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For B2B Marketing Professionals

Focusing Your B2B Messaging On Customers' Outcomes Intensifies Engagement

Build Messaging That Gives Your Audience A Reason To Change

April 5, 2018

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Why Read This Report

B2B marketers struggle to make their messaging customer-centric and relevant. Forrester believes organizations should adopt a strategic messaging discipline to address this challenge. By building on Forrester's strategic messaging architecture (SMA), this report helps you ensure your messaging thrives at the intersection of: 1) what different customers want or need; 2) how your firm can solve those problems; and 3) why your customers should adopt a better approach. This is an update of a previously published report. Forrester aligned and added references to more recent research.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • B2B Messaging Still Puts Capabilities Ahead Of Customers' Concerns
  • Three Rules Keep Messaging Centered On Customers' Outcomes
  • Recommendations

  • Design Your Messaging To Give Customers A Reason To Change
  • Supplemental Material
  • Related Research Documents

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