Planning Guide Report

Demand And Account-Based Marketing: Planning Assumptions 2022

September 7th, 2021
Steven Casey, VP, Research Director
Steven Casey VP, Research Director
Amy Hawthorne, Principal Analyst
Amy Hawthorne Principal Analyst
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
Terry Flaherty, VP, Principal Analyst
Terry Flaherty VP, Principal Analyst
Lisa Nakano, null
Lisa Nakano
With contributors:
Isabel Montesdeoca , Alisa Groocock

Summary

2022 will be a critical year for demand and account-based marketing (ABM) leaders as they establish new foundations to sustain pipeline momentum in the post-pandemic world — where B2B buyers’ expectations of being heard, known, and understood are higher than ever. For demand and ABM leaders, meeting and exceeding buyers’ expectations starts with embracing a buying group focus. As one marketing leader we interviewed said, “Until you focus on the entire buying group experience, you are locked into the machine of lead generation instead of creating emotional connections.” To help leaders cement their buying group focus in 2022, Forrester has defined the Demand And ABM Momentum Accelerators (see Figure 1). In this report, we identify five sets of actions for accelerating momentum that should be on every demand and ABM leader’s agenda for 2022, including ways to embed buying groups in processes, listen to buying signals, engage buying groups, manage opportunities, and better align with sales.

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