If your customer avatar is different than the person who makes the decision to buy your product—you know this can be a pickle. Since they’re two different personas, the messaging that works for your end user isn’t going to resonate with your buyer and vice versa. In this episode Sarah Lee, Director of Marketing at Pype, a construction software solution, explains how they’ve nailed their messaging for two different personas. She also talks about the strategies they’re implementing during the Awareness Stage of the Customer Value Journey and the edge they’ve found in selling construction software that most have overlooked.

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