Jessie Johnson

Principal Analyst

Jessie is a principal analyst in demand and account-based marketing research focused on real-time buyer enablement, conversational interactions, and emerging trends in program design and activation to fuel the revenue engine.

Engineering Sensors For B2B Buying Signals
August 9th, 202119 min read

In this report, we explore the network of buying signal sensors that already exists inside the tactic mix, define the core components of signal sensor design, and provide guidance for the design of buying signal sensors.

Buying Signals For Demand Programs
March 9th, 202113 min read

In this report, we provide guidance for understanding the dimensions and characteristics of B2B buying signals, classifying those signals across systems and workflows, and embedding sense-and-respond capabilities into demand program design.

Introducing The B2B Buying Signal Sensor Design Schema
March 8th, 20218 min read

In this report, we describe the core components of buying signal sensors and how to design sensor mechanisms based on the source of the signal and unique signaling properties within the tactic set combined with audience interaction behavior.

The Buyer Signals Framework
November 23rd, 20206 min read

In this brief, we introduce the SiriusDecisions B2B Buyer Signals Framework and explain how it helps organizations identify the required signals and signal sensors for executing successful marketing programs and tactics.

Kerry Cunningham

Research Coverage

Planned Research

What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.