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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: Predictions 2018: Digital Disruption Is The New Normal For B2B Marketing

    Refine B2B Marketing's Remit To Meet The Demands Of The New Business Consumer

    October 5, 2017Lori Wizdo

    Historically, marketers in B2B companies have had less strategic influence than their compatriots in sales and product (e.g., engineering and manufacturing) roles. But in 2018, forces that have been roiling for the past several years will coalesce to spark a B2B marketing renaissance. This report highlights the specific changes that B2B marketers will make — and experience — in 2018 when their new destiny as steward of the customer relationship unfolds.

  • For B2B Marketing Professionals

    REPORT: Vendor Landscape: B2B Marketing Data Providers, Q3 2017

    July 26, 2017 Steven Casey, Steven Wright, Lori Wizdo

    Many B2B marketers believe that inaccurate and incomplete data is a hard fact of life that is too difficult and expensive to fix — even though it eats marketing ROI and eviscerates good customer experience. It's time to drop that legacy thinking. The data marketplace has exploded with solutions and services to address the origin and governance of business-buyer data — with a reasonable investment of time and money. This report offers an overview of vendors to guide B2B marketers on driving requirements from use cases, evaluating vendors, and making procurement decisions.

  • For B2B Marketing Professionals

    REPORT: The Strategic Messaging Assessment

    Evaluate Your Message Management Discipline

    June 28, 2017Lori Wizdo

    Business marketers know that communication can become muddled — affecting customer experience and engagement outcomes — as different stakeholders engage with customers without the connective tissue of a strong messaging platform. This assessment tool will help B2B marketing leaders assess their message management, identify critical gaps, and plan a path to stronger messaging.

  • For B2B Marketing Professionals

    REPORT: B2B Marketers Must Step Up Message Management

    A Strategic Messaging Architecture Helps Marketing And Sales Stimulate, Sustain, And Scale Consistent Communication

    June 28, 2017Lori Wizdo

    Savvy B2B marketers know that contextual, relevant content helps their company connect with customers in all stages of the life cycle. But communication can become muddled if different stakeholders engage with customers without the connective tissue of a strong messaging architecture. This report presents a framework for strategic message management that will accelerate the development, simplify the management, and foster effective delivery of content — from thought leadership blogs to sales conversations. This is an update of a previously published report. Forrester added content and vetted it with research interviews and conceptual trials in client workshops.

  • For B2B Marketing Professionals

    REPORT: Take L2RM To The Next Level With A Pivot To Lifetime Customer Engagement

    Vision: The Lead-To-Revenue Playbook

    January 19, 2017Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer life cycle. In this report, we make the case for that shift of focus and explore six pivot points to help business-to-business (B2B) marketing leaders architect the transformation from demand generation to customer life-cycle marketing. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.

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Webinar: Predictions 2018 For B2B Marketing

Date: November 30, 2017
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