Maturity Assessment

The B2B Buyer Messaging Maturity Assessment

Assess The Quality And Efficacy Of Your Buyer Messaging Development Process

December 21st, 2023
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
With contributors:
Amy Hayes , Kaitlyn Coalson , Drew Zalucky

Summary

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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