Model Overview Report

The Messaging Nautilus®: Buyer’s Journey

A New Four-Step Approach To Developing Messaging That Motivates Buyers And Buying Groups

January 24th, 2022
Barry Vasudevan, VP, Principal Analyst
Barry Vasudevan VP, Principal Analyst
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Amy Hayes , Barbara Winters , Katie Fabiszak , John Buten , Paul Ferron , Beth Caplow , Caroline Robertson , Kaitlyn Coalson , Drew Zalucky

Summary

B2B marketers and sellers must motivate buying groups through a purchase process with relevant and impactful messaging. By adopting an approach to messaging that leverages the goals of individual buyers in the context of the needs of their organization, marketers and sellers can demonstrate understanding and empathy to engage buyers and accelerate their decision-making process. In this report, we introduce the Messaging Nautilus®: Buyer’s Journey, a model made of four steps (or arcs) that helps marketers build concise, specific, and relevant messaging that motivates buyers throughout the purchase process.

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