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.
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