Blog Posts Process Management

Leaders From Sales, Marketing, and Strategy Walk Into a Bar — Can They Agree on the Message?

Blog: Forrester BPM Center of Excellence

The ultimate purpose of B2B messaging is to compel an audience to buy. Therefore, a company’s messaging must be crafted with the audience and purpose in mind. Is the purpose to inform, persuade, or entertain? Regardless of the answer, messaging must account for how a buyer progresses through each stage of the buyer’s journey. For […]

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