Nora Conklin
Principal Analyst
Author Insights
Blog
Participate In Forrester’s 2024 State Of ABM Survey
Forrester’s biennial State of ABM survey is back, and we’re inviting you to participate! Everyone who completes the survey will gain access to the latest trends regarding the current state of account-based marketing (ABM) and how their peers are focusing their efforts. Overview We’ve been speaking about the convergence of demand and ABM for years. […]
Blog
Sales And Marketing Must Partner Around Opportunities — No Matter The Pipeline Stage
Too many marketing and sales teams still hold onto old dogmas and operate in a way that does not reflect how buyers want to engage, which makes it harder to achieve their collective revenue goals.
Blog
ABM Won, But It’s Not Done Changing The Game
The future of ABM is not scale — it’s profitable growth. Learn what B2B organizations will need to do for continued ABM success.
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 […]
Blog
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.
Blog
Fit And Intent Are Not Silver Bullets
Bringing the opportunity into focus is what will unleash the power of fit and intent in a way that frontline marketers can act upon.