Trends Report

Customer-Centered Messaging Motivates Buyers To Act

June 1st, 2022
With contributors:
Caroline Robertson , Pippin Evarts , Miriam ElKorchi , Ellen Lind

Summary

B2B marketers struggle to create customer-centric and relevant messaging. Forrester’s Messaging Nautilus® helps them to talk more about the issues buyers face, why current approaches may fail to deliver desired outcomes, and why buyers should seek alternatives. Customer-centered messaging must be anchored in the buyers’ desired business results. It requires a framework and discipline to benchmark and improve the story a company tells. This report shows how marketers who build messages that include measurable outcomes and proven results motivate buyers to act.

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