Here’s a rule of thumb for effective B2B messaging:

The higher the seniority of your target, the longer their time horizon.

When building B2B messaging for personas with different seniority levels, remember they are focused on different time horizons.

To give you an example, imagine you're Outreach.io, and you're primarily selling into the sales org at a mid-market company.

1. When the AE hits your website, hit them with a message about helping their SDRs hit their weekly goal of X number of activities.

(i.e. benefits tied to a short, week-long time horizon)

2. When they pass the platform to their boss who takes a sales call with your rep, have the demo messaging focus on how you help teams reach monthly quota attainment.

(i.e. benefits tied to longer, month-long time horizon)

3. When THAT boss needs to get approve from THEIR boss to roll out the platform to the whole org, have the rep talk about how you help companies hit quarterly revenue goals.

(i.e. benefits tied to the longest horizon of the three — a quarter)

Obviously, if you go even HIGHER in seniority, the time horizon can get insanely long.

Jeff Bezos once said every decision he makes is for something three years in the future.