The State Of ABM, 2024: What High Performers Do Differently

Everything you know about your customers, your markets, and your business is changing: self-service behaviors, AI’s influence in buying and selling, generational shifts in business buyers, waning trust, and the rise of complex buying groups. Buyers and customers are creating mayhem – and demand a fundamentally different relationship with your organization. But that doesn’t mean you can’t (re)gain control. B2B Summit 2025 is designed to help marketing, sales, customer, and product leaders leverage new technologies and advanced frameworks to master this buying mayhem. Forrester’s B2B Summit North America 2025 provides an opportunity to align the entire go-to-market team (marketing, sales, customer, and product) on new ideas, frameworks, and practical advice to drive growth and lead transformation. Key takeaways: Join Dave Frankland, B2B Summit Host, as he shares: Insight into mainstage sessions that will address the changing buyer behavior, and how GTM teams need to prepare to best meet the needs of the new buying teams. How to find the critical insight across eight tracks and over 50 interactive sessions that will enable you to learn from the Forrester team as well as your peers.Key information about two Event Certification offerings that are brand new for 2025.Target audience level: all levels

Dave Frankland

 

In this interactive session, you can submit and upvote questions about all-in-one event management platforms and learn more about the top vendors evaluated in our recent Forrester Wave™ report. We also discuss the market dynamics, disruptors, and differentiators among the vendors evaluated, as well as other findings from our research.Key takeaways: Learn what’s changed in the B2B event management technology market.Understand what you should be looking for when selecting a vendor.Learn where the market is heading.Target audience level: all levels

Conrad Mills

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Steven Casey

 

Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2025 Predictions for insurance.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2025. Uncover new insights based on Forrester’s research and expert analysis.Prepare your team and your organization for what’s ahead. Target audience level: all levels

Indranil Bandyopadhyay

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Rohit Makhijani

 

Business buying remains a complex process despite the arrival of new self-service technologies such as generative AI (genAI). Companies must have a deep understanding of their target market and buyers’ needs, preferences, and behaviors to assist them in decision-making. B2B marketing and sales teams also must navigate the buyer’s wider value network and prepare for their use of genAI. This webinar presents insights from Forrester’s Buyers’ Journey Survey, 2024, to help providers comprehend the obstacles that buyers encounter and discuss how to upend outdated go-to-market (GTM) strategies to help buyers make better decisions.Key takeaways: Learn how buyer behaviors have changed in the last year.Discover the reasons behind buyer frustration and the factors that cause purchase journeys to stall.Explore how buyers are using genAI to research solutions and vendors.Learn what providers must do differently to improve buyer engagement and help buyers make better buying decisions.Target audience level: all levels

Barbara Winters

 

Traditional business goals haven’t explicitly considered the customer’s experience, leaving a gaping hole in many corporate strategies. Better customer experience (CX) breeds better business outcomes, and winning executive support for experience improvements can make or break companies’ efforts in terms of differentiation, optimization, or survival. Key takeaways:Discover why CX is a pillar of business success.Explore three levers for the business case for experience improvement.Learn proven approaches for selling and socializing these ROI stories.Target audience level: beginner and intermediate

Judy Weader

 

Demand and account-based marketing (ABM) leaders are being pulled in so many different directions — by customers, prospects, vendor partners, C-suite executives, revenue operations, and sales — that they are having a crisis of confidence. In Forrester’s Q4 2023 Demand Marketing Organizational Design And Process Survey, only 12% of marketing leaders felt their marketing teams’ current organizational design would be effective at meeting their revenue goals over the next 12 months, and just 7% felt they had the correct skills and competencies on their teams. Disconnected marketing program strategies, planning, execution timing, and metrics aligned to specific marketing subfunctions — all based on different sources of data and insights — limit an organization’s growth abilities.A frontline marketing approach creates alignment to accelerate growth via nurturing a unified vision and strategy for the full customer lifecycle; taking advantage of signals to deliver increased value for the buyer; relying on program orchestration wholly centered on the customer experience; and positioning marketing for success in a larger revenue process transformation.Key takeaways:Learn what frontline marketing is and why it is needed.Understand why frontline marketing is important to the future of demand marketers.Learn what an orchestration manager is and why the role is needed.Discover how ignoring frontline marketing will expose marketing's inability to transform alongside the other revenue-generating functions.Uncover what good looks like with a unified demand marketing strategy and plan.Target audience level: all levels

Naomi Marr