Vision Report

Messaging Nautilus®: The Benefits Of Adopting An Audience-Centric Messaging Methodology

January 1st, 2018
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
John Buten, Principal Analyst
John Buten Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director

Summary

Sixty-five percent of B2B content goes unused, often because messaging is not relevant to the intended audience. Traditional organization-centric and product-centric messaging tools provide an inside-out viewpoint that does not take into account audience insights and needs. The Forrester Messaging Nautilus® is a proprietary methodology for creating messaging that resonates with target audiences (e.g., buyers, customers, sales reps, or employees). This report describes four benefits of using the Messaging Nautilus to create content that connects with buyers and begin the shift to an audience-centric go-to-market approach.

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