The How/Why Ladder for Product Messaging
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B2B purchases are typically team decisions, not individual ones. Typically, executives care about benefits & outcomes. Operators care about specifics of how your product works and they'll incorporate it into their workflow.
The How/Why ladder sharpens your product messaging so it connects with everyone on the buying team.
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Mike Northfield
Marketer@Artifacts of Influence
A curious marketer from Seattle
