Allison Snow

Senior Analyst serving B2B Marketing PROFESSIONALS

Allison is an accomplished B2B marketing expert, having served in leadership, sales enablement, and revenue marketing roles as a practitioner. She has held senior positions with technology firms of various sizes, from a billion-dollar global IT consultancy to private-equity backed software companies. Analytical and curious, Allison has always thrived on the metrics of B2B marketing, and she is captivated by insights-based, data-driven marketing measurement and decision-making.

Her research agenda focuses on managing and harnessing data masterfully to power harmonious customer experiences, monitor and illustrate marketing performance, and forecast outcomes reliably. She helps Forrester's B2B Marketing clients make sense of the myriad technologies that power the revenue marketing engine; build their technology stacks to respond to the changing landscape in the age of the customer; and align message, content, and cadence against modern, nonlinear buyers' journeys being conducted across devices and channels.

Previous Work Experience

Prior to Forrester, Allison spent two years as director of revenue marketing at PeopleFluent, where she evolved campaigns to a customer life-cycle engagement strategy. Previously, she joined Liaison International to lead the 20-year-old company's first marketing organization, where she and her team focused on expansion into an entirely new market segment.

Education

Allison has a Bachelor of Arts in international relations from Boston University and an MBA from Simmons College in Boston, Massachusetts.

Allison Snow's Research

  • For B2B Marketing Professionals

    Report: The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers, Q2 2017

    In our 28-criteria evaluation of predictive marketing analytics providers for B2B marketers, we identified the 11 most significant — 6sense, BrightTarget, EverString, Infer, Lattice Engines (Lat...

  • For B2B Marketing Professionals

    Report: Measuring Isn't Managing: The New Rules Of Marketing Performance Orchestration

    The rules have changed for B2B marketers, who are becoming increasingly accountable for demonstrating their impact on revenue. B2B marketers who don't opt in to revenue relevance will continue t...

  • For B2B Marketing Professionals

    Report: Metrics That Matter In Account-Based Marketing

    B2B marketers believe that account-based marketing (ABM) can boost marketing performance but need to demonstrate its impact. ABM is relevant across the customer life cycle, not just new account ...

  • For B2B Marketing Professionals

    Report: What's Possible With Predictive Marketing Right Now?

    B2B marketers accountable for pipeline and deal acceleration can't ignore predictive marketing. Expectations that it will expose the best-fit and most-likely-to-purchase accounts, crush conversi...

  • For B2B Marketing Professionals

    Report: Vendor Landscape: Account-Based Marketing, Q4 2016

    New technologies are enabling account-based marketing (ABM) at scale, and business-to-business (B2B) marketers are increasingly deploying early ABM initiatives. But vendors' confusing claims hin...

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