Summary
Messaging development has always been a core responsibility for portfolio marketers. But the results of Forrester’s Portfolio Marketing Survey, 2024, plainly illustrate that portfolio marketing teams are neglecting this critical area. With their knowledge of buyer insights and expertise in connecting buyer needs to the organization’s capabilities and offerings, portfolio marketers are ideally suited to create customer-centric content. Portfolio marketing leaders must adopt a customer-centric messaging methodology for the development of messaging that resonates with buyers and answers their most important questions throughout the buying process.
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