Isolating Primary Needs for Use in Messaging

January 1st, 2018

With contributors:

Barry Vasudevan , Beth Caplow , Barbara Winters , Katie Fabiszak , John Buten , Paul Ferron

Summary

For B2B CMOs, one of the biggest challenges posed by the shift to audience-centric marketing is the creation of needs-oriented content. The identification of the primary buyer need is critical to creating messaging that resonates and attracts the audience to the offering. Because a buyer persona might have multiple needs related to the value of an offering, it’s important to pinpoint the primary buyer need that will yield the most impact. In this report, we describe a process that organizations can exploit to identify the primary buyer that they should address in their messaging.

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