Understanding the Analyst Role in ABM

The principal analyst's responsibilities at Forrester encompass both research and client interaction, with a focus on understanding the current state of account-based marketing (ABM) and forecasting future trends. Research activities involve conducting surveys and engaging with practitioners to gauge market needs and developments, along with offering best practice guidance. Direct interactions with clients include workshops and strategy sessions aimed at reviewing ABM plans, all of which helps shape their engagement strategies. The analyst’s role serves as a bridge between empirical data and practical application, enabling companies to optimize their ABM efforts.