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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

In January 2024, Salesforce commissioned Forrester Consulting to find answers to these gaps and more in the rapidly developing AI landscape. Keep up with global trends in AI Salesforce commissioned Forrester Consulting to survey 773 global decision-makers to find out how they succeed with AI-powered CRM — and what it all means for you.

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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. AI was all the rage at Forrester. If you don’t have a Partner program, it’s time to start one. 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.” I couldn’t help but clap when she gave her opinion.

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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. Forrester data shows that these generations prefer getting their information from websites, forums, and message boards over the in-person peer conversations of older generations. They are also quicker to voice their dissatisfaction.

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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. The vendors respond. Another notable development among ABM vendors is the move to consolidate ABM with demand generation.

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B2B Sales Cycles Require 27 Interactions both Digital and Human [Study]

Sword and the Script | B2B

“Buyers now exercise more due diligence than ever before, conducting more research and engaging in more conversations with vendors and third parties,” according to Forrester. That analysis is how the research firm sets up a paper that compares the results of several surveys over time. That’s up from 17 interactions in 2019.