Trends Report

Focusing Your B2B Messaging On Customers' Outcomes Intensifies Engagement

Build Messaging That Gives Your Audience A Reason To Change

April 5th, 2018
With contributors:
Caroline Robertson , Lori Wizdo , Matthew Camuso , Alexander Bullock , Kara Hartig


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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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.