IBM: Operationalizing A Repeatable Buyer-Centric Messaging Approach To Improve Campaign Performance

B2B portfolio marketers understand the importance of buyer-centricity but often lack an effective method to help the rest of the organization make the transition. Changes to an organization’s portfolio architecture are a catalyst to bring sales, marketing, and product teams together to adopt a buyer-centric messaging methodology. In this case study, we describe how IBM adopted the Forrester Messaging Nautilus®: Buyer’s Journey to transform the way it approaches messaging strategy, and how it gained alignment across sales, marketing, and product to deliver best-in-class campaign performance.