Barbara Winters

VP, Principal Analyst

Forrester Bio

Author Insights


Getting Buyer Experience Right Is A Must For B2B Organizations

Barbara Winters May 30, 2023
B2B organizations excel at customer experience (CX), but they don’t apply the same discipline to the buyer experience. And with B2B buyers more savvy and demanding than ever, taking a CX approach to understanding and managing the buyer experience can be a competitive advantage. This blog post covers three things to consider when thinking through how to manage the buyer experience at your organization.

Younger Business Buyers Are Having Their Say

Amy Hayes February 14, 2023
Millennials and Gen Zers now represent the majority of business buyers globally. Understanding how they approach the buying process is increasingly essential.

The Customer Lifecycle Is The Design Muse To Accelerate Your Journey To Customer Obsession

Lori Wizdo June 29, 2022
Learn how the Forrester Customer Lifecycle Framework helps B2B and B2C business leaders — enterprisewide! — calibrate what are too often internally focused processes instead of the customer’s process and perspective in order to become more customer-obsessed.

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.

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.

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

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

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

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

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