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Lead Nurturing Done Right: Accelerate Prospects Through the Buying Cycle

Event Date:
October 17, 2012 2:00 PM ET / 11:00 AM PT


Are you producing content that will successfully lead your buyer through all the stages of the buying process? For most companies the answer is “no”.

Coupled with the challenges of implementing a focused content strategy, many companies implement nurturing strategies and find the results lacking. This is not necessarily due to lack of content, but can be blamed on bad content. The development of content for nurturing begins with the buyers themselves. Companies must do a better job in getting to know their buyers –their needs, their challenges, their daily activities, how they plan to address their issues.

Join Carlos Hidalgo, CEO of the Annuitas Group, and Mark Bornstein, Director of Content Marketing at ON24, who will discuss:

• Developing a buyer persona
• Who to involve in the development of personas
• Defining the buyer journey for the individual personas
• Mapping content to the buying stages
• Bundling multiple content types
• Customizing the buyer journey with progressive webcasting
• Maintaining a customer conversation
• Delivering more sales-ready leads

The modern world of marketing necessitates that it all starts with your buyer!


Joe Pulizzi
Content Marketing Institute

Joe Pulizzi is a leading author, speaker and strategist for content marketing. Joe is first and foremost a content marketing evangelist, and founded the Content Marketing Institute, which includes the premier international content marketing event Content Marketing World and Chief Content Officer magazine. Joe is co-author of the highly praised book Get Content Get Customers (McGraw-Hill), recognized as THE handbook for content marketing, as well as Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand.

Joe writes one of the most popular content marketing blogs in the world and is overly passionate about the color orange.

Follow me on Twitter: @juntajoe


Mark Bornstein
Director, Content Marketing
ON24, Inc.

As Sr. Marketing Content Manager for ON24, Mark is responsible for managing marketing communications in support of webcasting and virtual events solutions. Mark brings over 20 years of marketing, account management and communications experience with leading technology firms.

Prior to joining ON24, Mark held management positions at Cisco Systems, Compatible Systems, Susquehanna Broadcasting and GE Access.

Carlos Hidalgo
The Annuitas Group

Carlos Hidalgo is CEO of The Annuitas Group, the leading provider of sales and marketing process consulting services. In his role, Hidalgo has helped their clients identify over $700 million of potential revenue by developing and implementing lead management processes.

In addition to his role with The Annuitas Group, Hidalgo is the Executive Director and Co-Founder of The Marketing Automation Institute, the premier he community for marketing automation end-users that provides the highest level of vendor neutral curriculum, training and certification.

Prior to his role at BMC Software, Hidalgo held a similar role at McAfee, Inc.

Follow me on Twitter: @cahidalgo