How to Tailor Messaging for a B2B Buyer Persona in Finance

If you've done your homework on buyer personas (and in a lot of companies, that is a big if), you already understand how to communicate with finance professionals. In B2B, though, you need to tailor your messaging to not just finance, but also the business leader, procurement, IT, and possibly other departments—all of whom will have a say in the decision.

While it’s the same offering, each department has distinct priorities. In the end, they all care about a few things: Will it make them money? Will it save them money? Will it save time (which ultimately means making or saving money), or will it reduce risk? Your messaging must address these core concerns differently for each department. One product or service, many tailored messages.