Executive vs Technical Buyer Content and Messaging

connorwright7
connorwright7 Posts: 2 ✭✭✭✭
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Hi Everyone,

We are planning two separate content/ messaging campaigns for a pilot ABM program, but we've had some questions about differentiatiating between technical buyer and executive-level content at each stage of the buying process. Does anyone have any tips on the following:

  1. Types of Assets: What types of assets have you found to be most effective in capturing the attention and interest of executive buyers versus technical buyers at each stage of the 6sense buying journey?
  2. Ad Differentiators: How do you differentiate messaging and value propositions in advertisements aimed at executive buyers versus technical buyers to ensure relevance and resonance?
    1. Has anyone seen success running the same assets to both groups with different messaging?
  3. Engagement Channels: Are there any specific engagement strategies or channels you have found to be particularly successful in driving engagement and moving executive and technical buyers through the various stages of the buying process? Does gifting work better for one group than the other?

Thanks in advance for any guidance!

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