Webinar • Aug 13, 2026
Forrester B2B Summit: Orchestrate Your ABM Around the Main Characters, Not the Extras
What you’ll learn:
- Why orchestration looks great in dashboards but falls apart in execution
- What changes when you orchestrate around individual buyers instead of account averages
- How to prove which touchpoints moved the deal forward
Speakers
Dmitri Lisitski
Co-founder & CEO, Influ2
Jon Miller
Entrepreneur, Co-founder of Marketo
Chapters
Key takeaways
58% of marketers surveyed report moderate or worse ability to drive engagement with key accounts. Account-level orchestration looks clean in a dashboard because the dashboard hides which person actually engaged.
Rolling behavior up to the account forces you to wait for a score before acting. At the contact level the signal itself becomes the trigger, because you already know who moved and what they moved on.
B2B buying involves committees of six to twelve people making non-linear decisions, much of it happening where you can't see it. Contact-level data won't make that simple, but it shows you far more of what happened.
Rules don't scale, they multiply. The shift now underway is toward systems that reason about the next action for each person instead of following fixed branches.
