Vision Report

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

January 1st, 2018


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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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.