Gartner Research

4 Steps to a Differentiated Messaging Foundation

Published: 26 July 2018

ID: G00368938

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

Summary

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

Introduction

Analysis

  • 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

Conclusion

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