The 2026 Capacity Crunch: Why marketing teams need a new model
THE 2026 CAPACITY CRUNCH: WHY MARKETING TEAMS NEED A NEW MODEL Date: 7 November 2025 It takes ~36 – 47 days to fill a marketing role, in today’s market, while delivery deadlines move weekly. That mismatch is the real capacity crunch of 2026. Budgets haven’t collapsed, but they’ve flatlined at ~7.7% of revenue for a second year running– meaning leaders must do more with the same wallet. Meanwhile, event costs and execution complexity keep rising. There is a collective shift that’s gaining momentum. Our recent report, Field Marketing Transformation 2026–2028, revealed that 89% of executives plan fundamental strategic shifts by 2026 – driven by AI adoption, hybrid engagement, and tighter measurement. Marketing leaders face the same paradox across industries: deliver more programs, campaigns, and events, without expanding headcount. That’s the reality – not a mantra – and thinning the team only yields burnout, churn, and inconsistent delivery. In fact, 75% of leaders reported staffing challenges across event, field, and partner marketing, and 36.5% said full-time staff face fluctuating workloads that waste budget on under-utilisation. The hidden cost is convergence (learn more about the event production convergence tax). But pressure isn’t just cost-cutting; hiring gaps blur roles. When seats stay open, marketers stretch to cover them – strategy bleeds into execution, campaign owners take on logistics, and priorities collide. That’s not personal inefficiency; it’s a structural mismatch. The capacity crunch is less about budget and more about how we deploy talent against priorities. Our Field Marketing Transformation 2026–2028 report also found AI and predictive analytics are the top priority for 87% of field leaders, with 91% planning to deploy AI tools by 2026 – raising expectations for throughput without headcount growth. A new model for 2026 The solution many teams are adopting is a flexible capacity model: on-demand specialists who augment the core team without increasing permanent headcount. Rather than hiring a full-time event producer or partner manager for a single program, teams plug in proven talent when the workload spikes and scale back when it doesn’t. Our research shows that 92% of marketing leaders are open to flexible talent models – primarily for 40–50% cost savings – and 54.5% can engage contractors within 1–2 weeks, turning speed into an advantage. It’s not just a staffing tactic – it’s an operating model shift. Ring-fence the core team for strategy and orchestration, and flex execution through specialists. That protects people from the churn of “doing everything” while delivering more programs at a lower marginal cost. With 86% of market leaders reporting hybrid as higher-ROI, execution peaks are the new normal—exactly what flexible capacity handles. As budgets shift to tech/analytics through 2028, a lean core plus scalable specialists is the pragmatic model. Why it matters now In 2026, this is less about saving money and more about sustaining performance. The companies that thrive will be those that: Align core teams around strategy, governance, and brand. Use a flexible team model to absorb delivery spikes across events, partnerships, and field marketing. Measure value in outcomes delivered, not hours burned. Objections are real – and solvable. Research highlights the top concerns with flexible talent: quality (25.9%), ramp-up time (17.1%), and continuity (16.1%). The fixes are deliberate: rigorous vetting and senior practitioners to address quality; repeatable playbooks to compress ramp; and documentation plus knowledge-transfer protocols to protect continuity. The capacity crunch isn’t going away. But leaders who blend permanent teams with flexible specialists will move faster, protect talent, and deliver more without expanding headcount. The shift to hybrid engagement and AI-enabled orchestration is accelerating and the teams that adapt their resourcing model now will capture the upside. Map a flex plan for your team: Explore BF Flex Download the Field Marketing Transformation 2026–2028 report. Download report Complete this form to download the report Close Explore other topics: More blogs
Event Production 2026: The true cost of in-house vs agency
EVENT PRODUCTION 2026: THE TRUE COST OF IN-HOUSE VS AGENCY Date: 6 October 2025 In 2026, event budgets aren’t being “cut” so much as scrutinised. CMOs are still operating at ~7.7% of company revenue, flat year-on-year and well below pre-pandemic norms, which means every line needs to prove impact. Meanwhile, event planners say rising costs remain their No. 1 headache. The money is there, but it’s policed – and anything opaque gets questioned. After analyzing event production decisions across 600+ companies ourselves, we discovered that most organizations are making costly mistakes by focusing only on visible costs while ignoring the most expensive element: the convergence tax. What is the “convergence tax”? The biggest line item isn’t on any quote. It’s decision latency – the time it takes Sales (pipeline), Marketing (demand), Product (insight) and Leadership (positioning) to align on one event strategy. That hidden friction is the convergence tax. In 2026, latency kills ROI faster than AV rates do. The fix is economic design, not just cheaper suppliers. Strategic programs are moving that way – more flexible, productivity (and data-driven) – because finance will fund what’s measurable. The Event convergence framework 1. Hidden Planning Economics If it isn’t on the sheet, you can’t defend it. Price alignment hours, decision cycles, and the cost of delay. In-house 40–60 hours aligning stakeholders 20–30 hours building vision from scratch 15–25 hours of iterations 10–20 hours filling knowledge Agency 15–20 hours to brief 10–15 to correct 20–25 to coordinate 8–12 for QC Estimated total $15k–$35k in internal time before you even brief a vendor, plus 2–4 weeks of drift. Estimated total $8k–$18k internal plus the fee, often offset by fewer mistakes and faster alignment. We produced an engaging half-day conference with senior finance leaders for Celigo See smarter production in action 2. Stakeholder Objective Matrix Rather than starting with a blank canvas, this matrix creates an initial vision that stakeholders can react to: Function Primary Objective Success Metric Event Component Required Sales Pipeline generation Lead volume & quality scores Networking format, lead capture system Marketing Demand creation Brand awareness, content amplification Thought leadership content, social amplification Product Market intelligence Customer feedback, competitive insights Customer panels, demo stations Leadership Market positioning Industry perception, partnership opportunities Executive speaking slots, strategic announcements 3. Vision Acceleration Protocol Don’t “brainstorm” – choose. Present stakeholders with three pre-built event archetypes based on the primary focus drawn from above: A: The Pipeline Accelerator – maximise sales opportunities. Weighting: 70% sales objectives, 30% other (marketing/product/leadership). Format: Intimate, highly targeted – roundtables, 1:1s, networking formats. B: The Market Authority Event – position the company as an industry leader. Weighting: 50% thought leadership, 30% demand gen, 20% pipeline. Format: Larger-scale conferences, speaking slots, partner involvement, content capture. C: The Customer Intelligence Summit – generate deep product/customer insight. Weighting: 60% product intelligence, 40% relationship building. Format: Customer advisory boards, feedback sessions, workshops. Refinements will be made but instead of endless ideation, stakeholders can react to more concrete options – cutting alignment time by 60–75%. 4. True ROI Model (2026 math) Price the whole picture, not the parts. In-house Agency Visible cost Visible costs (vendors, venue, catering): $X Agency fee: $X Hidden cost Team planning costs: $15,000-$35,000 Client co-ordination costs: $8,000-$18,000 Cost Risk/Savings Cost of team distraction $Y $Z savings from dealing with mistakes Total $X + ($15,000 to $35,000) + $Y $X + ($8,000 to $18,000) – $Z Visible cost is the spend everyone recognises – venue, catering, and (for agencies) the fee. Hidden cost is the internal time you burn but never see on a quote: alignment, planning, iterations, and coordination. It exists with agencies too – briefing, coordination, and QC – agencies like BuyerForesight fold this cost into the agency fee itself. The cost-risk/savings bucket is where the picture becomes clear. In-house teams pay the cost of distraction – every hour on logistics is an hour not spent driving pipeline or supporting sales. Agencies, by contrast, create a savings upside: avoided mistakes, faster execution, and smoother vendor management that translate into real financial gains. The decision rules (no theatre) Choose in-house when you have a dedicated producer, alignment stays under 20 hours, frequency justifies building capability, and control is non-negotiable. Choose an agency when you lack specialist depth, alignment historically exceeds 40 hours, events are infrequent/complex (multi-region, large-scale), and predictability matters more than ownership. The 48-Hour Alignment Sprint (how we move in 2026) The outcome? 6 weeks of planning and logistics turns into 2 days. In the traditional production model, stakeholder alignment, reviews, iterations, and final approvals stretch across multiple cycles and weeks. In BuyerForesight’s 48-Hour Alignment Sprint, we collapse that entire sequence into Day 1 (Vision) and Day 2 (Decision). In 2026, if your event budget can’t explain the convergence tax, it can’t defend itself. Price it. Align it. Decide fast. If you’d like to see how this framework translates into real-world delivery, explore our approach to smarter event production. Learn more Explore other topics: More blogs
Events that actually match the buyer journey
EVENTS THAT ACTUALLY MATCH THE BUYER JOURNEY (Not just your KPIs) Date: 25 July 2025 Let’s get this out of the way: one webinar won’t close a million-dollar deal. No one wakes up, hears a 30-minute panel on “the future of AI in logistics,” and rushes to buy your six-figure platform. Still, somehow, B2B marketing keeps clinging to the idea that a single event usually bloated, off-topic, and filled with attendees who showed up for the raffle will magically drive the pipeline. Newsflash: It won’t. If your event strategy looks like a calendar of disjointed webinars and expensive in-person meetups where everyone forgets why they came, you’re not doing pipeline marketing. You’re doing performance art. The marketers who actually move the needle think differently. They build event sequences that mirror how buyers think and not how marketers want them to behave. Here’s how a well-built event strategy can actually support your buyer journey: Stage 1: AWARENESS: Attention, not attendance Event format: Topical virtual events (30–60 attendees, open invite) Kick things off with a smart, tightly framed virtual session, one that speaks to a problem your ICP actually cares about, not what your product manager is obsessing over this quarter. You want 30 to 60 attendees, mixed titles, and minimal barriers to entry. A relevant topic, a credible speaker, and a decent subject line are usually enough to pack the (virtual) room. The purpose isn’t depth, it’s signal generation. Who shows up? Who asks the smart questions? Who drops off after five minutes? That’s the intel you’re after. Treat it like a content-rich sniff test for future engagement. You’re not filtering yet. You’re observing. The goal here isn’t to book meetings. It’s to see who bites. Attendees reveal themselves not by clicking “register,” but by showing up, asking questions, and following up. That’s the signal. Everyone else? Just noise. According to McKinsey, B2B buyers now consult ten or more channels before making a decision. A smart virtual event gets you into that mix early without screaming “look at me.” And no, panel fatigue is not real if the panel actually says something new. Stage 2: CONSIDERATION: Move the curious closer Event format: Roundtables (Virtual or In-Person) Now that you’ve separated the “sort-of-interested” from the “worth-talking-to,” it’s time to go smaller. Invite them to a roundtable. Think 8 to 10 peers, one real topic, zero pitch decks. This isn’t an event. It’s group therapy for your buyers. You’ll hear the real blockers. They’ll hear they’re not alone. And you’ll know exactly who’s leaning in based on who talks, not who RSVPs. IBM found that 70% of buyers get more value from peer discussions than from vendor content. So instead of another “executive keynote,” try shutting up and letting them talk to each other. Stage 3: DECISION: Put up or shut up Event format: Evaluator briefings and executive dinners At this point, your buyers are somewhere between intrigued and about to ghost you. Time to give them something to chew on – literally and metaphorically. Evaluator briefings give buying groups the safe space to ask the awkward questions. They’re not demos. They’re “here’s how this actually works in your mess of a stack.” And for the C-suite? Dinners. No slides. No swag bags. Just high-stakes conversation over medium-rare steak. Trust is built faster over wine than over whitepapers. EY reports that 57% of enterprise deals get stuck due to internal misalignment. These events exist to unstick them with less theater and more truth. Stage 4: EXPANSION: Post-sale isn’t post-effort Event format: Custom Experiences and CX Roundtables Congrats. They bought it. That doesn’t mean they love you. Now comes the hard part: make them look smart for choosing you. Exclusive experiences. Peer exchanges. Strategy workshops that don’t suck. These aren’t “thanks for your business” emails in disguise. They’re your next expansion deal waiting to happen. Because happy buyers become louder advocates than any LinkedIn ad could dream of. And those same people? Perfect headliners for the next big awareness play. That’s called a loop. Try building one. Event formats that actually map to buyer stages Buyer Stage Event Format Why It Works Awareness Topical Webinars (30-60 attendees, open invite) Opens doors without opening the sales pitch Consideration In-Person or Virtual Roundtables, Workshops (8-10 peers, hand- picked invitees) Buyers talk to buyers, not just sellers Decision Evaluator Briefings, Executive Dinners Answers real questions with real stakeholders Post-Sale Custom Experiences, Customer Roundtables, Advocacy Dinners Turns customers into co-sellers (without them knowing) None of this works without one thing: The right people in the room You can plan the perfect dinner, but if your guests don’t care about the topic or your product, enjoy your evening of silence and forced smiles. The whole system hinges on defining your Ideal Customer Profile with ruthless clarity. Not just “CMOs at SaaS companies” but “CMOs at $50M–$200M SaaS companies struggling with pipeline coverage who attend peer events.” Without that, your event becomes a TED Talk for the wrong audience. With it, your pipeline becomes a fast-moving, multi-threaded buying engine. And in case you’re wondering, less than 10% of event leads convert in traditional event marketing, according to Forrester. Why? Because most events are built to impress, not progress. Final thought: Your event strategy is only as smart as your sequencing One event won’t save you. But a strategic sequence of events, each one intentionally tied to the buyer’s next question, can build unstoppable momentum. From “this is interesting” to “let’s bring the team” to “we’re signing next week,” it all starts with one thing: treating events as conversations, not campaigns. Forget the party planning. Build the pipeline. You can read about more of such examples here. Explore Custom Events. Explore other topics: More blogs
The ABM lie: Why it’s time to kill campaigns and start building experiences
THE ABM LIE: WHY IT’S TIME TO KILL CAMPAIGNS AND START BUILDING EXPERIENCES Date: 1 July 2025 B2B marketers have been sold a dream: that Account-Based Marketing (ABM) is the silver bullet to close bigger deals, faster. The truth? ABM is no longer enough. If you’re still running “campaigns” instead of curating real experiences, you’re already behind. The problem no one wants to admit. ABM was built for a time when targeting was the challenge. We invested in ICPs, intent data, lead scoring only to realize something unsettling: “We were reaching the right accounts and still not converting them.” Statista reports that only 43% of B2B marketers using ABM see shorter sales cycles, while nearly 60% struggle with scaling personalization. So what’s going wrong? We’ve confused “precision” with “relevance.” And buyers know it. ABM isn’t dead—but it’s on life support Traditional ABM says: “Target the right company, run a smart campaign, pass leads to sales.” Modern buyers say: “I don’t want a campaign, I want value before I even talk to sales.” That disconnect is killing your pipeline velocity. ABM promised relevance, but it delivered microsites, cold InMails, and flashy PDF reports. No wonder your CRO asks why Sales is still doing outbound follow-ups two quarters later. Enter ABX: Where Experience > Campaign Account-Based Experience (ABX) flips the script: it’s not about campaigns that talk at buyers, it’s about experiences that move with them. A Forrester report shows companies using ABX strategies see: 2x higher engagement Up to 50% faster sales cycles Significantly improved win rates and deal velocity This isn’t just tactical. It’s philosophical. ABX says: Know the buyer better than they know themselves. Deliver trust before you deliver a proposal. Don’t “market”, curate. Don’t “pitch”, guide. Deep ICP understanding is your weapon In ABM, your ICP is often a slide deck with firmographics. In ABX, it’s a living, breathing profile built on behavioral, contextual, and timing signals. McKinsey found that top-performing B2B companies use 5x more nuanced segmentation than average peers and as a result, they move prospects through the funnel 30% faster. ICP is no longer about who fits your TAM. It’s about who’s ready for a conversation worth having. Real experiences close real deals Instead of gated eBooks and mass emails, ABX leaders are doing things that actually matter: Micro-events with curated peer discussions Custom learning journeys for buyer personas ROI simulators and hands-on previews Sales working side-by-side with marketing, not just “following up” ABX in action: Adobe’s experience playbook (As inferred, source) Take Adobe, for example. They replaced spray-and-pray ABM tactics with ABX, building personalized journeys for top accounts: Used intent signals to tailor content by persona Ran exec-only briefings and tailored micro-events Enabled sales with real-time engagement dashboards Sales working side-by-side with marketing, not just “following up” The result? 29% shorter sales cycles 79% bigger deals 3x engagement among strategic accounts Still running campaigns? You’re wasting time Let’s be blunt: If you’re still thinking in terms of marketing “touches” and content calendars, you’re behind. ABX isn’t a trend, it’s the natural evolution of go-to-market in an era where trust is currency and buyers are in control. The Call to Action: Stop Campaigning. Start Connecting. Throw out your MQL dashboards. Invest in deep ICP discovery, real conversations, not persona PDFs. Design experiences buyers will talk about before they talk to sales. Because in today’s B2B world, whoever builds the best experience wins. BuyerForesight has experience, tools and knowledge to build a base for ABX. Learn more here. Explore other topics: More blogs
The science of launching a new product: What most companies get wrong
THE SCIENCE OF LAUNCHING A NEW PRODUCT: WHAT MOST COMPANIES GET WRONG Date: 23 June 2025 In the high-stakes world of B2B tech, launching a new product is a defining moment, the culmination of months, even years, of strategy, innovation, and investment. Yet, a staggering 45% of product launches are delayed by at least one month, and 20% of those never hit internal success metrics, according to Gartner. So what gives? With sophisticated roadmaps, agile development, and seasoned marketing teams, how are so many smart companies still getting it wrong? The answer lies in flawed assumptions, poor customer insight, internal silos, and a fundamental misunderstanding of what “launch readiness” truly means. Let’s break down the most common pitfalls and what the science says about doing it right. What most B2B companies get wrong 1. They build in a vacuum Too many B2B tech companies fall into the “build it and they will come” trap investing heavily in R&D and engineering without deeply understanding the real-world needs of their buyers. According to EY-Parthenon, more than 60% of tech companies admit they do not have a formal voice-of-customer program in place during product development. The mistake: Relying on internal brainstorming, competitor feature-matching, or sales team anecdotes rather than actual data from target buyers. 2. They launch before they’re truly market-ready Being feature-complete is not the same as being market-ready. Many companies rush to hit internal deadlines or investor milestones, launching without fully validating messaging, use cases, or onboarding experience. Gartner reports that only 11% of tech product launches meet all of their internal success targets, including customer satisfaction, adoption, and revenue impact. The mistake: Confusing technical readiness with customer readiness. 3. They ignore the buying experience In complex B2B sales, the buying experience often matters more than the product itself. According to Gartner’s 2023 Tech Buyer Survey, 60% of buyers involved in renewal decisions experience purchase regret, primarily due to poor decision support, lack of internal alignment, and confusing product positioning. The mistake: Overcomplicating the buyer journey with jargon, unclear differentiation, or generic sales pitches. What the science says works 1. Start with Prospect Intelligence The most successful product launches begin long before the first line of code by interviewing your Ideal Customer Profile (ICP) in depth. This goes far beyond personas. It’s about extracting strategic insights from those most likely to buy and champion your product. Oracle found that companies using data-driven prospect insights are 3x more likely to exceed product launch revenue goals. Action step: Build an interview panel of 15–20 ICP prospects. Use 1:1, conversation-driven interviews to uncover nuanced workflows, frustrations, decision triggers, and unmet needs, the kind of insights you can’t get from surveys or secondhand reports. 2. Co-Create the solution Don’t just validate a solution, co-create it. Use discovery interviews, prototype feedback loops, and pilot programs to shape the product collaboratively. According to Forrester, B2B companies that engage buyers in co-creation are 50% more likely to retain customers long-term. Action step: Build a “Design Program” with early adopter ICPs. Offer exclusive access, in exchange for structured feedback at each milestone. 3. Align internally before you launch externally Many product launches fall apart due to misalignment between marketing, product, and sales. When each team has its own view of what’s being launched and why, the result is inconsistency — and confusion for the buyer. Gartner notes that 78% of successful launches featured strong cross-functional collaboration, yet fewer than 20% of product managers are viewed as innovation leaders internally. Action step: Create a unified “Launch Narrative” that includes positioning, ICP pain points, sales objections, and demo scripts and train every stakeholder on it. 4. Obsess over the first 30 days A product isn’t truly launched until it’s being used and delivering value. Your first 30 days with a new customer are where trust is either built or broken. Salesforce found that 84% of B2B buyers say the experience a company provides is as important as its products and services. Action step: Build a post-launch success path: clear onboarding, handover to customer success, quick-win milestones, and usage insights that prove ROI fast. Launches are not events, they’re systems The most successful B2B tech companies don’t treat product launches as one-time announcements. They treat them as customer-centric systems driven by insight, powered by alignment, and refined through iteration. When you use prospect intelligence as the compass, not just market size, your product doesn’t just enter the market. It lands with precision. It speaks the buyer’s language. It solves a problem they’ve been dying to fix. And in their eyes? It becomes the obvious, even inevitable, choice. Companies looking to build this intelligence systematically can explore how structured prospect engagement works in practice. Explore other topics: More blogs
THE ART OF AUTHENTIC CONNECTIONS: HOW TO BUILD TRUST WITH YOUR PROSPECTS
THE ART OF AUTHENTIC CONNECTIONS: HOW TO BUILD TRUST WITH YOUR PROSPECTS Date: 15 June 2025 For B2B tech marketers battling long sales cycles, skeptical buyers, and mounting pressure to show pipeline impact, the question isn’t “How many impressions did we get?” It’s “Did we earn their trust?” Because in today’s marketing climate, authenticity converts more than awareness ever will. And in a digital-first, attention-deficient world, micro-events and closed-door experiences are emerging as the fastest, most efficient trust accelerators in your toolkit. Why the big stage doesn’t build big trust Large-scale expos are great for press releases, swag bags, and surface-level buzz—but when it comes to real influence, they often fall flat. A 2023 McKinsey study showed that over 70% of B2B buyers prefer human interaction during the final stages of a purchase. Yet, most large events fail to create the intimacy required for that meaningful exchange. Add to that the reality that only 6% of event attendees remember brand messaging from major expos a week later (Statista, 2023), and you start to see the ROI gap. Large events = Visibility. Micro-events = Velocity. Why Micro-events are the hidden weapon of B2B Tech Micro-events—curated roundtables, CXO dinners, workshops—enable deeper conversations and higher relevance with your ideal customers. In the B2B tech space, where products are complex and decision-making is collaborative, these formats offer unmatched clarity and connection. Key Advantages: High Intent: Hand-picked guests aligned to your ICP. High Impact: Intimate settings foster deeper trust. Sales Integration: Live conversations transition naturally into next steps. According to Forrester, micro-event attendees are 2.5x more likely to become opportunities within 30 days compared to general MQLs. A NASSCOM 2024 ABM study showed that 43% of revenue in enterprise tech comes from leads engaged via personalized, small-format events—despite such events representing only 18% of total marketing spend. Real ROI when budgets are tight When every dollar feels like a million, spending on scalable intimacy makes sense. Micro-events deliver quality pipeline at a lower cost-per-opportunity than most traditional channels. Consider this: Event marketing generates a 5:1 average ROI, outperforming most digital tactics. (Deloitte, 2023) 52% of tech CMOs shifted budget away from large events to focused CXO programs in 2024 (Statista) 79% of B2B marketers report in-person engagements as their most effective tactic for pipeline acceleration (Statista, 2024) And it’s not just ROI—it’s deal velocity. Forrester reports that sales cycles shorten by 26% when prospects have engaged in a high-touch, in-person experience with the brand. Less spend, more speed, higher trust. That’s the triple win of micro-events. Trust doesn’t scale, but it closes deals B2B tech buyers aren’t looking for more information. They’re looking for validation, confidence, and connection. In a time where AI writes emails, ads are ignored, and attribution is a mess, the smartest brands will win not with volume, but with value. So skip the booth traffic report. Start investing in the rooms that move deals forward. Because in B2B tech marketing, trust isn’t just the first step—it’s the whole funnel. Explore other topics: More blogs
What great partner programs get right
WHAT GREAT PARTNER PROGRAMS GET RIGHT Author: Jeff Ballard, Head of Partnerships Date: 12 May 2025 Let’s be honest, Most partner programs are bloated, slow, and underperforming. There’s too much noise, too many dashboards, and not enough real outcomes. If your partnership isn’t generating measurable growth, it’s not a partnership – it’s an agreement surviving on hope. It’s time to rethink how we build and manage strategic partnerships. That means prioritizing what actually drives performance, cutting dead weight, and enabling your partner ecosystem like it’s a revenue channel (because it is). Here are 10 no-fluff principles to help you build a partner program that actually delivers. Prioritization drives performance Not all partners should be treated the same. Use performance data, market alignment, and potential upside to strategically prioritize where to invest your time, resources, and co-marketing efforts. Don’t overlook new or niche players Some of the best results come from unexpected places. Emerging or niche partners, when given support and visibility, often bring focus and agility that can outperform more established names. Strong foundations drive consistency Partners are an extension of your brand. Clear messaging, accessible resources, and strong enablement ensure your go-to-market is consistent and well-executed, no matter who’s delivering it. Success should be amplified When a partner campaign works, make it loud. Use success stories, data-backed results, and customer outcomes to create momentum across the ecosystem and replicate what works. Be willing to shift strategy Markets move fast, and so should your partner strategy. Use performance data, feedback, and market shifts to continuously improve and adapt your programs. Empower high performers Even your top partners need support. Give them the tools, training, and aligned go-to-market resources they need to accelerate and scale their efforts efficiently. Every collaboration counts Each campaign, webinar, or co-branded offer is a moment to prove the value of partnership. Treat every initiative like it matters – because it does. Great programs have great leadership Strong partner programs require more than automation and assets. Active guidance, human relationships, and shared goals create deeper trust and more impactful execution. Be ready for disruption Things rarely go exactly to plan. Market dynamics, internal changes, or external factors will test your ecosystem. Build flexibility into your approach and diversify your partner mix to manage uncertainty. Recognition builds loyalty When partners feel seen and valued, they’re more committed. Celebrate their wins, showcase their work, and create a sense of community around shared success. Enough with the mediocre partner programs. If you’re serious about building one that drives revenue, let’s make it happen. Explore other topics: More blogs
Immersive experiences are taking center stage
Immersive experiences, when well-integrated into your event, can enhance thought leadership rather than detract from it. By providing a unique and engaging way to convey complex information, these experiences can elevate your event’s perceived value. However, it’s crucial to ensure that the immersive elements are directly tied to the event’s core themes and objectives. If used appropriately, these experiences can reinforce key messages by creating a multi-sensory experience, you can reinforce key takeaways and make them more memorable. Immersive experiences are revolutionizing the way we engage with attendees at events. By providing a unique and interactive way to convey complex information, these experiences can significantly enhance brand perception and drive engagement. However, it’s crucial to ensure that these experiences are seamlessly integrated into the event’s overarching theme and objectives. When executed effectively, immersive experiences can leave a lasting impression, creating deeper connections with attendees and driving measurable results. Why your events need an immersive upgrade in 2025 Boosting Brand Recall: When attendees engage deeply with a brand, they’re more likely to remember it. Immersive experiences help businesses stand out in a sea of competitors by creating moments that attendees won’t forget. Imagine attendees leaving your event and thinking, “That VR product demo was incredible—I need to learn more!” Data-Driven Impact: Immersive tools don’t just engage; they provide insights. By using analytics and sensors, you can track how attendees interact with your experience. Which product features got the most attention? Which parts of the VR product tour sparked questions? This data offers invaluable guidance for future campaigns. The Future of Work Meets Immersion: With remote and hybrid work models continuing to evolve, many professionals crave ways to connect authentically. Immersive experiences can bridge the gap by establishing community and collaboration, even in a virtual or hybrid setting. Think of them as the water cooler moment showroom where attendees of the digital age. Big ideas for small B2B summits Now that we’ve covered the why, let’s talk about the how. Here are five immersive experience ideas to take your smaller B2B summit to the next level: 1. Virtual Reality Product Demos What to Do: Set up a virtual sh can explore products in a 3D environment. Let them “pick up” and interact with items or walk through a simulated use case. Why It Works: It’s hands-on, engaging, and allows attendees to experience your offerings in ways traditional presentations can’t replicate. How They Do It: At the Google I/O conference, Google integrated gamified experiences, such as coding challenges and interactive quizzes, into their developer conference to educate attendees about their tools and platforms in a fun and interactive way Google used leaderboards displayed in real-time to encourage friendly competition. 2. Augmented Reality (AR) Applications What to Do: Use AR to overlay digital content onto the physical world. For example, attendees can point their phone at a product and see animations explaining its features. Why It Works: AR transforms complex concepts into visual, easy-to-grasp experiences, making your product the star of the show. How They Do It: At the AR Vending Machine Festival, PepsiCo introduced AR-enabled vending machines at music festivals where attendees could play AR games for a chance to win free drinks.The games, visible through a smartphone or tablet, attracted festival-goers and boosted brand engagement. 3. Gamification for Good Times and Great Leads What to Do: Introduce games like quizzes, scavenger hunts, or challenges tailored to your event. Offer rewards for participation to drive engagement. Why It Works: Gamification taps into our competitive spirit while reinforcing learning. Plus, it’s fun—and fun events are memorable events. How They Do It: At a Dreamforce event, Salesforce instituted a scavenger hunt game that encouraged attendees to explore various sessions and sponsor booths. Participants earned points and prizes for completing tasks. 4. Interactive Workshops What to Do: Host hands-on sessions where attendees can learn new skills or collaborate on solving real-world problems. Why It Works: Attendees walk away with not just knowledge but also practical tools they can use immediately. It’s a win-win for them and your brand. How They Do It: At events like business conferences, LEGO uses its Serious Play methodology in workshops to encourage creative problem-solving. Attendees use LEGO bricks to model solutions to workplace challenges. This interactive approach helps generate innovation and encourage team collaboration. 5. Hyper-Personalized Experiences What to Do: Use data to tailor the event to individual attendees. Offer personalized session recommendations, custom networking matches, or curated product demos based on their preferences. Why It Works: When attendees feel the event was designed for them, they’re more likely to engage—and more likely to convert into customers. How They Do It: BuyerForesight leverages direct insights gathered from direct conversations attained from event participants during our vetting process to curate highly relevant and engaging summits. By understanding the specific needs and interests of our participants, we can tailor our agenda to deliver maximum value. This personalized approach ensures that our events are not only informative but also actionable. Elevating your event strategy Integrating immersive elements into your B2B summit strategy isn’t just a trend; it’s a smart investment in engagement and lead generation. Here’s why: Memorability Matters: Immersive experiences make your event stand out in a crowded calendar. Trust Through Familiarity: Tools like VR and AR help decision-makers see your brand as innovative and customer-focused. Data = Direction: Analytics from immersive experiences provide actionable insights to refine your future campaigns. Wrapping it up: the immersive advantage As we look toward 2025 and beyond, standing out in B2B marketing requires going far beyond traditional methods like brochures and slide decks that either get tossed or never viewed. Immersive experiences have the power to transform your events—shifting them from informative to truly inspiring. From virtual showrooms to gamified challenges, these strategies make your brand unforgettable while developing valuable connections and delivering actionable insights. Even at smaller events, incorporating immersive elements can elevate the attendee experience and set you apart from competitors. To ensure a strong ROI, focus on key metrics such as attendee engagement, lead quality, and post-event feedback. Amplify the reach of your efforts by sharing immersive content on
Account-based innovation tour: A must-attend event for senior B2B marketing leaders
Companies that adopt an account-based approach throughout their entire Go-To-Market (GTM) strategy consistently outperform those that do not. However, despite the benefits, many GTM leaders have been left to fend for themselves in the wake of significant acquisitions in the market research space. The acquisitions of SiriusDecisions, TOPO, and ITSMA by mega-sized firms have created a void, stifling the innovation that once drove account-based strategies forward. We recognize this gap and have partnered with ForgeX, a leading market research firm driving the modernization of account-based strategies through their cutting-edge models, frameworks, research, and tools. To fill this gap, we are sponsoring three regional half-day events designed for senior B2B marketing leaders. These are not your typical events filled with stuffy keynotes pushing recycled content. Instead, you will experience a day of fresh, innovative insights from best-in-class ABM leaders who are at the forefront of transforming Account-Based GTM. What You Can Expect: Modernized ABM Research & Innovative Best Practices: Dive into the latest research and best practices that reflect the future of account-based GTM. Networking with Industry Peers: Engage with over 50 senior B2B leaders in structured roundtable discussions. Share experiences, challenges, and solutions with peers from top companies, creating valuable connections beyond the event. Actionable Strategic and Tactical Takeaways: Gain insights from leading ABM programs that will immediately elevate your strategy. You will be accompanied by peers from companies like Google Cloud, Okta, CloudFlare, and US Bank. Don’t miss the keynote sessions where ABM leaders from companies such as Miro unveil the secrets behind their world-class ABM infrastructure or hear Google Cloud’s best practices for overcoming the biggest challenges in Account-Based GTM. These events are more than just a learning experience, you get to be part of the conversations shaping the future of Account-Based GTM. Join us to ensure your strategy is ahead of the curve. Check out the cities where BuyerForesight will stop along the Account-Based Innovation Tour!
Better together: ForgeX partnership modernizes event-led growth
At BuyerForesight, we are committed to continuous innovation and delivering exceptional value to our customers. Today, we are excited to announce a strategic partnership with ForgeX, an innovative leader in account-based GTM research. This collaboration is aimed at scaling account-based strategies for event-led growth and will transform how our customers engage with target accounts and drive more revenue from event marketing. Why this partnership matters Precision and personalization are paramount in B2B marketing. Traditional marketing tactics often fall short in targeting high-value accounts with the level of detail and engagement required to make a significant impact. This is where account-based marketing and event-led growth intersect. By partnering with ForgeX, we are combining their account-based go-to-market (GTM) methodologies with our expertise in event-led growth. This powerful combination will enable us to deliver highly targeted, personalized, and impactful event experiences. Key benefits of the partnership Targeted Event Strategies: This partnership allows us to further enhance the orchestration and execution of events to target high-value accounts. This ensures there is a strategic opportunity to uncover detailed insights to improve engagement outcomes and further enhance relationships with key stakeholders. Personalized Experiences: Events are a powerful way to connect with your audience. By combining our event expertise with ForgeX’s ABM expertise, we can create highly personalized event experiences that speak directly to the unique challenges and goals of our customers. By targeting the right accounts with the right events, we can drive more meaningful engagement and, ultimately, more revenue. Innovative Solutions: Our collaboration with ForgeX brings together the best of both worlds—cutting-edge ABM strategies and top-tier event orchestration. This synergy offers innovative solutions that set new standards in the industry. What’s next? This partnership is more than just a strategic alignment; it’s a commitment to our customers. We are dedicated to continuously enhancing the value we provide, and this collaboration is a significant step in that direction. We invite you to join us on this exciting journey as we leverage this partnership to transform event-led growth and drive more revenue. In the coming months, you can expect to see a series of new initiatives designed to maximize the impact of our combined strengths. Stay tuned for more updates and insights on how this collaboration will benefit you and your business. For more information about our partnership and upcoming initiatives contact us.