Kelvin Gee
Principal Analyst

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Author Insights
Blog
Revitalizing Deals That Detour With Adaptive Programs
In the high-stakes world of B2B sales, no path to a closed deal is perfectly linear. According to Forrester’s Demand, ABM, And Customer Marketing Survey, 2024, 56% of opportunities handed off to sales fail to close successfully.
Blog
The Future Of B2B Marketing Programs Is Adaptive
Traditional demand generation strategies don’t accommodate the complex realities of B2B buying. Learn why adaptive programs are the answer.
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Three Critical Steps Frontline Marketers Must Take To Support Pipeline Progression
To support pipeline deals, B2B marketers need to change their approach in fundamental ways. Discover three critical steps they must take.
Blog
Converging Platforms For Greater Efficiency: The Rise Of Revenue Marketing Platforms
The proliferation of data and the shift towards buying groups have set MAP and ABM platforms on a collision course. It also has paved the way for what we now call Revenue Marketing Platforms — an innovation that merges the best of both MAP and ABM into a single, comprehensive hub.
Blog
Adobe Journey Optimizer – B2B Edition Makes Buying Group Adoption Easier
Adobe has announced the Adobe Journey Optimizer - B2B Edition, which allows B2B marketers to create buying groups and orchestrate journeys for buying groups at scale. This new functionality helps B2B organizations align with sales, target buyer roles more effectively, and measure marketing’s impact on revenue.
Blog
Three Mistakes That Demand And ABM Marketers Make In B2B Expansion
Expansion is gaining focus across the board at B2B organizations. While large enterprises have long been focused on expanding their influence and share of wallet with top customers, more small and midsize businesses are now emphasizing cross-sell and upsell targets in their revenue goals. This is for good reason. It’s more cost-effective to mine existing […]
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From Trend To Destination: Embracing Lifecycle Revenue Marketing
By harnessing the strengths of both demand generation and ABM, marketers can create a powerful marketing approach that drives results.
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Conquering Impostor Syndrome: How I’m Navigating The Trials And Tribulations Of Becoming A Principal Analyst At Forrester
Even with 20+ years of prior experience working on award-winning demand gen campaigns, I still had to overcome a sense of impostor syndrome in my first few weeks at Forrester. As I’ve moved through the onboarding process, and with the help of my fellow analysts, I’ve become more confident in my role and even more excited about my future at Forrester.