Messaging By Demand Type: Established Market

January 1st, 2018

Barry Vasudevan VP, Principal Analyst

Barbara Winters VP, Principal Analyst

With contributors:

Paul Ferron , Amy Hayes , Beth Caplow , Katie Fabiszak , John Buten

Summary

Messaging components should be adjusted to reflect the market situation for the offering based on the type of demand the organization is trying to create. The objective of established market messaging is to make a buyer persona realize that the offering is a better choice vs. a competitor’s offering. Established market messaging focuses primarily on positioning and differentiation. In this report, we provide instructions on how to adjust persona-based messaging during each stage of the Forrester Buying Cycle when the demand type for an offering is established market.

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