Nora Conklin, Principal Analyst for ABM at Forrester, shares her expertise from both practitioner and analyst perspectives. She delves into the current landscape of Account-Based Marketing, emphasizing the importance of personalized strategies to enhance customer engagement. Nora advocates for a customer-centric approach and discusses the pivotal role of lifetime value as a guiding metric. Additionally, she explores emerging trends for 2024, highlighting the shift towards meaningful personalization that addresses unique client challenges.