Messaging By Demand Type: New Paradigm

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 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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