Building Persona-Based Nurture Programs

January 1st, 2018

With contributors:

Lisa Nakano , Carrie Rediker , Alaina Ladd , Arianne Burnette

Summary

Buyers today expect a seamless digital experience in their professional roles. To facilitate this experience and enhance performance, B2B marketers must create a strategy that uses clearly defined personas as the focal point for delivering targeted multichannel nurture programs. Marketers need to evaluate the technology and database requirements to support a persona-based nurture approach, because nurture program content that aligns to the buyer’s journey and persona preferences yields higher prospect engagement and conversion rates. In this report, we describe how to develop persona-based nurture programs.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.