Planning for Messaging Activation

January 1st, 2018

Summary

During activation, the second phase of the Forrester Content Model, messaging components are assembled into finished content assets and delivered. Before the activation phase begins, portfolio marketers must identify required content assets for reputation, demand creation, and sales enablement programs in order to shape messaging style and structure. Message activation mapping improves alignment across the cross-functional content ecosystem and reduces downstream rework and waste. This report describes steps that portfolio marketers should take to plan for messaging activation before final content assets are created.

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