Allison Snow

Senior Analyst

Forrester Bio

Alison Snow

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Insights To Action — For Real This Time

Allison Snow November 27, 2018

You’d be forgiven for thinking it’s a sequel — a “Part Deux,” so to speak. But in fact, this is Forrester’s inaugural Data Strategy & Insights event. So why “this time”? Because, frankly, you’ve been to other conferences. You’ve been duped by other headlines. But we’ll actually be tackling insights to action, starting with Brandon Purcell’s […]

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Video: 2019 Research Themes (And A Few Resolutions)

Allison Snow November 27, 2018

Like most people, I consider November a good time to start thinking about the clean slate that a new year brings. There is lots of room to reflect on one year and get ready for the next one with a bit more, well, “resolve,” so to speak. I’ll be an all-around better person, for sure — […]

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AI Tech Shines A Path To Empathetic Triggers

Allison Snow November 12, 2018

I’ve always been attracted to the power of empathy. That being said, I’m a longtime fan of “soft” skills — skills that are helpful in relationship-building, making me a better friend and (presumably) a more tolerable colleague. Empathy clearly fits squarely there. But a more savvy marketer? A more insightful executive? A veritable customer whisperer? […]

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Call For Participation: B2B Measurement And Analytics Providers

Allison Snow May 11, 2018

Are you an analytics platform or service provider serving primarily B2B businesses? Does your product or service help B2B insights professionals measure their results, understand B2B customers, and drive market growth? Well, I need your help to help the buyers that need your products and services. There is a myriad of partner options for B2B insights professionals that […]

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Radius And Leadspace Join Forces: What Does It Mean For Predictive Marketing Analytics?

Allison Snow April 30, 2018

The executive summary here is simple: We think this is a harmonious merger. Not quite one year ago, Forrester published The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers, Q2 2017, which evaluated 11 firms — Radius and Leadspace among them — against 28 criteria, as well as an accompanying blog post that summed it up. Based on […]

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6 Metrics That Matter For B2B Marketers And 6 Bonus Fun Facts

Allison Snow April 19, 2018

In 2017, 92% of global B2B marketing decision makers said that improving the ROI of marketing or effectiveness of marketing would be among their top marketing initiatives over the 12 months that followed. Turns out this was a bit of a pickle, because 77% of the same group of respondents said that lacking the ability […]

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My Sort-Of-Fictional-But-Really-Based-On-Reality Conversations With B2B Marketers About Insights

Allison Snow April 3, 2018

Despite acknowledging that insights-driven firms pack competitive advantage into every decision, marketers give me good reasons every single day that they can’t quite rise to the level of insights they want to. But, as in all things, progress can be as powerful as perfection. Take a look at some of these most common concerns and […]

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Twenty Goals That Are Just Plain Better Than “Growing Revenue”

Allison Snow March 19, 2018

Dear Marketers, I know how important it is to you to grow revenue. I also know how that focus will help expand your remit — to align with your organization’s strategic priorities and rally around an explicit path to revenue. Any of these 20 examples (and countless more) are more substantial, manageable, and productive than an […]

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Forrester’s B2B Marketing Forum Reinforces The Concept Of “Customer As Compass” (And Covers What To Do About It)

Allison Snow September 19, 2017

I hope that nobody in your organization needs convincing that you should join us at the B2B Marketing Forum in Austin, Texas, this year (October 5 and 6, 2017). We have an incredible agenda with a fantastic lineup of inspirational speakers. What’s unique is that we’ve designed the agenda to help B2B marketing leaders succeed at […]

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Metrics That Matter Still Matter in ABM, Because - Why Wouldn’t They?

Allison Snow September 13, 2017

For my most recently published research, I set out to find or define the metrics that capture account-based marketing (ABM) success. It’s a question I hear from clients very often, and one we often discuss on the internal team. “How will I know my ABM program is working?” I was after the end-all be-all answer, […]

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Don’t Chase The Benchmark Mirage

Allison Snow June 29, 2017

I frequently engage with marketers who are interested in benchmarking. I field questions like: What are other organizations like mine measuring? How are marketing organizations like mine performing? What is a good value for average cost per lead (CPL)? What is the right model for sales stage conversions? What is the right goal for marketing […]

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The Predictive Marketing Analytics for B2B Marketers Forrester Wave

Allison Snow June 15, 2017

When my colleague Laura Ramos and I set out to “Wave” the B2B predictive marketing analytics space, we knew that while there are impressive results across the board here, marketers struggle to identify differentiation among its vendors. We’re thrilled to have published Forrester’s first Wave that provides clarification to B2B marketers who seek to connect their […]

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Link Marketing Results To Decision Making And Revenue Outcomes

Allison Snow February 27, 2017

If you took your company name and logo off of your marketing collateral, would the reader still know that it came from your firm? How strongly does your brand shine through in unique language, perspective, and distinct value?  You can ask the same about your marketing performance reports. Are the metrics that you use to […]

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Predictive Marketing Analytics and The Link to Customer Engagement Action

Allison Snow September 26, 2016

Since 73% of companies understand the business value of data and aspire to be data-driven, but just 29% confirm that they are actually turning data into action – it’s not a leap to suspect that organizations are at risk of collecting data without deploying them in ways that support deeper customer engagement. This concept – linking […]

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Three Use Cases Illustrate the Power of Predictive Analytics In B2B Marketing

Allison Snow July 25, 2016

There are a number of predictive analytics firms dedicated to helping B2B revenue leaders examine their own successes and losses to inform everything from account selection to next-step action analysis and recommendation. Last year, Laura Ramos introduced them to us in her report, New Technologies Emerge To Help Unearth Buyer Insight From Mountains Of B2B Data. […]

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M&A in the Predictive Marketing Space: eBay Acquires SalesPredict in an Unexpected-But-Perfectly-Logical-Move

Allison Snow July 20, 2016

It’s not infrequent that a merger or acquisition takes place in a particular coverage area and, as an analyst, I’d typically expect to be ready to discuss the event at a moment’s notice.   Not so when it came to last Monday’s news about eBay acquiring predictive analytics startup SalesPredict. There are a little over […]

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