Amy Hawthorne

Trailblazer
DISC Type : ID

VP, Principal Analyst, Demand/ABM Strategies at Forrester

Austin, Texas, United States

Overview

Amy Hawthorne is a Principal Analyst at Forrester specializing in Demand and Account-Based Marketing (ABM) strategies. With over 15 years of B2B marketing leadership, she helps organizations align sales and marketing to accelerate growth. Colleagues describe her as an innovative, strategic, and trustworthy leader. She holds a BBA from Texas State University.

Outside of her analyst role, Amy demonstrates a keen interest in the intersection of business and technology. She follows major news outlets like The Wall Street Journal and technology firms such as VMware, indicating a passion for staying current on market trends and tech innovations.

While VP of Global Marketing at iland Cloud, she successfully grew the companys Alliance Partner marketing development fund programs by 500%.

Personality Overview

Achievement-Oriented

Values Relationships

Informal

They are more likely to accept new and exciting technologies.  They will fight for you if they come to believe in you. They prefer to ensure that they are in control of the situation.

Topics They Care About

ABM Strategies
As a Principal Analyst in this specific area, she provides expert guidance on modernizing and elevating account-based marketing performance for business and technology leaders.
Sales & Marketing Alignment
She is genuinely passionate about this topic, which is a core focus of her work at Forrester and a recurring theme throughout her career.
B2B Go-to-Market
She has extensive experience building go-to-market campaigns, creating messaging, defining buyer's journeys, and developing strategies for new logo acquisition across multiple verticals.

Media Appearances

Amy Hawthorne - Forrester. Featured in Forrester

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Amy Hawthorne - Forrester Blog Author Page. Featured in Forrester

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Work History

4-2025
VP, Principal Analyst, Demand/ABM Strategies at Forrester
9-2019 - 3-2025
Principal Analyst, Demand/ABM Strategies at Forrester
10-2017 - 6-2019
VP, Global Marketing at iland Cloud (acquired by 11:11 Systems)
6-2016 - 9-2017
VP, Marketing at KEY Concierge
2-2015 - 6-2016
VP, Marketing at Phunware, Inc.

Education

1993 - 1998
BBA from Texas State University

More Information

Social Presence :

Prographics :

Exp : 13 Location : Austin, Texas, United States Job Level : Senior Designation : VP, Principal Analyst, Demand/ABM Strategies at Forrester
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Insights For Selling To Amy

During A Call Or A Meeting

DO's

  • Ask them for a lunch or coffee once some rapport has been established
  • Address your competition clearly and confidently
  • Build a trustworthy relationship while keeping the product center-stage

DONT's

  • Don’t hesitate from asking questions or pushing them, but take a friendly approach
  • Don’t force involvement of other stakeholders unless it is critical
  • Do not look like someone who doesn’t know what they are talking about

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Amy is

  • Relationship and product conviction matter equally, followed by a sense of achievement.
  • Will you ever get a clear answer from Amy

  • If they are not convinced, they will say no though in a friendly way.

Insights For Deal Planning

    How fast (or slow) will Amy move?

  • They can reach decisions quickly if they develop trust and confidence in the product.
  • Can Amy take some risk or not?

  • If necessary, they will be ready to take risks.

You And Amy

Personality Compatibility


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