Best Practice Report

Messaging By Demand Type: New Paradigm

January 1st, 2018


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 objectives of new paradigm messaging are to make a buyer persona consider an alternative approach, motivate change, and mitigate any perception of risk. In this report, we explain how to adjust persona-based messaging during each stage of the Buying Cycle when the demand type is new paradigm.

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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.