What's your opinion on generalized vs segmented messaging for external feature launches? Considering buyer vs user personas, multiple GTMs, etc.

There’s a natural tension between generalized and segmented messaging, and striking the right balance is crucial. In general, I think of it like this:

• Generalized messaging is useful when you’re addressing a broad, multi-segment audience, like in a keynote or a flagship launch. It focuses on the overarching value and broad benefits that resonate across different personas.

• Segmented messaging dives deeper into specific user needs and pain points. It’s best when you’re targeting a niche or running campaigns that require precise relevance.

For example, at Dropbox, when launching enhancements to collaboration features, our top-line message might focus on improved teamwork and productivity. But we’ll segment follow-up messaging to address the needs of IT admins (security and control) versus end users (ease of use and speed).

Great messaging is layered, not binary. Your headline might be broad, but supporting content should reflect the nuance of each segment. A common mistake is trying to do both in the same piece of content—keep them distinct and deliberate.