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  • Allison Snow

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  • Webinar B2B And B2B2C Firms: Support Revenue, Customer Experience, And Efficiency With Analytics And Insights

    June 25, 2019 | Allison Snow

    B2B and B2B2C companies have focused their analytics programs on either customer insights (CI) and revenue or cost optimization and operations. This made sense in years past, when firms could focus...

  • Report Your Go-To Portfolio Of B2B And B2B2C Insights And Analytics Methods

    Compete And Thrive With A Full Suite Of Analytical Techniques
    May 3, 2019 | Allison Snow

    B2B and B2B2C firms have varying levels of sophistication and investment in analytics — and employ analytics for a variety of use cases. Firms that have concentrated analytics power (talent,...

  • Report The Forrester Wave™: B2B Customer Analytics, Q1 2019

    The Six Providers That Matter Most And How They Stack Up
    March 11, 2019 | Allison Snow

    In our 35-criterion evaluation of B2B customer analytics providers, we identified the six most significant ones — 6sense; CaliberMind; Datorama, a Salesforce company; Lattice Engines; Mintigo; and...

  • Report The Untapped Opportunity For B2B Insights

    Firms Must Balance Growth And Efficiency With Four Insights Types
    February 4, 2019 | Allison Snow

    B2B and B2B2C companies have focused their analytics programs on either customer insights (CI) and revenue or cost optimization and operations. This made sense in years past, when firms could focus...

  • Webinar Marketing The Marketing Function

    Defining The B2B Metrics That Matter In Your Organization
    December 12, 2018 | Allison Snow

    This webinar helps participants think about building the metrics that matter for their organization — those unique indicators that capture the health of your business. You might wonder,...

  • Report The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2018

    18 Technologies Underpin Modern B2B Marketing
    October 25, 2018 | Steven Casey, Laura Ramos, Mary Shea

    B2B marketing technologies are increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in B2B marketing, companies are evaluating and...

  • Report Now Tech: B2B Analytics And Measurement Providers, Q4 2018

    Forrester's Overview Of 29 B2B Analytics And Measurement Providers
    October 18, 2018 | Allison Snow

    You can use B2B analytics and measurement solutions to gain insights, help grow the business, manage performance, and monitor customer health. But to access these benefits, you'll first have to...

  • Report Humanize B2B Insights With AI

    Three Ways To Boost Buyer Experiences With Empathy, Engagement, And Emotion
    October 4, 2018 | Allison Snow

    Your customers' technological superiority defines the age of the customer. Their source of power? The mighty mobile device — symbolic of their access to information. The main problem for firms? The...

  • Webinar Deliver Empathy-Infused Experiences Using AI-Infused Tech

    September 13, 2018 | Allison Snow

    The age of the customer is defined by the technological superiority of the customer. A firm’s disadvantage? The striking inability to get to know customers as well as customers can get to...

  • Webinar Marketing And Sales Alignment: The Analytics Opportunity

    August 28, 2018 | Allison Snow

    Sales and marketing teams must jointly embrace analytics to understand revenue drivers, customer preferences, and trends that indicate revenue opportunity or risk. But they struggle to align...

  • Report Anchor Sales And Marketing Alignment With Revenue Growth Analytics

    Best Practices To Collaborate On Analytics That Supports Growth
    May 30, 2018 | Allison Snow

    Analytics programs can be linchpins to revenue growth. But, too often, marketing and sales teams, operating with different perspectives and practices, fail to optimize the ROI of analytics efforts....

  • 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 Model The ROI Of L2RM Investments

    Business Case: The Lead-To-Revenue Marketing 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

    Focus On Measuring Business Outcomes, Not Program Outputs
    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...