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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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.

30+ B2B Trends & Topics In London You Don’t Want To Miss

Join Forrester analysts at B2B Summit EMEA from 7–9 October. Explore new strategy, tech, and process changes to accelerate growth and success.

Blog

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.

Align Marketing And Sales Teams On Customer Value

Want to maximize revenue by prioritizing customer value? Discover how the Forrester Opportunity Lifecycle keeps teams engaged with customers at every stage of their journey.

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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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Announcing Forrester’s B2B Program Of The Year Award Winners For North America

Cristina De Martini April 4, 2024
Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May.
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Call For Entries: B2B Summit EMEA Awards

Paul Ferron April 2, 2024
EMEA B2B companies: If you have a cross-functional alignment success story or have achieved exceptional results within a single function, we want to hear from you. Learn more about Forrester’s B2B Summit EMEA Awards.
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Frontline Marketing: The Evolution Of B2B Growth Teams

John Arnold March 14, 2024
Learn about frontline marketing, the teams that it comprises, and why it’s essential to driving customer-centered B2B growth.
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Unleashing Field Marketing To Drive Growth In Asia Pacific

Daryl Wright March 11, 2024
We explore key findings for APAC from Forrester’s 2023 State Of B2B Field Marketing Survey to help organizations understand the state of field marketing regionally and what this means for the operation and organization of a future-ready field marketing organization.
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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.
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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 […]

Harness The Power Of A NEW Customer-Centric Revenue Framework

Watch our webinar replay to unlock the potential of Forrester's NEW Opportunity Lifecycle Framework. Revolutionize your revenue process by breaking down barriers that neglect customers, fail buyers, and distort focus.

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.
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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 […]
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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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