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Allison   Snow

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

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

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: What B2B Marketers Must Know And Do To Make Attribution Work

    Make Attribution A Linchpin With Strategic And Operational Discipline

    October 5, 2017Allison Snow

    The evidence is overwhelming that buyers manage their exploration and purchase journeys on their own terms via channels that are convenient for them. B2B marketers require visibility into the voyages of these informed, connected, and intelligent navigators. This report examines channel attribution, which enables this visibility by crediting individual touchpoints between buyers and firms with revenue.

  • For B2B Marketing Professionals

    REPORT: Metrics That Matter In Account-Based Marketing

    Use Comparative Metrics Across The Six Stages Of The Customer Life Cycle To Reveal The Value Of ABM

    August 9, 2017Allison Snow

    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 acquisition. So B2B marketers must focus on metrics that address specific buying team attributes and customer life-cycle stages and tailor assessment strategies to the ABM programs they run. This report details the metrics to apply to ABM and helps B2B marketers compare the performance of target accounts that were exposed to ABM strategies with accounts that were not.

  • For B2B Marketing Professionals

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

    6sense And Lattice Engines Lead A Diverse Field Of Emerging Solution Providers

    June 14, 2017Allison Snow, Laura Ramos

    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 (Lattice), Leadspace, Mintigo, MRP, Radius Intelligence (Radius), The Big Willow, and Versium Analytics (Versium) — and researched, analyzed, and scored them against those criteria. This report helps B2B marketing professionals make the right choice for their requirements.

  • For B2B Marketing Professionals

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

    Continuous Improvement: The B2B Marketing Playbook

    February 24, 2017Allison Snow

    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 to build plans on "what we did last year" rather than what has consistently demonstrated value to core, defined, and agreed-upon business targets. B2B marketers have a small window of opportunity to move away from their departments' legacy functions.

  • For B2B Marketing Professionals

    REPORT: Vendor Landscape: New Technologies Make B2B Marketing Performance Management A Reality

    Marketing Performance Management (MPM) Is The Continuous Optimization Of Marketing's Contribution To Revenue

    October 18, 2016Allison Snow

    Organizations hold business-to-business (B2B) marketers responsible for forward-looking planning. But the backward-looking nature of marketing measurement techniques and philosophies hinder B2B marketers. Enter MPM: a discipline that governs goal setting, monitoring, and continuous optimization of marketing's contribution to revenue and other priority business goals. This report outlines the landscape of service providers that can help with B2B MPM strategy and execution.

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