Decision Tool

The Forrester B2B Messaging Assessment Tool

Evaluating The Customer-Centricity Of B2B Messaging

January 20th, 2022
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
With contributors:
Amy Hayes , Caroline Robertson , Kaitlyn Coalson , Drew Zalucky , Ellen Lind

Summary

B2B marketing leaders should regularly assess their externally facing messaging — found on a company’s website, in a corporate sales presentation, or in other marketing and sales content — to ensure it reflects the intent of the messaging strategy, is buyer-centric, and focuses on pertinent business issues. Relevant and impactful B2B messaging motivates buyers throughout the purchase process. The Forrester B2B Messaging Assessment Tool is designed to help B2B portfolio and content marketers evaluate how well their messaging demonstrates an understanding of and empathy for buyer needs and its effectiveness in accelerating their decision-making.

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