I believe that’s the biggest mistake people make in enterprise B2B — thinking they’re selling to business owners (people who actually care about “saving costs”, “adding value”, “doubling conversions”, and other marketing yada-yada). You aren’t. You’re selling to hired people who don’t give a shit. They care about their jobs, their bosses, their promotions, and their paychecks.
This part came just in time for me. I’m looking at my landing page copy, and it is bugging me. It is all aimed at the enterprise person who pays. Now I see why it bugs me, and I know what should I change.
Mind you, the person-who-pays is still mighty important. Just my installer is (turns out) very similar to Jitbit in idea - let the tech guy install it in 3 minutes, play with it, get immediate value - and then that person will be the “sales” guy who will push the manager to purchase.