How To Report

Powerful Portfolio Messaging Elevates A Group Of Offerings

Portfolio Messaging Provides Executive Buyers With A Reason For Preference

September 15th, 2023
John Buten, Principal Analyst
John Buten Principal Analyst
With contributors:
Amy Hayes , Barry Vasudevan , Ian Bruce , Shelby Muschler

Summary

Portfolio messaging is often lackluster because it is created to address the company’s own problems rather than the buyer’s needs. B2B marketers should create this messaging when they can offer executive buyers value beyond their point solutions, not just when there’s too many offerings to list on one page. Portfolio messaging must address the needs of high-level decision-makers responsible for multiple product purchases. This report walks through the steps for creating a powerful portfolio message that addresses the needs of executive decision-makers across the portfolio and builds preference for your company as a provider in your category.

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