Best Practice Report

Activate Your Value Proposition Across The Buyer’s Journey

Create Narrative Themes That Engage Buyers For Richer And More Memorable Messaging

February 20th, 2024
John Buten, Principal Analyst
John Buten Principal Analyst
With contributors:
Amy Hayes , Barry Vasudevan , Lisa Gately , Shelby Muschler , Drew Zalucky

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.

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