Date/Time: Wednesday, April 27th @ 3pm

Location: MGM Grand Conference Center, Level 3

Speaker: Michael McKinnon, Sr. Manager, Lead and Pipeline Management, Avaya

Effective nurture programs advance prospects through the stages of buyer readiness by delivering content in a structured manner that frames the problem and then presents a vendor-specific solution. When you align your nurturing to these buyer readiness stages, you can deliver content that resonates with your prospect’s pain points. Once you’ve engaged the prospect, the nurture track will continue to deliver content focused on solving the pain points. You can then use persona-based scoring to notify the sales team when the prospect is ready to buy.

In this session, you’ll learn:

• How to structure nurture content most effectively.
• How to conduct an effective gap analysis based on persona pain points.
• How to use Program Builder and lead scoring to deliver content.
• How to use query strings and progressive profiling to deliver content.