Award winners will share how cross-functional alignment is accelerating their business growth

LONDON, September 3, 2024 — Forrester (Nasdaq: FORR) will recognise Shell Fleet Solutions as the 2024 recipient of its B2B Return On Integration (ROI) Honours at B2B Summit EMEA, taking place October 7–9, 2024, in London. The organisation will be recognised for delivering impactful customer experiences (CX) and aligning its marketing and sales functions to drive company growth. Forrester will also honour this year’s B2B Programme of the Year (POY) winners, Infocert and Cora Systems, for bringing customer-focus across marketing and sales functions.

B2B Summit EMEA is the leading event for B2B marketing and sales leaders to explore new research insights, frameworks, and best practices to achieve cross-functional alignment, and evolve their go-to-market approaches to implement revenue process transformation. At the event, honourees will present how they have implemented functional alignment centered on creating customer value and growth and launched integrated global campaigns to achieve business outcomes.

This year’s ROI Honours winner, Shell Fleet Solutions, a global leader in business mobility, adopted an automated, data-driven marketing approach to better serve the needs of its customers. In a keynote session, Paul Bloemheuvel, commercial excellence for business mobility, and Angela Scaueru, global head of CRM marketing for B2B mobility at Shell Fleet Solutions, will discuss how the firm combined account, contact and buying group behavioural data in an automated way, and used calculated insights to better understand its customers’ behaviours, improve sales and marketing alignment, and increase customer value.

“To sustain long-term growth, we moved from a lead-centric to an opportunity-centric marketing approach. This allowed us to obtain insights into buying groups and better understand our overall customers’ behaviour,” said Angela Scaueru, global head of CRM marketing for B2B mobility at Shell Fleet Solutions. “We took two important steps to drive value. First, we recognised intent signals from contacts and bundled these signals at the account level to share with Sales. Secondly, we implemented an automated modular content engine to deliver personalisation based on both account and contact behaviour. This optimised our customer experience, identified new sales opportunities, and enhanced sales and marketing alignment.”

The Programme of the Year winners will also share their success stories at B2B Summit EMEA:

  • Infocert will discuss how it has transformed its lead management process by improving alignment between sales and marketing.
  • Cora Systems will highlight how it has increased the quality and quantity of its leads by transforming its pipeline generation strategy.

“This year’s ROI Honours and Programme of the Year winners are perfect examples of how strong cross-functional alignment can positively impact company performance and growth,” said Simon Daniels, principal analyst at Forrester. “At B2B Summit EMEA, attendees will benefit from hearing Shell Fleet Solutions, Infocert and Cora Systems share their success stories on stage, as well as attending a series of interactive sessions that provide insight into how industry peers are revolutionising their B2B strategy.”

Resources:

  • Follow @Forrester and #ForrB2BSummit for updates.

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