Messaging by Demand Type: New Concept

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 new concept messaging is to make a buyer persona conscious of an unrecognized need or problem. New concept messaging is highly evangelistic and aims to create a sense of urgency to take action. 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 new concept.

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