Account-Based Marketing (ABM)
Account-based marketing (ABM) is in the midst of a dramatic shift. Explore best practices and trends in ABM and discover how to improve account-based marketing effectiveness.
Learn about Forrester’s research service for demand and account-based marketing leaders.
Insights
Blog
Explore Five Ways To Improve Personalization At Forrester’s B2B Summit
B2B marketers overwhelmingly agree that their buyers and customers expect experiences relevant to their needs and preferences. Yet they struggle to define and deploy an audience-centric approach to B2B personalization that extends throughout the customer lifecycle.
Blog
Announcing Forrester’s B2B Programs Of The Year Award Winners For North America
Learn the seven companies that won this year’s coveted B2B Programs Of The Year Awards for North America, and join us at B2B Summit in Phoenix to hear their stories live.
See How Top Brands Shifted From MQLs To Buying Groups
Missed the live session? Watch on demand to see how Siemens, Zendesk, and Palo Alto Networks transformed revenue strategies by moving from outdated MQL models to a buying group approach.
Blog
Revitalizing Deals That Detour With Adaptive Programs
In the high-stakes world of B2B sales, no path to a closed deal is perfectly linear. According to Forrester’s Demand, ABM, And Customer Marketing Survey, 2024, 56% of opportunities handed off to sales fail to close successfully.
Blog
The Future Of B2B Marketing Programs Is Adaptive
Traditional demand generation strategies don’t accommodate the complex realities of B2B buying. Learn why adaptive programs are the answer.
Blog
Learn How To Master Buying Mayhem At B2B Summit North America
B2B buying continues to evolve at warp speed — but marketers, sellers, and product professionals can take control. Learn what’s on tap for Forrester’s most experiential B2B Summit yet.
Blog
AI Readiness Is Already High In Advanced Frontline Marketing Teams
Learn more about what is driving AI readiness and adoption in frontline marketing in this preview of a new report.
Blog
Call For Entries: Forrester 2025 B2B Summit North America Awards
Do you have a success story on transforming your company or function in the service of customers? We would love to hear from you if so. Submit your story for a chance to be honored on the B2B Summit mainstage.
Replay: Win Over Complex Buying Groups With Adaptive Programs
B2B buying groups are more complex than ever. Discover how to align priorities, drive consensus, and boost marketing’s impact with adaptive programs. Watch the webinar replay for buyer insights based on research.
Blog
The Truth About B2B Sales And Marketing Alignment
The future of sales and marketing alignment is at risk as emerging pressures force leaders to evolve their sales and marketing relationships. Learn three hard truths about marketing and sales alignment in this preview of a new report.
Blog
Advanced Frontline Marketing Strategies Are Outperforming In B2B Orgs
Lifecycle revenue marketing is gaining traction worldwide. The hard work of adoption is paying off — though challenges remain.
Blog
Seven Ways To Use GenAI For B2B Personalization
Learn the new capabilities genAI brings to B2B personalization and how to start delivering more impactful personalization throughout the customer lifecycle.
Blog
Is GTM The New ABM? Or Is It Just The Latest B2B Land Grab?
Platform vendors and service providers previously associated with ABM are now adopting a different acronym. Attempting to profit on the GTM buzz could backfire.
Blog
For Demand And ABM Teams, 2025 Won’t Be About Doing The Same With Less But Rather Doing Better With Less
Forrester’s Budget Planning Survey, 2024, uncovers a dual narrative for marketers in the coming year: The challenge lies in managing tight budgets but also in the dichotomy of needing to invest in recent technology- and process-related advancements to stay relevant. Strategic budget divestment is required in this environment.
Blog
Why Is Demand Marketing An Obstacle To Its Own Success?
Organizations must stop working in silos and align their marketing, sales, and customer success strategies to one thing: buyer needs. A unified frontline marketing approach will enhance customer experiences, drive growth, and ensure that marketing efforts contribute meaningfully to the revenue process.
Blog
Participate In Forrester’s 2024 State Of ABM Survey
Forrester’s biennial State of ABM survey is back, and we’re inviting you to participate! Everyone who completes the survey will gain access to the latest trends regarding the current state of account-based marketing (ABM) and how their peers are focusing their efforts. Overview We’ve been speaking about the convergence of demand and ABM for years. […]
Blog
Converging Platforms For Greater Efficiency: The Rise Of Revenue Marketing Platforms
The proliferation of data and the shift towards buying groups have set MAP and ABM platforms on a collision course. It also has paved the way for what we now call Revenue Marketing Platforms — an innovation that merges the best of both MAP and ABM into a single, comprehensive hub.
Blog
B2B Summit APAC 2024: Transform Your Growth Engine
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
Blog
Every Revenue Process Transformation Will Be Unique — Just Get Started
A revenue process transformation isn’t a project or single workshop initiative. It’s an ongoing, collaborative effort that requires organizations to meet their buyers at every stage of their journey. Learn what it takes to get started.
Blog
Sales And Marketing Must Partner Around Opportunities — No Matter The Pipeline Stage
Too many marketing and sales teams still hold onto old dogmas and operate in a way that does not reflect how buyers want to engage, which makes it harder to achieve their collective revenue goals.
Blog
It’s Time For A Revenue Process Transformation
Buyers are in control of the revenue process — and B2B marketing, sales, and customer success teams need to align their approaches with that reality. Discover the Forrester Opportunity Lifecycle and how it can drive durable, long-term revenue growth.
Blog
Embrace Reinvention To Drive Growth: Five Key Takeaways From Forrester’s B2B Summit North America 2024
Last month’s event set the stage for navigating the frenetic pace of change in B2B and capitalizing on growth opportunities. Read our top five takeaways.
More posts