Using Webinar Polls to Drive Deeper Content Personalization By fashioning a beautiful wooden horse disguised as a gift for the T rojans, the Greecian army infiltrated the city of T roy undetected and won the T rojan war. T oday, the “T rojan Horse” strategy is the foundation of content marketing, as B2B marketers commonly oer leads something of value in exchange for their information. By oering thought leadership that piques the interest of your audience, we encourage campaign recipients to trade their information for expertise. Webinars are a popular tool in the marketer’s arsenal that do just this and can accelerate prospects along the buyer’s journey, from lead to customer. Savvy marketers use webinars and events to aract, educate, and nurture leads, to convert them into customers an

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