Demand And Account-Based Marketing Service

As a demand marketing leader, you are responsible for creating demand from buyers and buying groups. But creating programs that turn qualified demand into closed/won business over the long term can be a challenge.

As pioneers of the Demand Waterfall®, Forrester has a proven track record of empowering demand, digital, and account-based marketing teams to generate high-quality leads and build programs that engage prospects and customers through the buying process, resulting in proven contribution to the pipeline, deal velocity, and revenue.

Create Successful Demand

Identify And Engage With The Right Buyers

Fuel your strategy with customer insights that attract and accelerate buyers and buying groups through the buying journey to become won business.

Contribute To Sales Pipeline

Understand the types of buyers and accounts that are critical for revenue growth and increase marketing’s contribution to pipeline by perfectly matching sales needs.

Build High-Performing Programs

Create plans and identify key metrics to gauge progress and support business objectives to activate, validate, or accelerate demand.

Key Priorities

As a demand and account-based marketer, you can put the expertise of Forrester SiriusDecisions research services to work. You’ll find in-depth data paired with usable frameworks, analyst access, and signature research on your top priorities, including:

  • Revenue engine optimization
  • Demand and ABM strategy and modeling
  • Real-time buyer enablement
  • Demand program design and execution
  • ABM program design and execution
  • Content for demand and ABM
  • Demand and ABM functional design and development

Available Research

Types of research available through the Demand and Account-Based Marketing Service:

  • Frameworks and methodologies: Take guided strategic steps toward higher-revenue alignment within the marketing division and across the business ecosystem using best-in-class models and blueprints.
  • Tools and diagnostics: Leverage interactive tools and templates to enhance your processes and accelerate decision-making.
  • Research briefs: Read concise synopses of executive-level sales, marketing, and product issues.
  • Core strategy reports: Review complex sales, marketing, and product issues in depth in a white-paper format.
  • Buyer insights: Examine the buying data of more than 30 unique B2B personas. Gain quantitative and qualitative data on how they prefer to buy, receive information, and interact.
  • Role profile: Find job descriptions, competencies, and success metrics for marketing, sales, and product roles.
  • Select practice: Discover successful initiatives, solutions, and best practices from peers.

Premium Inquiry

Forrester SiriusDecisions analysts are past practitioners and experts in their fields. Each analyst brings this unique knowledge and background to help you vet ideas, validate direction, and talk through decisions. Each premium analyst inquiry includes:

  • 50-minute discussion
  • Personalized advice
  • Actionable next steps

Looking for more time with experts?
Get help to execute on your B2B transformational strategies through a consulting project.

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

Research Spotlight

The SiriusDecisions Demand Unit Waterfall​

Demand marketing leaders use the Demand Unit Waterfall™ as the industry standard to effectively measure demand creation and pipeline performance. The Demand Unit Waterfall defines key milestones necessary to measure, monitor, and manage demand performance across the revenue engine of product, marketing, and sales. ​

Featured Insights


Inside The Black Box: Designing Sensors To Decode B2B Buying Signals

Jessie Johnson February 23, 2021
Moving from click-based engagement to real-time buyer enablement requires a change in mindset from data collection to signal detection.
Read More

It Was Never About Leads: Why Adapting To Buying Groups Is A Must

Find step-by-step guidance for identifying, engaging, and winning sales opportunities based on how buyers actually buy.


Are You Ready For The Convergence Of ABM And Demand Technologies?

Steven Casey January 7, 2021
Since the earliest days of Forrester’s coverage of account-based marketing (ABM) in 2016, we made sure to emphasize that while ABM is a strategy and not a technology, it’s also a strategy that has been revitalized and made more scalable by a range of new technology solutions. And while we noted in a New Wave™ […]
Read More

Twelve (Christmas) Tips To Make Your Virtual Events Go Off With A Bang In 2021!

Conrad Mills December 23, 2020
The holidays are virtual for many of us this year, and people are starting to think about how to make these interactions meaningful.
Read More

Let’s discuss your goals and how we can help.

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