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

  • For B2B Marketing Professionals

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

    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...

  • For B2B Marketing Professionals

    Report: The Strategic Messaging Assessment

    Business marketers know that communication can become muddled — affecting customer experience and engagement outcomes — as different stakeholders engage with customers without the connective tis...

  • For B2B Marketing Professionals

    Report: B2B Marketers Must Step Up Message Management

    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 stakehold...

  • For B2B Marketing Professionals

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

    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 e...

  • For B2B Marketing Professionals

    Report: Develop Your Revenue Growth And Acceleration Strategy

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which business-to-business (B2B) marketers will realize this vision. This report...

  • For B2B Marketing Professionals

    Report: Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    The lead-to-revenue (L2R) playbook is for business and consumer marketers who must power up their L2R processes to achieve new customer acquisition, current customer expansion, and overall reven...

  • For B2B Marketing Professionals

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

    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 e...

  • For B2B Marketing Professionals

    Report: The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014

    In Forrester's 75-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, we identified the nine most significant solution providers in the category — Act-On, Adobe, Cal...

  • For B2B Marketing Professionals

    Report: Automate Your End-To-End L2RM Process

    Myriad marketing automation vendors are vying to claim leadership in providing the software platforms to automate the lead-to-revenue management (L2RM) process. These vendors are integrating bro...

  • For B2B Marketing Professionals

    Report: Develop Your Revenue Growth And Acceleration Strategy

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which business-to-business (B2B) marketers will realize this vision. This report...

View all of Lori Wizdo's Research

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