B2B Summit
North America

B2B Marketing, Sales, & Product Leaders

May 5 – 8, 2024  |  Austin & Digital

Agenda

Bold Starts

May 5
  • 1:30 pm – 4:30 pm CDT Forrester Women's Leadership Program
  • 4:30 pm – 5:15 pm CDT Song Division Networking Event
  • 5:00 pm – 6:00 pm CDT ELE Welcome Reception
  • 5:30 pm – 7:00 pm CDT Poolside Welcome Reception

Monday

May 6
  • 9:30 am – 11:00 am CDT Keynote Sessions
  • 11:00 am – 12:00 pm CDT Marketplace Break
  • 12:00 pm – 1:10 pm CDT Breakout & Case Study Sessions
  • 1:10 pm – 2:25 pm CDT Lunch
  • 1:10 pm – 2:25 pm CDT ELE Exclusive Lunch
  • 2:25 pm – 3:35 pm CDT Breakout & Case Study Sessions
  • 3:35 pm – 4:30 pm CDT Marketplace Break and Analyst-Led Roundtables
  • 4:30 pm – 5:00 pm CDT Return on Integration Honors
  • 5:00 pm – 5:30 pm CDT Guest Keynote
  • 5:15 pm – 6:45 pm CDT Reception
  • 7:00 pm – 8:00 pm CDT ELE Exclusive Dinner

Tuesday

May 7
  • 9:30 am – 10:00 am CDT Keynote Session
  • 10:00 am – 10:30 am CDT Guest Keynote
  • 10:30 am – 11:00 am CDT Marketplace Break
  • 11:00 am – 12:10 pm CDT Breakout & Case Study Sessions
  • 12:20 pm – 12:50 pm CDT Analyst-Led Roundtables
  • 12:20 pm – 12:50 pm CDT ELE Exclusive Facilitated Q&A
  • 12:55 pm – 1:55 pm CDT Lunch & Marketplace Break
  • 2:05 pm – 3:10 pm CDT Breakout & Case Study Sessions
  • 3:15 pm – 3:45 pm CDT Marketplace Break
  • 3:15 pm – 3:45 pm CDT Exclusive Facilitated ELE Birds of a Feather
  • 3:45 pm – 4:15 pm CDT Analyst-Led Roundtables
  • 7:00 pm – 8:00 pm CDT Happy Hour
  • 8:00 pm – 10:00 pm CDT Featured Performer

Wednesday

May 8
  • 8:00 am – 8:45 am CDT Forrester Women's Leadership Program Breakfast
  • 9:00 am – 10:10 am CDT Breakout & Case Study Sessions
  • 10:10 am – 10:40 am CDT Marketplace Break
  • 10:10 am – 10:40 am CDT ELE Facilitated Peer Discussion
  • 10:50 am – 11:20 am CDT Return on Integration Honors
  • 11:30 am – 12:40 pm CDT Breakout & Case Study Sessions
  • 12:40 pm – 1:40 pm CDT Lunch
  • 12:40 pm – 1:40 pm CDT ELE Exclusive Lunch
  • 1:40 pm – 2:10 pm CDT Return on Integration Honors
  • 2:10 pm – 2:40 pm CDT Keynote
  • 2:40 pm – 2:45 pm CDT Closing Remarks

Bold Starts May 5

1:30 pm – 4:30 pm CDT

Forrester Women's Leadership Program (In-Person Only)

Join us as we focus on how to help advance women leaders in your organization break down barriers and overcome challenges. Learn from your peers on advancement strategies for women leaders and participate in a conversation about how to develop meaningful relationships with women leaders in the B2B marketing, sales, and product industry. All are welcome to join!

4:30 pm – 5:15 pm CDT

Song Division Networking

Make your mark in the Live Music Capital of the World – Kick off B2B Summit with this unique team-building activity. Add your voice to the B2B Summit Anthem and get ready for a week of aligning, reinventing, winning, and rocking on.

5:00 pm – 6:00 pm CDT

Executive Leadership Exchange (Invite-Only): ELE Welcome Reception

As Summit 2024 kicks off, we invite you to join the Forrester team and your fellow ELE delegates for a welcome drink.

Nick Buck from Forrester’s B2B Marketing Executive Strategies service will provide some opening remarks and preview of the great content and sessions you can look forward to at Summit.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

5:30 pm – 7:00 pm CDT

Poolside Welcome Reception (In-Person Only)

Cool off by the pool for a Welcome Reception!

FAIRMONT POOLSIDE TERRACE – 7TH FLOOR

Monday May 6

10:00 am – 10:30 am CDT

Keynote: A New Generation Of Buyers Will Force B2B Reinvention

B2B buying has reached an inflection point – younger generations have eclipsed older generations, creating a distinct set of challenges. B2B companies must reinvent themselves to navigate this evolving buyer and invest in insights to understand how the generational divide influences B2B purchases. In this keynote, attendees will learn: 

  • Key trends, data, and insights about today’s buyers 
  • Opportunities to align across the growth engine 
  • Implications for buyer-facing technology 

Speakers:
Amy Hayes, VP, Research Director, Forrester

10:30 am – 11:00 am CDT

Keynote: Actions Speak Louder Than Words: What Customer-Obsessed Companies Do Differently

It’s easy to talk about customer obsession; it’s harder to translate desire into action. Set aside the guesswork: This keynote will demonstrate tangible ways that B2B companies can become buyer and customer obsessed. You’ll learn: 

  • How customer obsession maximizes value for the company and the customer.
  • What “putting customers at the center” looks like in execution.
  • Examples of how B2B companies are taking action through connected lifecycles, relevant metrics, and more.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

12:00 pm – 12:30 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Accelerate Growth With A Customer-Obsessed Strategy

B2B revenue leaders know that they must focus on customer obsession to win the competition for growth, yet Forrester research confirms that most companies still take an inside-out and disconnected approach to strategy development across product, marketing, and sales. In this session, we will:

  • Reveal a model for cocreating an actionable customer-obsessed growth strategy.
  • Explore best practices for establishing this new discipline within your organization.
  • Highlight key considerations for adoption and challenges to overcome.

Speakers:
Matthew Selheimer, VP, Research Director, Forrester

READ MORE +READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
Drive Business Success By Improving Your Customers’ Experiences

Traditional business goals haven’t explicitly considered the customers’ experiences, leaving a gaping hole in many corporate strategies. Better customer experience breeds better business outcomes, and winning executive support for experience improvements can be make-or-break for differentiation, optimization, or survival. In this session, you will learn:

  • Why customer experience is a pillar of business success.
  • Three levers for the business case for experience improvement.
  • Proven approaches for selling and socializing these ROI stories.

Speakers:
Judy Weader, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
#NowHiring: Frontline Marketing Leaders For Lifecycle Revenue Results

Looking for an opportunity? Be a frontline marketing leader driving lifecycle revenue results. Leadership, digital, and program management skills required. Must be a strategic thinker with cross-functional poise and experience driving engagement and lifecycle revenue. This session will provide the following benefits:

  • Understand the case for united frontline marketing teams.
  • Discover the connection between frontline marketing and lifecycle revenue.
  • Understand the competencies for leading frontline marketing and driving lifecycle revenue results.

Speakers:
John Arnold, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Your MQL-Centric Culture Costs Millions: Embracing the Business Value Of Buying Groups

Saying goodbye to MQLs is more than a catchy phrase describing a change of focus in your revenue process. Moving to buying groups and opportunities delivers significant impact to revenue growth and process efficiency. In this session, you’ll learn how this transformation:

  • Improves conversion rates across the revenue process, driving efficiency of marketing and sales efforts.
  • Delivers new, previously overlooked, or hidden opportunities to sales.
  • Drives growth without requiring the corresponding budget increase.

 

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Evolve Traditional Go-To-Market Approaches
Choose Your GTM Wisely — It Impacts Everything

Defining your go-to-market approach impacts every aspect of how sales, marketing, and product execute your organization’s growth strategy. Engagement strategies will vary for each target audience. How do you choose wisely? This is part one of a two-part session and attendees will:

  • Learn the best practices for making go-to-market decisions.
  • Explore the spectrum of GTM pathways and their implications.
  • Establish a baseline in preparation for taking a GTM maturity assessment in session two.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Reignite Your Sales And Marketing Data Strategy

Operations teams building and maintaining the B2B sales and marketing database face an often thankless task: driving data quality and compliance in the face of time and budget constraints, internal misalignment, and changing business requirements. This session will offer the following benefits:

  • Demonstrate how to design a data strategy that can adapt to changing business needs.
  • Define areas of focus to maximize the impact of data management efforts.
  • Highlight key implementation steps that most companies miss.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Segment Your Market by Buyer Needs To Find Your Ideal Customer

Every B2B firm wants to find customer segments that have the highest propensity to buy. The problem is that traditional firmographics — industry sector, geographic region, company size — don’t always match your ideal customer. Develop needs-based segmentation to find your best target customers. In this session, you will learn:

  • Why a needs-based approach to segmentation drives stronger growth.
  • Methods for identifying customer segments with common needs.
  • Approaches to operationalize needs-based segmentation.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Drive More Growth And Value Than Ever Through Product Analytics

Product data and insights can be used across multiple teams to improve user journeys and satisfaction, make prioritization decisions, and increase marketing effectiveness. Careful planning and diligent execution are necessary to reveal those clues, and thoughtful analysis is required for successful optimization. This session provides the following benefits:

  • Know how to set product analytics objectives to optimize learnings.
  • Use sample metrics for measurement.
  • Learn techniques to uncover actionable insights.

Speakers:
Tony Plec, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Diagnose And Manage Customer Health To Boost Retention, Expansion, And Advocacy

B2B organizations struggle to harness the potential of customer health data, leaving them susceptible to churn and forfeiting expansion opportunities, yet misconceptions surround sales, customer marketing, and product’s use of these insights and hinder adoption. This session provides the following benefits:

  • Know how to set product analytics objectives to optimize learnings.
  • Use sample metrics for measurement.
  • Learn techniques to uncover actionable insights.

Speakers:
Shari Srebnick, Principal Analyst, Forrester

READ MORE +READ LESS -
Reinvent Leadership, Skills And Teams
Define Your Ecosystem Vision To Grow in Today’s Dynamic Market

A key challenge leaders face is building customer- and partner-obsessed organizations that drive alignment between strategy, customer needs, and joint business outcomes. As organizations increasingly rely on partners to deliver customer value, they must change and refocus their strategies towards the ecosystem-led motions necessary to achieve their goals. In this session you will learn:

  • Evolving customer needs and partnership opportunities.
  • Key dynamic growth considerations.
  • The foundation for strong alignment strategies.

Speakers:
Maria Chien, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Building A Connected Messaging Team That Drives Aligned Organizational Value

Disconnected messaging is a symptom of a disconnected organization. Building a cross-departmental messaging team can create links across the organization that help deliver impactful messages. In this session, you will:

  • Learn why connected messaging is a problem that must be addressed with an organization-wide team.
  • See how trust both in the team leader and team members can help everyone better leverage connected messages.
  • Leave with a step-by-step guide to building your connected messages.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Ian Bruce, VP, Principal Analyst, Forrester

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12:40 pm – 1:10 pm CDT

Case Studies (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

Executive Leadership Exchange (Invite-Only): ELE Lunch

Connect with other members of the Executive Leadership Exchange at this private lunch.

You will also hear from our Guest keynote speaker address and answers your questions.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

2:25 pm – 2:55 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Get Ready For The GenAI Revolution: Assessing Readiness And Prioritizing Adoption

B2B companies are in various stages of adopting generative AI. Whether you are in education mode or have moved forward to experimentation and beyond, determining your level of readiness and priorities should be top considerations. In this session, we’ll explore:

  • Current adoption patterns among B2B companies.
  • How to conduct a readiness assessment across vision and objectives, governance, technology, data, and skills.
  • An impact prioritization framework to target use cases with the best chances of success.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Differentiate Your Strategy To Drive Growth
Orchestrate Customer-Obsessed Growth With The Partner Ecosystem

Ensuring your B2B customer-obsessed growth engine fully incorporates the partner ecosystem and its role in customer value creation is a core component of a successful growth strategy. B2B leaders should embrace partners to accelerate the road to profitable and scalable growth. In this session, attendees will:

  • Gain an introduction to the role partners play in orchestrating customer growth
  • Learn about the three states of ecosystem-orchestrated customer obsession maturity
  • Understand critical pitfalls to avoid

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Stephanie Sissler, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
Silos To Synergy: Align Marketing, Sales, And Product For Experience-Fueled Growth

To drive growth in today’s competitive landscape, executive leaders must abandon siloed approaches and come together to unify and deliver exceptional experiences. This session will provide the following benefits:

  • Discover the future of intelligent growth and how customer obsession unlocks exponential possibilities.
  • Witness how experience-driven leaders are soaring ahead through a unique case study.
  • Learn practical steps to prioritize experiences and transform your business.

Speakers:
Rani Salehi, Principal Analyst, Forrester

READ MORE +READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
Drive Revenue Transformation Across The Customer Lifecycle
Everyone Is Talking About Leaving MQLs, But Is Anyone Actually Doing It?

Revenue process transformation is at the top of many organizations’ priority lists in 2024. While convinced of the vision, many organizations are seeking guidance on how to actually make this change, as well as validation that this change will deliver results. Hear from a panel of companies in active transformation to learn:

  • How they sold the vision of the change to their executives.
  • The biggest process and technical changes they overcame.
  • Actual (or expected) results from this change.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
Evolve Traditional Go-To-Market Approaches
The Digital Disruption Of B2B Sales: New Motions For A New Reality

Rapid changes in technology and buying behavior disrupt traditional B2B selling. Today’s top sales organizations don’t just wearily default to habitual sales motions. Rather, they continuously adapt to buyer preferences and operational realities, adjusting between seller-led to seller-assisted to digitally led. In this session attendees will:

  • Explore how buyer preferences are disrupting traditional sales motions.
  • Understand the spectrum of sales motions available to revenue leaders.
  • Learn how to apply the spectrum to guide your own route-to-market decisions.

Speakers:
Steve Silver, VP, Research Director, Forrester
Rick Bradberry, Principal Analyst, Forrester

READ MORE +READ LESS -
Evolve Traditional Go-To-Market Approaches
Assess Your GTM Strategy Maturity: An Interactive Lab
This is the second of our two-part GTM session, where, in an interactive lab, attendees will evaluate their GTM maturity using the Forrester GTM Maturity Assessment. Attendees will gain an action plan and:
  • An understanding of what should be evaluated across the different GTM strategy levels.
  • An approach for determining their organization’s current maturity level.
  • Completed assessment results and recommendations for next steps.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Scale With Data And Technology
Fueling Data Literacy: Igniting Curiosity And Shifting Mindsets

Self-serve analytics and AI chatbots promised to unleash the latent energy of employees’ curiosity, enabling them to make smarter, faster decisions. But for most organizations, that promise remains unrealized. This session explores employee-first data literacy and the key barriers that hinder organizations from becoming truly data-driven. Attendees will learn:

  • How to normalize personal data discomfort.
  • Greater confidence in communicating with technical or data-savvy peers.
  • Actionable guidance and small changes that fuel continuous improvement.

Speakers:
Brittany Viola, Analyst, Forrester
Kim Herrington, Senior Analyst, Forrester

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Activate Buyer And Customer Insights
From Ideal To Real: Implementing Your ICP For Audience Segmentation And Success

B2B companies struggle to meet rising customer expectations. Crafting an ideal client profile (ICP) is pivotal for optimizing product offerings and designing tailored experiences. By aligning marketing, product, and sales teams through a unified ICP, businesses can more precisely target audiences, deliver high-value solutions, and drive growth. Attend this session to learn:

  • How ICPs foster team synergy.
  • How to construct a comprehensive ICP.
  • How an ICP sharpens focus and pinpoints high-value opportunities.

Speakers:
Kelvin Gee, Principal Analyst, Forrester
Nick Buck, VP, Principal Analyst, Forrester
Beth Caplow, VP, Principal Analyst, Forrester
Tony Plec, Principal Analyst, Forrester
Eric Zines, Principal Analyst, Forrester

READ MORE +READ LESS -
Reinvent Leadership, Skills And Teams
Optimizing Sales Culture: How High-Performing Teams Get It Right
Amid dramatic changes in how B2B organizations manage people, attracting and keeping top sellers is harder than ever. Sales leaders and HR leaders are increasingly aligning on sales cultures that adapt to ever-changing environments. In this session, you will learn:
  • How to link culture and performance.
  • How sales winners deliver stronger output when engaged and motivated.
  • Agile cultural strategies to stay ahead of the curve — and the competition.

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester
Katy Tynan, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Designing Your Operating Model For Customer-Obsessed Growth

Across B2B, go-to-market functions drive growth and transform customer experiences, yet often remain siloed, which impacts overall efficiency, effectiveness, and customer value. Building and executing effective functional operating models optimizes your organization and leadership to drive value by meeting business needs. In this session, you will:

  • Understand the imperative for an operating model.
  • Consider the complexities and sensitivities in designing the right operating model.
  • See an operating model example from revenue operations that unifies go-to-market functions.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester

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3:05 pm – 3:35 pm CDT

Case Studies (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

Attend one session:

Ledger Bennett: GE Vernova’s five-day ABM plan to activation

Recently, marketing, product, and sales teams from GE Vernova undertook a five-day Kaizen to build out its ABM program. Their expected outputs included account identification, segmentation, positioning, messaging, content, stakeholder mapping, activation plans, and tracking. Here, Tracy Swartzendruber and Lewis Tierney provide insight into that week, sharing the key lessons to take away and the templates to use to deliver fast-start ABM programs that involve the right teams from the outset.

Speakers:
Tracy Swartzendruber, Vice President, Marketing – Power Generation and Oil & Gas, GE Vernova
Lewis Tierney, Chief Client Officer, Ledger Bennett, a Havas company

3:35 pm – 4:30 pm CDT

Marketplace Break & Facilitated Engagement

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Analyst-Led Roundtables (In-Person Only)

The Analyst-Led Roundtables provide an opportunity for attendees to spend some time in small interactive group discussions focused on key Marketing, Sales and Product Management topics. Networking roundtables will feature topics facilitated by Forrester analysts.

4:30 pm – 5:00 pm CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Nominations are open until January 31st. 

Apply Here

Guest Keynote

To be announced 

5:15 pm – 6:45 pm CDT

Reception

Connect with sponsors and catch up with colleagues on the show floor.

7:00 pm – 8:30 pm CDT

Executive Leadership Exchange (Invite-Only): ELE Dinner

Please join us on Monday evening for an exclusive dinner for the Executive Leadership Exchange.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

Tuesday May 7

8:30 am – 9:15 am CDT

MRP Breakfast Boardroom

Webflow Breakfast Boardroom

9:30 am – 10:00 am CDT

Keynote: It’s Not Revenue, It’s Value: What You’re Missing About Growth

B2B teams remain under pressure to increase revenue and achieve growth. But common growth formulas fall short without greater customer centricity and self-disruption. Customer value can no longer be an afterthought for revenue strategy. During this keynote, you will hear: 

  • About the forces shaping growth and revenue transformation.
  • Why there is a need to focus on customer value before commercial value.
  • How to dramatically transform mindset, process, and culture — with results.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester

10:00 am – 10:30 am CDT

Guest Keynote

To be announced 

10:30 am – 11:00 am CDT

Marketplace Break

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Check out Sponsor Spotlights to learn more about the next great solution for your team. See below for the list of spotlights during this time.

11:00 am – 11:30 am CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Focus On Customer Value To Deliver B2B Revenue Growth

B2B leaders are challenged with designing and operating a scalable growth engine. Focusing on achieving revenue targets alone isn’t enough; a deep understanding of customers — who they are, what they value, and how they measure value — is critical. In this session, you’ll learn:

  • Why a deep understanding of customer value is essential.
  • The elements of an aligned revenue ecosystem.
  • How technology and insights are foundations for scalable, profitable, and sustainable growth.

Speakers:
Steve Silver, VP, Research Director, Forrester

READ MORE +READ LESS -
Differentiate Your Strategy To Drive Growth
Orchestrate Comprehensive Buyer And Customer Experiences
Use Generative AI To Enhance Content And The Customer Experience

Siloed experiments stall genAI adoption, but unified vision ignites it. In 2024, savvy B2B organizations will rally cross-functional teams around high-impact content use cases to elevate customer experiences. This session will help you:

  • Apply a genAI adoption framework to expand beyond pilot projects
  • Facilitate cross-functional collaboration and ongoing change management
  • Mature and scale your organization’s genAI usage for content and customer impact

Speakers:
Lisa Gately, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Product Management + Customer Experience: Collaborate, Innovate, And Differentiate!

To accelerate differentiated offerings that drive customer and business value, customer experience and product management teams must work together. The resulting collaboration raises focus on both the customer’s experience and achieved value. In this session, you’ll learn how the partnership will:

  • Lead to a deep understanding of customers, formulating a winning product strategy.
  • Unlock opportunities for collaboration and innovation to drive customer-obsessed growth.
  • Identify ways to sharpen and align on customer insights, engagement, and advocacy.

Speakers:
Su Doyle, CX Exec Partner & Sr Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
How Sales And Marketing Can Leverage Buying Groups To Supercharge Deals

The power of buying groups doesn’t end when deals are qualified for sales. In this session, we’ll bridge the gap between the application of buying groups for marketing and sales and explore:

  • The value of partnership in the pipeline (and why it has been overlooked).
  • The actions needed from marketers and sellers to better support purchase decisions.
  • How to make the most of marketing and sales’ collective insights to progress opportunities for more closed-won revenue.

Speakers:
Nora Conklin, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

READ MORE +READ LESS -
Evolve Traditional Go-To-Market Approaches
B2B eCommerce: Who Leads And How To Get Started

B2B is behind in exploiting eCommerce as a fully integrated route to market. Shifting buyer expectations and market opportunity demand that go-to-market leaders champion standing up an eCommerce capability or risk buyers going elsewhere. This session will:

  • Review the market context and opportunity for B2B eCommerce .
  • Discuss the critical importance of executive owner and day-to-day manager roles and who is best suited to them.
  • How to get started and how to avoid common pitfalls with a six-step process.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester
Matthew Selheimer, VP, Research Director, Forrester

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Evolve Traditional Go-To-Market Approaches
Collaborative GTM Playbooks: From Insights To Action

Go-to-market playbooks should be built with one purpose in mind: delivering a great buyer experience. But insights alone are not enough — the playbook must align efforts between disparate teams to provide a coordinated, seamless buyer experience. At the end of this session, attendees will:

  • Understand the core elements of a successful engagement strategy. •
  • Recognize best practices for creating a collaborative GTM playbook that drives alignment across stakeholders and delivers a seamless, successful buyer experience.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester
Barbara Winters, VP, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Master Your Tech Stack With The Revenue Technology Management Framework

B2B operations leaders have increasing responsibility for ownership and management of their technology stacks, beyond overseeing selection, administration, and enablement. To do this successfully, these technology leaders must both broaden and deepen how they think about their ecosystems. This session will provide the following benefits:

  • Understand revenue operations’ role in technology management.
  • Develop a strategic outlook about management of tech ecosystems.
  • Establish the technology vision and the corresponding roadmap across the revenue engine.

Speakers:
Katie Linford, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Marketing Competencies Of The Future: Why Being Human Or Technical Aren’t Options

The future requires human and technical skills. Employees must possess cognitive skills, self-efficacy, and the ability to work with others to lead and drive consensus. Employees will also need AI prompt engineering, data science, or data modeling skills — and it is rare for marketers to possess both. In this session, you will learn:

  • Why data and human skills are both important​
  • What skills are most important for marketing success​
  • How to build a learning plan that addresses identified gaps

Speakers:
Naomi Marr, Principal Analyst, Forrester
Katy Tynan, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
What’s Undermining Insight-Driven B2B Marketing? Debunking Myths And Misconceptions

B2B marketers continue to struggle to apply insight-driven decision-making to their work, compromising marketing’s performance, credibility, and resourcing, yet tired myths and misconceptions surround marketing’s use of insights and interfere with meaningful progress. This session will provide the following benefits:

  • Better understand the underlying causes of your insights challenges.
  • Rethink conventional wisdom surrounding the insights gap.
  • Learn the path forward to insight-fueled marketing performance.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
How Trust Drives Buyer Purchase Intent, Customer Retention, And Advocacy

Trust is a primary driver of purchase intent and the key to building lasting relationships with customers. In this session, we’ll review new research that shows how trust can be built and sustained and how trust can overcome the risk-averse decision-making of B2B buyers. In this session, you will learn:

  • Trust can be built, sustained, and grown.
  • How to turn trust from an abstract ideal into an actionable strategy.
  • Use trust to counteract defensive decision-making.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Skip The Small Talk: Generative AI And Conversation Automation Fuel Insights-Driven Interactions

 

Generative AI-powered conversation automation enables more sophisticated conversational use cases for B2B marketing, helping organizations reduce friction and increase personalization, along with increasing marketing and sales efficiency through precision insights about audiences, programs, and opportunities. This session will provide:

  • Insights into the current state of conversational interactions.
  • Trends that are transforming automated conversations.
  • Practical advice for leveraging conversational interactions, technologies, and insights for efficiency and growth.

Speakers:
Jessie Johnson, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Data Storytelling: Inspire Change And Drive B2B Transformation

Struggling to be heard amid the noise? Are your communication efforts falling flat when it comes to impacting behavior change? Unleash the power of data storytelling and culture to revolutionize your B2B organization. Storytelling is essential to help B2B organizations make decisions, connect metrics and business goals, and obtain buy-in. In this session, you will learn:

  • How to reinvent your story.
  • How to unlock your narrative superpowers.
  • Practical tips to inspire culture change.

Speakers:
Kim Herrington, Senior Analyst, Forrester

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11:40 am – 12:10 pm CDT

Case Studies (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

12:20 pm – 12:50 pm CDT

Analyst-Led Roundtables (In-Person Only)

The Analyst-Led Roundtables provide an opportunity for attendees to spend some time in small interactive group discussions focused on key Marketing, Sales and Product Management topics. Networking roundtables will feature topics facilitated by Forrester analysts.

Executive Leadership Exchange (Invite-Only): Exclusive Facilitated Q&A

Hear stories of success from some of our Summit 2024 award winners.  Have the chance to ask questions and discuss key aspects of their journeys.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

12:55 pm – 1:55 pm CDT

Lunch & Marketplace Break

Marketplace breaks are your chance to grab lunch, connect with sponsors, and catch up with colleagues on the show floor.

Check out Sponsor Spotlights to learn more about the next great solution for your team. See below for the list of spotlights during this time.

2:05 pm – 2:35 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
ABM Won — So What’s Next For B2B Marketing And Sales?

Five years ago, we predicted that the term account-based marketing (ABM) would disappear. What did we get right — or wrong? In this session, we’ll explore:

  • How ABM has evolved.
  • What it means for the customer-obsessed growth engine.
  • ABM’s future potential, including challenges and potential pitfalls that lie ahead.

Speakers:
Nora Conklin, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Your Buyer’s Experience Relies On Competitive Messaging

Although competitive messaging often arises from an internal demand, your buyers actually crave competitive messaging to help them buy the offering best suited to their needs. In this session, we will:

  • Discuss the latest trends in buying behavior proving that buyers require competitive messaging.
  • Introduce a process to build competitive messaging that triangulates buyer needs, your strengths, and competitors’ weaknesses.
  • Offer strategies to engage sellers to help ensure that messaging is validated and used with buyers.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
It Pays To Digitalize Your Approach To Customer Success

As customer success (CS) evolves from account caretaker to builder of value and future revenue opportunities, the size and shape of the required investment in CS is changing. This session introduces a new Total Economic Impact™ model that shows how leading with digital experiences:

  • Scales CS team impact effectively across the customer lifecycle.
  • Focuses human interactions on solving complex problems that then accelerate time-to-value.
  • Improves customer growth, loyalty, and advocacy across all segments or tiers.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
Crafting A Digital Plan That Empowers Your Customers

Customers value and increasingly prefer to self-serve throughout the customer lifecycle. Companies must align digital approaches across marketing, customer success, product, and sales to meet these expectations. Otherwise, customer engagement and CX will suffer, jeopardizing revenue. This session will provide the following benefits:

  • Learn how to develop a holistic digital plan for your customers.
  • Understand where to focus digital in the post-sale customer journey.
  • See best-practice examples from companies utilizing digital for post-sale engagement.

Speakers:
Renee Irion, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
Don’t Allow Poor Measurement To Block Revenue Process Transformation

B2B revenue processes will remain irreparably misaligned, friction-packed, and ineffective if their objectives continue to underemphasize customer value creation. To improve revenue performance, companies must reimagine what and how they measure and focus on tuning underlying processes accordingly. This session will provide the following benefits:

  • Understand how existing measurement perpetuates misalignment.
  • Hear about the new visibility requirements of revenue process transformation.
  • Learn how to develop aligned reviews of performance.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Evolve Traditional Go-To-Market Approaches
Evolve Traditional Go-To-Market Approaches
Real Talk With Ecosystem Partners: A Panel Discussion On GTM Evolution
Partner ecosystems are rapidly growing in size and complexity to meet shifting customer preferences and mitigate economic risks. Hear from practitioners across the partner ecosystem — alliance partners, technology partners, service providers, integrators, resellers, and distributors — about key lessons, insights, and engagement approaches to accelerate your partner-integrated growth strategies.
  • Learn how partners are accelerating B2B organizations’ growth.
  • Understand ecosystem-aligned engagement models.
  • Learn how to apply best practices for your partner ecosystem GTM motions.

Speakers:
Hannibal Scipio, II, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Scale With Data And Technology
Is Data Quality Getting In The Way Of GenAI Trust?

Companies attempting to leverage generative AI inside their business are facing a consistent challenge: internal data quality that is insufficient to meeting the demands of the technology. This session will offer the following benefits:

  • Learn why data quality has become a primary limiting factor for B2B organizations’ pursuit of genAI use cases.
  • Understand what a high-performing data quality competency looks like for genAI.
  • Uncover the steps that successful businesses are taking to bridge this gap and achieve results.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Winning With AI: Transforming Go-To-Market Capabilities

AI and generative AI are powerful tools that can revolutionize go-to-market functions. Companies that use them successfully do so with an aim to win, not a fear of missing out. Uncover use cases and how to navigate AI’s potential risks. This session will provide the following benefits:

  • Learn the differences between generative and other AI capabilities.
  • Understand the roles that AI and generative AI play in go-to-market functions.
  • Actionable insights to take advantage of this technology.

Speakers:
Katie Linford, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Not a Quiet Place: How Product Teams Can Benefit from Online Communities

Lively discussions about the offering have long been a part of online communities. Are your product managers taking advantage of straight-from-the-user chatter about their product experience? Product ideation, insight into potential enhancements, and opportunities for product-led growth are there for the taking. In this session, we will show you what’s available and how to get started or improve on what you’re already doing. You’ll see:

  • Examples and ideas of how product management can benefit from becoming closer to online communities.
  • Community platform integrations with product management software that make the process more efficient.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Equip Your Organization To Deliver Differentiated Experiences

Why is your organization investing in CX? Whether the objective is revenue, growth, profitability, retention, innovation, or brand value, organizations need a unique set of capabilities to determine what customers need, design and test solutions, and deliver exceptional experiences. In this session, you will learn:

  • B2B CX success stories.
  • How to match CX capabilities to your mission.
  • What skills to own, upskill, borrow, and outsource.

Speakers:
Su Doyle, CX Exec Partner & Sr Analyst, Forrester

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2:40 pm – 3:10 pm CDT

Case Studies (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

3:15 pm – 3:45 pm CDT

Marketplace Break

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Check out Sponsor Spotlights to learn more about the next great solution for your team. See below for the list of spotlights during this time.

Executive Leadership Exchange (Invite-Only): Exclusive Facilitated ELE Birds of a Feather Small Group Discussions & Peer Networking

Come together with your fellow executives for focused, facilitated discussions on specific initiatives you are working on.

Topics will be determined based on your requests, and Forrester Analysts and Executive Partners will be on hand to provide their expert perspectives.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

3:55 pm – 4:25 pm CDT

Analyst-Led Roundtables (In-Person Only)

The Analyst-Led Roundtables provide an opportunity for attendees to spend some time in small interactive group discussions focused on key Marketing, Sales and Product Management topics. Networking roundtables will feature topics facilitated by Forrester analysts.

7:00 pm – 10:00 pm CDT

Reception & Guest Performance

Join us in jamming out to Gary Clark Jr. !

Clark achieved global impact following his first Grammy Award® in 2014, winning Best Traditional R&B Performance for the track “Please Come Home” from his Warner Records debut album Blak And Blu, and seemingly never left the road. 2015’s The Story Of Sonny Boy Slim wrought hard-won international acclaim as a critical force to be reckoned with

Wednesday May 8

8:00 am – 8:45 am CDT

Forrester Women's Leadership Breakfast (In-Person Only)

Participants of the Forrester Women’s Leadership Program are invited to gather on the last day of Summit to discuss their findings.

9:00 am – 9:30 am CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Insights-Driven Territory Planning: Maximizing Precision For Growth

Envision marketing, sales, channel, and customer success aligned on priority segments, accounts, and opportunities. Now envision that the paths to acquire, retain, and grow customers, the coverage needed, and the goals to drive growth are aligned, as well. This session will help you:

  • Learn what predictive insights are necessary to inform planning.
  • Understand how to sequence insights to co-create aligned goals and territory plans.
  • See how a revenue production plan aligns teams and increases productivity.

Speakers:
Robert Muñoz, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Differentiate Your Strategy To Drive Growth
How To Be A B2B Category Leader

Category leadership is defined by more than market share or product rankings. Category leaders focus on owning share of mind and set the direction for the category. This session will look at the paths that companies can take to create, rename, reframe, and reinvent market categories. In this session, you will learn:

  • Real-life examples of category leadership strategies.
  • Techniques for category growth and influence.
  • How to create a roadmap for driving category leadership.

Speakers:
John Buten, Principal Analyst, Forrester

READ MORE +READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
Embrace The Future: Harnessing Localization Tech For Global Marketing Leaders

When businesses grow into new markets, their customer base becomes more multicultural and multilingual — and they expect localized experiences. Marketing teams are rising to the need by adjusting their approach and implementing technologies throughout the workflow. Join this session to learn:

  • How to elevate your localization service-provider interactions from tactical to strategic.
  • Which localization technologies can unlock speed, savings, and scalability.
  • How to assess the business case for bringing them into your organization.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

READ MORE +READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
The Future Of The B2B Website

Boosted by rapid advancements in AI, automation, and access to data, the B2B website has entered a new era in its ability to support organizational growth by providing valuable buyer and customer experiences. Join this session to:

  • Understand the technological advances and trends that will impact the B2B website.
  • Rethink the purpose of the website to anticipate and meet customer needs.
  • Gain actionable insights to stay ahead and drive innovation at your company.

Speakers:
Renee Irion, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
Scale Customer Success By Aligning On Realized Value

Customer success is under pressure to serve more accounts with fewer resources. Adding technology, tinkering with process, or providing digital self-service won’t boost post-sale growth until CS teams embrace their role in the value-aligned opportunity lifecycle. This session explains how customer success must now:

  • Treat customers as partners along their post-sale journey.
  • Build marketing- and sales-aligned processes that let customers realize value.
  • Embrace a culture of empathy that emphasizes customer outcomes over internal goals.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
Identify, Capture, And Activate Buying Groups With Signals

Signals are everywhere. We use them to identify target accounts, detect when a buying group is in market, optimize engagement strategies, identify when an opportunity is in trouble or when a customer is challenged, and so much more. In this session, we will:

  • Share a framework to identify and inventory account and buying group signals.
  • Discuss strategies for using signals to design a better customer experience.
  • Highlight signal-led, cross-functional demand program activation examples.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester

READ MORE +READ LESS -
Evolve Traditional Go-To-Market Approaches
Maximizing Customer And Business Value Through Co-Innovation

B2B organizations struggle to deliver value via innovation with today’s accelerated changes in technology and customer expectations. Co-innovation can help address these challenges. The collaboration of product management with corporate strategy and partner ecosystem teams is key to buy, build, partner decisions, which drive strategic planning, GTM plans, and growth objectives. This session will provide guidance on optimizing co-innovation by explaining:

  • When to use co-innovation in the GTM approach.
  • The role each team plays.
  • How to get started.

Speakers:
Tony Plec, Principal Analyst, Forrester
Kathy Contreras, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Evolve Traditional Go-To-Market Approaches
Digital Workflows: Shorter Buying Cycles Lead To Shorter Sales Cycles

Prospect engagement and deal progression are being digitally reinvented, delighting customers while disorienting B2B teams. The overlooked secret behind digital engagement is a defined buyer workflow that moves prospects forward through a connected set of purchasing tasks. This session will help you:

  • Visualize buying workflows using before and after examples.
  • Build prospect-centric workflows into marketing and sales engagement.
  • Improve buyer progression and conversion through workflow techniques.

Speakers:
Rick Bradberry, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Scale With Data And Technology
Navigating The Future: Adaptive, AI-Powered, Self-Driven Programs

This breakout session delves into the dynamic realm of adaptive programs, exploring how the integration of AI and autonomous self-driving programs can redefine strategies for personalized engagement and a superior buying experience. Attend this session to learn:

  • How to overcome the challenges of shifting buyer behaviors.
  • Practical applications of intelligent, responsive programs.
  • How AI delivers personalized engagement and dynamic program management.

Speakers:
Kelvin Gee, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Unifying The Sales And Marketing Multiverse Of Insights To Predict Buyer Engagement

Historically, sales interactions were an unreliable source of information for marketers because of inconsistent seller capture. Automatic interaction capture will allow revenue teams to more effectively predict buyer engagement. This will require organizations to move away from a single source of truth and toward a unified data approach. This session will provide the following benefits:

  • Show companies how to unify data to generate insights.
  • Learn how to better organize go-to-market data.
  • Understand how to leverage unified insights.

Speakers:
Seth Marrs, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Scale With Data And Technology
Activate Buyer And Customer Insights
Reinvent Leadership, Skills And Teams
The New Operations Remit: How To Be An Extraordinary B2B Operations Leader

B2B operations demands new leadership requirements need exceptional powers to get their job done. Leaders must be confident change agents empowered to fight against internal resistance and to maximize commercial impact. In this session, you will learn:

  • How to unify marketing, sales, customer, and product to orchestrate customer value throughout the lifecycle.
  • Why operations leaders own outcomes that support an aligned growth engine
  • Critical RevOps, MarketingOps, SalesOps and CustomerOps leadership characteristics.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Intentional Talent Management: The Foundation for Organizational Agility

Attracting and retaining top talent is critical for organizations to deliver innovation, competitive advantage, and profitability. To ensure business performance, you can’t leave talent management to chance. Help your organization engage and motivate employees by developing and implementing a strategic talent management framework. This session will help you:

  • Learn the essential elements needed for a talent management initiative.
  • Build an intentional talent management strategy that aligns to business outcomes.
  • Apply a unified approach.

Speakers:
Eric Zines, Principal Analyst, Forrester

READ MORE +READ LESS -
9:40 am – 10:10 am CDT

Case Studies (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

10:10 am – 10:40 am CDT

Executive Leadership Exchange (Invite-Only): Facilitated Peer Discussion Focused on Priority Initiatives (Team Based)

As Summit 2024 reaches its final day, invite your teams to join you in the ELE programming.

Forrester Analysts and Executive Partners will be there to discuss what you have heard and any questions you might have.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

Marketplace Break

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

Attend one session:

10:15-10:25am - Oktopost: Engage to Win: Capitalizing on Social Intent Signals in B2B Marketing

In a landscape where every click, like, and share holds latent business potential, understanding and utilizing social intent signals becomes crucial. This session is geared toward marketing and sales leaders who are eager to harness the full potential of these signals to drive business activities. It aims to equip you with the tools and knowledge to decode social signals, turning them into actionable strategies. It is hosted by Colin Day from Oktopost, a leader in B2B social media management solutions.

Speakers:
Colin Day, Managing Director EMEA & Vice President Business Development, Oktopost

10:50 am – 11:20 am CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Nominations are open until January 31st. 

Apply Here

11:30 am – 12:00 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
The Resurgent Role of Brand Reputation Programs

Most campaigns are a combination of demand and engagement programs. B2B marketers must develop a vision of how reputation programs can be interlaced across the campaign hierarchy to deliver awareness, perception, and preference to target audiences. In this session, we will review:

  • A new reputation programs classification system.
  • How to incorporate reputation programs within the campaign framework.
  • Strategies for measuring the contribution of reputation to campaign results.

Speakers:
Karen Tran, Principal Analyst, Forrester

READ MORE +READ LESS -
Differentiate Your Strategy To Drive Growth
Strategic Content Planning For Integrated Campaigns

Content planning is one of the most significant elements of campaign design. In many cases, expectations about availability, cost, initial use, and subsequent reuse are not accurately factored into campaign plans, leading to difficulty executing and measuring campaign effectiveness and ROI. In this session, we will discuss:

  • Techniques to strategically plan and implement content in campaigns
  • Critical attributes of content for strategic planning
  • Assessing content performance more effectively.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
Beyond Buzzwords: How To Measure And Deliver Customer Outcomes

Growth at all costs is over, and the era of sustainable growth is here. As a result, B2B organizations must focus on helping customers realize value to achieve retention, growth, and advocacy goals. This session provides the following benefits:

  • Understand how customers’ perception of value across four dimensions impacts their success.
  • Learn how to engage customers to define their outcomes.
  • Hear guidance on how to help individual customers achieve their outcomes — at scale.

Speakers:
Shari Srebnick, Principal Analyst, Forrester

READ MORE +READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
Process Matters: Three Levers To Optimize That Will Deliver An Exceptional Customer Experience

Achieving operational excellence is a continuous journey for B2B organizations, involving process optimization, efficiency improvement, and a consistent focus on customer value. But how do organizations determine which processes provide the maximum positive effect on customer experience? This session will provide the following benefits:

  • Understand the top three processes with the greatest customer impact.
  • Discover how other organizations move toward operational excellence and embrace process change.
  • Learn why process optimization is the way to embrace customer centricity.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
Congratulations! Your New Buying Group-Centric Revenue Process Is Live — Now What?

Going live with your revenue process transformation from MQLs to buying groups is a huge milestone worth celebrating! It leads to the next challenge, which is driving change management and adoption of the new process. In this session, you’ll hear from the RELTIO team on how they:

  • Gained consensus for this change across their entire organization.
  • Planned and managed change in responsibilities across marketing, the RDRs, and sales.
  • Added governance to encourage and embrace change.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Evolve Traditional Go-To-Market Approaches
The Winds Have Changed: Go-To-Market Functions Must Course Correct

Go-to-market functions, including marketing, sales, and customer engagement, are each required to deliver clear business impact. Considering evolving buyer expectations and economic pressures, each is challenged to focus their efforts to justify resourcing and to demonstrate contribution. This panel discussion will explore: • The most significant market forces impacting go-to-market functions. • How misaligned metrics are impeding functional and business performance. • Strategies winners are taking to navigate the shifting landscape.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester
Ross Graber, VP, Principal Analyst, Forrester
Steve Silver, VP, Research Director, Forrester
Dave Frankland, VP, Research Director, Forrester

READ MORE +READ LESS -
Evolve Traditional Go-To-Market Approaches
B2B Firms: Leverage Product-led Growth Strategies To Accelerate Growth And Expansion

With the shift toward more accessible and transparent B2B buying, many organizations have realized the power of product-led growth (PLG) to make inroads into enterprise organizations. Sales-led organizations can complement their traditional go-to-market strategies with PLG motions to drive faster growth. Attendees will learn about:

  • PLG tactics that drive effective growth for most B2B offerings.
  • Layering product-led motions with sales-led strategies.
  • Applying PLG motions for new market entry as well as existing market cross-sell and upsell.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Lisa Singer, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Scale With Data And Technology
Supercharge Indirect Business Growth: Partner Ecosystem Technologies

B2B organizations recognize partner ecosystems’ explosive growth and are increasingly integrating partners into their business strategies. A 2024 Forrester prediction states that at least 50% of B2B organizations will boost partner ecosystem technology and process investment. Sustainable support of a spectrum of partner business models and their organizations’ performance requires a seamless integration of partner ecosystem technologies that collectively deliver a best-in-class partner experience, optimize partner ecosystem management, and provide more holistic value for customers. In this session you will:

  • Understand the landscape of partner ecosystem technologies.
  • Learn how partner ecosystem technologies integrate with other and existing infrastructure.
  • Find out the critical success factors of selection and implementation.

Speakers:
Hannibal Scipio, II, Principal Analyst, Forrester

READ MORE +READ LESS -
Activate Buyer And Customer Insights
Have Your Bot Call My Bot: Buying In The Age Of Generative AI

While B2B companies focus on spinning up AI-enabled content engines and customer support agents, buyers are having AI create vendor summaries, parse RFPs, and create test scenarios. How will generative AI capabilities, leveraged by the buyer and embedded in the marketing and sales tech stack, impact B2B buying and selling? This session will provide the following benefits:

  • Insights into what B2B buying will look like in an AI-assisted future.
  • Ideas for how organizations might respond to address the new dynamics.

Speakers:
John Buten, Principal Analyst, Forrester
Jessie Johnson, Principal Analyst, Forrester

READ MORE +READ LESS -
Activate Buyer And Customer Insights
From Passive Profiles To Change Drivers: Reviving B2B Personas To Unleash Their True Power

B2B personas are underutilized and don’t always provide accessible and actionable information needed by revenue teams. Unlock their unrealized potential to fuel alignment, audience focus, and smarter decisions. In this session, we’ll transform them from dusty documents to dynamic drivers of success. Attendees will learn:

  • Why buyer, customer, and user persona insights remain critical.
  • Guidance to improve collaboration and ongoing feedback loops to ensure value.
  • Delivery strategies, including operationalizing core processes and technologies.

Speakers:
Brittany Viola, Analyst, Forrester

READ MORE +READ LESS -
Reinvent Leadership, Skills And Teams
The Enablement Advantage: The Secret Weapon For Unleashing Team Performance in Campaigns

Imagine your organization, from marketing to sales to customer teams, seamlessly aligned to maximize points of engagement with buyers and customers before and after purchasing decisions. Today’s enablement programs fall short. Campaign success requires theme-based education and guidance. In this session, you will learn how to:

  • Pinpoint knowledge gaps at different stages of the customer journey.
  • Craft an impactful enablement roadmap and plan.
  • Measure and refine for continuous improvement.

Speakers:
Rani Salehi, Principal Analyst, Forrester

READ MORE +READ LESS -
Reinvent Leadership, Skills And Teams
12:10 pm – 12:40 pm CDT

Case Studies (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

12:40 pm – 1:40 pm CDT

Lunch & Marketplace Break

Executive Leadership Exchange (Invite-Only): Exclusive ELE Lunch (Team Based)

As Summit 2024 reaches its final day, invite your teams to join you in the ELE programming.

Forrester Analysts and Executive Partners will be there to discuss what you have heard and any questions you might have.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

1:40 pm – 2:10 pm CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Nominations are open until January 31st. 

Apply Here

2:10 pm – 2:40 pm CDT

Keynote Panel: Create Your Generative AI Advantage In Marketing, Product & Sales

Generative AI’s impact will be far, wide and deep. It is poised to transform the way marketing, sales and product leaders both do their own work and use it in a way to drive business growth. This keynote will show how to chart your course to generative AI success in a meaningful and tangible way while accounting for the pitfalls, risks and challenges you have overcome along the way. 

  • Highlight tangible opportunities beyond the genAI hype. 
  • Identify the pitfalls, risks, and challenges you have overcome along the way. 
  • Show how to chart your course to generative AI success in a meaningful way. 

Speakers:
Dave Frankland, VP, Research Director, Forrester
Lisa Gately, Principal Analyst, Forrester
Tony Plec, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

Digital Access

May 5
  • 9:00 am – 11:00 pm CDT Digital Access Begins

Digital Access Expires 2025

May 4
  • 9:00 am – 11:00 pm CDT Digital Access Expires

Digital Access May 5

10:00 am – 10:30 am CDT

Keynote: A New Generation Of Buyers Will Force B2B Reinvention

B2B buying has reached an inflection point – younger generations have eclipsed older generations, creating a distinct set of challenges. B2B companies must reinvent themselves to navigate this evolving buyer and invest in insights to understand how the generational divide influences B2B purchases. In this keynote, attendees will learn: 

  • Key trends, data, and insights about today’s buyers 
  • Opportunities to align across the growth engine 
  • Implications for buyer-facing technology 

Speakers:
Amy Hayes, VP, Research Director, Forrester

10:30 am – 11:00 am CDT

Keynote: Actions Speak Louder Than Words: What Customer-Obsessed Companies Do Differently

It’s easy to talk about customer obsession; it’s harder to translate desire into action. Set aside the guesswork: This keynote will demonstrate tangible ways that B2B companies can become buyer and customer obsessed. You’ll learn: 

  • How customer obsession maximizes value for the company and the customer.
  • What “putting customers at the center” looks like in execution.
  • Examples of how B2B companies are taking action through connected lifecycles, relevant metrics, and more.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

12:00 pm – 12:30 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Accelerate Growth With A Customer-Obsessed Strategy

B2B revenue leaders know that they must focus on customer obsession to win the competition for growth, yet Forrester research confirms that most companies still take an inside-out and disconnected approach to strategy development across product, marketing, and sales. In this session, we will:

  • Reveal a model for cocreating an actionable customer-obsessed growth strategy.
  • Explore best practices for establishing this new discipline within your organization.
  • Highlight key considerations for adoption and challenges to overcome.

Speakers:
Matthew Selheimer, VP, Research Director, Forrester

READ MORE +READ LESS -
Orchestrate Comprehensive Buyer And Customer Experiences
Drive Business Success By Improving Your Customers’ Experiences

Traditional business goals haven’t explicitly considered the customers’ experiences, leaving a gaping hole in many corporate strategies. Better customer experience breeds better business outcomes, and winning executive support for experience improvements can be make-or-break for differentiation, optimization, or survival. In this session, you will learn:

  • Why customer experience is a pillar of business success.
  • Three levers for the business case for experience improvement.
  • Proven approaches for selling and socializing these ROI stories.

Speakers:
Judy Weader, Principal Analyst, Forrester

READ MORE +READ LESS -
Drive Revenue Transformation Across The Customer Lifecycle
#NowHiring: Frontline Marketing Leaders For Lifecycle Revenue Results

Looking for an opportunity? Be a frontline marketing leader driving lifecycle revenue results. Leadership, digital, and program management skills required. Must be a strategic thinker with cross-functional poise and experience driving engagement and lifecycle revenue. This session will provide the following benefits:

  • Understand the case for united frontline marketing teams.
  • Discover the connection between frontline marketing and lifecycle revenue.
  • Understand the competencies for leading frontline marketing and driving lifecycle revenue results.

Speakers:
John Arnold, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Your MQL-Centric Culture Costs Millions: Embracing the Business Value Of Buying Groups

Saying goodbye to MQLs is more than a catchy phrase describing a change of focus in your revenue process. Moving to buying groups and opportunities delivers significant impact to revenue growth and process efficiency. In this session, you’ll learn how this transformation:

  • Improves conversion rates across the revenue process, driving efficiency of marketing and sales efforts.
  • Delivers new, previously overlooked, or hidden opportunities to sales.
  • Drives growth without requiring the corresponding budget increase.

 

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Choose Your GTM Wisely — It Impacts Everything

Defining your go-to-market approach impacts every aspect of how sales, marketing, and product execute your organization’s growth strategy. Engagement strategies will vary for each target audience. How do you choose wisely? This is part one of a two-part session and attendees will:

  • Learn the best practices for making go-to-market decisions.
  • Explore the spectrum of GTM pathways and their implications.
  • Establish a baseline in preparation for taking a GTM maturity assessment in session two.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Reignite Your Sales And Marketing Data Strategy

Operations teams building and maintaining the B2B sales and marketing database face an often thankless task: driving data quality and compliance in the face of time and budget constraints, internal misalignment, and changing business requirements. This session will offer the following benefits:

  • Demonstrate how to design a data strategy that can adapt to changing business needs.
  • Define areas of focus to maximize the impact of data management efforts.
  • Highlight key implementation steps that most companies miss.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Segment Your Market by Buyer Needs To Find Your Ideal Customer

Every B2B firm wants to find customer segments that have the highest propensity to buy. The problem is that traditional firmographics — industry sector, geographic region, company size — don’t always match your ideal customer. Develop needs-based segmentation to find your best target customers. In this session, you will learn:

  • Why a needs-based approach to segmentation drives stronger growth.
  • Methods for identifying customer segments with common needs.
  • Approaches to operationalize needs-based segmentation.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Drive More Growth And Value Than Ever Through Product Analytics

Product data and insights can be used across multiple teams to improve user journeys and satisfaction, make prioritization decisions, and increase marketing effectiveness. Careful planning and diligent execution are necessary to reveal those clues, and thoughtful analysis is required for successful optimization. This session provides the following benefits:

  • Know how to set product analytics objectives to optimize learnings.
  • Use sample metrics for measurement.
  • Learn techniques to uncover actionable insights.

Speakers:
Tony Plec, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Diagnose And Manage Customer Health To Boost Retention, Expansion, And Advocacy

B2B organizations struggle to harness the potential of customer health data, leaving them susceptible to churn and forfeiting expansion opportunities, yet misconceptions surround sales, customer marketing, and product’s use of these insights and hinder adoption. This session provides the following benefits:

  • Know how to set product analytics objectives to optimize learnings.
  • Use sample metrics for measurement.
  • Learn techniques to uncover actionable insights.

Speakers:
Shari Srebnick, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Define Your Ecosystem Vision To Grow in Today’s Dynamic Market

A key challenge leaders face is building customer- and partner-obsessed organizations that drive alignment between strategy, customer needs, and joint business outcomes. As organizations increasingly rely on partners to deliver customer value, they must change and refocus their strategies towards the ecosystem-led motions necessary to achieve their goals. In this session you will learn:

  • Evolving customer needs and partnership opportunities.
  • Key dynamic growth considerations.
  • The foundation for strong alignment strategies.

Speakers:
Maria Chien, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Building A Connected Messaging Team That Drives Aligned Organizational Value

Disconnected messaging is a symptom of a disconnected organization. Building a cross-departmental messaging team can create links across the organization that help deliver impactful messages. In this session, you will:

  • Learn why connected messaging is a problem that must be addressed with an organization-wide team.
  • See how trust both in the team leader and team members can help everyone better leverage connected messages.
  • Leave with a step-by-step guide to building your connected messages.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Ian Bruce, VP, Principal Analyst, Forrester

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2:25 pm – 2:55 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Get Ready For The GenAI Revolution: Assessing Readiness And Prioritizing Adoption

B2B companies are in various stages of adopting generative AI. Whether you are in education mode or have moved forward to experimentation and beyond, determining your level of readiness and priorities should be top considerations. In this session, we’ll explore:

  • Current adoption patterns among B2B companies.
  • How to conduct a readiness assessment across vision and objectives, governance, technology, data, and skills.
  • An impact prioritization framework to target use cases with the best chances of success.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

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Differentiate Your Strategy To Drive Growth
Orchestrate Customer-Obsessed Growth With The Partner Ecosystem

Ensuring your B2B customer-obsessed growth engine fully incorporates the partner ecosystem and its role in customer value creation is a core component of a successful growth strategy. B2B leaders should embrace partners to accelerate the road to profitable and scalable growth. In this session, attendees will:

  • Gain an introduction to the role partners play in orchestrating customer growth
  • Learn about the three states of ecosystem-orchestrated customer obsession maturity
  • Understand critical pitfalls to avoid

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Stephanie Sissler, VP, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Silos To Synergy: Align Marketing, Sales, And Product For Experience-Fueled Growth

To drive growth in today’s competitive landscape, executive leaders must abandon siloed approaches and come together to unify and deliver exceptional experiences. This session will provide the following benefits:

  • Discover the future of intelligent growth and how customer obsession unlocks exponential possibilities.
  • Witness how experience-driven leaders are soaring ahead through a unique case study.
  • Learn practical steps to prioritize experiences and transform your business.

Speakers:
Rani Salehi, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Drive Revenue Transformation Across The Customer Lifecycle
Everyone Is Talking About Leaving MQLs, But Is Anyone Actually Doing It?

Revenue process transformation is at the top of many organizations’ priority lists in 2024. While convinced of the vision, many organizations are seeking guidance on how to actually make this change, as well as validation that this change will deliver results. Hear from a panel of companies in active transformation to learn:

  • How they sold the vision of the change to their executives.
  • The biggest process and technical changes they overcame.
  • Actual (or expected) results from this change.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Evolve Traditional Go-To-Market Approaches
The Digital Disruption Of B2B Sales: New Motions For A New Reality

Rapid changes in technology and buying behavior disrupt traditional B2B selling. Today’s top sales organizations don’t just wearily default to habitual sales motions. Rather, they continuously adapt to buyer preferences and operational realities, adjusting between seller-led to seller-assisted to digitally led. In this session attendees will:

  • Explore how buyer preferences are disrupting traditional sales motions.
  • Understand the spectrum of sales motions available to revenue leaders.
  • Learn how to apply the spectrum to guide your own route-to-market decisions.

Speakers:
Steve Silver, VP, Research Director, Forrester
Rick Bradberry, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Assess Your GTM Strategy Maturity: An Interactive Lab
This is the second of our two-part GTM session, where, in an interactive lab, attendees will evaluate their GTM maturity using the Forrester GTM Maturity Assessment. Attendees will gain an action plan and:
  • An understanding of what should be evaluated across the different GTM strategy levels.
  • An approach for determining their organization’s current maturity level.
  • Completed assessment results and recommendations for next steps.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Fueling Data Literacy: Igniting Curiosity And Shifting Mindsets

Self-serve analytics and AI chatbots promised to unleash the latent energy of employees’ curiosity, enabling them to make smarter, faster decisions. But for most organizations, that promise remains unrealized. This session explores employee-first data literacy and the key barriers that hinder organizations from becoming truly data-driven. Attendees will learn:

  • How to normalize personal data discomfort.
  • Greater confidence in communicating with technical or data-savvy peers.
  • Actionable guidance and small changes that fuel continuous improvement.

Speakers:
Brittany Viola, Analyst, Forrester
Kim Herrington, Senior Analyst, Forrester

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Activate Buyer And Customer Insights
From Ideal To Real: Implementing Your ICP For Audience Segmentation And Success

B2B companies struggle to meet rising customer expectations. Crafting an ideal client profile (ICP) is pivotal for optimizing product offerings and designing tailored experiences. By aligning marketing, product, and sales teams through a unified ICP, businesses can more precisely target audiences, deliver high-value solutions, and drive growth. Attend this session to learn:

  • How ICPs foster team synergy.
  • How to construct a comprehensive ICP.
  • How an ICP sharpens focus and pinpoints high-value opportunities.

Speakers:
Kelvin Gee, Principal Analyst, Forrester
Nick Buck, VP, Principal Analyst, Forrester
Beth Caplow, VP, Principal Analyst, Forrester
Tony Plec, Principal Analyst, Forrester
Eric Zines, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Optimizing Sales Culture: How High-Performing Teams Get It Right
Amid dramatic changes in how B2B organizations manage people, attracting and keeping top sellers is harder than ever. Sales leaders and HR leaders are increasingly aligning on sales cultures that adapt to ever-changing environments. In this session, you will learn:
  • How to link culture and performance.
  • How sales winners deliver stronger output when engaged and motivated.
  • Agile cultural strategies to stay ahead of the curve — and the competition.

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester
Katy Tynan, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Designing Your Operating Model For Customer-Obsessed Growth

Across B2B, go-to-market functions drive growth and transform customer experiences, yet often remain siloed, which impacts overall efficiency, effectiveness, and customer value. Building and executing effective functional operating models optimizes your organization and leadership to drive value by meeting business needs. In this session, you will:

  • Understand the imperative for an operating model.
  • Consider the complexities and sensitivities in designing the right operating model.
  • See an operating model example from revenue operations that unifies go-to-market functions.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester

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4:30 pm – 5:00 pm CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Nominations are open until January 31st. 

Apply Here

Guest Keynote

To be announced 

9:30 am – 10:00 am CDT

Keynote: It’s Not Revenue, It’s Value: What You’re Missing About Growth

B2B teams remain under pressure to increase revenue and achieve growth. But common growth formulas fall short without greater customer centricity and self-disruption. Customer value can no longer be an afterthought for revenue strategy. During this keynote, you will hear: 

  • About the forces shaping growth and revenue transformation.
  • Why there is a need to focus on customer value before commercial value.
  • How to dramatically transform mindset, process, and culture — with results.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester

10:00 am – 10:30 am CDT

Guest Keynote

To be announced 

11:00 am – 11:30 am CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Focus On Customer Value To Deliver B2B Revenue Growth

B2B leaders are challenged with designing and operating a scalable growth engine. Focusing on achieving revenue targets alone isn’t enough; a deep understanding of customers — who they are, what they value, and how they measure value — is critical. In this session, you’ll learn:

  • Why a deep understanding of customer value is essential.
  • The elements of an aligned revenue ecosystem.
  • How technology and insights are foundations for scalable, profitable, and sustainable growth.

Speakers:
Steve Silver, VP, Research Director, Forrester

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Differentiate Your Strategy To Drive Growth
Orchestrate Comprehensive Buyer And Customer Experiences
Use Generative AI To Enhance Content And The Customer Experience

Siloed experiments stall genAI adoption, but unified vision ignites it. In 2024, savvy B2B organizations will rally cross-functional teams around high-impact content use cases to elevate customer experiences. This session will help you:

  • Apply a genAI adoption framework to expand beyond pilot projects
  • Facilitate cross-functional collaboration and ongoing change management
  • Mature and scale your organization’s genAI usage for content and customer impact

Speakers:
Lisa Gately, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Product Management + Customer Experience: Collaborate, Innovate, And Differentiate!

To accelerate differentiated offerings that drive customer and business value, customer experience and product management teams must work together. The resulting collaboration raises focus on both the customer’s experience and achieved value. In this session, you’ll learn how the partnership will:

  • Lead to a deep understanding of customers, formulating a winning product strategy.
  • Unlock opportunities for collaboration and innovation to drive customer-obsessed growth.
  • Identify ways to sharpen and align on customer insights, engagement, and advocacy.

Speakers:
Su Doyle, CX Exec Partner & Sr Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
How Sales And Marketing Can Leverage Buying Groups To Supercharge Deals

The power of buying groups doesn’t end when deals are qualified for sales. In this session, we’ll bridge the gap between the application of buying groups for marketing and sales and explore:

  • The value of partnership in the pipeline (and why it has been overlooked).
  • The actions needed from marketers and sellers to better support purchase decisions.
  • How to make the most of marketing and sales’ collective insights to progress opportunities for more closed-won revenue.

Speakers:
Nora Conklin, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
B2B eCommerce: Who Leads And How To Get Started

B2B is behind in exploiting eCommerce as a fully integrated route to market. Shifting buyer expectations and market opportunity demand that go-to-market leaders champion standing up an eCommerce capability or risk buyers going elsewhere. This session will:

  • Review the market context and opportunity for B2B eCommerce .
  • Discuss the critical importance of executive owner and day-to-day manager roles and who is best suited to them.
  • How to get started and how to avoid common pitfalls with a six-step process.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester
Matthew Selheimer, VP, Research Director, Forrester

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Evolve Traditional Go-To-Market Approaches
Collaborative GTM Playbooks: From Insights To Action

Go-to-market playbooks should be built with one purpose in mind: delivering a great buyer experience. But insights alone are not enough — the playbook must align efforts between disparate teams to provide a coordinated, seamless buyer experience. At the end of this session, attendees will:

  • Understand the core elements of a successful engagement strategy. •
  • Recognize best practices for creating a collaborative GTM playbook that drives alignment across stakeholders and delivers a seamless, successful buyer experience.

Speakers:
Katie Fabiszak, Principal Analyst, Forrester
Barbara Winters, VP, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Master Your Tech Stack With The Revenue Technology Management Framework

B2B operations leaders have increasing responsibility for ownership and management of their technology stacks, beyond overseeing selection, administration, and enablement. To do this successfully, these technology leaders must both broaden and deepen how they think about their ecosystems. This session will provide the following benefits:

  • Understand revenue operations’ role in technology management.
  • Develop a strategic outlook about management of tech ecosystems.
  • Establish the technology vision and the corresponding roadmap across the revenue engine.

Speakers:
Katie Linford, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Marketing Competencies Of The Future: Why Being Human Or Technical Aren’t Options

The future requires human and technical skills. Employees must possess cognitive skills, self-efficacy, and the ability to work with others to lead and drive consensus. Employees will also need AI prompt engineering, data science, or data modeling skills — and it is rare for marketers to possess both. In this session, you will learn:

  • Why data and human skills are both important​
  • What skills are most important for marketing success​
  • How to build a learning plan that addresses identified gaps

Speakers:
Naomi Marr, Principal Analyst, Forrester
Katy Tynan, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
What’s Undermining Insight-Driven B2B Marketing? Debunking Myths And Misconceptions

B2B marketers continue to struggle to apply insight-driven decision-making to their work, compromising marketing’s performance, credibility, and resourcing, yet tired myths and misconceptions surround marketing’s use of insights and interfere with meaningful progress. This session will provide the following benefits:

  • Better understand the underlying causes of your insights challenges.
  • Rethink conventional wisdom surrounding the insights gap.
  • Learn the path forward to insight-fueled marketing performance.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
How Trust Drives Buyer Purchase Intent, Customer Retention, And Advocacy

Trust is a primary driver of purchase intent and the key to building lasting relationships with customers. In this session, we’ll review new research that shows how trust can be built and sustained and how trust can overcome the risk-averse decision-making of B2B buyers. In this session, you will learn:

  • Trust can be built, sustained, and grown.
  • How to turn trust from an abstract ideal into an actionable strategy.
  • Use trust to counteract defensive decision-making.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Skip The Small Talk: Generative AI And Conversation Automation Fuel Insights-Driven Interactions

 

Generative AI-powered conversation automation enables more sophisticated conversational use cases for B2B marketing, helping organizations reduce friction and increase personalization, along with increasing marketing and sales efficiency through precision insights about audiences, programs, and opportunities. This session will provide:

  • Insights into the current state of conversational interactions.
  • Trends that are transforming automated conversations.
  • Practical advice for leveraging conversational interactions, technologies, and insights for efficiency and growth.

Speakers:
Jessie Johnson, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Data Storytelling: Inspire Change And Drive B2B Transformation

Struggling to be heard amid the noise? Are your communication efforts falling flat when it comes to impacting behavior change? Unleash the power of data storytelling and culture to revolutionize your B2B organization. Storytelling is essential to help B2B organizations make decisions, connect metrics and business goals, and obtain buy-in. In this session, you will learn:

  • How to reinvent your story.
  • How to unlock your narrative superpowers.
  • Practical tips to inspire culture change.

Speakers:
Kim Herrington, Senior Analyst, Forrester

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2:05 pm – 2:35 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
ABM Won — So What’s Next For B2B Marketing And Sales?

Five years ago, we predicted that the term account-based marketing (ABM) would disappear. What did we get right — or wrong? In this session, we’ll explore:

  • How ABM has evolved.
  • What it means for the customer-obsessed growth engine.
  • ABM’s future potential, including challenges and potential pitfalls that lie ahead.

Speakers:
Nora Conklin, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Your Buyer’s Experience Relies On Competitive Messaging

Although competitive messaging often arises from an internal demand, your buyers actually crave competitive messaging to help them buy the offering best suited to their needs. In this session, we will:

  • Discuss the latest trends in buying behavior proving that buyers require competitive messaging.
  • Introduce a process to build competitive messaging that triangulates buyer needs, your strengths, and competitors’ weaknesses.
  • Offer strategies to engage sellers to help ensure that messaging is validated and used with buyers.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
It Pays To Digitalize Your Approach To Customer Success

As customer success (CS) evolves from account caretaker to builder of value and future revenue opportunities, the size and shape of the required investment in CS is changing. This session introduces a new Total Economic Impact™ model that shows how leading with digital experiences:

  • Scales CS team impact effectively across the customer lifecycle.
  • Focuses human interactions on solving complex problems that then accelerate time-to-value.
  • Improves customer growth, loyalty, and advocacy across all segments or tiers.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Crafting A Digital Plan That Empowers Your Customers

Customers value and increasingly prefer to self-serve throughout the customer lifecycle. Companies must align digital approaches across marketing, customer success, product, and sales to meet these expectations. Otherwise, customer engagement and CX will suffer, jeopardizing revenue. This session will provide the following benefits:

  • Learn how to develop a holistic digital plan for your customers.
  • Understand where to focus digital in the post-sale customer journey.
  • See best-practice examples from companies utilizing digital for post-sale engagement.

Speakers:
Renee Irion, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Don’t Allow Poor Measurement To Block Revenue Process Transformation

B2B revenue processes will remain irreparably misaligned, friction-packed, and ineffective if their objectives continue to underemphasize customer value creation. To improve revenue performance, companies must reimagine what and how they measure and focus on tuning underlying processes accordingly. This session will provide the following benefits:

  • Understand how existing measurement perpetuates misalignment.
  • Hear about the new visibility requirements of revenue process transformation.
  • Learn how to develop aligned reviews of performance.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Evolve Traditional Go-To-Market Approaches
Real Talk With Ecosystem Partners: A Panel Discussion On GTM Evolution
Partner ecosystems are rapidly growing in size and complexity to meet shifting customer preferences and mitigate economic risks. Hear from practitioners across the partner ecosystem — alliance partners, technology partners, service providers, integrators, resellers, and distributors — about key lessons, insights, and engagement approaches to accelerate your partner-integrated growth strategies.
  • Learn how partners are accelerating B2B organizations’ growth.
  • Understand ecosystem-aligned engagement models.
  • Learn how to apply best practices for your partner ecosystem GTM motions.

Speakers:
Hannibal Scipio, II, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Is Data Quality Getting In The Way Of GenAI Trust?

Companies attempting to leverage generative AI inside their business are facing a consistent challenge: internal data quality that is insufficient to meeting the demands of the technology. This session will offer the following benefits:

  • Learn why data quality has become a primary limiting factor for B2B organizations’ pursuit of genAI use cases.
  • Understand what a high-performing data quality competency looks like for genAI.
  • Uncover the steps that successful businesses are taking to bridge this gap and achieve results.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Winning With AI: Transforming Go-To-Market Capabilities

AI and generative AI are powerful tools that can revolutionize go-to-market functions. Companies that use them successfully do so with an aim to win, not a fear of missing out. Uncover use cases and how to navigate AI’s potential risks. This session will provide the following benefits:

  • Learn the differences between generative and other AI capabilities.
  • Understand the roles that AI and generative AI play in go-to-market functions.
  • Actionable insights to take advantage of this technology.

Speakers:
Katie Linford, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Not a Quiet Place: How Product Teams Can Benefit from Online Communities

Lively discussions about the offering have long been a part of online communities. Are your product managers taking advantage of straight-from-the-user chatter about their product experience? Product ideation, insight into potential enhancements, and opportunities for product-led growth are there for the taking. In this session, we will show you what’s available and how to get started or improve on what you’re already doing. You’ll see:

  • Examples and ideas of how product management can benefit from becoming closer to online communities.
  • Community platform integrations with product management software that make the process more efficient.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Equip Your Organization To Deliver Differentiated Experiences

Why is your organization investing in CX? Whether the objective is revenue, growth, profitability, retention, innovation, or brand value, organizations need a unique set of capabilities to determine what customers need, design and test solutions, and deliver exceptional experiences. In this session, you will learn:

  • B2B CX success stories.
  • How to match CX capabilities to your mission.
  • What skills to own, upskill, borrow, and outsource.

Speakers:
Su Doyle, CX Exec Partner & Sr Analyst, Forrester

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9:00 am – 9:30 am CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
Insights-Driven Territory Planning: Maximizing Precision For Growth

Envision marketing, sales, channel, and customer success aligned on priority segments, accounts, and opportunities. Now envision that the paths to acquire, retain, and grow customers, the coverage needed, and the goals to drive growth are aligned, as well. This session will help you:

  • Learn what predictive insights are necessary to inform planning.
  • Understand how to sequence insights to co-create aligned goals and territory plans.
  • See how a revenue production plan aligns teams and increases productivity.

Speakers:
Robert Muñoz, VP, Principal Analyst, Forrester

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Differentiate Your Strategy To Drive Growth
How To Be A B2B Category Leader

Category leadership is defined by more than market share or product rankings. Category leaders focus on owning share of mind and set the direction for the category. This session will look at the paths that companies can take to create, rename, reframe, and reinvent market categories. In this session, you will learn:

  • Real-life examples of category leadership strategies.
  • Techniques for category growth and influence.
  • How to create a roadmap for driving category leadership.

Speakers:
John Buten, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Embrace The Future: Harnessing Localization Tech For Global Marketing Leaders

When businesses grow into new markets, their customer base becomes more multicultural and multilingual — and they expect localized experiences. Marketing teams are rising to the need by adjusting their approach and implementing technologies throughout the workflow. Join this session to learn:

  • How to elevate your localization service-provider interactions from tactical to strategic.
  • Which localization technologies can unlock speed, savings, and scalability.
  • How to assess the business case for bringing them into your organization.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
The Future Of The B2B Website

Boosted by rapid advancements in AI, automation, and access to data, the B2B website has entered a new era in its ability to support organizational growth by providing valuable buyer and customer experiences. Join this session to:

  • Understand the technological advances and trends that will impact the B2B website.
  • Rethink the purpose of the website to anticipate and meet customer needs.
  • Gain actionable insights to stay ahead and drive innovation at your company.

Speakers:
Renee Irion, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Scale Customer Success By Aligning On Realized Value

Customer success is under pressure to serve more accounts with fewer resources. Adding technology, tinkering with process, or providing digital self-service won’t boost post-sale growth until CS teams embrace their role in the value-aligned opportunity lifecycle. This session explains how customer success must now:

  • Treat customers as partners along their post-sale journey.
  • Build marketing- and sales-aligned processes that let customers realize value.
  • Embrace a culture of empathy that emphasizes customer outcomes over internal goals.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Identify, Capture, And Activate Buying Groups With Signals

Signals are everywhere. We use them to identify target accounts, detect when a buying group is in market, optimize engagement strategies, identify when an opportunity is in trouble or when a customer is challenged, and so much more. In this session, we will:

  • Share a framework to identify and inventory account and buying group signals.
  • Discuss strategies for using signals to design a better customer experience.
  • Highlight signal-led, cross-functional demand program activation examples.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Maximizing Customer And Business Value Through Co-Innovation

B2B organizations struggle to deliver value via innovation with today’s accelerated changes in technology and customer expectations. Co-innovation can help address these challenges. The collaboration of product management with corporate strategy and partner ecosystem teams is key to buy, build, partner decisions, which drive strategic planning, GTM plans, and growth objectives. This session will provide guidance on optimizing co-innovation by explaining:

  • When to use co-innovation in the GTM approach.
  • The role each team plays.
  • How to get started.

Speakers:
Tony Plec, Principal Analyst, Forrester
Kathy Contreras, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
Digital Workflows: Shorter Buying Cycles Lead To Shorter Sales Cycles

Prospect engagement and deal progression are being digitally reinvented, delighting customers while disorienting B2B teams. The overlooked secret behind digital engagement is a defined buyer workflow that moves prospects forward through a connected set of purchasing tasks. This session will help you:

  • Visualize buying workflows using before and after examples.
  • Build prospect-centric workflows into marketing and sales engagement.
  • Improve buyer progression and conversion through workflow techniques.

Speakers:
Rick Bradberry, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Navigating The Future: Adaptive, AI-Powered, Self-Driven Programs

This breakout session delves into the dynamic realm of adaptive programs, exploring how the integration of AI and autonomous self-driving programs can redefine strategies for personalized engagement and a superior buying experience. Attend this session to learn:

  • How to overcome the challenges of shifting buyer behaviors.
  • Practical applications of intelligent, responsive programs.
  • How AI delivers personalized engagement and dynamic program management.

Speakers:
Kelvin Gee, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Unifying The Sales And Marketing Multiverse Of Insights To Predict Buyer Engagement

Historically, sales interactions were an unreliable source of information for marketers because of inconsistent seller capture. Automatic interaction capture will allow revenue teams to more effectively predict buyer engagement. This will require organizations to move away from a single source of truth and toward a unified data approach. This session will provide the following benefits:

  • Show companies how to unify data to generate insights.
  • Learn how to better organize go-to-market data.
  • Understand how to leverage unified insights.

Speakers:
Seth Marrs, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Activate Buyer And Customer Insights
Reinvent Leadership, Skills And Teams
The New Operations Remit: How To Be An Extraordinary B2B Operations Leader

B2B operations demands new leadership requirements need exceptional powers to get their job done. Leaders must be confident change agents empowered to fight against internal resistance and to maximize commercial impact. In this session, you will learn:

  • How to unify marketing, sales, customer, and product to orchestrate customer value throughout the lifecycle.
  • Why operations leaders own outcomes that support an aligned growth engine
  • Critical RevOps, MarketingOps, SalesOps and CustomerOps leadership characteristics.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
Intentional Talent Management: The Foundation for Organizational Agility

Attracting and retaining top talent is critical for organizations to deliver innovation, competitive advantage, and profitability. To ensure business performance, you can’t leave talent management to chance. Help your organization engage and motivate employees by developing and implementing a strategic talent management framework. This session will help you:

  • Learn the essential elements needed for a talent management initiative.
  • Build an intentional talent management strategy that aligns to business outcomes.
  • Apply a unified approach.

Speakers:
Eric Zines, Principal Analyst, Forrester

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10:50 am – 11:20 am CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Nominations are open until January 31st. 

Apply Here

11:30 am – 12:00 pm CDT

Breakout Sessions

Differentiate Your Strategy To Drive Growth
The Resurgent Role of Brand Reputation Programs

Most campaigns are a combination of demand and engagement programs. B2B marketers must develop a vision of how reputation programs can be interlaced across the campaign hierarchy to deliver awareness, perception, and preference to target audiences. In this session, we will review:

  • A new reputation programs classification system.
  • How to incorporate reputation programs within the campaign framework.
  • Strategies for measuring the contribution of reputation to campaign results.

Speakers:
Karen Tran, Principal Analyst, Forrester

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Differentiate Your Strategy To Drive Growth
Strategic Content Planning For Integrated Campaigns

Content planning is one of the most significant elements of campaign design. In many cases, expectations about availability, cost, initial use, and subsequent reuse are not accurately factored into campaign plans, leading to difficulty executing and measuring campaign effectiveness and ROI. In this session, we will discuss:

  • Techniques to strategically plan and implement content in campaigns
  • Critical attributes of content for strategic planning
  • Assessing content performance more effectively.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Beyond Buzzwords: How To Measure And Deliver Customer Outcomes

Growth at all costs is over, and the era of sustainable growth is here. As a result, B2B organizations must focus on helping customers realize value to achieve retention, growth, and advocacy goals. This session provides the following benefits:

  • Understand how customers’ perception of value across four dimensions impacts their success.
  • Learn how to engage customers to define their outcomes.
  • Hear guidance on how to help individual customers achieve their outcomes — at scale.

Speakers:
Shari Srebnick, Principal Analyst, Forrester

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Orchestrate Comprehensive Buyer And Customer Experiences
Process Matters: Three Levers To Optimize That Will Deliver An Exceptional Customer Experience

Achieving operational excellence is a continuous journey for B2B organizations, involving process optimization, efficiency improvement, and a consistent focus on customer value. But how do organizations determine which processes provide the maximum positive effect on customer experience? This session will provide the following benefits:

  • Understand the top three processes with the greatest customer impact.
  • Discover how other organizations move toward operational excellence and embrace process change.
  • Learn why process optimization is the way to embrace customer centricity.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester

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Drive Revenue Transformation Across The Customer Lifecycle
Congratulations! Your New Buying Group-Centric Revenue Process Is Live — Now What?

Going live with your revenue process transformation from MQLs to buying groups is a huge milestone worth celebrating! It leads to the next challenge, which is driving change management and adoption of the new process. In this session, you’ll hear from the RELTIO team on how they:

  • Gained consensus for this change across their entire organization.
  • Planned and managed change in responsibilities across marketing, the RDRs, and sales.
  • Added governance to encourage and embrace change.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

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Evolve Traditional Go-To-Market Approaches
The Winds Have Changed: Go-To-Market Functions Must Course Correct

Go-to-market functions, including marketing, sales, and customer engagement, are each required to deliver clear business impact. Considering evolving buyer expectations and economic pressures, each is challenged to focus their efforts to justify resourcing and to demonstrate contribution. This panel discussion will explore: • The most significant market forces impacting go-to-market functions. • How misaligned metrics are impeding functional and business performance. • Strategies winners are taking to navigate the shifting landscape.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester
Ross Graber, VP, Principal Analyst, Forrester
Steve Silver, VP, Research Director, Forrester
Dave Frankland, VP, Research Director, Forrester

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Evolve Traditional Go-To-Market Approaches
B2B Firms: Leverage Product-led Growth Strategies To Accelerate Growth And Expansion

With the shift toward more accessible and transparent B2B buying, many organizations have realized the power of product-led growth (PLG) to make inroads into enterprise organizations. Sales-led organizations can complement their traditional go-to-market strategies with PLG motions to drive faster growth. Attendees will learn about:

  • PLG tactics that drive effective growth for most B2B offerings.
  • Layering product-led motions with sales-led strategies.
  • Applying PLG motions for new market entry as well as existing market cross-sell and upsell.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Lisa Singer, VP, Principal Analyst, Forrester

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Drive Scale With Data And Technology
Supercharge Indirect Business Growth: Partner Ecosystem Technologies

B2B organizations recognize partner ecosystems’ explosive growth and are increasingly integrating partners into their business strategies. A 2024 Forrester prediction states that at least 50% of B2B organizations will boost partner ecosystem technology and process investment. Sustainable support of a spectrum of partner business models and their organizations’ performance requires a seamless integration of partner ecosystem technologies that collectively deliver a best-in-class partner experience, optimize partner ecosystem management, and provide more holistic value for customers. In this session you will:

  • Understand the landscape of partner ecosystem technologies.
  • Learn how partner ecosystem technologies integrate with other and existing infrastructure.
  • Find out the critical success factors of selection and implementation.

Speakers:
Hannibal Scipio, II, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
Have Your Bot Call My Bot: Buying In The Age Of Generative AI

While B2B companies focus on spinning up AI-enabled content engines and customer support agents, buyers are having AI create vendor summaries, parse RFPs, and create test scenarios. How will generative AI capabilities, leveraged by the buyer and embedded in the marketing and sales tech stack, impact B2B buying and selling? This session will provide the following benefits:

  • Insights into what B2B buying will look like in an AI-assisted future.
  • Ideas for how organizations might respond to address the new dynamics.

Speakers:
John Buten, Principal Analyst, Forrester
Jessie Johnson, Principal Analyst, Forrester

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Activate Buyer And Customer Insights
From Passive Profiles To Change Drivers: Reviving B2B Personas To Unleash Their True Power

B2B personas are underutilized and don’t always provide accessible and actionable information needed by revenue teams. Unlock their unrealized potential to fuel alignment, audience focus, and smarter decisions. In this session, we’ll transform them from dusty documents to dynamic drivers of success. Attendees will learn:

  • Why buyer, customer, and user persona insights remain critical.
  • Guidance to improve collaboration and ongoing feedback loops to ensure value.
  • Delivery strategies, including operationalizing core processes and technologies.

Speakers:
Brittany Viola, Analyst, Forrester

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Reinvent Leadership, Skills And Teams
The Enablement Advantage: The Secret Weapon For Unleashing Team Performance in Campaigns

Imagine your organization, from marketing to sales to customer teams, seamlessly aligned to maximize points of engagement with buyers and customers before and after purchasing decisions. Today’s enablement programs fall short. Campaign success requires theme-based education and guidance. In this session, you will learn how to:

  • Pinpoint knowledge gaps at different stages of the customer journey.
  • Craft an impactful enablement roadmap and plan.
  • Measure and refine for continuous improvement.

Speakers:
Rani Salehi, Principal Analyst, Forrester

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Reinvent Leadership, Skills And Teams
1:40 pm – 2:10 pm CDT

Return On Integration Honors

B2B Summit 2024 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment.

Nominations are open until January 31st. 

Apply Here

2:10 pm – 2:40 pm CDT

Keynote Panel: Create Your Generative AI Advantage In Marketing, Product & Sales

Generative AI’s impact will be far, wide and deep. It is poised to transform the way marketing, sales and product leaders both do their own work and use it in a way to drive business growth. This keynote will show how to chart your course to generative AI success in a meaningful and tangible way while accounting for the pitfalls, risks and challenges you have overcome along the way. 

  • Highlight tangible opportunities beyond the genAI hype. 
  • Identify the pitfalls, risks, and challenges you have overcome along the way. 
  • Show how to chart your course to generative AI success in a meaningful way. 

Speakers:
Dave Frankland, VP, Research Director, Forrester
Lisa Gately, Principal Analyst, Forrester
Tony Plec, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

B2B Summit North America · May 5 – 8, 2024 · Austin & Digital