In 2022, B2B buyers’ expectations of being heard, known and understood are higher than ever. This means that demand gen and ABM teams will need to do an even better job of meeting these expectations. And a big part of their success will lie in their ability to engage buying groups.
In this research brief, Forrester shares five ways organizations can accelerate momentum in demand gen and ABM in 2022. Recommendations include ways to embed buying groups in processes, listen to buying signals, engage buying groups, manage opportunities and better align with sales.