Insights and trends: 5 key takeaways from the 2024 Forrester B2B Summit

May 21, 2024

Nothing quite compares to an in-person event with like-minded peers! At the recent 2024 Forrester B2B Summit—a premier event for B2B marketing and sales leaders—attendees were left with a wealth of insights and strategies emerging in business-to-business industries today.  

The Enlyft team jumped right in, connecting with industry leaders, experts, and innovators who were excited to share their experiences and explore the latest trends shaping the B2B sector.  

As a proud sponsor of the event, our team had dozens of conversations and demos at the booth, attended many of the social activities and happy hours, and spent time in sessions learning from Forrester analysts and other sponsors (and customers). We also had strong attendance at our speaking session titled: ‘Radically Transform your ICP for GTM Success.’  

5 key takeaways from our discussions

  • Use ideal customer profiles (ICPs) to power meaningful connections

During our conversations, it became clear that many teams have an appetite for taking a radically different approach to managing their GTM efforts. Rather than simply finding more accounts to target, organizations can reinvent their ICP Fit. By leveraging data intelligence, models, intent signals, and the power of GenAI, teams can identify, prioritize, and engage the right accounts most likely to buy.

  • Leverage account-based marketing in new ways

Account-based marketing (ABM) continues to gain traction as a highly effective strategy for B2B organizations. By aligning go-to-market activities around specific accounts, companies know they can drive better engagement, build stronger relationships and, ultimately, increase revenue. ABM enables businesses to tailor their marketing efforts to the unique needs and preferences of individual accounts, leading to more effective and efficient marketing strategies.

  • Put data in the driver’s seat, harnessing buying signals

Data-driven decision-making has never been more critical. By analyzing customer data, preferences, and behaviors, companies can identify trends, anticipate needs, and personalize their interactions with their communities. Data-driven insights and buying/intent signals enable B2B organizations to optimize their strategies, improve efficiency, and stay ahead of the competition.

  • Customer experience is at the heart of everything

The importance of delivering exceptional customer experiences was a recurring theme throughout the summit. B2B buyers now expect the same level of personalization, convenience, and seamless experience that they receive in their consumer lives. The status quo no longer suffices.

  • Work smarter, not harder, for transformative efficiency

The need for streamlined processes and improved efficiency in B2B organizations isn’t going away anytime soon. By leveraging AI and machine learning, businesses can automate repetitive tasks, reduce manual errors, and optimize their operations, ultimately driving growth and profitability. From marketing automation to predictive analytics, AI-powered tools enable B2B organizations to focus on strategic initiatives rather than be distracted by busy-ness.

Looking ahead

In a nutshell, B2B organizations must stay agile, innovative, and customer-centric to succeed in today's market. By understanding intent signals and leaning into the data, go-to-market teams can discover more high-quality prospects and boost their predictive selling efforts.

See what your organization’s ideal customer profile looks like. Contact us for a free Predictive Selling Assessment today.

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