From the course: Advanced Lead Generation
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Messaging and content map
- [Instructor] So let's go back to the spreadsheet we created which lists buying committee members on the left, and buying journey stages up top. And if you don't have this, it might be good to refer back to the video, "Buying Committee Detail." But if you've been following along from the start, you should, at this point, understand the role of each axis, and understand the basis of a commercial insight. So now we can begin to fill in each cell with precise messaging that will accelerate interest, velocity, and momentum for each persona. For the buying committee as a whole, and for the account towards a purchase decision. Because of how important this document is as a foundational messaging and content map for your demand generation efforts, take time to get the first draft as comprehensive as possible. This may include you or someone on your team taking a first stab at completion, and then having the broader team come…
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