Robert Peterson

VP, Principal Analyst

Author Insights


How Will Leaders Prepare For The Convergence Of Demand And ABM? — A Forrester B2B Summit 2022 Session Preview

Laura Cross March 28, 2022
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?

Hope You Got A Gift Receipt For Those Three French Hens!

Robert Peterson December 10, 2020
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.

The Four-Step Strategic Account Planning Process – Which Step Most Organizations Get Wrong

Robert Peterson July 22, 2019
  • 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

Are You Ready for Account-Based Marketing?

Robert Peterson August 13, 2018
  • 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

ABM and Privacy: Can They Co-Exist?

Robert Peterson July 19, 2018
  • 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

Does Your Dashboard Keep Pace With Your Account-Based Marketing Program?

Robert Peterson July 12, 2018
  • 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

Sales and Marketing Alignment in Account-Based Marketing

Robert Peterson March 2, 2018
  • 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

Customer Advocacy’s Role in the ABM Tech Stack

Robert Peterson March 13, 2017
  • 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

Create a Better Flight Plan for Your ABM Pilot

Robert Peterson November 9, 2016
  • 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

Struggling With ABM Insights? Services Can Help

Robert Peterson September 14, 2016
  • 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

Who’s Driving Your CAB?

Robert Peterson July 7, 2016
  • 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

Customer Advocacy Takes a Village

Robert Peterson May 16, 2016
  • 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

Five Tips for ABM Measurement

Robert Peterson April 19, 2016
  • 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

ABM Roundtable – Key Insights

Robert Peterson March 31, 2016
  • 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

The Ins and Outs of Customer Intelligence Management

Robert Peterson December 9, 2015
  • 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

What Do Your Customers Think? Customer Intelligence Management Solutions Offer Insights

Robert Peterson October 9, 2015
  • 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

Customer Insight Roadmap: Three Steps Toward Knowing Your Customers Better

Robert Peterson September 24, 2015
  • 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

Four Engagement Lessons B2B Companies Can Learn From Sports

Robert Peterson July 23, 2015
  • 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

The Changing Landscape of B2B Engagement

Robert Peterson June 23, 2015
  • 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

Using Your Login Page Can Boost Engagement and Advocacy

Robert Peterson June 15, 2015
  • 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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