HomeResearch Articles IBM: Operationalizing a Repeatable Buyer-Centric Messaging Approach to Improve Campaign Performance

IBM: Operationalizing a Repeatable Buyer-Centric Messaging Approach to Improve Campaign Performance

  • Cross-functional alignment on a buyer-centric messaging approach radically improves the relevance and impact of marketing content and campaigns
  • Changes to an organization’s portfolio architecture are a catalyst to bring sales, marketing and product teams together to adopt a buyer-centric messaging methodology
  • IBM’s Hybrid Data Management marketing team operationalized the SiriusDecisions Messaging Nautilus®: Buyer’s Journey to achieve record-breaking contributions to pipeline and revenue
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