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.

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Call For Entries: Forrester 2025 B2B Summit North America Awards

Matthew Selheimer October 30, 2024
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.
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The Truth About B2B Sales And Marketing Alignment

John Arnold October 16, 2024
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.

Share Your B2B Success Story In Phoenix

Have you achieved stellar B2B outcomes through cross-functional alignment or within a specific B2B function? Share your success story by December 16, 2024, for the chance to join us on stage at B2B Summit North America 2025.

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Advanced Frontline Marketing Strategies Are Outperforming In B2B Orgs

John Arnold October 15, 2024
Lifecycle revenue marketing is gaining traction worldwide. The hard work of adoption is paying off — though challenges remain.
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Seven Ways To Use GenAI For B2B Personalization

Jessie Johnson September 12, 2024
Learn the new capabilities genAI brings to B2B personalization and how to start delivering more impactful personalization throughout the customer lifecycle.
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Is GTM The New ABM? Or Is It Just The Latest B2B Land Grab?

Nicky Briggs August 19, 2024
Platform vendors and service providers previously associated with ABM are now adopting a different acronym. Attempting to profit on the GTM buzz could backfire.
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For Demand And ABM Teams, 2025 Won’t Be About Doing The Same With Less But Rather Doing Better With Less

Naomi Marr August 7, 2024
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.
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Why Is Demand Marketing An Obstacle To Its Own Success?

Naomi Marr August 5, 2024
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.

Generate Demand With Forrester

Partner with our experts to create objective, thought-leading content backed by rich market insights and cutting-edge research.

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Participate In Forrester’s 2024 State Of ABM Survey

Nora Conklin July 25, 2024
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. […]
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Converging Platforms For Greater Efficiency: The Rise Of Revenue Marketing Platforms

Kelvin Gee July 25, 2024
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.
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B2B Summit APAC 2024: Transform Your Growth Engine

Dane Anderson July 25, 2024
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
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Every Revenue Process Transformation Will Be Unique — Just Get Started

Amy Hawthorne July 9, 2024
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.
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Sales And Marketing Must Partner Around Opportunities — No Matter The Pipeline Stage

Nora Conklin June 24, 2024
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.

Make The Right Marketing Budget Moves In 2025

Need budget perspective? Watch our 2025 budget planning webinar to hear benchmarks and analyst advice on where to invest, divest, and experiment with your budget.

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It’s Time For A Revenue Process Transformation

Amy Hawthorne June 20, 2024
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.
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Embrace Reinvention To Drive Growth: Five Key Takeaways From Forrester’s B2B Summit North America 2024

Srividya Sridharan June 4, 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.
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ABM Won, But It’s Not Done Changing The Game

Nora Conklin May 30, 2024
The future of ABM is not scale — it’s profitable growth. Learn what B2B organizations will need to do for continued ABM success.
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Could It Be You? Share Your Success Story For Our B2B Summit EMEA Awards

Simon Daniels May 20, 2024
EMEA B2B companies with success stories in cross-functional alignment or best-practice program implementations within a single function should learn more about Forrester’s B2B Summit EMEA Awards and prepare a submission.
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Call For Entries: Forrester B2B Summit APAC 2024 Awards

Daryl Wright May 15, 2024
APAC B2B marketers: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards and how to apply.
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B2B Marketing Leaders Don’t Trust Their Measurement, And What They Measure Isn’t Helping

Ross Graber May 1, 2024
Nearly two-thirds of marketing leaders say that they don’t believe their measurement and analytics are well aligned with organizational objectives. A continued focus on marketing sourcing is emblematic of the problem — and it fails to show marketing's true value to the business.
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Buying Signals Help B2B Organizations Reignite Revenue Interactions

Jessie Johnson April 30, 2024
Buyer expectations for immediacy, relevance, and instant gratification have carried over from B2C to B2B and been amplified with Millennials and Gen Zers comprising more than half of the modern workforce. From their consumer interactions, digitally savvy B2B buyers are aware that they’re signaling their interests through their behavior, content consumption, and social interactions. In […]
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Harness The Power Of Buying Signals At Forrester’s B2B Summit

Jessie Johnson April 30, 2024
B2B organizations must know their buyers, anticipate their needs, and empower them with each interaction — or lose to providers that do. Signals help transform the way we interact with our audiences across functions, disciplines, and interaction types, helping B2B organizations deliver contextual interactions with immediate value throughout the customer lifecycle. Check out these sessions […]
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