Lori   Wizdo

Lori Wizdo

VP, Principal Analyst Serving B2B Marketing Professionals

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.

Education

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

Lori Wizdo

VP, Principal Analyst Serving B2B Marketing Professionals

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.

Education

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

Lori Wizdo's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: Predictions 2020: B2B Marketing And Sales

    Accelerating Response To The Great Expectations For The B2B Buying Experience

    October 29, 2019 Caroline Robertson, Steven Casey, Jay McBain, Laura Ramos, Mary Shea, Lori Wizdo

    We are approaching the end of the first half of the age of the customer. Over the past decade, we've seen business buyers become increasingly self-reliant and self-directed. But we're now seeing that buyers increasingly expect to be served — by both marketing and sales — with an experience of their choosing. And as our predictions reveal, we believe 2020 will be a pivotal year as buyers' demand for a compelling experience increases and B2B marketers strive to own the moment.

  • For B2B Marketing Professionals

    REPORT: Model The ROI Of B2B Marketing Technology Investments

    September 23, 2019Lori Wizdo, Rusty Warner

    B2B marketing technologies promise to grow revenue, streamline marketing operations, and deliver a better customer experience, but B2B marketers often struggle to justify investing in them. Using Forrester's Total Economic Impact™ (TEI) framework, this report provides an ROI model for B2B marketing technology investments. The TEI-based model helps B2B marketing leaders build a comprehensive business case, with a balanced focus on technology, people, and processes, to expose the full investment required. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We have updated it now to factor in new ideas and data.

  • For B2B Marketing Professionals

    REPORT: Making The Right Choices For Your B2B Marketing Tech Stack

    Architect The Optimal Buying Experience

    September 23, 2019Lori Wizdo

    B2B marketing professionals depend on technology to collect data, generate insights, target audiences, and deliver relevant interactions. This report describes best practices for B2B marketing pros and the technology teams that support them for designing and operationalizing their customer lifecycle marketing practices. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: Gauge Your Customer Lifecycle Marketing Maturity

    August 20, 2019Lori Wizdo

    To help you assess the maturity of your customer lifecycle marketing (CLM) practices, we've developed an assessment framework, comprising 20 criteria across five competencies — strategy, structure, process, measurement, and technology. This report and the companion assessment will help B2B marketers identify required capabilities and existing gaps.

  • For CMO Professionals

    REPORT: Stop Improving Your Marketing Processes: Start Disrupting

    Advanced Level: Process Practices For The Marketing Innovation Playbook

    June 20, 2019 Jessica Liu, Lori Wizdo

    Changing markets, shifting competitive conditions, and rapidly evolving customer demands inevitably create a point at which continually improving your existing customer engagement processes fails to deliver better outcomes. That's the time for process disruption. Advanced practitioners go beyond "doing things right" to "doing the right thing" — and that requires relentless examination of the business side of marketing. CMOs should read this report to challenge their thinking about process innovation. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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