Outside In: A Forum For Customer Experience Professionals EMEA
B2B marketers have traditionally paid more attention to their sales process than the customer’s buying process, but that strategy is losing relevance with today’s empowered B2B buyers, who are two-thirds of the way through their buying process before they engage with tech vendors’ sales teams. Digital marketing and social media have inadvertently disintermediated B2B salespeople from their customers for a significant part of buying cycle. It is now marketing’s role to engage with early stage buyers and guide those buyers through the buying process. When these buyers interact with companies, they expect more relevant, personal, and timely communications than ever before. This presentation will discuss:
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.