Every organization wants to win more customers and continue to grow those accounts. But it’s the messaging element—what your marketers and salespeople say, do, and write in order to create perceived customer value—that wins or loses the deal.

If your revenue team can’t communicate value—why your solution is different, better, and worth more—your strategy won’t help you get more sales.

Unfortunately, almost two-thirds of sales and marketing leaders see no need to differentiate their messages for different moments in the buyer’s journey. They simply use the same approach, regardless of the situation or the customer relationship.

Research proves, however, that your buyers’ needs and motivations change with the situation. Depending on where they are in their decision-making process, your buyers need different information and a different approach. A one-size-fits-all message won’t cut it—you need to tailor your messages to match the specific buyer psychology within each moment.

For example, challenging your prospects to change their status quo and choose you might be effective when talking to new prospects. But that’s exactly the wrong approach for renewal and upsell conversations with existing customers.

In partnership with leading academic experts, DecisionLabs conducts ongoing research to create and refine message development frameworks for every critical buying decision. And that’s what you’ll discover in this collection of science-backed resources.

Whether you’re writing a demand gen message, talking to a new prospect, justifying a decision to an executive decision-maker, or trying to upsell an existing customer, you’ll find research-backed messages and insights for every moment in the buying journey.