Speaker Biography

Lori Wizdo

VP, Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Marketing Leaders


  • 11:10 AM - 11:40 AM

    Make The Pivot To Customer-Obsessed B2B Marketing -- At Scale

    B2B marketers get it. They know that lead-to-revenue management is not demand gen on steroids. They know they need to get beyond campaigns to engage with very specific, contextually relevant messages that connect with buyers. Then why do they fail so often? B2B buyer diversity makes it hard to pivot to buyer obsession at scale. Key takeaways include:

    • Why a laser focus on buyer outcomes is mandatory for effective customer engagement.
    • Why buyer journey mapping fails in practice for most B2B marketers.
    • How buyer-pattern mapping helps you make the pivot to customer obsession — at scale.

Research Focus

Lori serves B2B Marketing Professionals in all industries who must power up their processes, technology, and teams to achieve new customer acquisition and revenue and retention goals. She researches and advises on the core marketing operations of customer attraction, nurturing, conversion, and life-cycle value management. The research manifests in a holistic lead-to-revenue management (L2RM) approach that leverages the right strategy, tools, tactics, and budget to execute customer-insight-based go-to-market strategies and plans that span both digital and traditional channels. Lori also covers the marketing automation software that marketers can deploy to scale operations, manage with metrics, and maximize return on investment.

Previous Work Experience

Lori is an accomplished B2B marketing expert with over 30 years of experience in corporate, industry, and product marketing, demand management, and sales enablement roles. 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 recognized industry thought leader. She is a frequent speaker at industry events, and her articles have been published in various journals including CIO, B2B Marketing, Customer Think, and Ad Age. Lori is also co-inventor of two patented business process methods for the enablement of knowledge communities.


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