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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Blog

B2B Summit North America 2024: Your Ticket To Turning Disruption Into Growth

Srividya Sridharan January 23, 2024
Explore the strategies and tools needed to drive customer-obsessed growth at our premier event for B2B marketing, sales, and product teams.
Blog

Call For Entries: Forrester B2B Summit North America Awards

Cristina De Martini January 9, 2024
Have a great B2B success story to share? Nominate it for a B2B Return On Integration Honor or Program Of The Year Award! Winners will take the stage at Forrester’s B2B Summit North America.

Skyrocket Your Growth And Revenue With Our B2B Predictions

Watch our B2B predictions webinar exploring the opportunities successful B2B marketing, product, and sales leaders will embrace — and the genAI content mistake to avoid.

Blog

Three Mistakes That Demand And ABM Marketers Make In B2B Expansion

Nora Conklin November 28, 2023
Expansion is gaining focus across the board at B2B organizations. While large enterprises have long been focused on expanding their influence and share of wallet with top customers, more small and midsize businesses are now emphasizing cross-sell and upsell targets in their revenue goals. This is for good reason. It’s more cost-effective to mine existing […]
Webinar

How Reltio Shifted From MQLs To Buying Groups — In 60 Days

Learn how Reltio worked with Forrester to shift its revenue process from MQLs to buying groups to transform revenue outcomes.
Blog

Generative AI Will Displace Frontline B2B Marketing Jobs, And You’re Not Ready

John Arnold November 13, 2023
Generative AI, as it stands today, is a minimally viable solution for frontline marketers. But that’s going to change. Generative AI will revolutionize frontline B2B marketing, offering both opportunities and threats to the status quo. Forrester forecasts that automation and AI overall will replace 4.9% of US jobs by 2030. With unique regard to frontline […]
Blog

Prepare For AI To Free Up Frontline Marketing’s Technical Dependencies

John Arnold October 27, 2023
As generative AI becomes more integrated into marketing platforms and processes, frontline B2B marketers can look forward to a future where they aren’t so reliant on outside technical resources. Here's a look at what may lie ahead.
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Will Generative AI Replace Frontline B2B Marketers?

John Arnold October 19, 2023
What if you used more generative AI for marketing instead of hiring more humans? Here's what to consider.
Blog

Make Lifecycle Revenue Marketing Part Of Your Annual Plan

John Arnold October 19, 2023
Forty-six percent of B2B marketing decision-makers responsible for demand/ABM marketing say that standing up a new marketing approach is their biggest point of focus to support growth over the next 12 months. Enter lifecycle revenue marketing (LRM), the most comprehensive approach to frontline marketing. It’s also Forrester’s definition of best-in-class frontline B2B marketing. Here are […]
Blog

Saying Goodbye To MQLs: Learn How Reltio Transformed Its Revenue Process In 60 Days

Amy Hawthorne October 5, 2023
Curious of how long the shift to buying groups and opportunities takes? Register for Forrester’s webinar to find out how Reltio made this transformation in just 60 days.
Blog

Marketing And Sales Can’t Align Without This

John Arnold October 4, 2023
Are your marketing and sales functions aligned? It may depend on who you ask. Business and technology decision-makers who work in sales are almost twice as likely as those in marketing to say that marketing operates independently or is minimally aligned with other internal functions. Whether the disconnect is more perception or reality, the results […]
Blog

Saying Goodbye To MQLs: Accounts, Buying Groups, Opportunities, Oh My! How Is It All Connected?

Amy Hawthorne August 31, 2023
In this week’s Saying Goodbye to MQLs blog, we discuss the relationship between accounts, buying groups, and opportunities.
Blog

Three Tips To Guide B2B Demand Marketing Leaders’ Plans For 2024

Renee Irion August 24, 2023
Where should demand and ABM teams focus their efforts in the coming year? Explore the highlights from Forrester's planning guide report.
Blog

How B2B Marketing, Sales, And Product Can Align To Drive Growth In 2024

Srividya Sridharan August 8, 2023
Planning season is the perfect time for B2B revenue engine leaders to address common challenges, share functional insights and competencies, and build a customer-obsessed growth strategy.
Blog

Field Marketing In Crisis? New Forrester Study Reveals The State Of Field Marketing In 2023

Daryl Wright August 8, 2023
Explore a few initial findings from Forrester’s 2023 State Of B2B Field Marketing Survey, to be fully unpacked at Forrester's upcoming B2B Summit EMEA and APAC events.
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Frontline Marketing “Innovation Coalition” Key To Generative AI Success For B2B Marketers

Naomi Marr August 7, 2023
Frontline B2B marketing functions such as demand and ABM may be more intensely impacted than others by generative AI. Learn how these teams can take charge.
Blog

Welcome To The Data-Deprived Future Of Frontline B2B Marketing

John Arnold July 31, 2023
Data deprecation is well under way, and it’s interfering with frontline B2B marketing programs. Google plans to deprecate third-party cookies for 1% of Chrome users in Q1 2024, and it has plans to phase out third-party cookies completely beginning in Q3 2024. When To Start Being Concerned About B2B Data Deprecation Should you start being […]
Blog

Four Advocate Personalities Turn Customer Goodwill Into Gold

Laura Ramos July 28, 2023
Question: How is a customer marketer different than other marketers? (No, this is not the opening line of a joke — that would be “Two customer marketers walk into a bar … ”) Top customer marketers focus on how customers attain value. They know that solid references, case studies, valid reviews, upsell/cross-sell opportunities, and expansion […]

Join Us In Austin To Ignite Your B2B Growth

Unleash B2B success at our Austin B2B Summit, May 5-8. Dive into 100+ electrifying sessions on B2B marketing, sales, and product growth and revenue strategies — including a full genAI track.

Blog

How B2B Companies Will Win The Competition For Growth

John Arnold July 25, 2023
The competition for growth is fiercer than ever for B2B companies. To win, marketing, product, and sales leaders need to build a growth engine based on three fundamentals that are also simple, powerful, challenging, and achievable.
Blog

From Trend To Destination: Embracing Lifecycle Revenue Marketing

Kelvin Gee July 12, 2023
By harnessing the strengths of both demand generation and ABM, marketers can create a powerful marketing approach that drives results.
Blog

Call For Entries: Forrester APAC B2B Marketing Awards 2023

Daryl Wright May 24, 2023
Forrester is excited to announce the opening call for entries to our annual APAC B2B Marketing Awards in two categories: B2B Programs of the Year and B2B Return on Integration Honors. The awards recognize outstanding achievement at the organization and function level from B2B marketing initiatives. To be considered, applicants must show that they have […]
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