Robert Peterson
VP, Principal Analyst
Author Insights
Blog
How Will Leaders Prepare For The Convergence Of Demand And ABM? — A Forrester B2B Summit 2022 Session Preview
We believe the explosion of technology has been pivotal to making demand smarter and ABM at scale possible. But for the future and the next evolution –what’s beyond convergence, what’s next? And how will Leaders prepare?
Blog
Hope You Got A Gift Receipt For Those Three French Hens!
This is the third in a series of blog posts that provide demand and account-based marketing best practices in honor of the 12 days of Christmas.
Blog
The Four-Step Strategic Account Planning Process – Which Step Most Organizations Get Wrong
- Effective strategic account planning incorporates four steps: goal setting, audience insights, resource inventory and engagement planning
- Organizations commonly shortchange the second step of strategic account planning: audience insights
- Audience insights are the key to a successful strategic planning process and drive tactic and interaction relevance
Blog
Are You Ready for Account-Based Marketing?
- More than 90 percent of B2B companies note account-based marketing (ABM) as a key go-to-market strategy for 2018
- However, many companies embark on their ABM journey without fully knowing what they’re signing up for
- Conducting an ABM readiness assessment before implementation helps companies understand requirements
Blog
ABM and Privacy: Can They Co-Exist?
- Effective account-based marketing (ABM) design and deployment relies on high-quality, consistent account and contact data
- GDPR places new restrictions and requirements on account-based marketers
- Understanding the implications of privacy regulations can help the ABM team improve its effectiveness
Blog
Does Your Dashboard Keep Pace With Your Account-Based Marketing Program?
- Account-based marketing (ABM) requires marketers to demonstrate contributions of marketing in new ways
- Effective ABM dashboards highlight metrics that matter at the account and program levels
- The most effective organizations develop ABM reports to match the needs of different reporting audiences
Blog
Sales and Marketing Alignment in Account-Based Marketing
- Successful ABM requires tight alignment between sales and marketing
- Only 36 percent of companies that leverage ABM report tight alignment between sales and marketing
- Sales and marketing must incorporate a cross-functional learning approach to achieve the alignment required for ABM
Blog
Customer Advocacy’s Role in the ABM Tech Stack
- Customer advocacy is an increasingly popular tactic family supporting account-based marketing
- Customer advocacy helps protect and accelerate opportunities
- Advocacy technologies help source, monitor and amplify advocacy impact
Blog
Create a Better Flight Plan for Your ABM Pilot
- ABM pilot programs are a best practice approach to launching account-based marketing programs
- Many ABM pilot programs do not effectively establish pilot goals at the onset
- Establishing more formal structure for the ABM pilot helps ensure key processes are tested and adapted for full implementation
Blog
Struggling With ABM Insights? Services Can Help
- Third-party services can help refine the account selection process for ABM
- Account insights drive smart marketing and sales activities
- Contracting with third-party services is useful for gathering insights
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Who’s Driving Your CAB?
- Customer advisory boards (CABs) have long existed in B2B but are now getting a fresh look
- Successful CABs have clear ownership and a common mission/agenda – and leverage technology to main continuity
- Executive commitment is the driving force of successful (and lasting) CABs
Blog
Customer Advocacy Takes a Village
- Customer advocacy has become increasingly important to support buying and customer lifecycle needs
- Advocacy functions often struggle to gain internal support for their efforts
- Forming a customer advocacy council helps secure cross-functional support and visibility for advocacy initiatives
Blog
Five Tips for ABM Measurement
- Account-based marketing (ABM) continues to be one of the most popular topics in B2B
- An increasing number of companies are transforming their sales and marketing strategies to incorporate ABM
- Many companies struggle with how to measure the contributions of ABM
Blog
ABM Roundtable – Key Insights
- Our recent ABM roundtable focused on the importance of developing effective measurement of ABM contributions
- Technology continues to play an increasingly important role in helping organizations achieve ABM scalability
- Maintaining sales and marketing alignment remains an ongoing challenge for B2B companies
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The Ins and Outs of Customer Intelligence Management
- Collecting customer feedback is imperative for B2B organizations
- Many organizations struggle with how to integrate this customer intelligence into processes
- Customer intelligence management solutions can help companies with this, so long as process are altered as well
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What Do Your Customers Think? Customer Intelligence Management Solutions Offer Insights
- It’s the age-old question: What’s on the minds of your customers? Are they satisfied with your products and solutions?
- These questions and others have led to the rise of customer intelligence management software solutions
- The following excerpts provide a high-level view that explains when to consider each customer intelligence vendor
Blog
Customer Insight Roadmap: Three Steps Toward Knowing Your Customers Better
- Here are a couple of ways to start the process of understanding your customers
- Communication, history and traditions can help you understand your existing customers
- Marketers need to understand customers so that they can build programs to support customer retention, growth and advocacy
Blog
Four Engagement Lessons B2B Companies Can Learn From Sports
- B2B marketing and sports marketing have more in common than you may initially suspect
- Both need to engage fans, deal with a fast-paced environment and meet the demands of customers and client partners alike
- Developing a winning engagement strategy and connecting with fan bases can ensure retention for even vastly different companies
Blog
The Changing Landscape of B2B Engagement
- Today’s B2B ecosystem has produced valuable channels for both customer and company, like customer communities
- Ensuring your organizations infrastructure and strategy reflects a modern B2B ecosystem is key to customer community development
- B2B companies must look forward when it.comes to maximizing customer engagement
Blog
Using Your Login Page Can Boost Engagement and Advocacy
- B2B companies continue to strive for the best methods to.communicate with their customer base
- One often-underutilized channel for software-as-a-service (SaaS) companies is the login page
- When building a strategy for their login page, SaaS companies should consider six key factors
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