Stop Marketing to the User. Start Marketing to the Buyer
When uFlexReward came to us, their platform already had real value, giving companies real-time visibility into total compensation. But there was a disconnect: all their messaging spoke to HR teams, not the people actually signing the cheques.
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Stop Marketing to the User. Start Marketing to the Buyer
When uFlexReward came to us, their platform already had real value, giving companies real-time visibility into total compensation. But there was a disconnect: all their messaging spoke to HR teams, not the people actually signing the cheques.
Through strategic audience work, we uncovered the truth most B2B companies overlook:
The user isn’t always the buyer.
In uFlexReward’s case, HR leaders use the platform. But it’s the CFO, CEO, or CHRO who decides to buy it.
The Shift: From Operational Value to Strategic Impact
Our approach began by realigning the target segmentation:
- C-Suite (70%): budget owners with strategic goals
- HR Leaders (20%): internal champions who need tools to sell it upstream
- Employees (10%): beneficiaries whose experience builds grassroots credibility
This wasn’t just a comms shift, it was a business strategy realignment. If we wanted C-level attention, the messaging had to speak their language:
- Financial visibility
- Cost optimization
- Retention ROI
Instead of HR jargon, we used language like:
- “One dashboard. One truth.”
- “Reduce churn without increasing spend.”
- “Turn HR from a cost centre into a strategic lever.”
From Cold Outreach to Precision Engagement
We swapped cold emails for account-based marketing (ABM), reaching execs with personalized messages, handwritten letters, dashboard snapshots, and real-time data visualizations.
Meanwhile, for HR leaders, we built advocacy toolkits, content they could pass up the chain: dashboards, ROI calculators, webinars, explainer videos, and report templates.
This dual-track strategy allowed us to:
- Earn trust from HR by solving admin pain points
- Win attention from execs by proving financial value
The Bigger Insight: Don’t Just Market Features. Market Outcomes
Most B2B marketing fails because it confuses function with impact.
At TrueGroup, we believe the winning move is to market to the boardroom, not the back office. That means:
- Selling cost visibility, not dashboards
- Selling retention, not features
- Selling clarity, not complexity
Final Thought
The next time you’re building a marketing strategy, ask yourself:
Are you speaking to the person who uses your product – or the person who pays for it?
Because if you're not targeting the C-suite with C-suite concerns, your marketing might never leave middle management.
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