B2B buyers increasingly use answer engines to ask detailed questions, compare providers, test claims, and prepare internal recommendations, which means buyer messaging must be built for both human and AI-enabled interactions. This report, the fifth in a series of six reports on the Forrester B2B Buyer Messaging Cycle, explains how marketers should gather buyer context, create messages that answer phase-specific questions, prove differentiation, and activate messaging based on buyer preferences. Use this report to build AI-ready buyer messages that help buyers get better answers, build consensus, and move through the buying journey with more confidence.

Atlassian’s Team ’26 event highlighted how AI, agents, context, and workflows are reshaping enterprise work.

B2B buyers expect clarity, relevance, and differentiation in every interaction, but most provider messaging stop short, leaving go-to-market (GTM) teams to stitch together a story from disconnected assets. Marketers can use a storyboard, delivered via a pitch deck, to construct a coherent narrative that aligns teams and helps buyers through the buying journey. Storyboards require deep insight, including buyer context and goals, market forces, differentiation, and feedback from message testing. This report, the fourth of six reports in the Forrester B2B Buyer Messaging Cycle series, shows how to create a story that grabs attention, builds empathy, and clarifies the approach and outcomes.

Verticalization is like climbing a mountain. Before you take a single step, you need clarity on the destination. Are you aiming for base camp — a lower‑commitment climb that signals relevance, gets you closer to buyers, and lets you learn the terrain with a manageable investment? Or are you preparing for the summit — committing […]

Organizations that wish to grow by identifying new markets or targeting new buyers need a standardized process to choose the best opportunities. By taking a structured approach, organizations can better identify, prioritize, and select buyers and markets that match their capabilities and competencies. Marketers should leverage the models, tools, and frameworks in this toolkit to create a growth strategy and timeline for their organization.

Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2026 Predictions for business buyers.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2026. Uncover new insights based on Forrester’s research and expert analysis.Prepare your team and your organization for what’s ahead. Target audience level: all levels

Buyers find competitive messaging to be an essential component of the information needed to complete a purchase. To build effective competitive messaging, organizations require a clear view of the differentiators agreed upon by marketing and sales. This report discusses how portfolio marketers should identify these differentiators and then build and deploy competitive messaging to make a positive impact on revenue growth.

Portfolio marketers must measure the impact of messaging to ensure that efforts to build and deliver messaging drive meaningful business outcomes. Yet this measurement is often left out entirely or only considered for produced content that uses the messaging. These oversights not only devalue messaging but also leave marketers with an inadequate understanding of where and how to effectively leverage it. This report documents a set of metrics portfolio marketers can apply to evaluate messaging performance and its contribution to business results.

Messaging that resonates with buyers aligns with what they consider important and what they need to know. To write audience-centric messaging, portfolio marketers must understand and document their buyers’ questions. In this report, we describe how to effectively capture the questions that buyers need to answer throughout each phase of their journey.

A value proposition describes the business value a buyer can actualize through a provider’s offering or capabilities. It therefore acts as an anchor for the subsequent storyboard and more detailed messages. Portfolio marketers are primarily responsible for developing value propositions for their products and portfolios. This report, the third of six reports in the Forrester B2B Buyer Messaging Cycle series, describes the five components of a B2B value proposition and provide guidance for assembling them into a statement that attracts buyers to the offering.