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Lead management automation (LMA) requires a degree of process maturity many B2B firms don't possess, resulting in underachievement by vendors and users alike. Yet, the benefits of adopting this emerging category of marketing automation software are clear: B2B marketers who successfully implement LMA process and technology enjoy more predictable conversions, faster sales cycles, and real alignment between marketing activity and sales results. While leading vendors like Eloqua, Marketo, and Silverpop offer products that help improve marketing and sales productivity, none of these suppliers have moved into a breakaway position in this market to date. A fact that represents some degree of risk to marketers considering an investment here.
This teleconference takes a closer look at the LMA market and discusses some of the findings behind Forrester's recently published market overview of this space. B2B marketers considering a lead management automation purchase before the end of the year will benefit from listening to this presentation and learning how to select technology partners who can help develop and mature best lead management practices — an art and science that goes beyond simple technology selection.
Agenda:
Vendors mentioned: Aprimo, Eloqua, eTrigue, Genius.com, HubSpot, LeadLife Solutions, Leads360, Loopfuse, Manticore Technology, Market2Lead, Marketbright, Marketo, Neolane, Pardot, salesforce.com, Silverpop, Sitecore, and Unica
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Lead management automation (LMA) requires a degree of process maturity many business-to-business (B2B) firms don't possess, resulting in underachievement by vendors and users alike. Yet, the benefits of adopting LMA are clear: B2B marketers that successfu
Business decision-makers are increasingly banding together in online communities to research purchase decisions using peer insights and independent product experts. Business marketer influence is declining at a rapid pace. To remain viable, you must inves
Getting the most from generative AI (genAI) capabilities within go-to-market (GTM) teams requires broad capture of buyer interactions. This raises questions around how to capture data while staying compliant with privacy regulations like General Data Protection Regulation (GDPR) or California Consumer Privacy Act (CCPA). In this webinar, experts responsible for ensuring this compliance for their respective companies discuss the current interaction capture compliance landscape and how they capture interactions while also ensuring that the companies using their solution are compliant.Key takeaways: Review current interaction capture compliance regulations.Talk through how to capture buyer interactions while also staying compliant.Target audience level: advanced
In this webinar we will look at the state of IT sustainability survey Forrester conducted at the end of 2024 looking at the buyer and spending behavior for sustainability initiatives for 2025. We will take a closer look at the most impactful initiatives on sustainability enterprise leaders told us they undertook in the past year how investments will look like for 2025 the key capabilities for sustainability management software solutions that enterprise leaders sort and the services capabilities that were most asked for in the market.Key takeaways: Buyer trends for sustainability management softwareServices partnerships enterprises seekMost impactful IT decarbonization efforts by organizationsTarget audience level: all levels
Misalignment in B2B planning disrupts sustainable growth and negatively impacts the customer experience. In this session, we'll show you how to integrate, sequence, and synchronize planning processes across all your go-to-market functions. By getting everything aligned, you'll not only drive growth but also create a smoother, more enjoyable journey for your customers.Join us to enhance coordination and drive success across your go-to-market functions.Key takeaways: Synchronize Efforts: Master the layers of B2B planning across teams to ensure everyone is working in harmony.Foster Collaboration: Learn the sequence of annual planning processes (occurring throughout the year) that promote teamwork and help commit resources and priorities effectively.Avoid Siloed Execution: Identify the essential outputs needed to inform each downstream planning process, ensuring seamless execution across all functions.Target audience level: all levels
Changing business buyer behavior is making traditional go-to-market processes obsolete and turbulent global markets, geopolitical and social upheaval, and technology disruption are upending carefully crafted strategies, budgets, and priorities. It’s critical for B2B leaders to go beyond reactivity to prioritize stable market segments, reduce operational costs, and continuously monitor buyer and customer behaviors. While some lessons from the COVID-19 pandemic may be of use, every crisis has its own context. Today’s conditions represent a poly-crisis that also requires proactive scenario and contingency planning, a new pace for decision-making, and compliance vigilance. Take these actions and you won’t just overcome the chaos – you'll thrive within it. Key takeaways: Learn how to ruthlessly prioritize target market segments.Identify ways to cut duplicative technologies and nonstrategic operational costs.Understand why continuous customer insights strengthen resilience.Leverage scenario planning to keep one step ahead.Change the pace of decision-making and delegate more to frontline leaders.Keep data compliance requirements front and center Target audience level: beginner and intermediate
Your B2B customers expect personalized interactions on their terms and timelines. Outdated marketing, sales, and postsale processes have failed to meet their changing expectations, resulting in poor experiences that make it harder to retain accounts and grow them further. Postsale teams, and customer success specifically, are uniquely positioned to engage customers and help them achieve meaningful results, but only if you elevate their role in transforming revenue processes that create more durable growth.Key takeaways: Learn why customers are the key to stable, long-term growth.Understand the role of postsale engagement teams in transforming revenue processes.Explore how top teams guide customers through four distinct postsale stages of the Opportunity Lifecycle framework.Target audience level: intermediate
Anyone who sells software or digital goods online and wants to grow through globalization will at least consider a third-party Merchant Of Record model. Merchant of Record (MOR) solutions have existed for decades, but the industry has made headlines recently with some notable departures: Digital River, a former heavyweight in the market, is closing up shop, and a relative newcomer in the category, Lemon Squeezy, was acquired by payments heavyweight Stripe, which, per its founder, will “scale Merchant Of Record selling in a big way.”In this webinar, Forrester analyst Lily Varon is joined by a panel of CEOs from three major players in the MOR solution space: David Nachman, CEO of FastSpring; Jimmy Fitzgerald, CEO of Paddle; and Wendi Sturgis, Board Advisor and Former CEO of Cleverbridge. Key takeaways: Understand what is really going on with the Merchant Of Record market right now.Learn how to avoid common pitfalls of MOR selling.Discover the best ways for digital leaders to prepare for the future of MOR selling.Target audience level: all levels