Nicky Briggs

VP, Principal Analyst

Forrester Bio

Author Insights


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.
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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
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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
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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
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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
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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
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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 
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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
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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
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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
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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
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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
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