Barbara Winters,

Barbara Winters

VP, Principal Analyst

Barbara has 30 years of technology marketing experience and a successful track record of growing brand value and revenue through integrated marketing programs. She delivers research and advice to help portfolio marketers and managers succeed.

Research Coverage

Planned Research

What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.

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February 26th, 2026 5:00 PM - 6:00 PM Peer Discussions

Winning Wary Buyers: Navigating B2B Purchasing In 2026

Join host and Forrester analyst Barbara Winters and your peers to learn how business buyer journeys are changing and what vendors can do to modernize their sales and marketing strategies in a world driven by AI search and demanding, distrustful buyers.  This conversation will include open discussion with participants, so please bring your questions and experiences to share with the group. Questions for discussion: Have your sales conversations changed in the last two years based on buyer's expectations? What are the most important third-party sources of information your buyers use to validate your offering? How do you communicate business value? Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
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