Renee Irion

Aug 29, 2023 | forrester.com | Phyllis Davidson |Renee Irion |Terry Flaherty

My 22-year-old daughter is in art school, which means that I often must clench my teeth to keep myself from asking, “So, what’s your plan once you have this art degree?” She’s a great kid and I know I shouldn’t nag, but it’s a fair question, given her disdain for repeatable tasks, such as is required in, er, WORK!  She does have a vision for the future, but it’s more of a vagabond bucket list than a plan.

Aug 24, 2023 | forrester.com | Renee Irion |Terry Flaherty |Tina Moffett

Earlier this month, I had the opportunity to lead a peer-to-peer virtual roundtable among demand marketing and account-based marketing leaders on their plans for 2024. It was such a great discussion I wanted to share some of the highlights with you here. To set the table, I shared data from recent Forrester studies that found the majority of B2B marketing decision-makers anticipate that their company’s investment in marketing will increase in the next 12 months.

Aug 24, 2023 | forrester.com | Terry Flaherty |Renee Irion |Jerry Zhao

This blog post is part of the Saying Goodbye to MQLs blog series, where we answer your questions about making the shift from leads to buying groups and opportunities. When beginning the transformation from MQLs to buying groups and opportunities, how we think and use signals changes. Every interaction, whether it’s digital or in person, that occurs with either a named or anonymous person creates a signal. Someone filling out a form and downloading a white paper produces a signal.