Speaker Biography

Lori Wizdo

Principal Analyst

Sessions Featuring This Speaker

Outside In: A Forum For Customer Experience Professionals EMEA

11/06/2012

  • 02:10 PM - 02:55 PM

    Optimize Buyer Experience To Drive B2B Lead-To-Revenue Results

    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: 

    • How to use buyer journey analysis to understand buyers’ context and needs.
    • How to capture and leverage buyer behavior to personalize customer experience.
    • How to optimize and scale customer experience management in the lead-to-revenue process.

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.