Skip to main content
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: Forrester Infographic: The State Of Better And Best Practices In B2B Marketing

    Landscape: The B2B Marketing Playbook

    July 28, 2020Lori Wizdo, Meredith Cain

    Marketers at high-growth B2B companies demonstrate similar strategies and tactics that set them apart from their peers at companies with average or subpar performance. While there is no "paint by numbers" formula for the perfect marketing mix, B2B marketing professionals can leverage the proven marketing practices of high-growth organizations to inform their own marketing decisions.

  • For B2B Marketing Professionals

    REPORT: Microsegmentation Yields Contextual Customer Experiences That Convert

    Strategic Plan: The B2B Marketing Playbook

    June 30, 2020Lori Wizdo

    Segmentation is the bedrock of B2B marketing campaigns. Marketers use segmentation to partition their databases and plan interactions with key audiences. But B2B marketers must rethink segmentation to meet increasing expectations for contextually relevant experiences and leverage the manifold advances in data and analytics technologies. Yes, it's a challenge. But the reward is a win-win for B2B marketers and buyers: relevant, valuable buying experiences and improved conversions.

  • For B2B Marketing Professionals

    REPORT: What B2B Buyers Crave

    Modern B2B Buyers Expect To Be Treated As Partners, Not Targets

    May 4, 2020 Steven Casey, Lori Wizdo

    The evolving environmental factors driving fundamental changes in B2B buyers' behavior have reached an inflection point — and now pose an existential threat to all organizations. It's more than a combination of discrete trends such as rising bounce rates, declining open rates, or increasing churn. It's that your buyers now expect a fundamentally different relationship with your company. This report helps B2B marketing professionals understand how B2B buyers' expectations are changing and what they need to do to adapt and thrive in the future.

  • For B2B Marketing Professionals

    REPORT: The Forrester Wave™: Through-Channel Marketing Automation, Q2 2020

    The 13 Providers That Matter Most And How They Stack Up

    April 20, 2020 Jay McBain, Lori Wizdo

    In our 24-criterion evaluation of through-channel marketing automation (TCMA) providers, we identified the 13 most significant ones — Ansira, Aprimo, BrandMuscle, Distribion, E2open, Impartner, Mindmatrix, Pica9, SproutLoud Media Networks, StructuredWeb, TIE Kinetix, Zift Solutions, and ZINFI Technologies — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals select the right one for their needs.

  • For B2B Marketing Professionals

    REPORT: Chart Your Course To B2B Marketing Transformation

    Roadmap: B2B Marketing Playbook

    March 9, 2020Lori Wizdo

    B2B marketing leaders must evolve — and quickly — from their traditional role of brand steward, lead-generation machine, and sales supporter to become an architect of engagement across the entire customer lifecycle. Transformation is necessary, but the organizational stress — if not properly managed — will put the transformation at risk. This report, and its companion tool, will help you develop your roadmap to operationalize marketing transformation.

View all of Lori Wizdo's Research

Clients Who Work With Lori Wizdo Also Work With:

View all related analysts