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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Buyers’ Journey Survey, 2024, to help providers comprehend the obstacles that buyers encounter and discuss how to upend outdated go-to-market (GTM) strategies to help buyers make better decisions.
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Target audience level: all levels
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In 2024, cost structures drive differences in industry buying behavior. This report outlines the key differences in purchase preference by industry.
This report details insights to help providers understand the obstacles buyers encounter as well as their needs and preferences as they navigate their buying journey.
The increasing prevalence of deepfakes in digital, online interactions has become a serious problem. They can wreak havoc on organizations by causing fraud losses, compliance issues, and reputational damage. But while deepfakes are getting harder to detect, there’s hope for organizations to manage and defeat them. Join Forrester for this webinar discussing protecting your organization from deepfakes and find out what works —and what doesn’t.Key takeaways: Discover why deepfakes are problematic in digital business.Understand why deepfakes are hard to fight.Learn how your organization can get started.Discover what vendors are doing.Target audience level: beginner and intermediate
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
The most recent Forrester Wave evaluation of order management system (OMS) vendors uncovered a story of evolution —on the part of both the vendors and the brands and retailers that use them. Learn how businesses are leveraging these tools to optimize inventory, fulfillment, and digital operations.Key takeaways: OMS rip-and-replace projects are rarer than ever; learn how digital businesses are making these changes.Target audience level: all levels
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.