Best Practice Report

Developing Custom Messaging For Account-Based Marketing

March 9th, 2020
Alisa Groocock, null
Alisa Groocock


Custom messaging helps accelerate opportunities in highly strategic accounts that are part of a one-to-one account-based marketing program. Custom messaging requires understanding each target account’s unique needs and using those insights to build an account-centric value proposition. Organizations can use the Forrester Messaging Nautilus® framework for step-by-step guidance on building account-centric value propositions. In this report, we describe how an account-based marketing (ABM) practitioner can use the Forrester Messaging Nautilus® to customize existing content and build unique, account-centric value propositions for valuable accounts.

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