Summit Europe Sessions Lead Nurture in a Demand Unit Waterfall World

Lead Nurture in a Demand Unit Waterfall World

Speaker(s):  Erin Bohlin,

Syndicate(s): Demand Creation, Marketing Executive

Focus: Operationalize

Priorities: Demand Program Design, Planning and Execution

The concept of a demand unit challenges marketers to broaden their thinking about how to engage all parties involved in a b-to-b purchase. Marketers must think beyond the typical dimensions of account segmentation, persona preferences, and individual permission and behaviour to incorporate the context of the buying group. The result? It’s time to rethink the concept of nurture to plan and deploy the right mix of interactions and content throughout the decisionmaking process. This presentation will provide the following benefits:

For marketing:

  • Understand the role of nurture as a core component of an audience-centric go-to-market strategy focused on interactive, adaptive and personalised buying experiences
  • Learn how buyer insights captured as part of a demand unit can inform nurture interactions across all demand creation program types – activation, validation and acceleration
  • Learn how program design, content strategy and tactics need to evolve to effectively support the progression of demand units through the Demand Unit Waterfall®