Vice President, Principal Analyst
Laura serves B2B marketing and sales professionals. She is a leading expert in B2B marketing with hands-on senior management experience in corporate, industry, account-based, and product marketing; demand management; and social media. She helps Forrester's B2B marketing and sales clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, deliver business outcomes, engage customers postsale, create thought leadership, and fuel their company's topline growth. Her research addresses the skills, technology, process, and customer experience concerns of top B2B marketers related to all aspects of engaging existing customers, including postsale customer marketing, sales enablement, account-based marketing (ABM) strategy, customer-centered messaging, content engagement, B2B marketing mix planning/budgets, B2B personalization, and customer advocacy.
Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.