Advanced Lead Nurturing: Using Multiple Delivery Vehicles

January 1st, 2018

With contributors:

Lisa Nakano , Alaina Ladd , Arianne Burnette

Summary

Lead nurture programs are designed to facilitate the B2B buyer’s journey, but to remain effective they must evolve from email-only drip programs to more targeted efforts executed through multiple delivery vehicles. Using rules-driven personalization and dynamic content delivery, marketers can nurture prospects in a highly scalable, effective manner if they apply persona and buying cycle intelligence when deciding which delivery vehicles to deploy. In this report, we outline alternative delivery vehicles for lead nurturing programs, and identify which are most appropriate for each program type.

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