Best Practice Report

Optimizing Pre-MQL Nurture Strategies With Predictive Tactic Matching

January 1st, 2018
Phyllis Davidson, VP, Principal Analyst
Phyllis Davidson VP, Principal Analyst
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst
With contributors:
Lisa Nakano , Alaina Ladd , Arianne Burnette

Summary

Buyer’s journeys are undertaken by individuals within a buying center, but each buyer persona has unique information needs that sellers must address. To nurture buyers, organizations must deploy tactics to meet the buyer needs of each persona within a typical buying center. Predictive tactic matching supports buyer’s journeys by automatically triggering tactic deployment to buying centers and their personas, even when buyers are anonymous. In this report, we describe how predictive analytics is poised to help B2B marketers refine and automate the process of matching tactics to buyers to generate marketing efficiencies and improve buyer experiences.

Want to read the full report?

Contact us to become a client

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.