To read the original Forbes article, click here.
If you’ve ever used a marketing content framework like buying personas to develop you’re pricing, you’ve likely overcomplicated things for your customers.
A key goal of buyer personas is to tailor messaging to effectively communicate the benefits of a product or service to target customers. By contrast, the goal of a monetization framework is to quantify and capture monetary value to achieve a company’s market adoption and financial goals.
Similar to how a manager wouldn’t show up to a code review with a developer using a GAAP financial statement as guidance, software leaders should not use a content marketing method to set pricing.
- Personas are used to tailor messaging. Messaging helps you attract leads. Leads enter the sales process and receive further tailored messages.
- Monetization frameworks quantify value. Value quantified can be captured. Captured value can be deposited in the company’s bank account.
Don’t use a monetization framework to tailor messaging to prospects–use it instead to quantify and capture value. Likewise, don’t use personas to develop your pricing–use them instead to effectively tailor messaging. Personas and monetization frameworks are not interchangeable. But they do both serve a very important function.
Content marketing frameworks do not a pricing framework make, nor personas a pricing tactic…
Marketing-Based Content Frameworks Can Spur Nonsensical Packaging
This Forbes article covers the following topics:
- Buyer personas and their importance for marketing and sales teams.
- Role of a monetization framework and its importance for quantifying and capturing monetary value.
- How personas can lead packaging down the wrong path.
- Importance of simplicity and sacrificing some aspects of the minutiae.
- Example of how buying personas can cause monetization to go wrong.
- Dangers of overly complicated packaging.
You can read our full article on Forbes: Why Software Companies Should Stop Using Content Marketing Frameworks For Pricing.
