Summary
Impactful messages engage buyers by tapping into their needs and motivating them with a compelling depiction of the positive outcomes made available by choosing an offering. To craft this messaging and provide consistent buyer experiences, portfolio marketers must create a value proposition and messaging that resonates with buyers and their needs to support their buying journey. Additionally, portfolio marketing must create this messaging in the context of messaging that already exists. In this report, we discuss how portfolio marketers can use their understanding of buyers to build the necessary messages for marketing and sales teams to propel buyers through the buying process.
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