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Horizontal marketing is a “micro messaging game”

⭐ Especially if you are taking a PLG approach.

Take Loom for example (image).

Their core product has 3 generic use cases:

→ send a personalized video message

→ send pre & post meeting recaps

→ communicate updates

But use cases for different personas are more nuanced than this!

Because they are dealing with different situations:

🤑 sales people care about customer interaction

👩🏻‍💻 developers are worried about building features

📞 support teams are trying to hunt down answers

💢 It’s not good enough to communicate the generic use cases for all these situations.

If you message at this generic level…

You leave it up to the specific persona to figure out how it fits into their world.

👎 This is creates friction.

Instead, connect your product message to the situation of your different personas.

💪 Strong Messaging = 🔬 Specific Messaging