November 19, 2022

Ideal Buyer vs End User

Let’s say you have a product that helps research scientists collect and organize their data.

In the marketing materials for your product, should your copy speak to the hopes, dreams, worries, and fears of a research scientist?

It depends.

If individual research scientists are meant to purchase the product directly on their own without approval from their boss, then sure, speak to them.

But if the product is designed to be used by teams of research scientists and the person who has to make the final decision is their program manager, you are probably better off speaking to the program manager in your marketing.