Should you market to the user? Or the buyer?
Here's a framework to help you make the decision 👇🏻
Most LinkedIn debates make you choose "THIS" or "THAT," when in reality it's a lot messier and more nuanced.
"You should always focus on the end user. PLG all the way."
vs.
"You need to target the decisionmaker. Since they can make or break the deal, why would you waste your time anywhere else?"
Both of these can be true in different cases. But more importantly, there are actually THREE different choices of who to target:
And which you focus on depends on several factors (six to be specific). See the chart to see where you fall for your specific business.
Also, I already hear what you're thinking:
"YOU NEED TO MARKET TO ALL THREE!!"
This is a true, but most startups have very small GTM muscles.
I think you'll get much more bang for your buck by focusing on one of them with at least 80% of your team + spending.
Ben Wilentz
Founder, Stealth Startup