Vision Report

Craft Messaging That Motivates Buyers

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

February 7th, 2022
With contributors:
Amy Hayes , Barbara Winters , Katie Fabiszak , John Buten , Paul Ferron , Beth Caplow , Caroline Robertson , Kaitlyn Coalson , Drew Zalucky


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.