Industry Insights

Forrester B2B Summit: Customer Obsession & The Increased Reliance On AI

As attendees re-entered the Austin Convention Center for a new day of Forrester’s annual B2B Summit, there was notable excitement in the air as more than 2,000 marketers prepared for another day packed with breakout sessions, case studies and keynotes. The Demand Gen Report team once again sat in the…

May 6, 2022
Written by Kelly Lindenau

Forrester’s B2B Summit Underscores Catalysts For Change, Future Of B2B Content

More than 2,000 B2B practitioners arrived in Austin, TX for Forrester’s annual B2B Summit to empower their strategies, fuel the revenue engine and move their businesses forward. With more than 1,000 additional attendees tuning in to the digital experience, B2B Summit North America featured more than 110 role-based sessions, analyst…

May 4, 2022
Written by Kelly Lindenau + Klaudia Tirico

What’s Working In Modern Analytics? Unifying Data Insights To Align Teams Around Metrics & Goals

Gartner research revealed that by 2024, organizations that lack a sustainable data and analytics operationalization framework will have their initiatives set back by up to two years. On the other hand, McKinsey research found that companies effectively using analytics in service of marketing and sales performance are 1.5X more likely to…

April 20, 2022
Written by Kelly Lindenau

Q&A With Forrester: How To Achieve Organization-Wide Buy-In For Sales Support

As organizations grow more advanced in their go-to-market strategies, it’s essential that all departments work in sync, share information and, most importantly, support each other’s initiatives.

March 8, 2022
Written by Kelly Lindenau

#B2BMX Recap: Grabbing Buyers’ Attention, Creating Change & Winning The Talent Wars

As #B2BMX 2022 wound to a close, marketers savored the opportunity to mingle with their peers, enjoy the Scottsdale, Ariz., sunshine and learn about the latest marketing trends and tactics. Here are the key takeaways from Day Two of the conference.

March 3, 2022
Written by Karen Axelton, Contributing Writer

#B2BMX 2022: Connection, Collaboration & Content Drive Marketing Success

The excitement about connecting in person at the 2022 B2B Marketing Exchange was palpable: For many, it was the first non-virtual conference they’d attended since #B2BMX 2020.

March 2, 2022
Written by Karen Axelton, Contributing Writer

‘They Ask, You Answer’: Unlocking The Next Level Of Buyer Trust

On average, buyers are 80% through their journey before they reach out to sales reps — and more than one-third prefer “seller-free” experiences. With the foundation set, Marcus Sheridan kicked off the 2022 B2B Marketing Exchange (#B2BMX) by shining a light on the importance of building trust with buyers to…

March 2, 2022
Written by Kelly Lindenau