Model Overview Report

The Messaging Nautilus: Customer Lifecycle

January 1st, 2018
Alisa Groocock, null
Alisa Groocock


Our research shows that most B2B organizations focus on developing messaging for prospective buyers, but not for existing customers. By creating messaging that can be used thoughtfully across communications with existing customers, marketers can improve program consistency and effectiveness to increase customer engagement, retention, and loyalty. In this report, we introduce the Messaging Nautilus: Customer Lifecycle, a messaging methodology shaped like a nautilus shell that starts with the customer audience at its center.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.