Leads-based demand gen models and the classic MQLs concept have formed the bedrock beneath many B2B demand gen practices. Yet leads-based models disregard the fact that significant B2B purchases are usually made by a collective of stakeholders – also known as buying groups. Coupled with the growing influence of AI-powered buyer autonomy that’s dismantling traditional demand gen tactics, marketers need proven strategies to drive pipeline growth.
This Forrester report reveals how leading-edge organizations can develop program plays to support demand objectives to activate, validate and accelerate opportunities in the Forrester B2B Revenue Waterfall™.
