In many B2B purchases, the person evaluating a solution and the person who'll actually use it day to day have meaningfully different priorities that call for distinct messaging.
Decision-Makers Often Prioritize Business Outcomes
Messaging aimed at those approving a purchase tends to perform better when it emphasizes ROI, efficiency, and risk reduction.
End Users Often Prioritize Usability and Day-to-Day Experience
The people who'll actually use a product daily are often more focused on how intuitive and frustration-free it is to use.
Content Should Address Both Audiences Where They're Present
A single piece of content can't always serve both audiences equally well, so consider whether distinct content is needed for each.
Next step: Use the Cohort Tool to see how decision-maker and end-user segments of your B2B audience behave differently.