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3 marketing strategy frameworks to use for future planning
Published on September 12, 2023Reading time 9 minutes
Data to Dollars: Leveraging Social Data for Increased Social Investment featuring Forrester
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Session time: 45 minutes
Marketers know that social media is essential for brand awareness and engagement—but how does that translate to real revenue? With growing pressure to prove ROI, social teams need to tell more impactful stories with their data to justify their social-first strategies, tech stack, influencer budgets, paid social budgets, head count and more.
Join us for a 45-minute discussion featuring industry experts including Tatiana Holifield, VP, Social Content and Growth Marketing at SiriusXM and Pandora, Brianna Doe, Influencer, Founder at Verbatim and guest speaker, Forrester analyst, Kelsey Chickering, who will break down how to connect social media efforts to tangible business results. We will also discuss key findings from the 2025 Total Economic Impact™ of Sprout Social study, conducted by Forrester Consulting and commissioned by Sprout Social, and how to leverage it.
You’ll walk away with actionable insights on how to:
- Quantify the ROI of social media efforts across different verticals
- Secure more resources and budget with effective data storytelling
- Leverage the Total Economic Impact of Sprout Social study
Presenters
Brianna Doe
Brianna is the Founder and CEO of Verbatim, a hybrid influencer agency and content studio that helps startups and SMBs create scroll-stopping content and scalable marketing programs. With over a decade of experience in demand generation, social and content strategy, and influencer marketing, she brings a 360-degree view to every project. Beyond Verbatim, Brianna is a LinkedIn creator, writer, and keynote speaker, whose insights have been featured by Fast Company, CNBC, the American Marketing Association, HubSpot, and more.
Kelsey Chickering
Kelsey is a Principal Analyst at Forrester, focused on media as it relates to marketing strategy. She brings strategic thinking grounded in a deep understanding of the media and advertising ecosystem to clients. Her research uncovers best practices, emerging trends, and critical shifts in consumer behavior that impact how brands should behave in an ever-evolving media landscape. Her consumer-first thinking is underpinned by a communications planning backbone, emphasizing the interplay between media touchpoints across the consumer journey that work together to drive growth for B2C marketing executives.
Matt Dunham
Matt Dunham is a consultant on the Forrester Total Economic Impact team. In this role, he partners with clients to quantify the financial impact of various technologies, showing their costs, benefits, and overall business value.
Olivia Jepson
Olivia Jepson is the Social Intelligence Manager at Sprout Social. As a key voice of the customer, she ensures social conversations inform how teams think, build, and innovate. Over the past seven years at Sprout, she has worked across social media engagement and content strategy, and now leads social intelligence programming. Her work focuses on building frameworks that help teams turn audience and market signals into smarter strategy, transforming online conversation into actionable insights and compelling stories.
Tatiana Holifield
With over 15 years of marketing experience within the media & entertainment, sports, and technology industries, Tatiana Holifield has helped the world’s most influential brands thrive in an evolving economy through digital disruption. Throughout her career, Holifield has launched high profile campaigns, scaled global marketing divisions, drove performance of building new audiences, and generated billions of earned and owned revenues. Tatiana proudly hails from Chicago, IL but currently resides in Hollywood, Los Angeles, CA.
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