EP93: Marketing To End Users & Buyers At The Same Time with Sarah Lee of Pype
If your customer avatar is different than the person who makes the decision to buy your product\u2014you know this can be a pickle. Since they\u2019re two different personas, the messaging that works for your end user isn\u2019t 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\u2019ve nailed their messaging for two different personas. She also talks about the strategies they\u2019re implementing during the Awareness Stage of the Customer Value Journey and the edge they\u2019ve found in selling construction software that most have overlooked.
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