What is your advice on creating messaging for multiple audiences for an enterprise B2B product with end-users that are different from the buyer committee? How would you decide what marketing materials to go with each message in a product launch?

Start by defining the personas and the top-level narrative of the product.  Who is it for? What is the problem statement?  What is the value prop?  What are the key benefits? You could start with the buyer and then modify it for the different end-users (or the other way around). There will be at least some overlap with nuanced differences, and some very different messages. In terms of choosing the marketing materials, this is also all about understanding your audience. How does they buyer make d ...Read More

The short answer is that you'll need to develop messaging with both audiences in mind, and apply the correct messaging (or combination of messages) based on the target audience and funnel stage for each part of your GTM strategy. Our SurveyMonkey product spans self-serve and enterprise (sales assisted) businesses, with a lot of existing end users we can target for upsell and cross-sell, departmental buyers and administrators who may not be users of our product but key to the buying process, and ...Read More

We've followed a three step process in the past that's helped us identify messaging for multiple audiences in an effective and efficient way:1. Start with listing the core value props of your product at a high level, irrespective of the target persona. For example, if your product is more efficient, flexible or scalable than existing alternatives, the core value props are Efficiency, Flexibility and Scalability. 2. List the core jobs-to-be-done for each target audience. You should already have t ...Read More

Here are some fundamental things Research and understand the motivations, needs, and pain points of both the buyers and users of the product. Create messaging that speaks to the benefits and value of the product for both the buyers and users. Highlight the features and capabilities of the product that are relevant and appealing to both the buyers and users. Address potential concerns or objections that may arise from both the buyers and users, such as cost, implementation, or ease of use. Utiliz ...Read More