
In this report, we detail the elements of marketing sufficiency metrics and define a clear path for their implementation.
Get access to a single webinar that is currently outside of your subscription.
Price: $300 (USD)
Partner with Forrester Research to get access to webinars, insights and frameworks aligned to your role. Shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer.
B2B marketers know that buyers make purchase decisions in groups, but B2B marketing has long been evaluated by how many individual leads marketing can find and pass to sales. If marketing is going to fully transition to a buying group focus, how must B2B marketers change the ways they think about, talk about, and measure marketing’s contribution to the revenue engine?
This conversation between Forrester analysts highlights the imperative that B2B marketing organizations move beyond sourced pipeline and revenue metrics and addresses the most commonly asked questions around driving a change in evaluating marketing’s contribution.
Key takeaways:
Target audience level: intermediate
You'll receive an email with dialing and Webex instructions prior to the Webinar.
See the Webinar FAQs for answers to technical and other Webinar questions.
In this report, we detail the elements of marketing sufficiency metrics and define a clear path for their implementation.
We highlight limitations of marketing sourcing metrics and propose new metrics that B2B leaders should use to express B2B marketing performance.
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
Generative AI (genAI) has distinct security-, efficiency-, and agility-boosting effects in customer identity and access management (IAM), anti-money laundering (AML), and fraud management. This webinar highlights how to use these capabilities.Key takeaways: Learn the uses of genAI in customer IAM.Discover the uses of genAI in fraud management and AML.Explore the risks of genAI and how to overcome them.Target audience level: intermediate and advanced
Don't miss out on one of the most attended sessions at Forrester B2B NA Summit! Hear Palo Alto Networks' winning program of the year story. Palo Alto Networks will discuss how a major transformation in its revenue process, from marketing-qualified leads (MQLs) to a focus on buying groups, has fundamentally changed the way that sales and marketing work together, driving major improvements in conversion efficiency and pipeline growth.Key takeaways: Learn how Palo Alto Networks transformed from MQLs to buying groups.Discover best practices for implementing a successful pilot.Understand how this transformation delivers massive business impact.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