Lori Wizdo

VP, Principal Analyst

Forrester Bio

Author Insights

Blog

Are You Ready To Step Up To B2B Marketing’s New Destiny?

Lori Wizdo April 19, 2021
As forces converge to drive B2B marketing to a higher purpose, marketing leaders must evolve from brand stewards, lead generation machines, and sales supporters in order to fulfill it.
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Blog

2021年预测:B2B营销人员打造数字化路径,拉近与企业距离

Lori Wizdo March 3, 2021
2020年的大部分时间里,B2B营销专家对于预测当下都无从下手。去年我们在公共卫生、社会和商业方面经历了前所未有的动荡,也是在该背景下以往积累的智慧与精心挑选的数据突然变得不那么可信。和其他人一样,Forrester的B2B营销团队也在问同一个问题:现在到底什么管用?点击“阅读更多”了解具体细节。
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Blog

Growth Marketers Ignore E-Channels At Their Peril

Lori Wizdo January 28, 2021
Both business buyers and B2B sellers are increasing their participation in marketplaces. As the shift continues, companies that have experience of and actual success in marketing on marketplaces will reap the benefits of early adoption. A number of factors are converging to drive this trend. B2B buyers rely less and less on enterprise account reps. […]
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Blog

Insights From The Cutting-Room Floor

Lori Wizdo January 28, 2021
Because it’s hard to insert a real-time press interview into my daily schedule in a window that meets most press deadlines, I deliver a lot of my interviews via emailed responses to questions. Not all of my responses make it into the final article, of course. But the one thing that is great about email […]
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Research Collection

B2B Leaders: Adjust Your Marketing And CX Spending In The Wake Of COVID-19

Lori Wizdo November 4, 2020
The business effects of the COVID-19 pandemic will be with us for years. However, the consequences of the pandemic are not identical for all companies. Different industries and firms face disparate consumer trends, resource availability, and revenue potential during the pandemic and its aftermath. As a result, companies operate in one of three modes: survival, […]
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Blog

Predictions 2021: B2B Marketers Build Digital Pathways To Distanced Businesses

Lori Wizdo October 23, 2020
The events of 2020 have dramatically accelerated the digital destinies of B2B buyers and marketers. The transformation will continue in 2021 — and marketers who plan for these five shifts will gain an edge.
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Blog

B2B Martech In The Time Of COVID-19

Lori Wizdo August 14, 2020
As the pandemic forces cuts to marketing budgets, marketing technology is the one category expected to be spared. Marketing organizations are leaning on martech to make up for lost time and improve engagement and conversions.
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Blog

Microsegmentation: The Missing Piece In Your Customer-Obsession Puzzle

Lori Wizdo July 19, 2020
It's time for B2B marketers to rethink segmentation. Learn how refining your approach can help you engage and drive more revenue from your customer base.
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Blog

The Martech Roundtable: The Past, Present, And Future Of Marketing Technology For Business And Consumer Marketers, Part 2

Lori Wizdo February 18, 2020
In December, B2C marketing analysts Joe Stanhope and Rusty Warner and B2B marketing analyst Lori Wizdo hosted the second annual martech roundtable to help marketers make informed decisions against the backdrop of these exciting and disruptive trends in marketing technology. In part two of our martech roundtable webinar recap, we’ll delve into high-level marketing trends […]
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Blog

B2B Marketing Should Organize Around The Customer In 2020

Lori Wizdo January 23, 2020
The theme of Forrester’s “Predictions 2020: B2B Marketing And Sales” report was “accelerating response to the great expectations for the B2B buying experience.” The report made five unique calls; one of them was mine: The number of organizations with audience-based structures will more than double. Since we published the report late last year, I’ve had […]
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Blog

It’s Time To Mainstream ABM

Lori Wizdo January 17, 2019
When account-based marketing (ABM) burst onto the scene in 2015, it was positioned by a number of vendors as the death of traditional marketing. And while that controversial approach might have been great for creating buzz and drawing attention, it created significant confusion for the mainstream B2B marketer. It’s taken a couple of years to […]
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Blog

Adobe Changes Its Marketing Cloud Trajectory With Marketo Acquisition

Lori Wizdo September 21, 2018
I am still catching my breath. Adobe has agreed to acquire Marketo for $4.75 billion. The deal is the biggest in Adobe’s history and a massive encore to the acquisition of Magento for a mere $1.7 billion in May. On the one hand, I find myself proud to be a B2B marketer — to think that […]
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Blog

The Key To Marketing And Sales Alignment? The Customer

Lori Wizdo September 4, 2018
B2B marketers get it. They know they need to operate across their sales and marketing silos to get beyond portfolio-centric campaigns to connect with buyers via specific, contextually relevant content that engages customers across the entire life cycle. The question is no longer why. The question is how. That’s why I am excited about the sessions […]
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Blog

B2B Marketers Need To Establish Process Rigor (Without The Mortis)

Lori Wizdo May 14, 2018
I had the pleasure of collaborating with fellow Forrester analysts Jessie Liu and Ryan Skinner on the subject of marketing process — one of the lynchpin competencies in Forrester’s marketing innovation playbook. As Jessie Liu explained in her blog introducing the series, we wrote three reports, each targeted at a beginner, intermediate, or advanced maturity level. (A handy assessment […]
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Blog

The GDPR and The B2B Marketer: Ready or Not, Here I Come

Lori Wizdo March 14, 2018
The deadline for compliance with the GDPR is May 25, 2018, but the preparations of many B2B marketers range from nonchalant to indifferent. In our research interviews and inquiries about the GDPR, we find that many B2B marketers don’t think the regulation is a relevant concern because they think the GDPR doesn’t apply to business […]
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Blog

The Ways And Means Of B2B Buyer Journey Maps: We’re Going Deep at Forrester’s B2B Forum

Lori Wizdo August 21, 2017
A very, very long time ago, a sales training instructor told me, “It’s the job of the sales person to teach the buyer how to buy.”  And that was essentially true for a very, very long time — until the emergence of the digitally empowered buyer. Today’s business buyers are increasingly self-directed: 60% prefer not […]
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Blog

The B2B Marketing Change Agenda

Lori Wizdo January 26, 2017
I think we all accept that business buyers have higher expectations in the age of the customer.  They've  fundamentally changed their buying behavior in this digital age. Unfortunately, too many B2B marketers aren't keeping pace. They must evolve from brand stewards, lead generation machines, and sales supporters to architects of customer engagement across the customer life cycle. […]
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Blog

It’s Time To Take L2RM Beyond Revenue Performance

Lori Wizdo January 26, 2017
  I've just refreshed the core documents in Forrester, Lead-to-Revenue Playbook. While L2RM pioneers have realized significant business gains, they have also realized that L2RM is not just about taking responsibility for the impact of marketing spend on revenue performance or about standardizing, automating, and scaling your current marketing practice. Today's digitally empowered buyer controls […]
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Blog

L2RM Automation Is Powering A B2B Marketing Transformation

Lori Wizdo November 21, 2016
Forrester just published The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q4 2016.  Our research uncovered a robust market in which Act-On, Adobe, IBM, Marketo, and Oracle lead the pack; bpm'online, HubSpot, Salesforce, and Salesfusion offer competitive options; and CallidusCloud and Right On Interactive are Contenders.  Forrester’s Wave ™ process is comprehensive (we evaluated the products across […]
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Blog

Account-Based Marketing Will Elevate, Not Eclipse, Lead-To-Revenue Management

Lori Wizdo October 21, 2016
The explosion of interest in account-based marketing has created uncertainty for business-to-business (B2B) marketers who have invested in marketing automation to optimize their lead-to-revenue processes. It’s not surprising because the vendors that market ABM-badged wares – and many pundits — generate attention with controversial proclamations, like: “ABM is the death of demand generation”; “ABM replaces […]
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