Positioning a Technical Product for a Non-Technical Buyer
Every complex B2B product has at least two audiences: the person who understands the technology and the person who signs the check. In critical infrastructure security, you often have five: technical, non-technical, financial, analyst, and C-suite, and they all need to hear a different version of the same truth.
The mistake I see most often is writing one piece of messaging and hoping it flexes. It doesn't. A CISO wants architecture and risk reduction. A financial buyer wants total cost of ownership and time-to-value. An OT manager wants to know it won't break anything on the plant floor.
What's worked for me is building persona-specific proof points off the same core positioning statement, then letting sales and content pull the right proof point for the room they're in. The positioning stays consistent. The evidence changes.
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