Best Practice Report

Creating Adaptive Pre-MQL Nurtures Aligned To The Buyer’s Journey

January 1st, 2018
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
With contributors:
Terry Flaherty , Lisa Nakano , Alaina Ladd , Arianne Burnette

Summary

As B2B buyers progress through their buyer’s journey, they require different types of content to meet their shifting information needs. However, many organizations fail to consider their buyers’ needs when creating premarketing qualified lead (pre-MQL) nurture programs. They deliver content in a predefined flow instead of adapting their messaging and offers to individual prospects’ current interests and requirements. In this report, we explain how to develop an adaptive pre-MQL nurture architecture that satisfies buyers’ information needs during each stage of the buyer’s journey.

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