Forrester Decisions for Demand & ABM

B2B buyers are now more digitally savvy, empowered, and demanding than ever. Delivering pipeline momentum across both customer and non-customer accounts requires a clear focus on engaging buying groups, responding to digital signals, and optimizing the path toward a buying decision.

Forrester Decisions for Demand & ABM helps demand and account-based marketing leaders attract buyers from new and existing customer accounts through a proven strategic approach. With a combination of bold vision, curated tools and frameworks, and hands-on guidance, you’ll improve how you target, engage, and enable buyers and buying groups — transforming the daily hunt for leads into optimized paths for growth.

Deliver Pipeline Momentum

Forge A Strong Partnership With Sales

Define a demand generation strategy that aligns to and supports the needs of the sales organization.

Optimize Pipeline Performance

Manage the intersection of marketing and sales to optimize pipeline pathways.

Execute Programs That Convert

Engineer campaigns and programs to detect buying groups and enable buying group members.

Key Priorities

As a Demand and ABM leader, focusing on driving pipeline and designing optimized buying experiences can be challenging. Forrester Decisions for Demand & ABM is tailored to help you and your team achieve both by focusing on your most pressing priorities:

  • Define aligned marketing-sales demand strategy.
  • Optimize the revenue engine for growth.
  • Sense and activate new buyers.
  • Grow existing customers.
  • Increase revenue from strategic accounts.
  • Deliver contextual content experiences.
  • Develop a multidisciplinary demand team.

What’s Included In This Service

Forrester Decisions services are uniquely built to give you strategic insights for your role as a business leader in your organization and help you deliver on your functional role as a division or department leader. Here’s what’s inside:

Stay ahead of changing customer and market dynamics, plan for the future, and set your strategy with leading research. ​

  • Customer obsession research
  • Customer insights
  • Trends and predictions
  • Market forecasts
  • Technology and service provider landscapes

Empower your team to conquer your priorities with proven strategic models and plug-and-play templates. ​

  • KPIs and peer benchmarks​
  • Assessments​
  • Strategic models​
  • Strategy templates​
  • Forrester Wave™ evaluations for your function
  • Certification courses

Accelerate progress and de-risk decisions with best practices tailored to you and your team​.

  • Guidance sessions​
  • Peer discussions
  • Event attendance​
  • Dedicated relationship management

The Scope of Demand Creation Model helped us zero in on the areas where we can best support each region and build a process to deliver that support.

— Cheryl Lange, Global Planning Manager at Rockwell Automation

Service Model Spotlight

The Forrester Demand & ABM Momentum Accelerators

This model showcases the five momentum accelerators that successful Demand and ABM leaders use to transform buying experiences, and in doing so, accelerate pipeline velocity for their businesses.

Support For Leaders And Team Members

Forrester Decisions for Demand & ABM offers multiple levels of service to ensure the right expertise and degree of support for you and your team. All service levels offer access to research, tools, data, and certification courses.

Leader 

Procure deep expertise across your functional discipline through expert-led guidance sessions that help you apply unique research, tools, and data to your specific needs.

Team 

Develop a common language and toolset to strengthen your team’s expertise and skill sets with access to relevant certification courses and insights.

Meet A Few Of Our Demand & ABM Analysts

Looking for more time with experts? 

Get in touch with our consultants to jump-start your initiative, execute on your B2B transformational strategies, or anything in between.


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