Account Based Marketing

Building an MQA model is only part of the transition from tracking marketing qualified leads (MQLs) to focusing on marketing...

Modern B2B buying decisions involve committees of 13 or more stakeholders across departments and seniority levels—each researching independently, with distinct...

A majority of B2B buyers (70%) aren’t satisfied after a single search. They return to Google at least three times,...

If my conversations with B2B leaders reveal anything, it is that we all feel the ground beneath us shifting. Familiar...

According to Forrester Research, the average B2B purchase decision now involves 13 internal stakeholders and 9 external participants.* Are you...

The past year has been a volatile one for B2B marketing, sales, and product leaders, characterized by a need to...

Each year at B2B Summit, our B2B Programs Of The Year (POY) Awards spotlight organizations that have set the standard for...

Here’s a harsh truth: Most B2B marketing teams are chasing deals they’ve already lost because, for decades, B2B marketing has...

I’m thrilled to join Forrester as a principal analyst covering B2B marketing strategy. For years, I’ve looked to Forrester for...

Marketing leaders face a critical reality: Industry analysts hold significant influence over buying decisions. Buyers trust analysts more than vendor...