Gartner Research

4 Steps to a Differentiated Messaging Foundation

Published: 26 July 2018

ID: G00368938

Analyst(s): Hank Barnes , Mark Stanyer , Michael Maziarka


Buyers crave clear communication and content to understand the business value of technology solutions. Technology product marketers must establish a structured messaging process to clearly and consistently provide the information that buyers seek, while articulating value and differentiation.

Table Of Contents
  • Key Challenges



  • Define Positioning
  • Identify Key Audiences
  • Identify the Buying Teams' Key Questions
  • Create Compelling Storylines
  • Utilize Storylines in Content Creation, and Train Customer-Facing Employees on Applying Them


Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.