Maturity Assessment

The B2B Buyer Messaging Maturity Assessment

Assess The Quality And Efficacy Of Your Buyer Messaging Development Process

December 21st, 2023
With contributors:
Amy Hayes , Kaitlyn Coalson , Drew Zalucky


B2B marketers often think of messaging development as a purely creative process, but this view often misses the mark. A structured process of messaging development based on what buyers care about results in successful messaging that is leveraged across the organization. This report includes a 20-question assessment to help portfolio marketers evaluate the maturity of their messaging development process. The results provide a maturity level along with definitions and guidance in four areas: buyer definition and background, core buyer needs understanding, the core components of buyer messaging, and how well buyer messaging is deployed through the organization.

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