Case Study

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

August 21st, 2019
With contributor:


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.

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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.