Vision Report

Craft Messaging That Motivates Buyers

An Introduction To The Three Key Challenges Of B2B Messaging And How Organizations Can Overcome Them

July 9th, 2024
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Amy Hayes , Barbara Winters , Katie Fabiszak , Paul Ferron , John Buten , Beth Caplow , Kaitlyn Coalson , Aidan Doyle , Drew Zalucky

Summary

To build impactful messaging, B2B organizations must align on the target of messaging, understand what buyers care about, and craft a compelling story that focuses on outcomes for buyers while remaining empathetic to their challenges. Marketers should use the buying group as the central element of messaging orientation to create a powerful narrative to motivate buyers to action. In this report, we discuss three obstacles to creating impactful messaging and how organizations can overcome these challenges.

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