Allison   Snow

Allison Snow

Senior Analyst Serving Customer Insights Professionals

Allison is an accomplished B2B 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 thrives on metrics and is captivated by insights-based, data-driven measurement and decision making. She helps Forrester’s B2B-focused business insights pros understand and employ analytical methods that facilitate deep understanding of prospect and customer behavior and preferences; identify trends and patterns in data that support revenue growth, customer delight, operational excellence, and other high-priority business goals; and manage performance against efficiency, profitability, and other desirable business outcomes.

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.

Allison Snow

Senior Analyst Serving Customer Insights Professionals

Allison is an accomplished B2B 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 thrives on metrics and is captivated by insights-based, data-driven measurement and decision making. She helps Forrester’s B2B-focused business insights pros understand and employ analytical methods that facilitate deep understanding of prospect and customer behavior and preferences; identify trends and patterns in data that support revenue growth, customer delight, operational excellence, and other high-priority business goals; and manage performance against efficiency, profitability, and other desirable business outcomes.

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.

Allison Snow's Research

Most RecentMost Popular
  • For Customer Insights Professionals

    REPORT: The Forrester Wave™: B2B Customer Analytics, Q1 2019

    The Six Providers That Matter Most And How They Stack Up

    March 11, 2019Allison Snow

    In our 35-criterion evaluation of B2B customer analytics providers, we identified the six most significant ones — 6sense; CaliberMind; Datorama, a Salesforce company; Lattice Engines; Mintigo; and Sidetrade — and researched, analyzed, and scored them. This report shows how each provider measures up and helps customer insights (CI) professionals select the right one for their needs.

  • For Customer Insights Professionals

    REPORT: The Untapped Opportunity For B2B Insights

    Firms Must Balance Growth And Efficiency With Four Insights Types

    February 4, 2019Allison Snow

    B2B and B2B2C companies have focused their analytics programs on either customer insights (CI) and revenue or cost optimization and operations. This made sense in years past, when firms could focus on a single source of advantage — such as growing faster or being more efficient. But shifting trends in the market mean that CI pros at B2B and B2B2C firms need high levels of analytics competency on both sides of the house.

  • For B2B Marketing Professionals

    REPORT: The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2018

    18 Technologies Underpin Modern B2B Marketing

    October 25, 2018 Steven Casey, Laura Ramos, Mary Shea, Allison Snow, Lori Wizdo

    B2B marketing technologies are increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in B2B marketing, companies are evaluating and adopting a range of contributing technologies. This Forrester Tech Tide report presents an analysis of the maturity and business value of 18 technology categories that support planning, executing, and optimizing customer engagement for today's self-directed digital-first buyers. B2B marketers should read this report to shape their firm's investment approach to these technologies.

  • For Customer Insights Professionals

    REPORT: Now Tech: B2B Analytics And Measurement Providers, Q4 2018

    Forrester's Overview Of 29 B2B Analytics And Measurement Providers

    October 18, 2018Allison Snow

    You can use B2B analytics and measurement solutions to gain insights, help grow the business, manage performance, and monitor customer health. But to access these benefits, you'll first have to select from a diverse set of offerings — vendors that vary by size, functionality, geography, and vertical market focus. B2B insights pros should use Forrester's Now Tech report to understand the value they can expect from a B2B analytics and measurement provider and select vendors based on size and functionality.

  • For Customer Insights Professionals

    REPORT: Humanize B2B Insights With AI

    Three Ways To Boost Buyer Experiences With Empathy, Engagement, And Emotion

    October 4, 2018Allison Snow

    Your customers' technological superiority defines the age of the customer. Their source of power? The mighty mobile device — symbolic of their access to information. The main problem for firms? The extensive tech stack that has failed to enable firms to get to know their customers as well as their customers can get to know them. This is especially troublesome in the non-transactional, relationship-based exchanges inherent in B2B. But AI can help B2B insights pros understand their customers more deeply to build more empathetic and human experiences.

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