Summary
B2B marketers struggle to make their messaging customer-centric and relevant. Forrester believes organizations should adopt a strategic messaging discipline to address this challenge. By building on Forrester's strategic messaging architecture (SMA), this report helps you ensure your messaging thrives at the intersection of: 1) what different customers want or need; 2) how your firm can solve those problems; and 3) why your customers should adopt a better approach. This is an update of a previously published report. Forrester aligned and added references to more recent research.
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