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For B2B Marketing Professionals

B2B Marketers Must Step Up Message Management

A Strategic Messaging Architecture Helps Marketing And Sales Stimulate, Sustain, And Scale Consistent Communication

June 28, 2017

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Why Read This Report

Savvy B2B marketers know that contextual, relevant content helps their company connect with customers in all stages of the life cycle. But communication can become muddled if different stakeholders engage with customers without the connective tissue of a strong messaging architecture. This report presents a framework for strategic message management that will accelerate the development, simplify the management, and foster effective delivery of content — from thought leadership blogs to sales conversations. This is an update of a previously published report. Forrester added content and vetted it with research interviews and conceptual trials in client workshops.

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Table of Contents

  • B2B Marketing Leaders Must Address Message Management Now
  • Adopt A Strategic Approach To Message Management
  • Make Message Management A Process, Not A Project
  • Recommendations

  • Step Up To The Strategic Messaging Challenge
  • Supplemental Material
  • Related Research Documents

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