Forrester's Marketing Leadership Forum 2012
Tech companies can engage with lead nurturing in the early, formative stages of the customer's buying journey to develop a personal relationship that shapes the buying process and affects sales outcomes. This session will deliver pragmatic tips on how to take a lead-nurturing program beyond "lead gen" to transform the entire lead-to-revenue cycle, including how to:
Lori serves B2B marketers who must power up their processes to achieve new customer acquisition and revenue goals. She researches and advises on the core marketing operations of customer attraction, nurturing, conversion, and life-cycle value management. The research reveals a holistic lead-to-revenue management (L2RM) approach that leverages the right strategy, tools, tactics, and budget to achieve specific sales and marketing objectives. Lori also covers the marketing automation software that B2B marketers can deploy to scale operations, manage with metrics, and maximize return on marketing investment.
Lori is a technology marketing veteran with more than 25 years of experience in conceptualizing and implementing comprehensive marketing programs for pioneering software companies. She has held senior sales and marketing positions with a diverse set of technology firms — from venture-backed startups to global corporations, including BMC Software, Xerox, NCR, and Unisys. Lori is a frequent speaker at industry events. She is a recognized thought leader, and her articles have been published in various journals, including CIO and B2B Marketing.
Lori is a summa cum laude graduate of Pennsylvania State University.