Each year, Forrester recognizes companies that have excelled in a particular area of marketing, sales, product, or customer engagement through our B2B Programs Of The Year (POY) Awards. These are always special occasions, but they feel particularly meaningful this year given the challenging backdrop of changing buyer behaviors, constrained budgets, expanding growth goals, and breakneck technological innovation.
For 2025, our North America POY winners exemplify excellence in the following seven categories:
- Content Strategy & Operations
- Customer Engagement
- Demand & ABM
- Marketing Executives
- Portfolio Marketing & Product
- Revenue Operations
- Sales
We’re excited to celebrate this year’s winners at B2B Summit North America, happening March 31–April 3 in Phoenix and as a digital experience. By attending, you’ll have the opportunity to learn firsthand about the innovative initiatives these companies have executed, as well as their tips and tricks in overcoming challenges and how they achieved or even exceeded their goals. And the winners are …
Conga — Customer Engagement
Conga, a revenue lifecycle management platform, transformed customer success digitally to drive greater adoption, retention, and expansion through data-driven insights and automation, all geared around a central community hub. At B2B Summit, Conga will show how community members enjoy usage rates as much as 28% higher than non-engaged peers. The results are more effective postsale experiences that produce higher net and gross revenue retention and up to seven times more expansion pipeline among engaged accounts.
FreeWheel — Portfolio Marketing & Product
FreeWheel is a global technology platform for the TV advertising industry, structured to provide a wide breadth of solutions to help the advertising industry achieve its goals. The company’s product management and product marketing leaders tackled organizational inefficiencies by adopting commercialization and product launch best practices, aligning its teams to a well-defined and structured process. At B2B Summit, representatives from the company will detail their journey, including the establishment of a standardized framework for cross-functional collaboration. The session will also cover opportunity research and prioritization, development of a strategic launch program, and standardized planning processes.
HCLTech — Content Strategy & Operations
HCLTech is a global technology company that delivers digital, engineering, cloud, and AI capabilities powered by a broad portfolio of technology services and products. Like many organizations, the company identified opportunities to optimize content creation, sparking a strategic reassessment to drive greater impact and audience relevance. At B2B Summit, HCLTech will share its transformation to a content strategy marked by efficiency, personalization, and engagement. By adopting AI and generative AI technologies, the company is reengineering how it produces, delivers, and optimizes content.
Palo Alto Networks — Demand & ABM
Palo Alto Networks, a leader in cybersecurity, has significantly transformed its revenue process. At B2B Summit, the company will share how it has made the change from focusing on marketing-qualified leads (MQLs) to a process focused on buying groups and opportunities. Concerned about inefficiencies in its previous MQL process, it leveraged a short six-month pilot to prove that adopting buying groups drives dramatic improvement in both process efficiency and pipeline growth. Palo Alto Networks will discuss tips and techniques for selecting and executing a successful pilot, as well as the changes in people, process, and systems being made to expand enterprisewide.
TEKsystems — Sales
TEKsystems, a leading provider of business and technology services, emerged from the COVID-19 pandemic seeking to address shifts in its marketplace and customer expectations. At B2B Summit, the company will share how it invested in upgraded enablement programs and sales technology and implemented tighter coordination with marketing to level up the effectiveness and efficiency of its sellers. Complemented by a more strategic buyer-aligned sales process, these initiatives informed seller upskilling and new manager-level competencies that helped generate sponsorship from internal leaders and influencers, leading to broad-based and measurable revenue team success.
TriNet — Revenue Operations
TriNet, a provider of full-service HR solutions, transformed its sales development representative (SDR) team to boost collaboration, improve follow-up timing, and enhance prospecting effectiveness and efficiency. At B2B Summit, TriNet will share how the company refined processes, selected new technology, updated reporting, and adjusted team structures, resulting in better insights and outcomes. Now, the SDR team focuses on both doing the right things and doing things right.
Workday — Marketing Executives
Workday is an AI platform that helps more than 11,000 organizations around the world and across industries manage their most important assets — their people and money. At B2B Summit, the company will share how it enhanced its go-to-market strategy and marketing campaigns. This led to the creation of a new, more streamlined process for unified campaign planning and execution, which fostered greater efficiency, collaboration, and a focus on measurable business outcomes.
Get ready to be inspired by the full stories of these award winners’ successes at B2B Summit North America next month. Our B2B Programs Of The Year Awards sessions happen Wednesday, April 2 from 3:30–4 p.m. We hope to see you there!
