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For B2B Marketing Professionals

How To Develop Valuable Messaging In The Context Of Sales Enablement

Elevate Sales Content And Conversations With A Strategic Messaging Architecture

March 30, 2018

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Why Read This Report

To create content that matters, B2B marketers must understand what buyers really care about and how these concerns change during the purchase journey. In this report, Forrester outlines an approach to marketing content development and sales messaging that lets marketers assess existing content, map new messages to customers' problem-solving processes, and help sellers engage with the right buyer at the right time. A strategic messaging architecture, coupled with content audit checklists, ensures messages are on target, in context, and persuasive. This is an update of a previously published report. Forrester aligned the content and added references to more recent research.

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Table of Contents

  • Business Buyers Are Unimpressed With Current Messages
  • Outcome-Oriented Message Development Starts With The Buyer
  • Recommendations

  • Use Our Messaging Tools To Tune Your Sales Content Portfolio
  • Related Research Documents

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