Matt Steffen

Senior Analyst

Forrester Bio

Author Insights


One In Four Account-Based Marketing Programs Are Built On Quicksand

Matt Steffen February 20, 2023
Forrester’s Survey Data Reveals Difficult Truths About Many Account-Based Marketing (ABM) Programs Every two years, Forrester conducts a State Of ABM Survey. In 2022, 155 marketing professionals in B2B organizations across North America, Europe, and Asia Pacific provided us with a detailed look at their ABM programs. The rich data set that resulted provided insights […]

Now Accepting Nominations: Forrester’s Demand & ABM Program Of The Year Award

Matt Steffen January 27, 2023
Has your company’s demand and ABM program earned bragging rights? Nominate it for Forrester’s 2023 B2B Program Of The Year Award and showcase it on stage at B2B Summit North America.

Salespeople Aren’t Embracing ABM?!? Marketers, It Is Time To Step Up.

Matt Steffen January 11, 2023
Salespeople (Should) Love ABM With account-based marketing (ABM) now a mature and widely adopted B2B marketing framework, countless salespeople from all corners of the world and many sizes of organizations are now not only familiar with ABM but also warmly embracing it. Sales teams love well-executed ABM programs because they: Focus marketing budgets around aligned […]

Meet Matt Steffen, Forrester’s New Analyst Covering Account-Based Marketing

Matt Steffen December 6, 2022
Get To Know Matt Most people who know Matt know he has a passion for travel and immersing himself in other cultures. He studied abroad in destinations including Argentina, Morocco, and Hong Kong in high school, college, and grad school. His career also provided him with the opportunity to take up residence in Turkey and […]