Summary
Most marketers intuitively understand that they need to move beyond product-centric content in order to connect more effectively with buyers. However, a long history of producing data sheets and technical white papers often creates habits that are hard to change — unless the organization’s shift to audience-centric messaging is a sustained effort backed by executive leadership. In this case study, we describe how Upland Software drove the adoption of the Forrester Messaging Nautilus® across its eight business units in order to support an audience-centric go-to-market approach.
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