Trends Report

B2B Marketers Must Step Up Message Management

A Strategic Messaging Architecture Helps Marketing And Sales Stimulate, Sustain, And Scale Consistent Communication

June 28th, 2017
Lori Wizdo, null
Lori Wizdo
With contributors:
Sheryl Pattek , Peter O'Neill , Matthew Camuso , Kara Hartig


Savvy B2B marketers know that contextual, relevant content helps their company connect with customers in all stages of the life cycle. But communication can become muddled if different stakeholders engage with customers without the connective tissue of a strong messaging architecture. This report presents a framework for strategic message management that will accelerate the development, simplify the management, and foster effective delivery of content — from thought leadership blogs to sales conversations. This is an update of a previously published report. Forrester added content and vetted it with research interviews and conceptual trials in client workshops.

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