Forrester Decisions for Demand & ABM

B2B buyers are now more digitally savvy, empowered, and demanding than ever. Delivering pipeline momentum across both customer and non-customer accounts requires a clear focus on engaging buying groups, responding to digital signals, and optimizing the path toward a buying decision.

Forrester Decisions for Demand & ABM helps demand and account-based marketing leaders attract buyers from new and existing customer accounts through a proven strategic approach. With a combination of bold vision, curated tools and frameworks, and hands-on guidance, you’ll improve how you target, engage, and enable buyers and buying groups — transforming the daily hunt for leads into optimized paths for growth.

Deliver Pipeline Momentum

Forge A Strong Partnership With Sales

Define a demand generation strategy that aligns to and supports the needs of the sales organization.

Optimize Pipeline Performance

Manage the intersection of marketing and sales to optimize pipeline pathways.

Execute Programs That Convert

Engineer campaigns and programs to detect buying groups and enable buying group members.

Key Priorities

As a Demand and ABM leader, focusing on driving pipeline and designing optimized buying experiences can be challenging. Forrester Decisions for Demand & ABM is tailored to help you and your team achieve both by focusing on your most pressing priorities:

  • Develop a lifecycle revenue marketing strategy.
  • Optimize lifecycle revenue processes.
  • Plan and execute adaptive programs.
  • Retain and grow existing customers.
  • Leverage digital marketing across the lifecycle.
  • Deliver contextual content experiences.
  • Modernize revenue marketing teams and capabilities.

What’s Included In This Service

Forrester Decisions services are uniquely built to give you strategic insights for your role as a business leader in your organization and help you deliver on your functional role as a division or department leader. Here’s what’s inside:

Stay ahead of changing customer and market dynamics, plan for the future, and set your strategy with leading research. ​

  • Customer obsession research
  • Customer insights
  • Trends and predictions
  • Market forecasts
  • Technology and service provider landscapes

Empower your team to conquer your priorities with proven strategic models and plug-and-play templates. ​

  • KPIs and peer benchmarks​
  • Assessments​
  • Strategic models​
  • Strategy templates​
  • Forrester Wave™ evaluations for your function
  • Certification courses

Accelerate progress and de-risk decisions with best practices tailored to you and your team​.

  • Guidance sessions​
  • Peer discussions
  • Event attendance​
  • Dedicated relationship management
Lexmark

Align Global Regions And Accelerate Opportunities

Hear how Forrester helped Lexmark align its messaging, spend, and measurements across 170 countries and tap vast new growth opportunities.

Service Model Spotlight

The Forrester Demand & ABM Momentum Accelerators

This model showcases the five momentum accelerators that successful Demand and ABM leaders use to transform buying experiences, and in doing so, accelerate pipeline velocity for their businesses.

Support For Leaders And Team Members

Forrester Decisions for Demand & ABM offers multiple levels of service to ensure the right expertise and degree of support for you and your team. All service levels offer access to research, tools, data, and certification courses.

 

Leader 

Procure deep expertise across your functional discipline through expert-led guidance sessions that help you apply unique research, tools, and data to your specific needs.

Team 

Develop a common language and toolset to strengthen your team’s expertise and skill sets with access to relevant certification courses and insights.

Meet A Few Of Our Demand & ABM Analysts

Looking for more time with experts? 

Get in touch with our consultants to jump-start your initiative, execute on your B2B transformational strategies, or anything in between.


Blog

Could It Be You? Share Your Success Story For Our B2B Summit EMEA Awards

Simon Daniels 3 days ago
EMEA B2B companies with success stories in cross-functional alignment or best-practice program implementations within a single function should learn more about Forrester’s B2B Summit EMEA Awards and prepare a submission.
Blog

Call For Entries: Forrester B2B Summit APAC 2024 Awards

Daryl Wright May 15, 2024
APAC B2B marketers: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards and how to apply.
Blog

B2B Marketing Leaders Don’t Trust Their Measurement, And What They Measure Isn’t Helping

Ross Graber May 1, 2024
Nearly two-thirds of marketing leaders say that they don’t believe their measurement and analytics are well aligned with organizational objectives. A continued focus on marketing sourcing is emblematic of the problem.
Blog

Buying Signals Help B2B Organizations Reignite Revenue Interactions

Jessie Johnson April 30, 2024
Buyer expectations for immediacy, relevance, and instant gratification have carried over from B2C to B2B and been amplified with Millennials and Gen Zers comprising more than half of the modern workforce. From their consumer interactions, digitally savvy B2B buyers are aware that they’re signaling their interests through their behavior, content consumption, and social interactions. In […]

How can we help?

Fill out the form, and we will contact you.

0/500 Max characters reached

Thanks, we will be in touch soon. In the meantime please subscribe to our insights or give us a call:
+44 (0) 2073 237741 (Europe)
+1 615-395-3401 (United States)
+65 6426 7006 (Asia)