Summary
B2B buying behaviors are constantly evolving, yet messaging strategies lag, failing to address buyers’ preferences and desired outcomes. Buyers demand differentiated, outcome-focused communication, but many providers rely on outdated, product-centric approaches. This report outlines key challenges in B2B messaging and introduces the Forrester B2B Buyer Messaging Cycle to help marketers adopt an agile, buyer-focused messaging development process that aligns with dynamic market demands and fosters better engagement.
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