written by: Victoria Rudi, B2B SaaS plumber (messaging / comms operator)

reading time: 15 minutes

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This doc explains my process for identifying and testing messaging levers across the buyer’s journey. I wrote it so you can use it without me.

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After reading this doc …

• You’ll gain the skills to make contact with your company’s reality and take test-driven actions that reveal what truly works in your unique context.

You’ll …

• Know how to identify and test levers across touchpoints in the buyer’s journey
• Generate insights through action rather than just analysis or assumptions, and
• Eliminate busywork by doubling down on what you know actually works

Table of contents

1. premises

• The B2B buying journey is a non-linear series of communication events.
  • Website copy, product tours, discovery calls, demo meetings, follow-up emails, technical deep-dives (and more) are comms events or moments when you exchange info with your prospects.
• Every interaction shapes the buyer’s perception of the product. That perception influences their decision to either continue their engagement with you or walk away.
• Even in committee-driven buying processes, you have control over these comms events. You just need to find out what exactly moves the needle from one stage to another.