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  • Allison Snow

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  • Report Assessing Your Marketing Performance Management Maturity

    Understand Your Current State And Build A Marketing Performance Management Vision With Forrester's Tool
    March 5, 2018 | Allison Snow

    B2B marketers often underestimate the full scope of marketing performance management (MPM) — focusing only on demonstrating campaign or channel value. Instead, marketers must understand their...

  • Report Seven Steps To Kick Off A Customer-Obsessed Insights Program

    Beginner Level: Insights Practices For Marketing Innovation
    February 22, 2018 | Allison Snow

    There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become...

  • Report Model The ROI Of L2RM Investments

    Business Case: The Lead-To-Revenue Playbook
    February 21, 2018 | Allison Snow, Lori Wizdo

    B2B marketing execs need a solid business case to invest in lead-to-revenue management (L2RM). This report helps B2B marketers project the revenue impact of automating and further digitizing their...

  • Report Your Organization's Predictive Marketing Analytics Transformation

    Examine Your Goals For A Well-Managed Consideration And Purchase Journey
    December 27, 2017 | Allison Snow

    In Q2 2017, we published The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers. That report revealed and evaluated 11 important vendors in the predictive marketing space. We learned...

  • Report Metrics That Matter For B2B Marketers

    Performance Management: The B2B Marketing Playbook
    November 16, 2017 | Allison Snow

    B2B marketers must do more than measure things like click-through rates and event attendance; they need to show how their activity directly affects business results. This report helps marketers...

  • Report What B2B Marketers Must Know And Do To Make Attribution Work

    Make Attribution A Linchpin With Strategic And Operational Discipline
    October 5, 2017 | Allison Snow

    The evidence is overwhelming that buyers manage their exploration and purchase journeys on their own terms via channels that are convenient for them. B2B marketers require visibility into the...

  • Report Metrics That Matter In Account-Based Marketing

    Use Comparative Metrics Across The Six Stages Of The Customer Life Cycle To Reveal The Value Of ABM
    August 9, 2017 | Allison Snow

    B2B marketers believe that account-based marketing (ABM) can boost marketing performance but need to demonstrate its impact. ABM is relevant across the customer life cycle, not just new account...

  • Report The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers, Q2 2017

    6sense And Lattice Engines Lead A Diverse Field Of Emerging Solution Providers
    June 14, 2017 | Allison Snow, Laura Ramos

    In our 28-criteria evaluation of predictive marketing analytics providers for B2B marketers, we identified the 11 most significant — 6sense, BrightTarget, EverString, Infer, Lattice Engines...

  • Report Measuring Isn't Managing: The New Rules Of Marketing Performance Orchestration

    Continuous Improvement: The B2B Marketing Playbook
    February 24, 2017 | Allison Snow

    The rules have changed for B2B marketers, who are becoming increasingly accountable for demonstrating their impact on revenue. B2B marketers who don't opt in to revenue relevance will continue to...

  • Report Vendor Landscape: New Technologies Make B2B Marketing Performance Management A Reality

    Marketing Performance Management (MPM) Is The Continuous Optimization Of Marketing's Contribution To Revenue
    October 18, 2016 | Allison Snow

    Organizations hold business-to-business (B2B) marketers responsible for forward-looking planning. But the backward-looking nature of marketing measurement techniques and philosophies hinder B2B...

  • Report Vendor Landscape: Account-Based Marketing, Q4 2016

    Point Solutions Proliferate Amid Claims Of Platform Leadership
    October 18, 2016 | Steven Casey, Allison Snow, Shanta Samlal-Fadelle

    New technologies are enabling account-based marketing (ABM) at scale, and business-to-business (B2B) marketers are increasingly deploying early ABM initiatives. But vendors' confusing claims hinder...

  • Report Balance Predictive Marketing Analytics With Engagement Mastery

    Avoid The "Now What?" Problem
    September 13, 2016 | Allison Snow

    For B2B marketers, predictive marketing analytics is a powerful system of insight that weak engagement capabilities can render useless. Insights' "yin" requires engagement's "yang" to connect data...

  • Report What's Possible With Predictive Marketing Right Now?

    Three Use Cases Illustrate The Power Of Predictive In B2B Marketing
    July 25, 2016 | Allison Snow, Laura Ramos

    B2B marketers accountable for pipeline and deal acceleration can't ignore predictive marketing. Expectations that it will expose the best-fit and most-likely-to-purchase accounts, crush conversion...