Best Practice Report

How To Implement The Messaging Nautilus: Buyer's Journey

January 1st, 2018

Summary

Our research shows that misalignment, process breakdowns, and skills gaps often characterize messaging origination, resulting in the production of ineffective content. At the heart of this problem are flawed and obsolete messaging templates that center on the offering, an aspirational product category, or the brand identity. This report describes the Messaging Nautilus®: Buyer’s Journey methodology, which enables the creation of B2B content that connects with buyers in an audience-centric go-to-market approach.

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This report is available for individual purchase ($1495).

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.