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.
In 2015, we began to hear a curious cacophony around account-based marketing (ABM), a marketing concept that’s been around for decades and is used in reams of promotional copy distributed by marketing consultancies, data service providers, and software automation vendors alike. But the truth is that ABM means different things to different people; 73% of 120 B2B marketers agree that “ABM is a term that lacks specific meaning and is used inconsistently today,” and four out of five find ABM effectiveness falls short of their expectations. This summer, in response to many inquiries about “this thing called ABM,” we did extensive research into scores of existing ABM projects, and this webinar will discuss the results of that research. The webinar will be a group discussion among the five analysts who did the research.
Key takeaways:
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.
B2B marketers who launch and sustain formal account-based marketing (ABM) programs can help grow revenue, strengthen connections between marketing and sales, and enhance interactions with customers and prospects. Successful ABM programs require charismati
New technologies allow B2B marketers to identify companies with a higher likelihood to buy or with more desirable customer profiles, then reallocate budget to engage those firms at scale. Read this report to understand how this new marketing mindset — one
The explosion of interest in ABM creates uncertainty for business-to-business (B2B) marketers who have invested in marketing automation to optimize their lead-to-revenue processes. Does ABM replace lead-to-revenue management (L2RM)? In this report, we wil
New technologies are enabling account-based marketing (ABM) at scale, and business-to-business (B2B) marketers are increasingly deploying early ABM initiatives. But vendors' confusing claims hinder most marketers' attempts to understand if these emerging
Understanding performance and demonstrating accountability are perennial top priorities for B2B marketing leaders. This webinar draws on Forrester's latest quantitative research to provide a view into the current state of marketing measurement across B2B.Key takeaways:Learn about the insights gap facing B2B marketing organizations. See what metrics marketing leaders across B2B are using to steer their businesses.Hear how to advance a system of aligned measurement in your organization.Target audience level: beginner
Earlier this year, Reltio made a major transformation and shifted its revenue process from marketing qualified leads (MQLs) to buying groups and opportunities. The best part of this change: The company made this significant transformation in just 60 days! And now that it’s been live for about 10 months, the business impact and value of this transformation to the revenue process is too significant to ignore.Key takeaways:Why did Reltio make this change?What important factors were needed to make this transformation?How was Reltio able to make this transition so efficiently and successfully?What business value has Reltio earned in this transformation?Tips and advice for organizations considering making the shift from MQLs to buying groups and opportunitiesTarget audience level: intermediate
Personalization is table stakes in B2B, and it need not involve personally identifiable information to be effective. AI-powered personalization capabilities are enabling more relevant interactions and better conversations throughout the customer lifecycle, helping organizations deliver increasingly contextual interactions with immediate value.Key takeaways:Insights into B2B buyer expectations for and attitudes toward personalizationThe personalization techniques that B2B marketers find to be most impactfulTarget audience level: intermediate
