Today’s buyers are contending with economic uncertainties, decision-making complexities, and ever-growing buying committees (59% of which now involve four or more stakeholders).
That’s what makes Forrester’s theme for its annual summit so poignant.
TL;DR: Why Should You Care?NetLine is leading two sessions to help marketers navigate lead generation and intent data at Forrester’s 2025 North American Summit. Here’s what we’re talking about:
Bonus: The first 50 attendees of Harnessing Intent Data to Drive Revenue get a physical copy of NetLine’s Marketing Mastery Workbook! |
Why Buying Mayhem Is the Perfect Theme for 2025
A few weeks from now, NetLine will be in Phoenix, AZ, for Forrester’s North American Summit.
This annual gathering brings together the brightest minds in B2B marketing, sales, product, and customer engagement.
This year’s theme, Mastering Buying Mayhem, couldn’t be more relevant.
Data from NetLine’s 2024 and forthcoming 2025 State of B2B Content Consumption and Demand Reports makes it clear: marketers are navigating a perfect storm of evolving priorities, growing consumption gaps, and heightened demands for personalization.
Here’s what the findings reveal:
- The Chasm Between Curiosity and Action: Between 2023 and 2024, the time between content request and consumption (NetLine calls this The Consumption Gap) increased by 7.3 hours, a 23.3% rise. This gap now stands at 38.5 hours.
Source: NetLine’s 2025 State of B2B Content Consumption and Demand Report
For marketers, this means crafting full-scale nurture strategies that not only respect but capitalize on the delay is critical.
- Intent Data is Transformational: Armed with the backing of NetLine’s audience intent data, marketers can pinpoint who their prospects are and when they’re most likely to act.
For instance, Playbooks and Case Studies are each over 100% more likely to be associated with purchase intent within 12 months compared to other formats. - AI is Reshaping Content Preferences: One year after surging 5.5x, demand for AI-related content skyrocketed 186% YOY.
Industries like Biotech, Legal, and IT led the charge, signaling a growing reliance on technology to navigate buying complexities. - C-Level Consumption is Soaring: Engaging high-level decision-makers with concise, actionable content is crucial. Registrations from executives have grown 26.5% YOY and now represent 12.7% of all demand.
Why NetLine is Excited to Join the Conversation
NetLine has always championed first-party data and shared buyer-level intent data‘s power in recent years.
At Forrester’s 2025 North American Summit, we’ll be leading two sessions designed to help marketers make sense of the chaos:
Session One: Harnessing Intent Data to Drive Revenue
Your buyers are everywhere—are you?
Our client, Paycor, is.
In this session, Paycor will show you how they use NetLine’s programmatic lead generation to expand reach, capture net-new leads, and accelerate sales at scale.
Learn how Paycor harnesses data-driven insights to engage the right buyers, test new strategies at speed, and drive pipeline growth with high-quality leads. Walk away with their best-kept demand gen secrets.
And if that’s not enough to get you to join us, the first 50 attendees will also receive a physical copy of NetLine’s Marketing Mastery Workbook!
Session Two: Right Buyer, Right Time, Right Now: Unlocking Scale, Speed, and Results with Programmatic Lead Gen
Traditional lead generation is too slow, inefficient, and plagued by low-quality leads.
To win, marketers must reach the right buyers at the right time—at scale.
NetLine is changing the game with Programmatic Lead Generation.
Learn how this approach to lead gen helps B2B marketers scale across 15K+ trusted B2B publishers, capture fully-permissioned, first-party leads, gain deep insights into buyer behavior and intent, and deliver verified leads within minutes so that sales can act fast.
What to Expect at Forrester’s 2025 B2B Summit
The theme underscores the necessity of aligning every aspect of an organization’s go-to-market strategy to create meaningful, memorable customer experiences.
As Forrester’s analysts have emphasized, achieving this mastery requires:
- Resetting Routes-to-Market: Rethinking how we reach and engage buyers amidst shifting expectations.
- Activating Buyer Insights: Leveraging tools like NetLine’s intent data to tailor messaging with pinpoint accuracy.
- Harnessing Technology and Data: Streamlining operations with automation and analytics to stay ahead of the curve.
Dancing in the Desert
Phoenix in April promises to be an incredible convergence of ideas, insights, and innovations—a must-attend event for anyone invested in mastering the art and science of B2B marketing.
Forrester’s 2025 B2B Summit North America will not only explore the intricacies of buying mayhem but provide attendees with the frameworks and tools needed to conquer it.
Whether you’re an experienced marketer looking to refine your strategies or a newcomer eager to make an impact, this event is your chance to learn, connect, and lead.
Be sure to stop by our booth (#210!) and attend our sessions—we can’t wait to see you there.
Until then, let’s embrace the mayhem together.