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" approach that
Lori is a technology marketing veteran with more than 25 years of experience in conceptualizing and implementing comprehensive marketing programs for pioneering software companies. Lori 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 a various journals, including CIO, B2B Marketing,
Lori is a summa cum laude graduate of Pennsylvania State University.