Agenda
Bold Starts
May 5- 1:30 pm – 4:30 pm CDT Forrester Women's Leadership Program
- 2:00 pm – 3:30 pm CDT Forrester Certification Workshop
- 3:45 pm – 4:30 pm CDT Gen AI Workshop
- 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- 8:00 am – 9:15 am CDT Forrester Certification Workshop
- 9:30 am – 11:00 am CDT Keynote Sessions
- 11:00 am – 12:00 pm CDT Marketplace Break
- 11:00 am – 12:00 pm CDT Gen AI Workshop
- 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 & Analyst-Led Roundtables
- 4:30 pm – 5:00 pm CDT Return on Integration Honors
- 5:00 pm – 5:30 pm CDT Guest Keynote
- 5:30 pm – 6:45 pm CDT Reception
- 7:00 pm – 8:30 pm CDT ELE Exclusive Dinner
Tuesday
May 7- 8:00 am – 9:15 am CDT Forrester Certification Workshop
- 9:30 am – 10:00 am CDT Keynote Session
- 10:00 am – 10:30 am CDT Return on Integration Honors
- 10:35 am – 11:05 am CDT Marketplace Break & Analyst-Led Roundtables
- 11:15 am – 12:25 pm CDT Breakout & Case Study Sessions
- 12:25 pm – 12:55 pm CDT Analyst-Led Roundtables
- 12:35 pm – 1:35 pm CDT ELE Exclusive Facilitated Q&A
- 12:35 pm – 1:35 pm CDT Lunch & Marketplace Break
- 1:45 pm – 2:55 pm CDT Breakout & Case Study Sessions
- 3:00 pm – 4:00 pm CDT Marketplace Break
- 3:00 pm – 3:30 pm CDT Exclusive Facilitated ELE Birds of a Feather
- 3:20 pm – 3:50 pm CDT Analyst-Led Roundtables
- 3:30 pm – 4:00 pm CDT Gen AI Workshop
- 7:00 pm – 8:00 pm CDT Happy Hour
- 8:00 pm – 10:00 pm CDT Featured Performer
Wednesday
May 8- 8:00 am – 9:00 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 Gen AI Workshop
- 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
- 1:45 pm – 2:15 pm CDT Keynote
- 2:15 pm – 2:20 pm CDT Closing Remarks
Bold Starts May 5
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!
Forrester Certification Workshop: Optimize The Revenue Process For Growth (In-Person Only)
In today’s market, most B2B buying decisions are made by buying groups rather than individuals, so the transition to a demand management process focused on opportunities and their associated buying groups (instead of individual leads) is crucial for improving marketing and sales performance. In this hands-on workshop, you’ll learn how organizations can use Forrester’s B2B Revenue Waterfall to plan and manage revenue opportunities, complete your own readiness questionnaire to make the transition to converting these opportunities through buying groups, and work in small group discussions to brainstorm post-assessment actions that you can take back into your organization.
This session is a sample of content from Forrester’s Accelerating B2B Marketing Certification course.
Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester
Jenna Wohead, Director, Certification, Forrester
Assessing GenAI Use Cases: What Should You Do? (In-Person Only At The Fairmont)
Generative AI offers exciting opportunities, but it also opens the gates to chaos as everyone turns it on everywhere. Businesses need a simple way to identify which use cases are top priority and which are the most feasible so they ensure customer experiences remain enjoyable, on-brand, and compliant. During this Exhibit Hall session, you’ll learn:
- An assessment of risks and readiness factors
- A model for assessing priority and feasibility
- Next best actions tailored to your needs
Speakers:
Kathleen Pierce, Principal Analyst, Forrester
Musical Experience: Team Anthem
Join us to craft a B2B Summit Anthem led by talented musicians. No musical experience needed – just your enthusiasm! Stand alongside your fellow attendees, singing the song you helped create, guided by musicians who’ve rocked out with music legends. Get ready for an exciting experience that fosters connections and creates unforgettable memories.
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
Poolside Welcome Reception (In-Person Only)
Cool off by the pool for a Welcome Reception!
Monday May 6
Forrester Certification Workshop: Plan For Audience-Centricity
To move from product- to audience-centricity, you must design a go-to-market architecture that aligns the offering portfolio to buyer audience segments. In this preview of content from Forrester’s B2B Marketing Certification, you’ll explore how your company can define target audiences and better understand buyers to improve your go-to-market effectiveness. You will also learn how Forrester Certification can help align your teams to deliver a strategic and connected go-to-market approach.
Speakers:
Barbara Winters, VP, Principal Analyst, Forrester
Jenna Wohead, Director, Certification, Forrester
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
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
Marketplace Break & Networking
Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.
Attend one session:
11:10-11:20am - Mediafly: [How to] Incorporate Value Into Every Buyer Engagement
Value selling has emerged as a powerful antidote to the dreaded “no decision” and stalled deals. But too often value selling is relegated to ROI calculators and business cases that are seen as a checkbox in your sales process. Today’s buyers demand value from every interaction with your sellers. Learn how to infuse value selling into every stage of the buyer’s journey to close bigger deals, faster — using flexible, self-serve value tools.
Speakers:
Lindsey Tighgart, CMO, Mediafly
11:10-11:20am - Openprise: Trust Issues? It's Not You, It's Your Data
Do you ever feel like your revenue team’s relationship with data is on the rocks? You’re not alone. Many GTM and Ops teams face a cycle of distrust and inefficiency – data they can’t trust, is incomplete, or just feels disconnected. All leading to slow actions, wasted time, ineffective programs, and unbacked decision-making. We’re here to play matchmaker, introducing you to a RevOps data automation platform that’s the perfect fit for your needs. Say goodbye to tech stack headaches, and hello to seamless, trustworthy data that drives success.
Speakers:
Mike Ni, CMO, Openprise
11:25-11:35am - Emerald Studio: Content storytelling: Engaging buyers, generating leads
Are buyers hearing your message? Take an audience-focused approach to content strategy and development. We’re sharing examples of assets that deliver at each stage of the buyers journey, attracting new prospects and connecting with even the trickiest personas. If you’re getting pressured for better leads and engagement, don’t miss this spotlight.
Speakers:
Alexis Carroll Cline, Director of Content Strategy, Emerald Studio
Cristina Puscas, Account Director, Emerald Studio
11:40-11:50am - Exclaimer: In 2024 demand and brand go hand in hand
In this session, we’ll delve into the argument that without a solid brand, there can be no real demand. In times of economic uncertainty, marketers often face the challenge of budget cuts, with brand investments being the first to suffer. However, we argue that brand investment is essential for scaling demand efficiently and driving growth this year. By adopting a strategic approach, leveraging technology, and prioritizing consumer trust and privacy, marketers can overcome challenges and thrive in the ever-evolving landscape. We will discuss how to: Work smarter and not harder to scale efficiently in 2024 Understand which channels to prioritize and how to combine strategies to drive results for your business can unlock your growth. Leverage human first and personalized strategies to improve resonance and results. Rather than grappling with outdated methodologies, we’ll help you find ways to work smarter, not harder. By creating strategies tailored to your business and its trajectory, we can revolutionize demand generation and scale efficiently.
Speakers:
Carol Howley, CMO, Exclaimer
11:40-11:50am - Knak: How to Scale Email and Landing Page Creation
Are your email and landing page templates boring and too rigid? Are you tired of waiting weeks for your agency to build your campaigns? Are you in Marketing Ops and feeling like you’re in the weeds building out emails and landing pages for your marketers, when you could be working on much more strategic projects? Are your marketers frustrated? It doesn’t have to be that way. Join Knak in this session to discover how to: Quickly and easily build emails and landing pages with no code Speed up your review & approval process Improve campaign performance Create more content quicker and faster Delight your marketing teams Join this session and say goodbye to a chaotic email and landing page creation process.
Speakers:
Andrea Vicic, Director of Product Marketing, Knak
Assessing GenAI Use Cases: What Should You Do? (In-Person Only At The Marketplace)
Generative AI offers exciting opportunities, but it also opens the gates to chaos as everyone turns it on everywhere. Businesses need a simple way to identify which use cases are top priority and which are the most feasible so they ensure customer experiences remain enjoyable, on-brand, and compliant. During this Exhibit Hall session, you’ll learn:
- An assessment of risks and readiness factors
- A model for assessing priority and feasibility
- Next best actions tailored to your needs
Speakers:
Kathleen Pierce, Principal Analyst, Forrester
Breakout Sessions
Case Study Sessions (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:
Bigtincan: How Uber Eats puts the coach in coaching
In this session, Uber Eats shows how they support their commercial managers with resources, training, and tools to encourage more effective manager coaching. This session will provide guidelines to easily create a simple playbook to define what good looks like for your sellers and managers. Additionally, you will find simple coaching frameworks that can be implemented today. Finally, learn best practices for using technology to scale coaching in your organization.
Speakers:
Angela Apple, Global Head of Sales Enablement, Uber Eats
Bombora: Siemens utilizes Opportunity-Based Marketing surpassing ABM limitations
Traditional ICP and ABM methods often fail to pinpoint prospects’ needs and research moments effectively. This session advocates for adopting Opportunity-Based Marketing (OBM) as a revolutionary strategy surpassing ABM and ICP approaches. Leveraging advanced intent research data from Bombora, OBM identifies prospects “in-market” and understands their research interests, transcending demographic and behavioral targeting. For Siemens and similar complex organizations, OBM ensures tailored content and maximizes digital and social campaign impact by eliminating sales outreach latency. Join to discover Siemens’ success with this innovative approach.
Speakers:
Alyson Burke, Director of Intent Data & Reporting at Siemens Digital Industries, Siemens Digital Industries
Cvent: 6sense Transforms Meetings with Jifflenow by Cvent
Discover how 6sense leveraged Cvent’s Jifflenow to elevate its third-party events and activations, transforming their approach to meetings at scale. Gain insights on streamlining meeting organization, enhancing data clarity, and seamlessly syncing with CRM systems. This case study will reveal key strategies for leveraging meetings to drive revenue and optimize go-to-market efforts, showcasing the tangible impact on 6sense’s event presence and business outcomes.
Speakers:
EJ Oelling, Vice President, ABX, 6sense
Digitalzone: The 2024 State of Demand Gen
Digitalzone surveyed 1,500 B2B marketers from around the world to better understand the modern B2B marketer and the state of the demand gen industry. This research uncovered new and emerging industry trends and helped establish some new benchmarks for 2024. Experts will dive into the key insights from this research and discuss how these market trends are impacting their own organizations. This session will explore key questions like: What demand gen strategies are working? How are marketers interacting with third-party vendors? How are marketers using data to enhance demand gen strategies? How are marketers measuring and evaluating ROI of demand gen tactics?
Speakers:
Eboni Ryan, VP of Marketing , Digitalzone
Lead2Pipeline: Proofpoint's 200% Pipeline Acceleration with Full-Funnel Programs
Join growth marketing expert Chadia Sparrer as she explains how her team at Proofpoint transformed their marketing and sales outcomes, despite lower budgets and longer sales cycles. Leveraging personalization and real-time intent over the past 12 months, her full-funnel approach with Lead2Pipeline has driven 200% pipeline acceleration and 2:1 performance with her sales team. Learn from her team’s lessons, and adapt your campaigns to convert more effectively at every stage of your buyer’s journey.
Speakers:
Chadia Sparrer, Senior Manager, Demand Generation at Proofpoint
Lunch & Marketplace Break
Attend one session:
1:15-1:25pm - Highspot: Enable the Impossible – Drive Behavior Change at Scale
Achieving your revenue goals requires focusing sellers on the few, key actions they must consistently execute – a task easier said than done. The way forward is a rigorous enablement strategy that scales winning sales behaviors across your teams. Join this session to learn how Highspot’s AI-driven enablement platform empowers you to coach your teams everywhere they work, pinpoint the impact of your initiatives, and how to connect results with skills and behaviors.
Speakers:
Kelly Lewis, Vice President of Revenue Enablement, Highspot
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
Breakout Sessions
Case Study Sessions (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:
6sense: Intent Data + Internal Alignment = Success at Iron Mountain
Learn how Iron Mountain unlocked a remarkable 21:1 ROI with 6sense — and how you can replicate their astonishing success. They enabled sales account teams to seamlessly prospect and win deals together using buying stages informed by intent data. That same data aligned marketing’s efforts across regions, empowering them to swiftly share best practices that increased digital spend effectiveness. Expect plenty of lessons learned and GTM transformative practices to apply at your own org!
Speakers:
Jack Speyer, Marketing Ops Director, Iron Mountain
Scott Stano, Senior Manager for Demand Optimization in the Americas, Iron Mountain
Clozd: Win-loss secrets from commercetools’ CMO
After leading win-loss analysis programs at three different companies, commercetools’ CMO will share some of the most helpful tips and tricks she’s picked up along the way. In this session, you’ll hear real-life examples of the benefits of win-loss analysis—along with key best practices on standing up your own program and how to use win-loss insights to drive meaningful, org-wide change.
Speakers:
Spencer Dent, Co-CEO and Founder, Clozd
Jen Jones, CMO, commercetools
LeanData: NVIDIA, AI, Data Science, & the Buying Group Revolution
For B2B high consideration purchases, the buyer is not one person, but a buying group with multiple personas. So how do organizations entrenched in MQLs and ABM motions sell to a group? Learn how tech giant NVIDIA operationalizes an Opportunity-focused, go-to-market motion using a powerful combination of generative AI, data science, and revenue orchestration. This session offers practical recommendations, addresses potential roadblocks, and highlights the role of a revenue team in implementing transformational change.
Speakers:
Aristomenis Capogeannis, Senior Director, Enterprise Revenue Marketing, NVIDIA
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
NetLine: How Intercept Creates Demand-Generating Experiences Using Intent Data
Only 5% of buyers are actively in-market, and you only see a small sliver of a buyer’s entire journey. With margins this slim, it’s essential to optimize every buyer interaction, ensuring no opportunity falls through the cracks. But how can you gain greater visibility into who your buyers are and what they want? Learn how Intercept leverages NetLine’s buyer-level intent data and insights to create powerful content experiences that drive demand for their clients.
Speakers:
Andrew Au, Managing Partner, Intercept
David Fortino, Chief Strategy Officer, NetLine
Josh Baez, Sr. Manager of Demand Generation, NetLine
ZoomInfo: Future-Proofing GTM Strategies Through Sales Intelligence
In today’s market, having a competitive edge is as fleeting as the latest tech wave, only the shrewdest players foresee change and adapt. For those visionaries poised to ride the crest of the AI revolution, this conversation is for you. We’ll discuss how ZoomInfo Copilot can amplify human potential and make every seller your best seller while injecting your GTM strategy with innovation.
Speakers:
Bryan Law, Chief Marketing Officer, ZoomInfo
Marketplace Break & Networking
Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.
Attend one session:
3:40-3:50pm - Enlyft: Radically transform your ICP Fit for GTM success
Quality over quantity. We say it – but don’t always follow this guidance. We get caught up finding more accounts for teams to target, rather than focus on the right ones most likely to buy. There’s a better way. With Enlyft, you can reinvent your ICP Fit by leveraging data intelligence, models, intent signals, and the power of GenAI. In just 10 minutes, you’ll learn a radically different approach to managing your GTM and increasing revenue.
Speakers:
Lokesh Dave, Enlyft, CEO
Michael Schultz, CMO and ICP Evangelist, Enlyft
3:40-3:50pm - INFUSE: The Long Game: Resetting Expectations for Buyers and Sellers in a Skeptical Market
Unlocking predictable revenue depends on establishing meaningful connections with the buying groups within your target accounts. But what about buyers who spend 70% of their buyer’s journey without ever engaging with sales? – By adeptly addressing their unique needs using accurate account and buyer intelligence and activation tools, you empower their research and decision-making processes. Explore how marketers can adapt to this defensive landscape and discover actionable steps to reset both buyer and seller expectations and expand your influence throughout the buyer’s journey, from awareness to expansion.
Speakers:
Victoria Albert, VP of Marketing, INFUSE
3:55-4:05pm - Modern: Doing more with less: How 3 marketing leads shook things up
Flat budgets, bigger targets, bleak economic outlook – it’s a tough environment right now. Yet, strategies need to be delivered, martech needs investment and delivering demand can’t stop. In this session, we’ll share how three marketing leaders refocused their approach to deliver more with less. You’ll learn how diagnostic tools helped prioritize practices, how strong digital fundamentals prevent a ‘leaky bucket’ and how rethinking demand gained economies of scale saving millions.
Speakers:
Nicola Ray, CEO, Modern
3:55-4:05pm - Salesloft: Unlock efficiency and revenue outcomes with Salesloft Rhythm
The buyer has evolved, and so should we. Advancements in technology mean we can do more today than before. So, gone are the days of a fragmented tech stack, missed buyer signals, and selling with uncertainty. Enter: Salesloft Rhythm. Get a first-hand look at how Rhythm leverages the power of AI and integrations from your tech stack to guide sellers on the right actions to take at the right moments to delight buyers and maximize revenue.
Speakers:
Linda Su, Solutions Product Marketing Lead, Salesloft
4:10-4:20pm - Vivun: 5 Transformative Insights That Elevate Product & GTM Strategies
As much as 80% of the sales cycle is spent validating your technology. Improving execution of this critical stage isn’t just crucial for efficient growth; it’s an opportunity to glean insights that elevate your competitive edge. See how Vivun – an AI-powered Technical Copilot for sales teams – empowers customers to build revenue-centric roadmaps, deliver and scale compelling demos, and evolve their technical sales process to boost win rates, lift deal sizes and shorten sales cycles.
Speakers:
Jarod Greene, CMO, Vivun
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.
Engage Effectively With The New Generation Of Buyers
Join our keynote speaker and your peers to learn more about the impact of younger buyers on B2B and how other companies are bridging this generational divide.
Speakers:
Amy Hayes, VP, Research Director, Forrester
How To Move From MQLs To Buying Groups
Join our B2B Revenue Waterfall experts and your peers to learn more about how other companies are tackling the operational challenges involved in moving from MQLs to buying groups.
Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester
Amy Hawthorne, Principal Analyst, Forrester
Use GenAI To Enhance Content And Customer Experience
B2B leaders are rallying cross-functional teams around practical use cases where genAI can have impact, such as content and customer engagement. Join your peers to learn and share experiences related to bringing genAI into workflows, building expertise, and enlisting allies to power progress.
Speakers:
Lisa Gately, Principal Analyst, Forrester
How GenAI Is Changing Data Quality Requirements
Join your peers to discuss how the requirements of genAI are changing how your organization approaches data quality, the new challenges emerging, and the ways teams are adapting to meet them.
Speakers:
Brett Kahnke, Principal Analyst, Forrester
Make Customer Value The Heart Of B2B Measurement
B2B leaders recognize how facilitating value for customers is key to sustained growth, yet many struggle to integrate customer value into performance measurement. Join your peers to discuss the challenges of incorporating customer value into measurement approaches and how they’re successfully using measurement to drive focus on customer outcomes.
Speakers:
Ross Graber, VP, Principal Analyst, Forrester
Why Process Matters In This Age Of Disruption
Achieving operational excellence is a continuous journey. Join your peers to discuss why the focus on process is increasing, how to leverage process to improve sales, marketing, product, and customer alignment, and the latest insights on process technology and automation.
Speakers:
Vicki Brown, VP, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester
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.
To be announced
Guest Keynote: Geraldine Tunnell, CMO, Dell Technologies
Speakers:
Geraldine Tunnell, Chief Marketing Officer, Dell Technologies
Bob Safian, Advisor and Podcast Host, The Flux Group
Reception
Connect with sponsors and catch up with colleagues on the show floor.
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
Forrester Certification Workshop: Hone Your CX Measurement Practice
Solid CX measurement is vital to the success of any customer experience program. Without it, you risk guessing at the right areas to focus and missing out on buy-in and budget. This session will introduce Forrester’s CX measurement and ROI tools, then provide hands-on practice identifying the right CX beacon metric and journey metrics for your organization. The session provides a live sample of Forrester’s Mastering CX Certification course, available for individuals and teams looking to improve their CX skills.
Speakers:
Judy Weader, Principal Analyst, Forrester
Jenna Wohead, Director, Certification, Forrester
MRP Breakfast Boardroom
Webflow Breakfast Boardroom
Speakers:
Shane Murphy-Reuter, CMO, Webflow
Keynote: Beyond The Breaking Point: It’s Time For A Revenue Transformation
B2B teams remain under pressure to increase revenue and achieve growth. But common growth formulas fall short without greater customer-centricity and self-disruption. Customers can no longer be an afterthought to revenue strategy. During this keynote session, you will hear:
- Which go-to-market practices no longer work today
- Why there is a need to focus on customer value before commercial value
- How to transform your mindset, practices, and culture – with results
Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester
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.
To be announced
Marketplace Break & Networking
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.
Attend one session:
10:35-10:45am - Act-On: Break Down Complexities and Reimagine Marketing Automation
Another year of frustration and inefficiency is another year lost. Complexity only escalates with time, leading to higher platform and operational costs. Is it time for a change? Act-On has reimagined marketing automation, helping customers improve time-to-market for key campaigns by nearly 85%. See how Act-On can help maximize your marketing ROI by drastically cutting costs and eliminating time-consuming tasks, empowering you to invest in what drives your business forward.
Speakers:
Jeff Day, SVP, Marketing, Act-On Software
10:35-10:45am - Data Axle: Marketing to the Whole Person
Stand out from the crowd with data-driven personalization. Advertisers need to have a deep understanding of their prospects as a whole – from their home lives to the office. This session dives into how marketers can leverage data to surround their prospects on the channels they are most engaged on and tell a personalized, comprehensive story. We will also focus on the new Gen Z buyer and how to “think outside the email.”
Speakers:
Linnette Jones, VP, Strategic Accounts, Data Axle
10:50-11:00am - CaptivateIQ: How to Better Leverage Incentive Compensation as a Strategic Lever for Growth
Incentives are one of the biggest levers that a revenue team can pull on to drive growth, but the complexity of designing and delivering compelling compensation plans often make it challenging to realize the full potential and impact on motivation and revenue performance.
In this session, we’ll delve into how a leading B2B software vendor harnesses the power of incentives as a powerful catalyst for driving business growth. From tailoring incentive structures to meet customer needs, leveraging AI to give reps better visibility into potential earnings, to better motivating sales behavior through leaderboards and gamification, you’ll learn practical strategies to incentivize performance and fuel sustainable growth.
Speakers:
Quintin Smith, Head of Product Marketing, CaptivateIQ
10:50-11:00am - Mindtickle: Boosting Content Use and Win Rates with Digital Sales Rooms
Join Colleen Cimone and Christian Pieper from Mindtickle as they demo how Mindtickle’s customers are using Digital Sales Rooms to create engaging buying experiences that drive deals forward. Watch them build a real room in minutes and see how customer engagement data flows in in real time. Find out why DSRs are not just well-adopted, but a driver of adoption for the entire Mindtickle platform.
Speakers:
Colleen Cimone, Enterprise Solution Consultant, Mindtickle
Christian Pieper, Senior Product Marketing Manager, Mindtickle
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.
Assessing Your Readiness For The GenAI Revolution
Although B2B companies recognize the potential of genAI, many struggle with assessing organizational readiness and prioritizing adoption. Join your peers to discuss their experiences with AI and understand current adoption patterns.
Speakers:
Ian Bruce, VP, Principal Analyst, Forrester
Planning For The Future Of ABM
Join your peers to learn how other companies are handling the increasing overlap between demand and account-based marketing and what distinctions or changes are needed to establish the world of the future.
Speakers:
Nora Conklin, Principal Analyst, Forrester
Leverage PLG For Growth And Expansion
Product-led growth (PLG) is the new go-to-market trend, promising higher growth at lower cost of sales. But how can larger, entrenched firms take advantage of PLG? Join your peers to discuss how to use PLG with established products and a traditional sales-led go-to-market strategy.
Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Lisa Singer, VP, Principal Analyst, Forrester
Real Talk With Partner Ecosystem Partners
Join our Real Talk With Ecosystem Partners panelists for an interactive discussion about how suppliers can effectively integrate partners into their strategy and accelerate go-to-market success.
Speakers:
Hannibal Scipio, II, Principal Analyst, Forrester
Kathy Contreras, VP, Principal Analyst, Forrester
Breakout Sessions
Case Study Sessions (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:
Dun & Bradstreet: The Little Panel That Could- Did with Data
GTM efforts going off the rails? Hop aboard as agents of change from WEX, Bottomline Technologies, and Rockwell Automation take you on a journey to discover life after fragmented data, rudimentary audiences, and bad sales intel. They’ve been through it, and still came out the other end of the tunnel to deliver the payload. Learn what it might take for you to do the same.
Speakers:
Jerry Nichols, VP, Marketing Data, Analytics, and Insights, Bottomline
Gudrun Wetak, Head of Global Data Operations - Marketing, Rockwell Automation
Tom Magadieu, Senior Director, Digital and SMB Marketing, WEX
People.ai: Future Proof your Go-to-Market with AI Powered Solutions that Drive Growth
AI is changing our world at record speed and empowering leaders to reimagine their go-to-market approach and strategies. As we enter this next generation of AI technology, how can you set yourself up for success to leverage it in a way that drives genuine impact in efficiency, effectiveness and revenue?
In this session, Laura Palmer, CRO at People.ai alongside a People.ai customer will walk through:
- The importance of building a data foundation
- How to leverage AI to unlock new levels of automation
- How customers are modernizing their existing techstack to supercharge GTM effectiveness
Speakers:
Laura Palmer, Chief Revenue Officer, People.ai
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
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.
Attend one session:
1:10-1:20pm - Zoom: Unifying the Customer Journey on One Platform
Learn how to break away from cookie cutter sales and marketing tactics with a unified revenue platform built by Zoom. We’ll go over the Zoom Events playbook to help marketers hit their events ROI. We’ll also share how sellers can save time and accelerate deals using the AI and conversational intelligence of Zoom Revenue Accelerator. Join this session to see why Zoom is more than just meetings and can empower your entire revenue org on one platform.
Speakers:
Rajul Shah, Head of Sales, Growth Products, Zoom
1:25-1:35pm - Ansira: How B2B Partner Marketing Drives Competitive Advantage
Understanding the way that partners go to market is important – seems obvious, but different routes to market, or the introduction of new routes to market, means partners are motivated in multiple ways. The question then is, “how do vendors make it easier for partners to do business with them?” In this spotlight session, Ansira will share three vendor perspectives on how their platform and services drive competitive advantage in their vendors’ ecosystems.
Speakers:
Karlyn Bentley, SVP, Client Partnership, Ansira
Courtney Jane Acuff, SVP, Marketing, Ansira
Lunch & Learn Session (In-Person Only)
Breakout Sessions
Case Study Sessions (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:
Corporate Visions: A New Focus for Enablement: Driving Sustained Seller Behavior Change
It’s imperative that enablement leaders work directly with their CROs to establish seller behavior change as the core responsibility of the enablement function. Concrete seller behaviors identified by the sales leader as critical to sales objectives provide the link between sales strategy and enablement activity. To become a strategic actor in the sales organization, enablement’s remit must expand beyond just training and communication. In this session, Corporate Visions and Highspot will showcase how to focus on identifying behaviors correlated with strategic growth initiatives and commercial success for them, scaling them across the sales force, and measuring their impact.
Speakers:
Tim Riesterer, Chief Strategy Officer, Corporate Visions
Kelly Lewis, Vice President of Revenue Enablement, Highspot
Demandbase: How Workday Aligns Sales and Marketing with Best-in-Class ABX
Join Workday as they share an inside view into their ABX journey, from building a robust model for account identification and clustering to dynamic cross-channel activation and increased pipeline. Workday will cover how they have piloted and scaled their ABM strategy while ensuring Sales is included every step of the way.
Speakers:
Matthew Miller, Global ABX Principal, Workday
Planful: Escape Excel Hell: Mastering Spend Management with Planful
Tired of drowning in a sea of spreadsheets? Join us and break free from Excel hell. Whether it’s the frustration of month-end reconciliations or manual campaign allocation and spend management. Liberate your marketing team, create friends in finance,and gain crystal-clear visibility into your budget, plan and actuals. Discover how Planful streamlines your processes, integrates seamlessly with your existing tech stack, and empowers you to prove the value of your marketing efforts with ease.
Speakers:
Rowan Tonkin, CMO, Planful
Terminus: Breaking tradition: Strategic targeting vs. classic 'lead-gen'
Join us to hear how Sparq transformed their outbound motion into a highly effective machine through comprehensive strategic alignment from Sales and Marketing. Learn how they navigated alignment complexities and launched an intent-driven target account approach. Gain firsthand insights on prioritizing early sales and marketing alignment to achieve success.
Speakers:
John Lenzen, Chief Marketing Officer, Sparq
The Marketing Practice: How Thomson Reuters brought its AI proposition to life: getting your AI story to market the right way
There’s a massive question facing many B2B marketing leaders over the next two years. “How do we take our AI-powered solutions/services to market?” Get it wrong, and you risk being lost in the noise of every other business trying to pitch their AI message. Get it right, and there are big benefits for positioning, share price and sales growth. Thomson Reuters are ahead of the curve on this, and Melinda Chan, SVP, Marketing at Thomson Reuters, will share what they have learned to date, and what marketers need to do now and next.
Speakers:
Melinda Chan, SVP, Marketing, Thomson Reuters
Marketplace Break & Networking
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.
Attend one session:
3:20-3:30pm - Calendly: Maximizing Meeting & Lead Automation through CRM Integrations
Join Calendly’s Senior Solutions Engineer, David Evatt, for a sneak peek into how organizations leverage Calendly integration with leading CRMs like HubSpot, MS Dynamics, and Salesforce. Explore how this synergy boosts lead conversion rates and automates routine tasks. Discover Calendly scheduling and lead routing essentials, plus the perks of CRM integration. Elevate your efficiency and productivity—don’t miss out!
Speakers:
Dave Evatt, Senior Solutions Engineer, Calendly
3:35-3:45pm - Highspot: Enable Consistent Execution Across the Customer Journey
Misalignment between sales and marketing kills even the best GTM strategy. You need operational rigor to align and execute consistently. Now is the time to level-up revenue performance through identifying and scaling winning sales behaviors. Join this session to learn how Highspot’s AI-driven enablement platform empowers you to drive more pipeline, measure go-to-market program impact, and unify data to align revenue teams.
Speakers:
Elisabeth Michaud, Sr. Director, Product Marketing, Highspot
3:35-3:45pm - Drift: Unlocking Adaptive Marketing with Site Concierge and Bionic Chatbots
Join Drift, a Salesloft Company, for an engaging session exploring adaptive marketing strategies tailored to enhancing your website experience. We’ll take a closer look at our latest products, Site Concierge and Bionic Chatbots, to create individualized experiences to help optimize engagement, conversion rates and pipeline
Speakers:
Holly Xiao, Director of Product Marketing, Drift
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
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.
Why And How You Should Invest In Customer Obsession
Join our keynote speaker and your peers to learn more about what customer obsession means to your company, the benefits you can expect, and how to make it real.
Speakers:
Amy Bills, VP, Principal Analyst, Forrester
Transform Your Revenue Process To Focus On Value
Join our keynote speakers and your peers to dive into the case for revenue process transformation. Learn how sales, marketing, and customer success teams use customer value to grow with prospects and clients.
Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester
Measure The Business Impact Of Ditching MQLs
Join our B2B Revenue Waterfall experts and your peers to learn more about how to measure the results you can expect to see when moving from MQLs to buying groups.
Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester
Amy Hawthorne, Principal Analyst, Forrester
Sales Culture: The Good, Bad, And Ugly
Seller-buyer interactions used to thrive on wining and dining, aided by aggressive, sometimes toxic B2B sales cultures. Have times changed? Bring your stories — the good, the bad, and the ugly — to this spirited discussion about modern sales cultures that inspire win-win outcomes for all.
Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester
Katy Tynan, VP, Principal Analyst, Forrester
Category Creation, Reinvention, And Leadership
In crowded and fast-moving markets, pursuing the right category is critical. Join your peers to talk about how they’re choosing their categories and the tactics they’re pursuing to establish leadership.
Speakers:
John Buten, Principal Analyst, Forrester
Campaigns And Content: Meet The Experts
Join this roundtable discussion where we will share experiences and best practices for extending the value of content using integrated campaigns.
Speakers:
Phyllis Davidson, VP, Principal Analyst, Forrester
Craig Moore, VP, Principal Analyst, Forrester
Beyond Surveys: The Next Evolution Of VOC
Unabated survey fatigue, combined with demand for timely insights, is putting downward pressure on survey use. Rather than abandon surveys, organizations must deploy them more surgically and expand the use of customer feedback in innovative ways. Learn from your peers about how they are increasing the credibility and impact of their customer insights efforts.
Speakers:
Dave Frankland, VP, Research Director, Forrester
Assessing GenAI Use Cases: What Should You Do? (In-Person Only At The Marketplace)
Generative AI offers exciting opportunities, but it also opens the gates to chaos as everyone turns it on everywhere. Businesses need a simple way to identify which use cases are top priority and which are the most feasible so they ensure customer experiences remain enjoyable, on-brand, and compliant. During this Exhibit Hall session, you’ll learn:
- An assessment of risks and readiness factors
- A model for assessing priority and feasibility
- Next best actions tailored to your needs
Speakers:
Kathleen Pierce, Principal Analyst, Forrester
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
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.
Breakout Sessions
Case Study Sessions (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:
6sense: Clarifying Intent: Night Vision for the Dark Funnel
In this presentation, we clarify intent data’s essential role in illuminating B2B buyer journeys – journeys that are almost entirely hidden away in the Dark Funnel. We show how AI integrates thousands of signals to form a beacon that lights up the Dark Funnel from top to bottom, revealing which buyers are in market and how best to engage the right ones the right way and at the right time
Speakers:
Saima Rashid, VP, Marketing and Revenue Analytics, 6sense
Kerry Cunningham, Senior Principal, Product Marketing, 6sense
Airtable: Future of operations: Transforming critical workflows with AI
The AI gold rush has started, but companies are struggling to translate the “AI hype” into practical solutions that transform their workflows and improve business outcomes. In this session, Airtable will discuss best practices for building workflows and incorporating AI into common workflows for Marketing, Product Management, Sales, and more.
Speakers:
Anthony Maggio, Head of Product Management, Airtable
Demandbase: Pioneering Change in a Traditional Industry: U.S. Bank’s Martech Transformation Story
U.S Bank will share their B2B digital transformation story and how they are leveraging Marketing Technology to drive growth for their business. Specifically, the Bank will share how they are leveraging marketing technology to identify in-market accounts, digitally engaging with their target accounts through a multi-channel approach, providing insights and enabling sales and marketing teams in real-time and measuring impact, optimizing programs, and showing success.
Speakers:
Sam Archbold, Sr Vice President, Digital Strategy, Analytics & Operations Corporate Segment Marketing, U.S. Bank
Sarah Dempsey, Vice President of Marketing, U.S. Bank
Monday.com: How Togetherwork enhances customer experiences using monday.com
Togetherwork offers mission-critical tools to help its customers manage and grow their communities. To best support these customers, Togetherwork needed to develop strong internal processes across the 23 different businesses under its portfolio. In this session, Tiffany will share how she approached the change management journey at Togetherwork, using monday.com to provide visibility into business-critical insights for leadership while empowering its entities to work more efficiently and deliver exceptional customer experiences.
Speakers:
Tiffany Bellah, Director, Operations Enterprise Applications, Togetherwork
NetLine: How ON24 Drives Engagement with Buyer-Level Insights
Marketing and sales success relies on how well you know your buyers. And with the power of buyer-level insights, you gain a lens into who they are, what they want, and when they want it. ON24 knows this better than most. How do they leverage first-party engagement and buyer-level intent data to deliver the personalized and engaging experiences their audiences crave?
Speakers:
Tessa Barron, Senior Vice President of Marketing , ON24
David Fortino, Chief Strategy Officer, NetLine
Josh Baez, Sr. Manager of Demand Generation, NetLine
Optimizely: Adopting Experimentation to Evolve Your Customer Journey
Join us to hear how Charles Schwab has used Experimentation as the foundational layer of their customer journey. Experimentation has not only allowed them to test hypotheses about their customers, but has also illuminated the good, the bad, and the ugly about their data. Find out how they have leveraged insights from their Experimentation program to build better change management practices, fight confirmation biases, and start to more heavily pursue personalization in 2024.
Speakers:
Michael Vanderhoof, Director, Digital Experimentation, Digital Data Capture, Charles Schwab
ZoomInfo: AI in Action: ZoomInfo Copilot + GTM plays
This hands-on workshop will show you how to achieve go-to-market excellence through the power of AI. Join us for a live demonstration on how to use ZoomInfo Copilot, our AI assistant, for an unfair advantage as you go to market. Discover how ZoomInfo Copilot uses first and third party data combined with our innovative playbook to help you capitalize on every opportunity and make every seller your best seller.
Speakers:
Bryan Law, Chief Marketing Officer, ZoomInfo
Marketplace Break & Networking
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
10:15-10:25am - Showpad: Escape the sales efficiency trap
Businesses have poured millions of dollars and countless hours in processes and technologies that monitor revenue teams and automate their workflows to meet changing buyer expectations. But this disproportionate focus on sales efficiency over effectiveness has just led to more bad results, faster. Escape the sales efficiency trap and give your revenue team a competitive edge to cut through the noise, engage buyers in compelling conversations, and build real trust.
Speakers:
Paul Anderson, VP of Solutions Engineering, Showpad
10:30-10:40am - Jasper: GenAI in Marketing: Bridging the Gap Between Potential and Performance
In a new era ripe with technological promise, AI stands out with the potential to revolutionize how we market and do business. This isn’t just about the possibilities; it’s about the tangible, measurable change that generative AI is already driving for enterprises across the globe. Join Jessica Hreha, Head of Marketing AI Strategy & Transformation at Jasper for this quick yet impactful 10-minute session that offers a candid roadmap to start now and build repeatable results that scale. Get inspired and equipped with practical steps to not only launch your genAI marketing journey but also to track and amplify its impact. It’s time to transform potential into performance. You know that’s what your leadership cares about anyway. Let’s deliver.
Speakers:
Jessica Hreha, Head of Marketing AI Strategy and Client Transformation, Jasper
Assessing GenAI Use Cases: What Should You Do? (In-Person Only At The Marketplace)
Generative AI offers exciting opportunities, but it also opens the gates to chaos as everyone turns it on everywhere. Businesses need a simple way to identify which use cases are top priority and which are the most feasible so they ensure customer experiences remain enjoyable, on-brand, and compliant. During this Exhibit Hall session, you’ll learn:
- An assessment of risks and readiness factors
- A model for assessing priority and feasibility
- Next best actions tailored to your needs
Speakers:
Kathleen Pierce, Principal Analyst, Forrester
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
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.
To be announced
Breakout Sessions
Case Study Sessions (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:
Corporate Vision: Buyer Feedback as Sales Coach: Improving Rep Receptivity to Behavior Change
New sales coaching research shows that sales reps are most receptive to changing behavior based on feedback from their customers vs. from their manager or peers. Additional research showed that reps who receive 3+ deal’s worth of win/loss feedback on their opportunities had 40% higher win rates than reps who received none. In this session, you will learn how sales and enablement teams are standing up win/loss/no decision buyer feedback system at scale and using the insights to personalize coaching and training for each individual rep, based on their identified blind spots.
Speakers:
Tim Riesterer, Chief Strategy Officer, Corporate Visions
Dun & Bradstreet: Powering an AI Firm’s Data-Fueled Growth Engine
Algolia’s cutting-edge technology has established them as a leader in AI-powered search, but one of their secrets to success was getting back to basics with their data strategy. In this session, we’re dropping the veil to reveal how they got there, including revamping data recovery, audience modeling, and prospect predictability – and how you can apply similar tactics to power your sales and marketing engines.
Speakers:
Geert Wirtjes, Vice President, Systems & Process Transformation, Algolia
Gurpinder Dhillon, Vice President Market Planner, S&MS Data Solutions, Dun & Bradstreet
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
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
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
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
Breakout Sessions
Breakout Sessions
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.
To be announced
Guest Keynote: Geraldine Tunnell, CMO, Dell Technologies
Speakers:
Geraldine Tunnell, Chief Marketing Officer, Dell Technologies
Bob Safian, Advisor and Podcast Host, The Flux Group
Keynote: Beyond The Breaking Point: It’s Time For A Revenue Transformation
B2B teams remain under pressure to increase revenue and achieve growth. But common growth formulas fall short without greater customer-centricity and self-disruption. Customers can no longer be an afterthought to revenue strategy. During this keynote session, you will hear:
- Which go-to-market practices no longer work today
- Why there is a need to focus on customer value before commercial value
- How to transform your mindset, practices, and culture – with results
Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester
Guest Keynote
To be announced
Breakout Sessions
Breakout Sessions
Breakout Sessions
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.
To be announced
Breakout Sessions
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.
To be announced
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
Session Types Explained
B2B Summit North America · May 5 – 8, 2024 · Austin & Digital
Contact us at events@forrester.com. Book your hotel