Summary
As buyers progress through their purchasing journey, their information needs will change to suit where they are in the process. Portfolio marketers must craft messaging that answers buyers’ immediate questions while imparting a rich value proposition that enhances the interactions that make up the buyer’s journey. Additionally, portfolio marketers must link this messaging to larger themes, activating messages with care to build the larger story over time.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).