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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.
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
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
B2B buyers have always been changing and adapting to evolving markets, technologies, and economic turmoil. Are sellers equally tuned in to the same elements? This webinar looks at these elements from the perspective of both buyers and sellers.Key takeaways: Learn how to identify and react to alarming negative sentiment expressed by B2B buyers, even after successfully making a purchase.Learn how to stop signaling that your sales team members are "coin-operated" with coach-like management techniques.Discover how to leverage generative AI capabilities for revenue enablement — that you're probably already paying for.Target audience level: intermediate
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
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