Renee Irion

Principal Analyst

Forrester Bio

Author Insights


Three Tips To Guide B2B Demand Marketing Leaders’ Plans For 2024

Renee Irion August 24, 2023
Where should demand and ABM teams focus their efforts in the coming year? Explore the highlights from Forrester's planning guide report.

Lessons From the Playground: Five Tips for Improving Your B2B Marketing Program Planning

Renee Irion December 23, 2019
  • Many B2B organizations struggle with how to improve their marketing program planning as they grow and mature
  • Adopting a program planning process — even a basic one — helps organizations align people to the business purpose and tactics to the intended impact
  • As organizations advance their marketing program planning, they’ll be better positioned to leverage insights to optimize the pipeline and revenue impact of their program