDT

Assessing GenAI Use Cases: What Should You Do? (In-Person Only At The Marketplace)

Generative AI offers exciting opportunities, but also opens the gates to chaos as everyone turns it on everywhere. Businesses need a simple way to identify what’s important as well as what’s feasible to ensure that customer experiences remain enjoyable, on-brand, and compliant.

During this working session, you’ll learn:

  • How your peers are approaching gen AI
  • Why prioritization is only part of the picture
  • How to identify quick wins and good investments–and avoid bad ones

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

10:10 am – 10:40 am CDT

Executive Leadership Exchange (Invite-Only): Facilitated Peer Discussion Focused on Priority Initiatives (Team Based)

As Summit 2024 reaches its final day, invite your teams to join you in the ELE programming.

Forrester Analysts and Executive Partners will be there to discuss what you have heard and any questions you might have.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

10:50 am – 11:20 am CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Congratulations to ADP on this accomplishment.

Speakers:
Jane Stinis, Head of Deal Desk Programs, Worldwide Commercial Operations, ADP
Neel Shah, Division Vice President, Worldwide Commercial Operations, ADP

11:30 am – 12:00 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
The Resurgent Role of Brand Reputation Programs

Most campaigns are a combination of demand and engagement programs. B2B marketers must develop a vision of how reputation programs can be interlaced across the campaign hierarchy to deliver awareness, perception, and preference to target audiences. In this session, we will review:

  • Why it’s important to leverage reputation programs throughout the campaign hierarchy
  • Guidance for designing reputation programs in campaigns
  • How to determine the reputation program tactic mix

Speakers:
Karen Tran, Principal Analyst, Forrester

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Differentiate Your Strategy To Drive Growth
Strategic Content Planning For Integrated Campaigns

Content planning is one of the most significant elements of campaign design. In many cases, expectations about availability, cost, initial use, and subsequent reuse are not accurately factored into campaign plans, leading to difficulty executing and measuring campaign effectiveness and ROI. In this session, we will discuss:

  • Techniques to strategically plan and implement content in campaigns
  • Critical attributes of content for strategic planning
  • Assessing content performance more effectively.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Beyond Buzzwords: How To Measure And Deliver Customer Outcomes

Growth at all costs is over, and the era of sustainable growth is here. As a result, B2B organizations must focus on helping customers realize value to achieve retention, growth, and advocacy goals. This session provides the following benefits:

  • Understand how customers’ perception of value across four dimensions impacts their success.
  • Learn how to engage customers to define their outcomes.
  • Hear guidance on how to help individual customers achieve their outcomes — at scale.

Speakers:
Shari Srebnick, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Process Matters: Three Levers To Optimize That Will Deliver An Exceptional Customer Experience

Achieving operational excellence is a continuous journey for B2B organizations, involving process optimization, efficiency improvement, and a consistent focus on customer value. But how do organizations determine which processes provide the maximum positive effect on customer experience? This session will provide the following benefits:

  • Understand the top three processes with the greatest customer impact.
  • Discover how other organizations move toward operational excellence and embrace process change.
  • Learn why process optimization is the way to embrace customer centricity.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Congratulations! Your New Buying Group-Centric Revenue Process Is Live — Now What?

Going live with your revenue process transformation from MQLs to buying groups is a huge milestone worth celebrating! It leads to the next challenge, which is driving change management and adoption of the new process. In this session, you’ll hear from the RELTIO team on how they:

  • Gained consensus for this change across their entire organization.
  • Planned and managed change in responsibilities across marketing, the RDRs, and sales.
  • Added governance to encourage and embrace change.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
The Winds Have Changed: Go-To-Market Functions Must Course Correct

Go-to-market functions, including marketing, sales, and customer engagement, are each required to deliver clear business impact. Considering evolving buyer expectations and economic pressures, each is challenged to focus their efforts to justify resourcing and to demonstrate contribution. This panel discussion will explore:

  • The most significant market forces impacting go-to-market functions.
  • How misaligned metrics are impeding functional and business performance.
  • Strategies winners are taking to navigate the shifting landscape.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester
Ross Graber, VP, Principal Analyst, Forrester
Steve Silver, VP, Research Director, Forrester
Dave Frankland, VP, Research Director, Forrester

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Evolve Traditional Go-To-Market Approaches
B2B Firms: Leverage Product-led Growth Strategies To Accelerate Growth And Expansion

With the shift toward more accessible and transparent B2B buying, many organizations have realized the power of product-led growth (PLG) to make inroads into enterprise organizations. Sales-led organizations can complement their traditional go-to-market strategies with PLG motions to drive faster growth. Attendees will learn about:

  • The benefits of product-led and sales-led growth motions
  • How product-led growth can impact the traditional sales motions at scale
  • Best practices for applying a hybrid growth motion across opportunity types

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Lisa Singer, VP, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Supercharge Indirect Business Growth: Partner Ecosystem Technologies

B2B organizations recognize partner ecosystems’ explosive growth and are increasingly integrating partners into their business strategies. A 2024 Forrester prediction states that at least 50% of B2B organizations will boost partner ecosystem technology and process investment. Sustainable support of a spectrum of partner business models and their organizations’ performance requires a seamless integration of partner ecosystem technologies that collectively deliver a best-in-class partner experience, optimize partner ecosystem management, and provide more holistic value for customers. In this session you will:

  • Understand the landscape of partner ecosystem technologies.
  • Learn how partner ecosystem technologies integrate with other and existing infrastructure.
  • Find out the critical success factors of selection and implementation.

Speakers:
Hannibal Scipio, II, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Driving B2B Digital Transformation Through Experience, Data & Technology

B2B organizations face unique challenges in executing digital transformations. Successful transformations require an orchestration of technology modernization and analytical competencies. Organizations that align business units and support functions around common customer experience objectives gain a competitive advantage. In this session, we will provide a case study to help you:

  • Understand the key elements of a successful digital transformation
  • Learn how others have managed complex enterprise transformations
  • Discover how to scale digital, data and technology capabilities

Speakers:
Chris Cox, Chief Technology and Digital Officer, KWRI

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Activate Buyer And Customer Insights
From Passive Profiles to Dynamic Drivers: Reviving B2B Personas To Empower Revenue Teams

B2B personas are often underutilized and don’t always provide accessible and actionable information needed by revenue teams. Unlock their unrealized potential to fuel alignment, audience focus, and smarter decisions. In this session, we’ll transform them from dusty documents to dynamic drivers of success. Attendees will learn:

  • Why persona insights remain critical and ways to overcome common challenges.
  • Guidance to improve collaboration and ongoing feedback loops to ensure value.
  • Delivery strategies, including operationalizing core processes and technologies.

Speakers:
Brittany Viola, Analyst, Forrester

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Activate Buyer And Customer Insights
Program Of The Year: Sales

Penske Truck Leasing is the recipient of this year’s Program Of The Year Award in the category of Sales.

Speakers:
Phillip Feger, Vice President – Sales Performance, Penske Truck Leasing
Eric Zines, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
The Enablement Advantage: The Secret Weapon For Unleashing Team Performance in Campaigns

Imagine your organization, from marketing to sales to customer teams, seamlessly aligned to maximize points of engagement with buyers and customers before and after purchasing decisions. Today’s enablement programs fall short. Campaign success requires theme-based education and guidance. In this session, you will learn how to:

  • Pinpoint knowledge gaps at different stages of the customer journey.
  • Craft an impactful enablement roadmap and plan.
  • Measure and refine for continuous improvement.

Speakers:
Rani Salehi, Principal Analyst, Forrester

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12:10 pm – 12:40 pm CDT

Case Study Sessions (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

Attend one session:

CHEQ: CrowdStrike Gets Real about the Fake Web's Impact on Your Funnel

Nearly 1 in 5 web visits were fake last year. The rise of bots, fake users, and bad actors disrupting business continuity means go-to-market teams must quickly evolve how they operate. Join Kyle McCormick, Director of Marketing Operations at CrowdStrike, and CHEQ CEO Guy Tytunovich for a candid conversation about the evolution of fake traffic, its disruption throughout the entire funnel, and what your team can do to protect marketing efficiency, data, and customers.

Speakers:
Kyle McCormick, Director of Marketing Operations, CrowdStrike
Guy Tytunovich, CEO, CHEQ

Corporate Vision: Buyer Feedback as Sales Coach: Improving Rep Receptivity to Behavior Change

New sales coaching research shows that sales reps are most receptive to changing behavior based on feedback from their customers vs. from their manager or peers. Additional research showed that reps who receive 3+ deal’s worth of win/loss feedback on their opportunities had 40% higher win rates than reps who received none. In this session, you will learn how sales and enablement teams are standing up win/loss/no decision buyer feedback system at scale and using the insights to personalize coaching and training for each individual rep, based on their identified blind spots.

Speakers:
Tim Riesterer, Chief Strategy Officer, Corporate Visions

Dun & Bradstreet: Powering an AI Firm’s Data-Fueled Growth Engine 

Algolia’s cutting-edge technology has established them as a leader in AI-powered search, but one of their secrets to success was getting back to basics with their data strategy. In this session, we’re dropping the veil to reveal how they got there, including revamping data recovery, audience modeling, and prospect predictability – and how you can apply similar tactics to power your sales and marketing engines. 

Speakers:
Geert Wirtjes, Vice President, Systems & Process Transformation, Algolia
Gurpinder Dhillon, Vice President Market Planner, S&MS Data Solutions, Dun & Bradstreet

Salesforce: 3 Ways Marketers Can Justify Their Seat at the Revenue Table

When B2B marketers understand how their efforts impact the bottom line, they can drive efficiencies and better align with sales. Learn three ways you can better understand your data to drive ROI.

Speakers:
Ruth Bolster, Product Marketing Manager, Salesforce

12:40 pm – 1:40 pm CDT
12:40 pm – 1:40 pm CDT

Executive Leadership Exchange (Invite-Only): Exclusive ELE Lunch (Team Based)

As Summit 2024 reaches its final day, invite your teams to join you in the ELE programming.

Forrester Analysts and Executive Partners will be there to discuss what you have heard and any questions you might have.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

1:45 pm – 2:15 pm CDT

Keynote Panel: Create Your Generative AI Advantage In Marketing, Product & Sales

Generative AI’s impact will be far, wide and deep. It is poised to transform the way marketing, sales and product leaders both do their own work and use it in a way to drive business growth. This keynote will show how to chart your course to generative AI success in a meaningful and tangible way while accounting for the pitfalls, risks and challenges you have overcome along the way. 

  • Highlight tangible opportunities beyond the genAI hype. 
  • Identify the pitfalls, risks, and challenges you have overcome along the way. 
  • Show how to chart your course to generative AI success in a meaningful way. 

Speakers:
Dave Frankland, VP, Research Director, Forrester
Lisa Gately, Principal Analyst, Forrester
Tony Plec, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

Digital Access

May 5
  • 9:00 am – 11:00 pm CDT Digital Access Begins

Digital Access Expires 2025

May 4
  • 9:00 am – 11:00 pm CDT Digital Access Expires

Digital Access May 5

10:00 am – 10:30 am CDT

Keynote: A New Generation Of Buyers Will Force B2B Reinvention

B2B buying has reached an inflection point – younger generations have eclipsed older generations, creating a distinct set of challenges. B2B companies must reinvent themselves to navigate this evolving buyer and invest in insights to understand how the generational divide influences B2B purchases. In this keynote, attendees will learn: 

  • Key trends, data, and insights about today’s buyers 
  • Opportunities to align across the growth engine 
  • Implications for buyer-facing technology 

Speakers:
Amy Hayes, VP, Research Director, Forrester

10:30 am – 11:00 am CDT

Keynote: Actions Speak Louder Than Words: What Customer-Obsessed Companies Do Differently

It’s easy to talk about customer obsession; it’s harder to translate desire into action. Set aside the guesswork: This keynote will demonstrate tangible ways that B2B companies can become buyer and customer obsessed. You’ll learn: 

  • How customer obsession maximizes value for the company and the customer.
  • What “putting customers at the center” looks like in execution.
  • Examples of how B2B companies are taking action through connected lifecycles, relevant metrics, and more.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

12:00 pm – 12:30 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Accelerate Growth With A Customer-Obsessed Strategy

B2B revenue leaders know that they must focus on customer obsession to win the competition for growth, yet Forrester research confirms that most companies still take an inside-out and disconnected approach to strategy development across product, marketing, and sales. In this session, we will:

  • Reveal a model for cocreating an actionable customer-obsessed growth strategy.
  • Explore best practices for establishing this new discipline within your organization.
  • Highlight key considerations for adoption and challenges to overcome.

Speakers:
Matthew Selheimer, VP, Research Director, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Drive Business Success By Improving Your Customers’ Experiences

Traditional business goals haven’t explicitly considered the customers’ experiences, leaving a gaping hole in many corporate strategies. Better customer experience breeds better business outcomes, and winning executive support for experience improvements can be make-or-break for differentiation, optimization, or survival. In this session, you will learn:

  • Why customer experience is a pillar of business success.
  • Three levers for the business case for experience improvement.
  • Proven approaches for selling and socializing these ROI stories.

Speakers:
Judy Weader, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
#NowHiring: Frontline Marketing Leaders For Lifecycle Revenue Results

Looking for an opportunity? Be a frontline marketing leader driving lifecycle revenue results. Leadership, digital, and program management skills required. Must be a strategic thinker with cross-functional poise and experience driving engagement and lifecycle revenue. This session will provide the following benefits:

  • Understand the case for united frontline marketing teams.
  • Discover the connection between frontline marketing and lifecycle revenue.
  • Understand the competencies for leading frontline marketing and driving lifecycle revenue results.

Speakers:
John Arnold, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Your MQL-Centric Culture Costs Millions: Embracing The Business Value Of Buying Groups

Saying goodbye to MQLs is more than a catchy phrase describing a change of focus in your revenue process. Moving to buying groups and opportunities delivers significant impact to revenue growth and process efficiency. In this session, you’ll learn how this transformation:

  • Improves conversion rates across the revenue process, driving efficiency of marketing and sales efforts.
  • Delivers new, previously overlooked, or hidden opportunities to sales.
  • Drives growth without requiring the corresponding budget increase.

 

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Choose Your Go-To-Market Strategy Wisely — It Impacts Everything

Defining your go-to-market approach impacts every aspect of how sales, marketing, and product execute your organization’s growth strategy. Engagement strategies will vary for each target audience. How do you choose wisely? This is part one of a two-part session and attendees will:

  • Learn the best practices for making go-to-market decisions.
  • Explore the spectrum of GTM pathways and their implications.
  • Establish a baseline in preparation for taking a GTM maturity assessment in session two.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Reignite Your Sales And Marketing Data Strategy

Operations teams building and maintaining the B2B sales and marketing database face an often thankless task: driving data quality and compliance in the face of time and budget constraints, internal misalignment, and changing business requirements. This session will offer the following benefits:

  • Demonstrate how to design a data strategy that can adapt to changing business needs.
  • Define areas of focus to maximize the impact of data management efforts.
  • Highlight key implementation steps that most companies miss.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Segment Your Market By Buyer Needs To Find Your Ideal Customer

Every B2B firm wants to find customer segments that have the highest propensity to buy. The problem is that traditional firmographics — industry sector, geographic region, company size — don’t always match your ideal customer. Develop needs-based segmentation to find your best target customers. In this session, you will learn:

  • Why a needs-based approach to segmentation drives stronger growth.
  • Methods for identifying customer segments with common needs.
  • How to define your ideal customer profile.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Program Of The Year: Revenue Operations

Border States is the recipient of this year’s Program Of The Year Award in the category of Revenue Operations.

Speakers:
Megan Friedrich, Vice President, Revenue Operations, Border States
Vicki Brown, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Using Product Analytics To Guide Customer-Focused Product Decisions

Customers are on an exchange of value journey with you from the moment they first hear of your product. How do you ensure that they realize the value they seek? Product data and insights can be used across multiple teams to improve user journeys and satisfaction, make product prioritization decisions, and increase marketing effectiveness. The session provides the following:

  • How leveraging product analytics drives growth.
  • The many ways product analytics are leveraged for retention and growth
  • Best practices for your product analytics practice

Speakers:
Tony Plec, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Diagnose And Manage Customer Health To Boost Retention, Expansion, And Advocacy

B2B organizations struggle to harness the potential of customer health data, leaving them susceptible to churn and forfeiting expansion opportunities, yet misconceptions surround sales, customer marketing, and product’s use of these insights and hinder adoption. This session provides the following benefits:

  • Know how to set product analytics objectives to optimize learnings.
  • Use sample metrics for measurement.
  • Learn techniques to uncover actionable insights.

Speakers:
Shari Srebnick, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Align Your Ecosystem Vision To Grow In Today's Dynamic Market

A key challenge leaders face is building customer- and partner-obsessed organizations that drive alignment between strategy, customer needs, and joint business outcomes. As organizations increasingly rely on partners to deliver customer value, they must change and refocus their strategies towards the ecosystem-led motions necessary to achieve their goals. In this session you will learn:

  • Evolving customer needs and partnership opportunities.
  • Key dynamic growth considerations.
  • The foundation for strong alignment strategies.

Speakers:
Maria Chien, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Building A Connected Messaging Team That Drives Aligned Organizational Value

Disconnected messaging is a symptom of a disconnected organization. Building a cross-departmental messaging team can create links across the organization that help deliver impactful messages. In this session, you will:

  • Learn why connected messaging is a problem that must be addressed with an organization-wide team.
  • See how trust both in the team leader and team members can help everyone better leverage connected messages.
  • Leave with a step-by-step guide to building your connected messages.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Ian Bruce, VP, Principal Analyst, Forrester

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2:25 pm – 2:55 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Get Ready For The GenAI Revolution: Assessing Readiness And Prioritizing Adoption

B2B companies are in various stages of adopting generative AI. Whether you are in education mode or have moved forward to experimentation and beyond, determining your level of readiness and priorities should be top considerations. In this session, we’ll explore:

  • Current adoption patterns among B2B companies.
  • How to conduct a readiness assessment across vision and objectives, governance, technology, data, and skills.
  • An impact prioritization framework to target use cases with the best chances of success.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

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Differentiate Your Strategy To Drive Growth
Program Of The Year: Marketing Executive

HCLTech is the recipient of this year’s Program Of The Year Award in the category of Marketing Executive.

Speakers:
Dan MacAvoy, Vice President of Digital Marketing, HCLTech
Karen Tran, Principal Analyst, Forrester

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Differentiate Your Strategy To Drive Growth
Orchestrate Customer-Obsessed Growth With The Partner Ecosystem

Ensuring your B2B customer-obsessed growth engine fully incorporates the partner ecosystem and its role in customer value creation is a core component of a successful growth strategy. B2B leaders should embrace partners to accelerate the road to profitable and scalable growth. In this session, attendees will:

  • Gain an introduction to the role partners play in orchestrating customer growth
  • Learn about the three states of ecosystem-orchestrated customer obsession maturity
  • Understand critical pitfalls to avoid

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Stephanie Sissler, VP, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Silos To Synergy: Align Marketing, Sales, And Product For Experience-Fueled Growth

To drive growth in today’s competitive landscape, executive leaders must abandon siloed approaches and come together to unify and deliver exceptional experiences. This session will provide the following benefits:

  • Discover the future of intelligent growth and how customer obsession unlocks exponential possibilities.
  • Witness how experience-driven leaders are soaring ahead through a unique case study.
  • Learn practical steps to prioritize experiences and transform your business.

Speakers:
Rani Salehi, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Program of the Year: Customer Engagement

Domo is the recipient of this year’s Program Of The Year Award in the category of Customer Engagement.

Speakers:
Mark Boothe, CMO, Domo
Amy Bills, VP, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Everyone Is Talking About Leaving MQLs, But Is Anyone Actually Doing It?

Revenue process transformation is at the top of many organizations’ priority lists in 2024. While convinced of the vision, many organizations are seeking guidance on how to actually make this change, as well as validation that this change will deliver results. Hear from a panel of companies in active transformation to learn:

  • How they sold the vision of the change to their executives.
  • The biggest process and technical changes they overcame.
  • Actual (or expected) results from this change.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
The Digital Disruption Of B2B Sales: New Motions For A New Reality

Rapid changes in technology and buying behavior disrupt traditional B2B selling. Today’s top sales organizations don’t just wearily default to habitual sales motions. Rather, they continuously adapt to buyer preferences and operational realities, adjusting between seller-led to seller-assisted to digitally led. In this session attendees will:

  • Explore how buyer preferences are disrupting traditional sales motions.
  • Understand the spectrum of sales motions available to revenue leaders.
  • Learn how to apply the spectrum to guide your own route-to-market decisions.

Speakers:
Steve Silver, VP, Research Director, Forrester
Rick Bradberry, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Assess Your GTM Strategy Maturity: An Interactive Lab
This is the second of our two-part GTM session, where, in an interactive lab, attendees will evaluate their GTM maturity using the Forrester GTM Maturity Assessment. Attendees will gain an action plan and:
  • An understanding of what should be evaluated across the different GTM strategy levels.
  • An approach for determining their organization’s current maturity level.
  • Completed assessment results and recommendations for next steps.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Fueling Data Literacy: Igniting Curiosity And Shifting Mindsets

Self-serve analytics and AI chatbots promised to unleash the latent energy of employees’ curiosity, enabling them to make smarter, faster decisions. But for most organizations, that promise remains unrealized. This session explores employee-first data literacy and the key barriers that hinder organizations from becoming truly data-driven. Attendees will learn:

  • How to normalize your data discomfort
  • Greater confidence in communicating with technical or data-savvy peers.
  • Actionable guidance and small changes that fuel continuous improvement.

Speakers:
Brittany Viola, Analyst, Forrester
Kim Herrington, Senior Analyst, Forrester

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Drive Scale With Data And Technology
Winning With AI: Transforming Go-To-Market Capabilities

AI and generative AI are powerful tools that can revolutionize go-to-market functions. Companies that use them successfully do so with an aim to win, not a fear of missing out. Uncover use cases and how to navigate AI’s potential risks. This session will provide the following benefits:

  • Learn the differences between generative and other AI capabilities.
  • Understand the roles that AI and generative AI play in go-to-market functions.
  • Actionable insights to take advantage of this technology.

Speakers:
Katie Linford, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
From Ideal To Real: Implementing Your ICP For Audience Segmentation And Success (In-Person Only)

B2B companies struggle to meet rising customer expectations. Crafting an ideal client profile (ICP) is pivotal for optimizing product offerings and designing tailored experiences. By aligning marketing, product, and sales teams through a unified ICP, businesses can more precisely target audiences, deliver high-value solutions, and drive growth. Attend this session to learn:

  • How ICPs foster team synergy.
  • How to construct a comprehensive ICP.
  • How an ICP sharpens focus and pinpoints high-value opportunities.

Speakers:
Kelvin Gee, Principal Analyst, Forrester
Nick Buck, VP, Principal Analyst, Forrester
Beth Caplow, VP, Principal Analyst, Forrester
Tony Plec, Principal Analyst, Forrester
Eric Zines, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Optimizing Sales Culture: How High-Performing Teams Get It Right
Amid dramatic changes in how B2B organizations manage people, attracting and keeping top sellers is harder than ever. Sales leaders and HR leaders are increasingly aligning on sales cultures that adapt to ever-changing environments. In this session, you will learn:
  • How to link culture and performance.
  • How sales winners deliver stronger output when engaged and motivated.
  • Agile cultural strategies to stay ahead of the curve — and the competition.

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester
Katy Tynan, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Designing Your Operating Model For Customer-Obsessed Growth

Across B2B, go-to-market functions drive growth and transform customer experiences, yet often remain siloed, which impacts overall efficiency, effectiveness, and customer value. Building and executing effective functional operating models optimizes your organization and leadership to drive value by meeting business needs. In this session, you will:

  • Understand the imperative for an operating model.
  • Consider the complexities and sensitivities in designing the right operating model.
  • See an operating model example from revenue operations that unifies go-to-market functions.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester

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4:30 pm – 5:00 pm CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Congratulations to Verizon Business on this accomplishment.

Speakers:
Nitin Ahuja, Senior Director of Technology Strategy , Verizon Business
Mike Cingari, SVP - Customer Experience, Marketing Operations & Strategy, Verizon Business

5:00 pm – 5:30 pm CDT

Guest Keynote: Geraldine Tunnell, CMO, Dell Technologies

Speakers:
Geraldine Tunnell, Chief Marketing Officer, Dell Technologies
Bob Safian, Advisor and Podcast Host, The Flux Group

9:30 am – 10:00 am CDT

Keynote: Beyond The Breaking Point: It’s Time For A Revenue Transformation

B2B teams remain under pressure to increase revenue and achieve growth. But common growth formulas fall short without greater customer-centricity and self-disruption. Customers can no longer be an afterthought to revenue strategy. During this keynote session, you will hear:

  • Which go-to-market practices no longer work today
  • Why there is a need to focus on customer value before commercial value
  • How to transform your mindset, practices, and culture – with results

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester

10:00 am – 10:30 am CDT

Guest Keynote

To be announced 

11:15 am – 11:45 am CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Focus On Customer Value To Deliver B2B Revenue Growth

B2B leaders are challenged with designing and operating a scalable growth engine. Focusing on achieving revenue targets alone isn’t enough; a deep understanding of customers — who they are, what they value, and how they measure value — is critical. In this session, you’ll learn:

  • Why a deep understanding of customer value is essential.
  • The elements of an aligned revenue ecosystem.
  • How technology and insights are foundations for scalable, profitable, and sustainable growth.

Speakers:
Steve Silver, VP, Research Director, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Use Generative AI To Enhance Content And The Customer Experience

Siloed experiments stall genAI adoption, but unified vision ignites it. In 2024, savvy B2B organizations will rally cross-functional teams around high-impact content use cases to elevate customer experiences. This session will help you:

  • Apply a genAI adoption framework to expand beyond pilot projects
  • Facilitate cross-functional collaboration and ongoing change management
  • Mature and scale your organization’s genAI usage for content and customer impact

Speakers:
Lisa Gately, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
The Experience Advantage: Boost Marketing, Sales, and Product

To accelerate differentiated offerings that drive customer and business value, customer experience and product management teams must work together. The resulting collaboration raises focus on both the customer’s experience and achieved value. In this session, you’ll learn how the partnership will:

  • Lead to a deep understanding of customers, formulating a winning product strategy.
  • Unlock opportunities for collaboration and innovation to drive customer-obsessed growth.
  • Identify ways to sharpen and align on customer insights, engagement, and advocacy.

Speakers:
Su Doyle, Senior Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
How Sales And Marketing Can Leverage Buying Groups To Supercharge Deals

The power of buying groups doesn’t end when deals are qualified for sales. In this session, we’ll bridge the gap between the application of buying groups for marketing and sales and explore:

  • The value of partnership in the pipeline (and why it has been overlooked).
  • The actions needed from marketers and sellers to better support purchase decisions.
  • How to make the most of marketing and sales’ collective insights to progress opportunities for more closed-won revenue.

Speakers:
Nora Conklin, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Program Of The Year: Demand & ABM

SheerID is the recipient of this year’s Program Of The Year Award in the category of Demand & ABM.

Speakers:
Sai Koppala, Chief Marketing Officer, SheerID
Lyn Pangares, VP - Growth Marketing, SheerID
Terry Flaherty, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
B2B eCommerce: Who Leads And How To Get Started

B2B is behind in exploiting eCommerce as a fully integrated route to market. Shifting buyer expectations and market opportunity demand that go-to-market leaders champion standing up an eCommerce capability or risk buyers going elsewhere. This session will:

  • Review the market context and opportunity for B2B eCommerce .
  • Discuss the critical importance of executive owner and day-to-day manager roles and who is best suited to them.
  • How to get started and how to avoid common pitfalls with a six-step process.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester
Matthew Selheimer, VP, Research Director, Forrester

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Evolve Traditional Go-To-Market Approaches
Collaborative Go-To-Market Playbooks: From Insights To Action

Go-to-market playbooks should be built with one purpose in mind: delivering a great buyer experience. But insights alone are not enough — the playbook must align efforts between disparate teams to provide a coordinated, seamless buyer experience. At the end of this session, attendees will:

  • Understand the core elements of a successful engagement strategy.
  • Recognize best practices for creating a collaborative GTM playbook that drives alignment across stakeholders and delivers a seamless, successful buyer experience.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester
Barbara Winters, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Program Of The Year: Partner Ecosystem Marketing

Splunk, a Cisco company,  is the recipient of this year’s Program Of The Year Award in the category of Partner Ecosystem Marketing.

Speakers:
Lisa Stifelman-Perry, Director of Global Partner Experience Operations , Splunk
Maria Chien, VP, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Master Your Tech Stack With The Revenue Technology Management Framework

B2B operations leaders have increasing responsibility for ownership and management of their technology stacks, beyond overseeing selection, administration, and enablement. To do this successfully, these technology leaders must both broaden and deepen how they think about their ecosystems. This session will provide the following benefits:

  • Understand revenue operations’ role in technology management.
  • Develop a strategic outlook about management of tech ecosystems.
  • Establish the technology vision and the corresponding roadmap across the revenue engine.

Speakers:
Katie Linford, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Marketing Competencies Of The Future: Why Being Human Or Technical Aren’t Options

The future requires human and technical skills. Employees must possess cognitive skills, self-efficacy, and the ability to work with others to lead and drive consensus. Employees will also need AI prompt engineering, data science, or data modeling skills — and it is rare for marketers to possess both. In this session, you will learn:

  • Why data and human skills are both important​
  • What skills are most important for marketing success​
  • How to build a learning plan that addresses identified gaps

Speakers:
Naomi Marr, Principal Analyst, Forrester
Katy Tynan, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
What’s Undermining Insight-Driven B2B Marketing? Debunking Myths And Misconceptions

B2B marketers continue to struggle to apply insight-driven decision-making to their work, compromising marketing’s performance, credibility, and resourcing, yet tired myths and misconceptions surround marketing’s use of insights and interfere with meaningful progress. This session will provide the following benefits:

  • Better understand the underlying causes of your insights challenges.
  • Rethink conventional wisdom surrounding the insights gap.
  • Learn the path forward to insight-fueled marketing performance.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
How Trust Drives Buyer Purchase Intent, Customer Retention, And Advocacy

Trust is a primary driver of purchase intent and the key to building lasting relationships with customers. In this session, we’ll review new research that shows how trust can be built and sustained and how trust can overcome the risk-averse decision-making of B2B buyers. In this session, you will learn:

  • Trust can be built, sustained, and grown.
  • How to turn trust from an abstract ideal into an actionable strategy.
  • Use trust to counteract defensive decision-making.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Skip The Small Talk: Generative AI And Conversation Automation Fuel Insights-Driven Interactions

 

Generative AI-powered conversation automation enables more sophisticated conversational use cases for B2B marketing, helping organizations reduce friction and increase personalization, along with increasing marketing and sales efficiency through precision insights about audiences, programs, and opportunities. This session will provide:

  • Insights into the current state of conversational interactions.
  • Trends that are transforming automated conversations.
  • Practical advice for leveraging conversational interactions, technologies, and insights for efficiency and growth.

Speakers:
Jessie Johnson, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Data Storytelling: Inspire Change And Drive B2B Transformation

Struggling to be heard amid the noise? Are your communication efforts falling flat when it comes to impacting behavior change? Unleash the power of data storytelling and culture to revolutionize your B2B organization. Storytelling is essential to help B2B organizations make decisions, connect metrics and business goals, and obtain buy-in. In this session, you will learn:

  • How to reinvent your story.
  • How to unlock your narrative superpowers.
  • Practical tips to inspire culture change.

Speakers:
Kim Herrington, Senior Analyst, Forrester

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1:45 pm – 2:15 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
ABM Won — So What’s Next For B2B Marketing And Sales?

Five years ago, we predicted that the term account-based marketing (ABM) would disappear. What did we get right — or wrong? In this session, we’ll explore:

  • How ABM has evolved.
  • What it means for the customer-obsessed growth engine.
  • ABM’s future potential, including challenges and potential pitfalls that lie ahead.

Speakers:
Nora Conklin, Principal Analyst, Forrester

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Differentiate Your Strategy To Drive Growth
How To Reinvent Your Category And Find Growth

Category creation success stories often focus on startups building out a totally new concept. But many companies can differentiate, establish leadership, and find growth by reinventing an existing category. In this session, you will learn:

  • The techniques for creating, reinventing, and leading new and established categories.
  • Three common paths to accomplish category reinvention.
  • Key criteria governing the success of a category reinvention effort.

Speakers:
John Buten, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Your Buyer’s Experience Relies On Competitive Messaging

Although competitive messaging often arises from an internal demand, your buyers actually crave competitive messaging to help them buy the offering best suited to their needs. In this session, we will:

  • Discuss the latest trends in buying behavior proving that buyers require competitive messaging.
  • Introduce a process to build competitive messaging that triangulates buyer needs, your strengths, and competitors’ weaknesses.
  • Offer strategies to engage sellers to help ensure that messaging is validated and used with buyers.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
It Pays To Digitalize Your Approach To Customer Success

As customer success (CS) evolves from account caretaker to builder of value and future revenue opportunities, the size and shape of the required investment in CS is changing. This session introduces a new Total Economic Impact™ model that shows how leading with digital experiences:

  • Scales CS team impact effectively across the customer lifecycle.
  • Focuses human interactions on solving complex problems that then accelerate time-to-value.
  • Improves customer growth, loyalty, and advocacy across all segments or tiers.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Create A Digital Plan That Empowers Your Customers

Customers increasingly prefer to self-serve throughout the customer lifecycle. Companies must align digital approaches across marketing, customer success, product, and sales to meet these expectations. Otherwise, customer engagement and customer experience will suffer, jeopardizing revenue. This session will provide the following benefits:

  • Insight into how to develop a holistic digital plan for your customers.
  • An understanding of where to focus digital in the postsale customer journey.
  • Best practices that help accelerate how you can apply concepts in your company.

Speakers:
Renee Irion, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Don’t Allow Poor Measurement To Block Revenue Process Transformation

B2B revenue processes will remain irreparably misaligned, friction-packed, and ineffective if their objectives continue to underemphasize customer value creation. To improve revenue performance, companies must reimagine what and how they measure and focus on tuning underlying processes accordingly. This session will provide the following benefits:

  • Understand how existing measurement perpetuates misalignment.
  • Hear about the new visibility requirements of revenue process transformation.
  • Learn how to develop aligned reviews of performance.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Real Talk With Ecosystem Partners: A Panel Discussion On GTM Evolution
Partner ecosystems are rapidly growing in size and complexity to meet shifting customer preferences and mitigate economic risks. Hear from practitioners across the partner ecosystem — alliance partners, technology partners, service providers, integrators, resellers, and distributors — about key lessons, insights, and engagement approaches to accelerate your partner-integrated growth strategies.
  • Learn how partners are accelerating B2B organizations’ growth.
  • Understand ecosystem-aligned engagement models.
  • Learn how to apply best practices for your partner ecosystem GTM motions.

Speakers:
Hannibal Scipio, II, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Is Data Quality Getting In The Way Of GenAI Trust?

Companies attempting to leverage generative AI inside their business are facing a consistent challenge: internal data quality that is insufficient to meeting the demands of the technology. This session will offer the following benefits:

  • Learn why data quality has become a primary limiting factor for B2B organizations’ pursuit of genAI use cases.
  • Understand what a high-performing data quality competency looks like for genAI.
  • Uncover the steps that successful businesses are taking to bridge this gap and achieve results.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Not A Quiet Place: How Product Teams Can Benefit from Online Communities

Lively discussions about the offering have long been a part of online communities. Are your product managers taking advantage of straight-from-the-user chatter about their product experience? Product ideation, insight into potential enhancements, and opportunities for product-led growth are there for the taking. In this session, we will show you what’s available and how to get started or improve on what you’re already doing. You’ll see:

  • Examples and ideas of how product management can benefit from becoming closer to online communities.
  • Community platform integrations with product management software that make the process more efficient.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Equip Your Organization To Deliver Differentiated Experiences

Why is your organization investing in CX? Whether the objective is revenue, growth, profitability, retention, innovation, or brand value, organizations need a unique set of capabilities to determine what customers need, design and test solutions, and deliver exceptional experiences. In this session, you will learn:

  • B2B CX success stories.
  • How to match CX capabilities to your mission.
  • What skills to own, upskill, borrow, and outsource.

Speakers:
Su Doyle, Senior Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Program Of The Year Product Management

New York Power Authority is the recipient of this year’s Program Of The Year Award in the category of Product Management.

Speakers:
Tabitha Robinson-Zogby, Senior Director of Product Management , New York Power Authority
Lisa Singer, VP, Principal Analyst, Forrester

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9:00 am – 9:30 am CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Insights-Driven Territory Planning: Maximizing Precision For Growth

Envision marketing, sales, channel, and customer success aligned on priority segments, accounts, and opportunities. Now envision that the paths to acquire, retain, and grow customers, the coverage needed, and the goals to drive growth are aligned, as well. This session will help you:

  • Learn what predictive insights are necessary to inform planning.
  • Understand how to sequence insights to co-create aligned goals and territory plans.
  • See how a revenue production plan aligns teams and increases productivity.

Speakers:
Robert Muñoz, VP, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Embrace The Future: Harnessing Localization Tech For Global Marketing Leaders

When businesses grow into new markets, their customer base becomes more multicultural and multilingual — and they expect localized experiences. Marketing teams are rising to the need by adjusting their approach and implementing technologies throughout the workflow. Join this session to learn:

  • How to elevate your localization service-provider interactions from tactical to strategic.
  • Which localization technologies can unlock speed, savings, and scalability.
  • How to assess the business case for bringing them into your organization.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
The Future Of The B2B Website

Boosted by rapid advancements in AI, automation, and access to data, the B2B website has entered a new era in its ability to support organizational growth by providing valuable buyer and customer experiences. Join this session to:

  • Understand the technological advances and trends that will impact the B2B website.
  • Rethink the purpose of the website to anticipate and meet customer needs.
  • Gain actionable insights to stay ahead and drive innovation at your company.

Speakers:
Renee Irion, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Customer Success’s Pivotal Role In Revenue Process Transformation

Customer success is under pressure to serve more accounts with fewer resources. Adding technology, tinkering with process, or providing digital self-service won’t boost post-sale growth until CS teams embrace their role in the value-aligned opportunity lifecycle. This session explains how customer success must now:

  • Treat customers as partners along their post-sale journey.
  • Build marketing- and sales-aligned processes that let customers realize value.
  • Embrace a culture of empathy that emphasizes customer outcomes over internal goals.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Identify, Capture, And Activate Buying Groups With Signals

Signals are everywhere. We use them to identify target accounts, detect when a buying group is in market, optimize engagement strategies, identify when an opportunity is in trouble or when a customer is challenged, and so much more. In this session, we will:

  • Share a framework to identify and inventory account and buying group signals.
  • Discuss strategies for using signals to design a better customer experience.
  • Highlight signal-led, cross-functional demand program activation examples.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Maximizing Customer And Business Value Through Co-Innovation

B2B organizations struggle to deliver value via innovation in today’s environment of accelerated technological and customer expectation changes. Co-innovation can help address these challenges. The collaboration of product management with corporate strategy and partner ecosystem teams is key to buy, build, or partner decisions which drive strategic planning, go-to-market plans, and growth objectives. This session will provide guidance on optimizing co-innovation and explain:

  • How co-innovation can maximize customer and business value
  • The role each team plays in architecting the ideal outcome
  • The importance of agility in your co-innovation approach

Speakers:
Tony Plec, Principal Analyst, Forrester
Kathy Contreras, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Digital Workflows: Shorter Buying Cycles Lead To Shorter Sales Cycles

Prospect engagement and deal progression are being digitally reinvented, delighting customers while disorienting B2B teams. The overlooked secret behind digital engagement is a defined buyer workflow that moves prospects forward through a connected set of purchasing tasks. This session will help you:

  • Visualize buying workflows using before and after examples.
  • Build prospect-centric workflows into marketing and sales engagement.
  • Improve buyer progression and conversion through workflow techniques.

Speakers:
Rick Bradberry, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Program Of The Year: Portfolio Marketing

TE Connectivity is the recipient of this year’s Program Of The Year Award in the category of Portfolio Marketing

Speakers:
Chris Yeadon, Head of Global Product Marketing – Automotive, TE Connectivity
Barry Vasudevan, VP, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Navigating the Future with Adaptive Programs, AI, and Autonomous Self-Driving Programs

This breakout session delves into the dynamic realm of adaptive programs, exploring how the integration of AI and autonomous self-driving programs can redefine strategies for personalized engagement, and a superior buying experience. In this this session, you’ll learn:

  • How to overcome the challenges of shifting buyer behaviors
  • How AI delivers personalized engagement and dynamic program management
  • Practical applications of intelligent, responsive, adaptive programs

Speakers:
Kelvin Gee, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Unifying The Sales And Marketing Multiverse Of Insights To Predict Buyer Engagement

Historically, sales interactions were an unreliable source of information for marketers because of inconsistent seller capture. Automatic interaction capture will allow revenue teams to more effectively predict buyer engagement. This will require organizations to move away from a single source of truth and toward a unified data approach. This session will provide the following benefits:

  • Show companies how to unify data to generate insights.
  • Learn how to better organize go-to-market data.
  • Understand how to leverage unified insights.

Speakers:
Seth Marrs, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Have Your Bot Call My Bot: Buying In The Age Of Generative AI

While B2B companies focus on spinning up AI-enabled content engines and customer support agents, buyers are having AI create vendor summaries, parse RFPs, and create test scenarios. How will generative AI capabilities, leveraged by the buyer and embedded in the marketing and sales tech stack, impact B2B buying and selling? This session will provide the following benefits:

  • Insights into what B2B buying will look like in an AI-assisted future.
  • Ideas for how organizations might respond to address the new dynamics.

Speakers:
John Buten, Principal Analyst, Forrester
Jessie Johnson, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
The New Operations Remit: How To Be An Extraordinary B2B Operations Leader

B2B operations demands new leadership requirements need exceptional powers to get their job done. Leaders must be confident change agents empowered to fight against internal resistance and to maximize commercial impact. In this session, you will learn:

  • How to unify marketing, sales, customer, and product to orchestrate customer value throughout the lifecycle.
  • Why operations leaders own outcomes that support an aligned growth engine
  • Critical RevOps, MarketingOps, SalesOps and CustomerOps leadership characteristics.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Intentional Talent Management: The Foundation for Organizational Agility

Attracting and retaining top talent is critical for organizations to deliver innovation, competitive advantage, and profitability. To ensure business performance, you can’t leave talent management to chance. Help your organization engage and motivate employees by developing and implementing a strategic talent management framework. This session will help you:

  • Learn the essential elements needed for a talent management initiative.
  • Build an intentional talent management strategy that aligns to business outcomes.
  • Apply a unified approach.

Speakers:
Eric Zines, Principal Analyst, Forrester

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10:00 am – 10:30 am CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Congratulations to DDI on this accomplishment.

Speakers:
Gina Dickson, Chief Product and Marketing Officer , DDI
Steve Runkel, Senior Vice President, Global Sales Strategy , DDI

11:30 am – 12:00 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
The Resurgent Role of Brand Reputation Programs

Most campaigns are a combination of demand and engagement programs. B2B marketers must develop a vision of how reputation programs can be interlaced across the campaign hierarchy to deliver awareness, perception, and preference to target audiences. In this session, we will review:

  • Why it’s important to leverage reputation programs throughout the campaign hierarchy
  • Guidance for designing reputation programs in campaigns
  • How to determine the reputation program tactic mix

Speakers:
Karen Tran, Principal Analyst, Forrester

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Differentiate Your Strategy To Drive Growth
Strategic Content Planning For Integrated Campaigns

Content planning is one of the most significant elements of campaign design. In many cases, expectations about availability, cost, initial use, and subsequent reuse are not accurately factored into campaign plans, leading to difficulty executing and measuring campaign effectiveness and ROI. In this session, we will discuss:

  • Techniques to strategically plan and implement content in campaigns
  • Critical attributes of content for strategic planning
  • Assessing content performance more effectively.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Beyond Buzzwords: How To Measure And Deliver Customer Outcomes

Growth at all costs is over, and the era of sustainable growth is here. As a result, B2B organizations must focus on helping customers realize value to achieve retention, growth, and advocacy goals. This session provides the following benefits:

  • Understand how customers’ perception of value across four dimensions impacts their success.
  • Learn how to engage customers to define their outcomes.
  • Hear guidance on how to help individual customers achieve their outcomes — at scale.

Speakers:
Shari Srebnick, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Process Matters: Three Levers To Optimize That Will Deliver An Exceptional Customer Experience

Achieving operational excellence is a continuous journey for B2B organizations, involving process optimization, efficiency improvement, and a consistent focus on customer value. But how do organizations determine which processes provide the maximum positive effect on customer experience? This session will provide the following benefits:

  • Understand the top three processes with the greatest customer impact.
  • Discover how other organizations move toward operational excellence and embrace process change.
  • Learn why process optimization is the way to embrace customer centricity.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Congratulations! Your New Buying Group-Centric Revenue Process Is Live — Now What?

Going live with your revenue process transformation from MQLs to buying groups is a huge milestone worth celebrating! It leads to the next challenge, which is driving change management and adoption of the new process. In this session, you’ll hear from the RELTIO team on how they:

  • Gained consensus for this change across their entire organization.
  • Planned and managed change in responsibilities across marketing, the RDRs, and sales.
  • Added governance to encourage and embrace change.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
The Winds Have Changed: Go-To-Market Functions Must Course Correct

Go-to-market functions, including marketing, sales, and customer engagement, are each required to deliver clear business impact. Considering evolving buyer expectations and economic pressures, each is challenged to focus their efforts to justify resourcing and to demonstrate contribution. This panel discussion will explore:

  • The most significant market forces impacting go-to-market functions.
  • How misaligned metrics are impeding functional and business performance.
  • Strategies winners are taking to navigate the shifting landscape.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester
Ross Graber, VP, Principal Analyst, Forrester
Steve Silver, VP, Research Director, Forrester
Dave Frankland, VP, Research Director, Forrester

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Evolve Traditional Go-To-Market Approaches
B2B Firms: Leverage Product-led Growth Strategies To Accelerate Growth And Expansion

With the shift toward more accessible and transparent B2B buying, many organizations have realized the power of product-led growth (PLG) to make inroads into enterprise organizations. Sales-led organizations can complement their traditional go-to-market strategies with PLG motions to drive faster growth. Attendees will learn about:

  • The benefits of product-led and sales-led growth motions
  • How product-led growth can impact the traditional sales motions at scale
  • Best practices for applying a hybrid growth motion across opportunity types

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Lisa Singer, VP, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Supercharge Indirect Business Growth: Partner Ecosystem Technologies

B2B organizations recognize partner ecosystems’ explosive growth and are increasingly integrating partners into their business strategies. A 2024 Forrester prediction states that at least 50% of B2B organizations will boost partner ecosystem technology and process investment. Sustainable support of a spectrum of partner business models and their organizations’ performance requires a seamless integration of partner ecosystem technologies that collectively deliver a best-in-class partner experience, optimize partner ecosystem management, and provide more holistic value for customers. In this session you will:

  • Understand the landscape of partner ecosystem technologies.
  • Learn how partner ecosystem technologies integrate with other and existing infrastructure.
  • Find out the critical success factors of selection and implementation.

Speakers:
Hannibal Scipio, II, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Driving B2B Digital Transformation Through Experience, Data & Technology

B2B organizations face unique challenges in executing digital transformations. Successful transformations require an orchestration of technology modernization and analytical competencies. Organizations that align business units and support functions around common customer experience objectives gain a competitive advantage. In this session, we will provide a case study to help you:

  • Understand the key elements of a successful digital transformation
  • Learn how others have managed complex enterprise transformations
  • Discover how to scale digital, data and technology capabilities

Speakers:
Chris Cox, Chief Technology and Digital Officer, KWRI

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Activate Buyer And Customer Insights
From Passive Profiles to Dynamic Drivers: Reviving B2B Personas To Empower Revenue Teams

B2B personas are often underutilized and don’t always provide accessible and actionable information needed by revenue teams. Unlock their unrealized potential to fuel alignment, audience focus, and smarter decisions. In this session, we’ll transform them from dusty documents to dynamic drivers of success. Attendees will learn:

  • Why persona insights remain critical and ways to overcome common challenges.
  • Guidance to improve collaboration and ongoing feedback loops to ensure value.
  • Delivery strategies, including operationalizing core processes and technologies.

Speakers:
Brittany Viola, Analyst, Forrester

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Activate Buyer And Customer Insights
Program Of The Year: Sales

Penske Truck Leasing is the recipient of this year’s Program Of The Year Award in the category of Sales.

Speakers:
Phillip Feger, Vice President – Sales Performance, Penske Truck Leasing
Eric Zines, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
The Enablement Advantage: The Secret Weapon For Unleashing Team Performance in Campaigns

Imagine your organization, from marketing to sales to customer teams, seamlessly aligned to maximize points of engagement with buyers and customers before and after purchasing decisions. Today’s enablement programs fall short. Campaign success requires theme-based education and guidance. In this session, you will learn how to:

  • Pinpoint knowledge gaps at different stages of the customer journey.
  • Craft an impactful enablement roadmap and plan.
  • Measure and refine for continuous improvement.

Speakers:
Rani Salehi, Principal Analyst, Forrester

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10:50 am – 11:20 am CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Congratulations to ADP on this accomplishment.

Speakers:
Jane Stinis, Head of Deal Desk Programs, Worldwide Commercial Operations, ADP
Neel Shah, Division Vice President, Worldwide Commercial Operations, ADP

1:45 pm – 2:15 pm CDT

Keynote Panel: Create Your Generative AI Advantage In Marketing, Product & Sales

Generative AI’s impact will be far, wide and deep. It is poised to transform the way marketing, sales and product leaders both do their own work and use it in a way to drive business growth. This keynote will show how to chart your course to generative AI success in a meaningful and tangible way while accounting for the pitfalls, risks and challenges you have overcome along the way. 

  • Highlight tangible opportunities beyond the genAI hype. 
  • Identify the pitfalls, risks, and challenges you have overcome along the way. 
  • Show how to chart your course to generative AI success in a meaningful way. 

Speakers:
Dave Frankland, VP, Research Director, Forrester
Lisa Gately, Principal Analyst, Forrester
Tony Plec, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

B2B Summit North America · May 5 – 8, 2024 · Austin & Digital