Nicky Briggs

Based on attendee feedback, we’ve retooled this year's event to focus more on practical, hands-on learning and increased peer interaction. Discover some of what's in store.

Platform vendors and service providers previously associated with ABM are now adopting a different acronym. Attempting to profit on the GTM buzz could backfire.

I hate waste. Whether it’s throwing away uneaten food or discarding unnecessary packaging, I do everything I can to minimize it. Wasting time and effort is also highly frustrating (though, perhaps, less harmful for the environment). So I found my stress levels rising when I was preparing data snapshots from Forrester’s Portfolio Marketing Survey, 2023. […]

Explore a few initial findings from Forrester’s 2023 State Of B2B Field Marketing Survey, to be fully unpacked at Forrester's upcoming B2B Summit EMEA and APAC events.

With the convergence of demand and account-based marketing (ABM) accelerating and the two disciplines becoming increasingly indistinguishable, many ABM practitioners are wondering whether there will still be a home for “classic” one-to-one ABM. Despite years of success with one-to-one ABM as a practitioner and guiding clients to similar results, I will confess to frequently advising […]

This year’s agenda brings together forward-looking vision and actionable insights for B2B marketing and sales professionals.

Forrester’s 2022 State Of ABM Survey has just been released, providing new insights into the current state of the account-based marketing (ABM) landscape. This study is conducted every 1–2 years, and this is the first since the effects of the pandemic have started to stabilize, with B2B marketing starting to resemble something closer to “normal.” […]

I recently had the honor of taking on an exciting stretch project at Forrester, helping to create and launch our inaugural coverage of the space tech sector. On paper, this appeared to be quite a shift away from my regular day job covering account-based marketing (ABM) in the B2B marketing practice. Space was my gateway […]

This is the second in a series of blog posts that provide demand and account-based marketing best practices in honor of the 12 days of Christmas.

• Our recent global study of account-based marketing (ABM) reveals that the sands are shifting, with lines becoming increasingly blurred between ABM deployment types
• Budgets are rising, partly due to increasing maturity, but ABM leaders are also being asked to cover more accounts
• ABM leaders must not compromise on core tenets of ABM such as rich account insights, close collaboration with sales, and differentiated treatment

• SiriusDecisions’ 2019 study on the state of account-based marketing (ABM) reveals typical ABM budgets in dollars, including variations between pilots and mature programs
• The study provides quantitative data on the impact of ABM including ROI, impact on deal size and improvement in win rates
• We’ll release detailed results in an upcoming webinar and present further analysis of what makes high performers stand out at SiriusDecisions 2019 Summit

• Financial services marketers are adopting account-based marketing (ABM) at a faster rate than other industries, with more than 40 percent of companies in the industry planning to add ABM headcount
  
• The language and taxonomy of ABM has yet to standardize – and it goes by multiple names, which can present challenges
  
• ABM is helping break down siloes that have traditionally existed between sales and marketing in the industry – but this requires strong executive sponsorship from sales

• A target of account-based marketing (ABM) programs for years, financial services companies are now pursuing ABM strategies to unlock key growth accounts
• Sales and marketing are finding that it pays to partner on key accounts to help acquire and grow them
• The availability of new technologies that make it easier to collect insights and personalize marketing tactics are helping fuel this growth

• All account-based marketing (ABM) programs ­– whether best-in-class or just getting started – need an occasional bit of maintenance
• Take your ABM programs up a notch by asking some essential questions
• Annual ABM spring cleaning includes an evaluation of goals, alignment, account selections, tactics and results

• CA Automic transformed their approach to lead nurturing and doubled its nurture program contribution to pipeline
• This systematic and granular approach began with looking at the data in a whole new way
• The improvement demonstrates the importance of testing, iteration and improvement to ensure organizations connect to the right person, with the right message, at the right time, every time 

• Asia-Pacific marketers are turning to account-based marketing (ABM) to prioritize marketing efforts in an environment that is high-growth yet often under-resourced
• Make ABM resources go further by leveraging the wider marketing ecosystem, including content creators, marketing operations, global demand centers and other global account-based marketers
• With high employee attrition common in Asia, organizations must have a plan for hiring, training and retaining ABM talent

• Account-based marketing (ABM) technology continues to be a hot topic, but not all early adopters are enamored
• Take the risk out of your ABM technology implementation by avoiding these four common challenges
• Be a responsible and informed technology buyer, and ask prospective vendors the important questions

• This deep-dive roundtable discussion included topics that ranged from sales and marketing interlock to ABM measurement
• We heard from participants about how they were implementing core ABM principles at their organizations
• Our discussion ended up touching on four common challenges, reinforcing the value of sharing best practices and war stories

• Take the guesswork out of your account-based marketing (ABM) by following SiriusDecisions’ best practice frameworks
• Discover the most common challenges in implementing ABM and how to overcome them
• Key challenges include keeping stakeholders engaged, expanding into new markets and hiring talent