Barbara Winters

Principal Analyst

Forrester Bio

Author Insights


The Buyer’s Journey Is The Portfolio Marketer’s Key To Planning For 2022

Barbara Winters October 4, 2021
Understanding how today's buyers gather information and being ready to educate and engage with them, wherever they are, is more important than ever.
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Fall Is The Best Time For Planting Seeds And Planning For Growth

Barbara Winters October 8, 2020
Portfolio marketing teams can play a key role in annual planning efforts by analyzing new markets and new buyers for growth opportunities.
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Four Questions to Spark Your Development of Robust Buyer Personas

Barbara Winters March 27, 2020
  • Persona building historically relies on traditional methods and manual data gathering
  • Personas often lack the robust data that makes them valuable to the rest of the organization
  • Portfolio marketers can leverage advanced data-gathering techniques to support persona development
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Why a Team Handshake Is Better than a Handoff When It Comes to Content Strategy

Barbara Winters April 30, 2019
  • Content alignment and use is an ongoing challenge in B2B marketing
  • Portfolio marketing and content teams often work in silos, which exacerbates the problem
  • Effective collaboration requires an understanding of what each team brings to the table, and a willing handshake through key milestones
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Building B2B Buyer Personas: How Personal Should They Be?

Barbara Winters January 15, 2019
  • B2B personas should focus on job roles more than demographics
  • Balance creativity, accessibility and functionality when documenting personas
  • Don’t be afraid to get emotional, as long as it applies to business decision-making
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Dialing Up an Audience-Centric Approach to Marketing

Barbara Winters October 29, 2018
  • Organizations that follow an audience-centric go-to-market approach experience many benefits, including better engagement and response rates and ultimately increased revenue
  • Identifying and understanding target audiences and developing buyer personas are key first steps
  • Transforming an organization to audience-centricity requires alignment across product, marketing and sales teams
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Do I Really Have to Develop All That Messaging?

Barbara Winters October 8, 2018
  • B2B buying decisions are generally made by groups of buyers
  • When creating messaging, B2B marketers need to address each member of the buying group for best results
  • Understanding each person in the buying group and prioritizing his or her role in the decision process provides a roadmap to accomplish the task
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