Ultimately, we make both kinds of information available - or at least we try to! So for example, our website has a lot of high level messaging about our secruity capabilities, for example. But we also have links to our security whitepaper - which most security teams need to read as part of the procurement process. So we try to make it as much as possible a choose your own adventure - that is easy for them to find what they need. If they want to go deep, we don't hide that information and our Documentation team does an incredible job here.
Messaging is always hierarchy. You have a top-level story that speaks broadly at the company, brand, or product portfolio level. Then you ladder down from that into more specific messages for specific products, industries, or audiences. They key is to start at the top and work down. That way your story is consistent, and your just adding relevant details for more specific pitches.
From a delivery mechanism I think of the sales kit as a way to package this. You have a core organizing principle, say persona, then you build kits for each key persona with a tailored presentation, demo script, discovery questions, relevant competitive positioning, etc.
Your messaging should ultimately map to the key buyer personas you've identified. Your messaging then needs to be developed to go a level deeper into the value statements for different buyer personas and these can range from business to technical. You need to cater the messaging based on those buyers and have a clear sense on what is the customer journey. Is the primary buyer a business or technical decision maker and what is the intended customer journey path?
This is where your work on buyer personas is critical. If you’ve done your research and understand what makes a specific buyer persona tick, then you should be able to adjust your messaging accordingly based on their unique interests. I’d also say this is where partnership with your demand and digital counterparts is key because they can provide you insights on the right format of messaging for a unique audience. As an example, you might learn that a more technically literate audience is going to want to see the product and then get direct access to your product documentation, so you’ll build a 90-120 use case demo with a CTA that points to documentation versus perhaps creating a longer form blog focused on how industry trends tie into your product benefits for a less technical audience. But at the root is your knowledge of your audience and buyer personas.