Adapting Your Marketing Approach: Talking to Industries as Unique Personas
In my decade of experience in B2B marketing, I’ve learned a critical lesson: a one-size-fits-all message often misses the mark. For years, we relied on a uniform narrative when selling to diverse sectors like finance, healthtech, and SaaS. However, a realization has dawned—marketing that patronizes or genericizes these audiences fails to resonate. It’s time to treat each industry as its own person, understanding their specific challenges and speaking directly to their concerns.
Recently, my team and I decided to collaborate with Mutiny to refine our website. The goal? Move away from cringey personalization tactics—like inserting first names—and instead focus on what truly matters to each sector. Here’s how we plan to tailor our messaging effectively across three key industries.
1. Fintech: Addressing Regulatory Anxiety
Financial institutions operate under relentless scrutiny from auditors, regulators, and compliance officers. Their primary concern is avoiding surprises during audits and ensuring smooth, transparent operations.
How we’re repositioning our message:
– Headline focus: “Stop getting blindsided at month-end reviews.”
– Supporting proof: Include a bank logo beside a statement like, “Pass audits seamlessly—no more re-running spreadsheets.”
– Call to Action (CTA): “Discover how this works for regulated teams.”
The objective is to speak directly to their fears, positioning our solution as a means to streamline compliance and audit readiness without added stress.
2. HealthTech: Navigating Approval Bottlenecks
Healthtech organizations prioritize patient safety and data integrity over efficiency for its own sake. Their pain point centers on long approval chains that slow innovation and create bottlenecks.
Our tailored message includes:
– Headline: “Cut down that 9-step approval process before your team mutinies.”
– Additional reassurance: Show that our platform supports uptime and PHI (Protected Health Information) handling—essentials in healthcare environments.
– CTA: “Is this HIPAA-compliant? Here’s how we ensure security.”
By emphasizing compliance and operational flow, we connect directly with their core concerns and priorities.
3. SaaS: Overcoming Hiring and Resource Constraints
SaaS companies often face hiring freezes but want to project resilience and growth with limited resources. They value solutions that maximize productivity without the need for expanding head
