Best Practice Report

Developing Custom Messaging For Account-Based Marketing

March 9th, 2020
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
Alisa Groocock, null
Alisa Groocock

Summary

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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