By Kristen Moore, CMO & Brentt Brown, VP of Innovation and Partnerships, Mursion

In a talent landscape where people’s ability to collaborate and influence drives business results, marketing needs to orchestrate layered messaging across the buying committee.

That is the view of Kristen Moore, CMO at Mursion. Mursion’s AI-powered, virtual practice-based training programs instill critical interpersonal skills across companies. “To be successful, we have to link an emotional connection around doing what’s right for employees to a business outcome that merits an investment.”

Kristen and the marketing team at Mursion have developed their messaging strategy around a “multi-threaded buyer journey” that connects CHRO, CEO, HR executives, and unit business leaders.

Here are the four key pillars of Kristen’s approach.

Product to Business Value

Every buyer or customer conversation starts with building an emotional connection. Mursion’s marketing and sales messaging focuses on upskilling employees and teams for a new era of workforce intelligence where interpersonal skills and human connections matter as much as technical skills.
Once that human and emotional connection is made, the focus shifts to ROI messaging for CHROs and CEOs—showing how better leadership drives retention and better collaboration drives innovation and speed to market. To advance conversations from a human resources or learning and development office to the C-Suite, product experience needs to explicitly connect to business value. Messaging is continually refined through A/B testing to ensure it fits each audience.

Measurement of Outcomes

It is not claims but measurement of outcomes that makes product and business value believable. Mursion’s platform captures a large number of user metrics for not only participation and engagement rates, but it also measures progress toward new skills adoption with each practice session. These measurements build confidence with users in their newfound competencies and ability to lead change. At the same time, they demonstrate to human resources departments their ability to upskill employees at scale with critical skills across all departments and org levels.

For the C-Suite, by contrast, measurement means tangible business improvements or outcomes. Evidence on impact to the bottom line matters most for performance in sales and customer service when selling to a Chief Operating Officer or Chief Revenue Officer. For leadership programs, ROI tends to be a mix of quantitative and qualitative measures, emphasizing things like employee engagement, performance review trends, and retention costs.

Multiple Buyer Pathways

A key to Mursion’s success is that they do not just version messaging and outcomes to different buyers, but then actively pursue multiple buyer pathways to advance each conversation. Brentt’s team talks about “selling into the decision-making unit (DMU).” The Mursion team is looking to proactively connect executive decision makers (CEO, CHRO, COO) with a champion and users in an HR office, L&D office, or a business unit to technical evaluators in InfoSec who are assessing the AI integrity of the platform.

Creating multiple pathways ensures that if one route slows, another continues moving forward. Each contact is trained and equipped with an ROI story aligned to business outcomes, building a network of advocates across leadership, HR, and technology teams.

Verticalizing Value

To strengthen relevance, Kristen and Brentt have focused on verticalizing messaging and selling across Education and Healthcare, but also developing resonant horizontal messaging across Customer Service and Sales. Each target market sees specific use cases and social proof.

Education leaders view simulated practice as a tool for leadership and classroom management. Healthcare executives use them to improve patient care and reduce burnout. Customer Service and Sales focus on practicing influence and more effective communication with customers to increase buying and loyalty. Across each, peer examples and customer stories provide the proof that immersive learning builds confidence and agility.

In conclusion, Mursion’s multi-threaded buyer journey unites emotional connection, ROI evidence, and market relevance to deliver messages that resonate and influence purchase decisions.