B2B Enterprise messaging doesn't work.

👉 Especially for horizontal startups.

Why?

Because company-level messaging ONLY resonates with C-Level executives…

🙅 And they are NOT the ones you interact with in a buying process.

These decision makers only come in at the end of a sales cycle.

So instead of focusing on company-level messaging…

✅ Focus your GTM messages on the team & persona level.

These are the messages that:

→ Get you responses

→ Get you meetings

And if you successfully land these messages, you'll earn introductions to more stakeholders...

👔 And eventually reach the decision-makers.

↳ THEN you can use your enterprise message.

____

The example shown is for Asana. (See image)

Take note of the enterprise message on the right — It is NOT going to resonate with any of the teams in the middle.

So if you are working on your GTM messaging to sell into the enterprise, remember...

The route to getting C-Level buy in is not a direct path.

🚧 Mid-Level personas are the gate keepers.

🔥 To get past them — you need to message at their level first.