Speaker Biography

Lori Wizdo

Principal Analyst

Sessions Featuring This Speaker

Forrester's Marketing Leadership Forum 2012

04/18/2012

  • 01:00 PM - 01:45 PM

    Engage Customers With Lead Nurturing

    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:

    • Calibrate touches to accelerate the customer's buying process (and shorten sales cycles).
    • Shape buying criteria to increase close rates.
    • Inculcate value to reduce discounting.

Research Focus

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

leverages the right strategy,  tools, tactics, and budget to achieve specific sales and marketing objectives.   Lori also covers the marketing automation software that tech marketers can deploy to scale operations, manage with metrics, and maximize return on marketing investment.

Previous Work Experience

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, 

Education

Lori is a summa cum laude graduate of Pennsylvania State University.