Summary
Impactful buyer messaging begins with an understanding of who the organization is targeting and what its messaging must accomplish. In the first arc, or step, in the Forrester Messaging Nautilus®: Buyer’s Journey, portfolio marketers must clearly establish the target market segments, buying groups, and personas. They must also answer some key questions about offerings and buyers. How does the buying group buy? What is the market’s perspective on the offering? What is the goal of messaging? How will the offering messaging align with corporate messaging? In this report, we describe the first arc of the Messaging Nautilus: Buyer’s Journey, buyer context.
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