Case Study

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

August 21st, 2019
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
John Buten, Principal Analyst
John Buten Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
With contributor:
Nick Buck

Summary

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.