Barbara Winters

Inspirer
DISC Type : id

VP, Principal Analyst at Forrester

Los Angeles Metropolitan Area, United States

Overview

Barbara Winters is the VP, Principal Analyst for portfolio marketing at Forrester, leveraging 30 years of technology marketing experience. She advises B2B leaders on go-to-market strategies, buyer engagement, and product launches. People often describe her as a "gifted marketing strategist. "

Her research focuses on the state of business buying, analyzing how generative AI is reshaping buyer behavior, leading to increased skepticism and a greater demand for proof of value from vendors.

Personality Overview

Achievment Oriented

Charming & Persuasive

Fast Adopter

They usually prefer to drive the conversation.  They don’t mind taking a stand if they believe in something. They respond well to objective pitches but also attach some value to relationships.

Topics They Care About

B2B Buyer Behavior
Her core research focuses on how risk-averse buyers make decisions, especially with the influence of GenAI, expanding buying groups, and a demand for validated proof of value.
Go-to-Market Strategy
Advises clients on creating audience-centric go-to-market approaches that align product, marketing, and sales teams to improve engagement and increase revenue.
AI in Marketing
Frequently speaks and writes about how generative AI is fundamentally changing the B2B purchasing process and how marketers must adapt to a world of answer engines.

Media Appearances

Barbara Winters – Analyst Bio. Featured in Forrester

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Barbara Winters - Forrester Blog Author Page. Featured in Forrester

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Forrester's B2B Summit: New Research Will Emphasize Four Key Areas in Which Portfolio Marketers Can Drive Organizational Growth in a Post‑COVID World. Featured in Forrester Blog

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Work History

7-2022
VP, Principal Analyst at Forrester
6-2019
Research Director at Forrester
7-2018
Principal Analyst at Forrester
7-2018 - 6-2019
Research Director at SiriusDecisions (acquired by Forrester Research 2019)
8-2016 - 4-2018
VP of Marketing at HG Data

Education

Bachelor’s Degree from California State University, Northridge

More Information

Social Presence :

Prographics :

Exp : 26 Location : Los Angeles Metropolitan Area, United States Job Level : Senior Designation : VP, Principal Analyst at Forrester
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Insights For Selling To Barbara

During A Call Or A Meeting

DO's

  • Get them to a point where they are ready to bat for your product internally
  • Refer to testimonials from well known people to highlight the value of your product
  • Keep your pitch focused on the impact but insert some anecdotes into it

DONT's

  • Don't be unorganized, be prepared for the pitch
  • Don’t be too verbose or overly friendly; a little bit, however, is fine
  • Don’t be very informal even if they are being so themselves

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Barbara is

  • Product value plays a big role, followed by relationship and a sense of achievement.
  • Will you ever get a clear answer from Barbara

  • If they do not firmly believe in you, they will refuse without hesitation.

Insights For Deal Planning

    How fast (or slow) will Barbara move?

  • They can take fast decisions if they develop conviction in the product and find you trustworthy.
  • Can Barbara take some risk or not?

  • They have the capability of taking risky decisions if necessary.

You And Barbara

Personality Compatibility


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