
B2B marketers can use this report to understand the value they can expect from B2B event management technology and to inform their selection.
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In this interactive session, you can submit and upvote questions about B2B event management technology and learn more about top vendors evaluated in our upcoming Forrester Wave™ report. We’ll also discuss the market dynamics, disruptors, differentiators among the vendors evaluated, and other findings from our research.
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B2B marketers can use this report to understand the value they can expect from B2B event management technology and to inform their selection.
In our 28-criterion evaluation of B2B event management technology providers, we identified the 14 most significant ones and researched, analyzed, and scored them.
B2B buyers are rapidly adopting AI-powered search as one of their primary sources of information. Providers will have to shift their marketing strategy to engage buyers in zero-click environments before they arrive at their sites.This webinar looks at how buyers are using AI-powered search, how zero-click search is impacting the revenue engine, and how to coordinate activity across portfolio marketing, content, communications, and digital to engage buyers in this new environment.Key takeaways: Understand how to adjust your marketing goals and strategies for zero-click search.Learn how to measure your performance on zero-click search.Discover digital, content, and messaging techniques for reaching buyers through zero-click search.Target audience level: intermediate
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Accelerate innovation with deeper insights about why generative AI (genAI) for language is important, when it will likely pay off, and how others are using it; we feature the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology. GenAI for language can potentially enhance content creation, automate translations, and improve communication processes over a short- to mid-term horizon. Join this session to learn more about how this technology will mature and steps you can take to maximize your investment in it.Key takeaways: Learn about the advancements in language-based AI.Understand its application in content creation and communication.Explore successful implementation examples.Target audience level: all levels
Shell Fleet Solutions successfully implemented buying groups to better serve the needs of its customers with cutting-edge marketing programs and enhance support for its internal teams. Join this client webinar with Angela Scaueru and Paul Bloemheuvel from Shell and Vicki Brown from Forrester to discuss best practices for harnessing a data-driven approach to effectively integrate account, contact, and buying group behavioral data.Key takeaways: Hear about Shell Fleet Solutions’ innovative strategies for buying groups.Learn how Shell leveraged account, contact, and buying group behavioral data.See how Shell gained a deeper understanding of customer behavior, improved sales and marketing coordination, and ultimately increased customer value.Target audience level: intermediate
While spend on B2B events remains high, budgets and resources are under massive strain as teams struggle to demonstrate value and justify increased investment. This webinar shares findings from Forrester’s Q1 2025 State Of B2B Events Survey and highlights changes leaders are making to their event budgets, mixes, and priorities as they adapt to a complex and dynamic environment.Key takeaways: Explore key findings from Forrester’s Q1 2025 State Of B2B Events Survey.Understand how leaders are approaching event budgets, mixes, and priorities.Take away actionable next steps to help you adapt to the new event environment.Target audience level: all levels
Changing business buyer behavior is making traditional go-to-market processes obsolete and turbulent global markets, geopolitical and social upheaval, and technology disruption are upending carefully crafted strategies, budgets, and priorities. It’s critical for B2B leaders to go beyond reactivity to prioritize stable market segments, reduce operational costs, and continuously monitor buyer and customer behaviors. While some lessons from the COVID-19 pandemic may be of use, every crisis has its own context. Today’s conditions represent a poly-crisis that also requires proactive scenario and contingency planning, a new pace for decision-making, and compliance vigilance. Take these actions and you won’t just overcome the chaos – you'll thrive within it. Key takeaways: Learn how to ruthlessly prioritize target market segments.Identify ways to cut duplicative technologies and nonstrategic operational costs.Understand why continuous customer insights strengthen resilience.Leverage scenario planning to keep one step ahead.Change the pace of decision-making and delegate more to frontline leaders.Keep data compliance requirements front and center Target audience level: beginner and intermediate