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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:
Target audience level: beginner
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Understand the current state of B2B marketing measurement and its implications for marketing leaders evolving their approach to marketing measurement.
In this report, we introduce a framework that B2B leaders can use to evaluate the metrics they select in ways that optimally balance organizational value and customer value across the buying process and customer lifecycle.
We highlight limitations of marketing sourcing metrics and propose new metrics that B2B leaders should use to express B2B marketing performance.
This report introduces the Forrester B2B Insight-Led Analytics Ecosystem, which identifies four analytics process areas and the capabilities required for insight-led decision-making.
Members of sales and marketing who are responsible for analytics development must broaden their scope to support analytics users and stakeholders by activating insights across go-to-market functions.
Apply Forrester’s four dimensions of buyer value and create more value for buyers during B2B buying journeys.
This report describes how B2B organizations can develop a focused set of metrics to monitor, understand, and improve the value their buyers perceive.
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
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
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
Misalignment in B2B planning disrupts sustainable growth and negatively impacts the customer experience. In this session, we'll show you how to integrate, sequence, and synchronize planning processes across all your go-to-market functions. By getting everything aligned, you'll not only drive growth but also create a smoother, more enjoyable journey for your customers.Join us to enhance coordination and drive success across your go-to-market functions.Key takeaways: Synchronize Efforts: Master the layers of B2B planning across teams to ensure everyone is working in harmony.Foster Collaboration: Learn the sequence of annual planning processes (occurring throughout the year) that promote teamwork and help commit resources and priorities effectively.Avoid Siloed Execution: Identify the essential outputs needed to inform each downstream planning process, ensuring seamless execution across all functions.Target audience level: all levels
In this webinar we will look at the state of IT sustainability survey Forrester conducted at the end of 2024 looking at the buyer and spending behavior for sustainability initiatives for 2025. We will take a closer look at the most impactful initiatives on sustainability enterprise leaders told us they undertook in the past year how investments will look like for 2025 the key capabilities for sustainability management software solutions that enterprise leaders sort and the services capabilities that were most asked for in the market.Key takeaways: Buyer trends for sustainability management softwareServices partnerships enterprises seekMost impactful IT decarbonization efforts by organizationsTarget audience level: all levels
Getting the most from generative AI (genAI) capabilities within go-to-market (GTM) teams requires broad capture of buyer interactions. This raises questions around how to capture data while staying compliant with privacy regulations like General Data Protection Regulation (GDPR) or California Consumer Privacy Act (CCPA). In this webinar, experts responsible for ensuring this compliance for their respective companies discuss the current interaction capture compliance landscape and how they capture interactions while also ensuring that the companies using their solution are compliant.Key takeaways: Review current interaction capture compliance regulations.Talk through how to capture buyer interactions while also staying compliant.Target audience level: advanced