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B2B marketers in demand and account-based marketing (ABM) have more data and insights available to them than ever before. But many still struggle to put signals to work and bring the insights-driven approach of ABM to everything they do. Challenges abound — whether it’s not knowing where to start or how to interpret signals.
Hear from Matthew Miller, global ABX principal at Workday, as he shares how the company put a dynamic scoring model in place to prioritize opportunities by fit and intent using a data-driven approach. Learn more about how this initiative was born, how it has adapted over time, and what the results have been, plus tips on how to get started and address challenges along the way.
This conversation will be hosted by Nora Conklin, principal analyst at Forrester, and will include open discussion with participants, so please bring your questions and experiences to share with the group!
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The Opportunity Prioritization Matrix helps frontline marketers set priorities and chart their program plans according to fit criteria and intent signals.
This report highlights intent data types, how to leverage them, and considerations for combining them with other insights to understand buying behavior.
This report helps frontline marketers understand and define “fit” to unlock the power of insights-driven demand generation and wide-scale ABM.
Anyone who sells software or digital goods online and wants to grow through globalization will at least consider a third-party Merchant Of Record model. Merchant of Record (MOR) solutions have existed for decades, but the industry has made headlines recently with some notable departures: Digital River, a former heavyweight in the market, is closing up shop, and a relative newcomer in the category, Lemon Squeezy, was acquired by payments heavyweight Stripe, which, per its founder, will “scale Merchant Of Record selling in a big way.”In this webinar, Forrester analyst Lily Varon is joined by a panel of CEOs from three major players in the MOR solution space: David Nachman, CEO of FastSpring; Jimmy Fitzgerald, CEO of Paddle; and Wendi Sturgis, CEO of Cleverbridge. Key takeaways: Understand what is really going on with the Merchant Of Record market right now.Learn how to avoid common pitfalls of MOR selling.Discover the best ways for digital leaders to prepare for the future of MOR selling.Target audience level: all levels
Your B2B customers expect personalized interactions on their terms and timelines. Outdated marketing, sales, and postsale processes have failed to meet their changing expectations, resulting in poor experiences that make it harder to retain accounts and grow them further. Customer success is uniquely positioned to engage customers and help them achieve meaningful results, but only if you elevate its role in transforming revenue processes that create more durable growth.Key takeaways: Learn why customers are the key to stable, long-term growth.Understand the role of customer success in transforming revenue processes.Explore how top CS teams guide customers through four distinct postsale stages of the Opportunity Lifecycle framework.Target audience level: intermediate
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
Forrester’s B2B Summit North America 2025 provides an opportunity to align your go-to-market teams — marketing, sales, customer, and product — on new ideas, frameworks, and practical advice to drive growth and lead transformation. Make the most of the exclusive access you'll have with Forrester's entire go-to-market team of analysts and industry leaders. Join Dave Frankland, B2B Summit Host, as he previews: Mainstage sessions: Get to know the speakers that will address changing buyer behaviors and how go-to-market teams must prepare to best meet the needs of new buying teams. Analyst-led roundtables, breakout Sessions, and workshops: See the critical research to review and interactive tools to leverage so you and your team can pre-register and take full advantage of more than 50 interactive sessions with the Forrester team and your peers. Exclusive live certification offerings: Take part in curated, guided tracks designed to help you and your team apply Forrester’s ideas and frameworks to your organization. Get professionally certified in two tracks: “Capitalize On The B2B Buyer Power Shift” or “Harness AI For B2B Marketing, Sales, Customer & Product.”Plus, Dave will share some pro tips to stay comfortable and enjoy your time in Phoenix.
Forrester’s biennial State Of ABM Survey results are in. While account-based marketing (ABM) has proven its value and solidified its place in B2B marketing, that doesn’t mean that all organizations are going about it the same way. Join principal analyst Nora Conklin for an overview of the survey findings to show where ABM stands in B2B organizations today, which trends have emerged and evolved in the past couple of years, and what stands out about organizations that have hit or exceeded their growth goals with an ABM approach.Key takeaways:Gain an understanding of how different organizations are leveraging ABM and how you stack up.Learn the key factors that make ABM successful according to our survey respondents.Discover emergent trends and where respondents are planning to take ABM.Target audience level: beginner and Intermediate