One of the biggest challenges in B2B SaaS product marketing is creating messaging for different decision-makers that resonates. Yes, each buyer persona definitely requires specific messaging.

Effective product marketing hinges on understanding your target market, defining an Ideal Customer Profile (ICP), and crafting tailored content. Generic, feature-focused messaging doesn’t work. Your messaging needs to focus on explaining how you solve specific pains… if you want to achieve better sales results.

Economic buyers prioritize financial outcomes, while technical buyers focus on functionality and implementation details, requiring distinct messaging. Similarly, a retail bank and a government agency have vastly different needs, demanding tailored content to resonate effectively. If your messaging is a one-size-fits-all approach, then your technical buyer ends up getting messaging about financial benefits that do not interest them. Generic messaging is also one of the big sources of friction between Sales and Marketing.

It might seem like a fundamental marketing practice, yet many B2B SaaS companies produce content that fails to clearly address the specific pains their software solves for a specific buyer. You need to have messaging for diverse decision-makers and a lot less focus on features. Too much blah blah about secondary benefits leads to customers going elsewhere.