Best Practice Report

Building Hierarchical Messaging To Ensure Audience Relevance

March 5th, 2020

Summary

To deliver a complete set of messages for buyers, complex organizations or offerings require messaging at many levels, built according to various audience requirements and reflecting how each of these messages connects to the others. Hierarchical messaging helps content and demand teams activate messaging at the corporate, business unit, industry, key offering, and product levels. These levels include messaging about the company, its business units and industries it targets, and the platforms, solutions, products, and services it offers. In this report, we provide guidance on how to build various levels of messaging that align with an audience’s messaging requirements.

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