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Forrester: B2B Companies Score Low in Marketing Best Practices

The Point

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. Read more about the survey results on Lori’s blog.).

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AI Trends from 700+ Business Leaders Reveal Global Keys to Success

Salesforce Marketing Cloud

Nine out of ten leaders know a strong data strategy is critical to AI success – so why are only a third of them integrating a unified data strategy across their company? In January 2024, Salesforce commissioned Forrester Consulting to find answers to these gaps and more in the rapidly developing AI landscape. Find what works 2.

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Tech, AI, and Partners: Five Takeaways from Forrester B2B Summit

PathFactory

Fresh from Forrester B2B Summit, Anne Marie Kilgallon , Head of Partnerships at PathFactory, shares five key takeaways she learned after spending the week in Austin among some of the best and brightest in B2B. Partners will drive the revenue ecosystem for B2B companies. AI was all the rage at Forrester. Point solutions are dead.

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Forrester B2B Summit 2023: The Year of the Content AI Clarion Call

PathFactory

By Christine Polewarczyk, SVP Product Marketing and Research, PathFactory Last year at Forrester B2B Summit, I was on the mainstage with former colleague Phyllis Davidson giving a keynote on “Time Travel and Transformation: The Future of B2B Content.” Click here for more highlights from Forrester B2B Summit 2023.

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How Younger Generations are Disrupting B2B Buying

Zoominfo

A recent Forrester report found that Millennials and Gen Z make up 64% of business buyers. That’s why it’s important for companies to understand the needs of their younger buyers to avoid costly customer discontent. The Generational Shift If your brand is not thinking bigger than your physical offerings, it’s time to start.

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B2B Marketing & Sales Insights from Lori Wizdo of Forrester Research

ViewPoint

I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. We have some research to indicate that’s true, and that the statement’s directionally correct. But that’s much more likely to happen when a vendor has an existing relationship with a customer.

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What is account-based marketing today and how has the space evolved?

Martech

A survey by the IT Sales and Marketing Association (ITSMA) found 27% of the marketing budget dedicated to ABM in 2021, with 75% of those surveyed saying they planned to increase spending on ABM in 2022. This shift from a reactive to proactive marketing approach is working well for many B2B companies. The vendors respond.