Nicky Briggs

VP, Principal Analyst

Forrester Bio

Author Insights


A Call For Zero-Waste B2B Marketing

Nicky Briggs December 8, 2023
I hate waste. Whether it’s throwing away uneaten food or discarding unnecessary packaging, I do everything I can to minimize it. Wasting time and effort is also highly frustrating (though, perhaps, less harmful for the environment). So I found my stress levels rising when I was preparing data snapshots from Forrester’s Portfolio Marketing Survey, 2023. […]

Field Marketing In Crisis? New Forrester Study Reveals The State Of Field Marketing In 2023

Daryl Wright August 8, 2023
Explore a few initial findings from Forrester’s 2023 State Of B2B Field Marketing Survey, to be fully unpacked at Forrester's upcoming B2B Summit EMEA and APAC events.

Five Questions To Ask Before Committing To One-To-One Account-Based Marketing

Nicky Briggs May 19, 2023
With the convergence of demand and account-based marketing (ABM) accelerating and the two disciplines becoming increasingly indistinguishable, many ABM practitioners are wondering whether there will still be a home for “classic” one-to-one ABM. Despite years of success with one-to-one ABM as a practitioner and guiding clients to similar results, I will confess to frequently advising […]

What To Expect At Forrester’s B2B Summit EMEA 2022

Nicky Briggs July 19, 2022
This year’s agenda brings together forward-looking vision and actionable insights for B2B marketing and sales professionals.

New Forrester State Of Account-Based Marketing Survey Reveals How ABM Budgets Are Shifting

Nicky Briggs July 6, 2022
Forrester’s 2022 State Of ABM Survey has just been released, providing new insights into the current state of the account-based marketing (ABM) landscape. This study is conducted every 1–2 years, and this is the first since the effects of the pandemic have started to stabilize, with B2B marketing starting to resemble something closer to “normal.” […]

Lessons In B2B Growth Strategy That Are Literally Out Of This World

Nicky Briggs June 26, 2022
I recently had the honor of taking on an exciting stretch project at Forrester, helping to create and launch our inaugural coverage of the space tech sector. On paper, this appeared to be quite a shift away from my regular day job covering account-based marketing (ABM) in the B2B marketing practice. Space was my gateway […]

On The Second Day Of Christmas My Analyst Gave To Me: Solutions To The Top Two Account-Based Marketing Challenges!

Nicky Briggs December 8, 2020
This is the second in a series of blog posts that provide demand and account-based marketing best practices in honor of the 12 days of Christmas.

Early Findings From Forrester SiriusDecisions’ Global Audit of Account-Based Marketing

Nicky Briggs September 4, 2020
  • Our recent global study of account-based marketing (ABM) reveals that the sands are shifting, with lines becoming increasingly blurred between ABM deployment types
  • Budgets are rising, partly due to increasing maturity, but ABM leaders are also being asked to cover more accounts
  • ABM leaders must not compromise on core tenets of ABM such as rich account insights, close collaboration with sales, and differentiated treatment

Account-Based Marketing Budgets Demystified: Findings From SiriusDecisions’ Latest Study

Nicky Briggs March 6, 2019
  • SiriusDecisions’ 2019 study on the state of account-based marketing (ABM) reveals typical ABM budgets in dollars, including variations between pilots and mature programs
  • The study provides quantitative data on the impact of ABM including ROI, impact on deal size and improvement in win rates
  • We’ll release detailed results in an upcoming webinar and present further analysis of what makes high performers stand out at SiriusDecisions 2019 Summit

Financial Services Marketers Have a Bullish Outlook on Account-Based Marketing

Nicky Briggs November 15, 2018
  • Financial services marketers are adopting account-based marketing (ABM) at a faster rate than other industries, with more than 40 percent of companies in the industry planning to add ABM headcount
  • The language and taxonomy of ABM has yet to standardize – and it goes by multiple names, which can present challenges
  • ABM is helping break down siloes that have traditionally existed between sales and marketing in the industry – but this requires strong executive sponsorship from sales

Why B2B Financial Services Marketers Are Focusing on the Accounts That Matter Most

Nicky Briggs July 2, 2018
  • A target of account-based marketing (ABM) programs for years, financial services companies are now pursuing ABM strategies to unlock key growth accounts
  • Sales and marketing are finding that it pays to partner on key accounts to help acquire and grow them
  • The availability of new technologies that make it easier to collect insights and personalize marketing tactics are helping fuel this growth

Six Essential Spring Cleaning Tips for Your ABM Program

Nicky Briggs March 14, 2018
  • All account-based marketing (ABM) programs ­– whether best-in-class or just getting started – need an occasional bit of maintenance
  • Take your ABM programs up a notch by asking some essential questions
  • Annual ABM spring cleaning includes an evaluation of goals, alignment, account selections, tactics and results

CA Automic: Programme of the Year Winner at Summit EMEA

Nicky Briggs October 20, 2017
  • CA Automic transformed their approach to lead nurturing and doubled its nurture program contribution to pipeline
  • This systematic and granular approach began with looking at the data in a whole new way
  • The improvement demonstrates the importance of testing, iteration and improvement to ensure organizations connect to the right person, with the right message, at the right time, every time 

Four Ingredients for Account-Based Marketing Success in Asia

Nicky Briggs August 8, 2017
  • Asia-Pacific marketers are turning to account-based marketing (ABM) to prioritize marketing efforts in an environment that is high-growth yet often under-resourced
  • Make ABM resources go further by leveraging the wider marketing ecosystem, including content creators, marketing operations, global demand centers and other global account-based marketers
  • With high employee attrition common in Asia, organizations must have a plan for hiring, training and retaining ABM talent

The Four Horsemen of the ABM Technology Apocalypse

Nicky Briggs May 5, 2017
  • Account-based marketing (ABM) technology continues to be a hot topic, but not all early adopters are enamored
  • Take the risk out of your ABM technology implementation by avoiding these four common challenges
  • Be a responsible and informed technology buyer, and ask prospective vendors the important questions

ABM Roundtable in London: The Importance of Interlock and Actionable Data

Nicky Briggs February 15, 2017
  • This deep-dive roundtable discussion included topics that ranged from sales and marketing interlock to ABM measurement
  • We heard from participants about how they were implementing core ABM principles at their organizations
  • Our discussion ended up touching on four common challenges, reinforcing the value of sharing best practices and war stories

Account-Based Marketing’s Seven Deadly Sins

Nicky Briggs November 29, 2016
  • Take the guesswork out of your account-based marketing (ABM) by following SiriusDecisions’ best practice frameworks
  • Discover the most common challenges in implementing ABM and how to overcome them
  • Key challenges include keeping stakeholders engaged, expanding into new markets and hiring talent

ABM Dives Into the Channel at SiriusDecisions’ Summit Europe

Nicky Briggs October 18, 2016
  • ABM in the channel requires looking at four key considerations: account tiers, partner type, ABM deployment model and process
  • Success requires close collaboration between supplier and partner on goal setting, target account prioritization and execution
  • Program measurement should include assessments of partner readiness, such as completion of training and certification, as well as growth across key customers