Solving the
Dual Persona Challenge
How we helped Embed Workflow navigate the complex challenge where the developer who evaluates the platform isn't the same person who buys it, creating messaging that resonates with both personas.
The Dual Persona Challenge
Embed Workflow faced a complex challenge that many B2B SaaS companies struggle with: the person who evaluates their platform (the developer) isn't the same person who makes the purchasing decision (the business stakeholder).
What We Heard:
- 👨💻 "The developer loves our workflow builder, but they're not the one with budget authority"
- 💼 "Business stakeholders care about ROI and efficiency, not technical features"
- 🔄 "We're losing deals because our messaging doesn't bridge these two worlds"
They needed a content strategy that could speak to both personas effectively—technical enough to earn developer credibility, yet business-focused enough to drive purchasing decisions.
The Dual Persona Problem
The Evaluator (Developer)
- • Cares about technical implementation
- • Wants to see code examples and APIs
- • Evaluates ease of integration
- • Has no budget authority
The Buyer (Business Stakeholder)
- • Focuses on business outcomes
- • Needs ROI justification
- • Cares about team efficiency
- • Makes purchasing decisions
Our Dual-Persona Strategy
Persona Deep Dive
We conducted extensive research to understand both personas' motivations, pain points, and decision-making criteria.
- • Developer workflow analysis
- • Business stakeholder interviews
- • Purchase decision mapping
- • Influence pattern identification
Bridge Messaging Framework
Developed the "Bu!lders" strategy that speaks to both technical implementation and business outcomes.
- • Technical credibility for developers
- • Business value for stakeholders
- • Unified brand narrative
- • Cross-persona content strategy
Content Ecosystem Design
Created content templates that enable developers to champion the solution internally to business stakeholders.
- • Developer-to-business templates
- • ROI calculation frameworks
- • Internal presentation decks
- • Champion enablement materials
The "Bu!lders" Strategy
The "i" Concept
The "i" represents both the individual developer AND the business impact—bridging technical implementation with business outcomes.
Dual-Persona Strategy Foundation
For Developers (Technical Message)
"Embed powerful workflow capabilities directly into your application with minimal code."
For Business Stakeholders (Value Message)
"Reduce development time by 70% while empowering your users to create their own workflows."
Bridge Message (Both Personas)
"Turn every user into a builder" - Technical enough for developers to understand the capability, business-focused enough for stakeholders to see the value.
Persona-Specific Content Strategy
Developer-Focused Content
- • Technical implementation guides
- • API documentation and examples
- • Integration tutorials
- • Code samples and demos
- • Developer community content
Business-Focused Content
- • ROI calculators and case studies
- • Efficiency improvement metrics
- • Competitive advantage analysis
- • Implementation timeline estimates
- • Executive summary presentations
What We Delivered
Strategic Deliverables
- Dual-Persona Messaging Framework: Clear value props for both developers and business stakeholders
- Bridge Content Strategy: Content that speaks to both personas simultaneously
- Champion Enablement Kit: Tools for developers to sell internally to business stakeholders
- Competitive Positioning: Differentiation strategy that resonates with both personas
Execution Templates
- Developer-to-Business Templates: Help developers communicate value to stakeholders
- ROI Calculation Framework: Business case templates with technical implementation details
- Persona-Specific Landing Pages: Tailored experiences for each audience
- Sales Enablement Materials: Talking points for both technical and business conversations
Champion Enablement Strategy
- Internal Presentation Decks: Ready-made slides for developers to present to management
- Business Case Templates: Pre-built justification documents with customizable metrics
- Stakeholder Communication Scripts: Talking points for different business scenarios
- Implementation Timeline Guides: Clear project planning for business stakeholders
Why This Approach Works for Dual Personas
Bridges Technical and Business Worlds
The "Bu!lders" strategy creates a unified narrative that developers can confidently present to business stakeholders. It maintains technical credibility while clearly articulating business value, making it easier for developers to champion the solution internally.
Enables Internal Champions
By providing developers with business-focused materials and talking points, we turn them into effective internal champions. They can now articulate not just how the technology works, but why it matters to the business—dramatically improving conversion rates.
Accelerates Sales Cycles
When developers can effectively communicate business value to stakeholders, sales cycles accelerate significantly. The dual-persona approach eliminates the common disconnect between technical evaluation and business approval, creating a smoother path to purchase.
The Results
Messaging that resonates with both personas
Developer champions with business tools
Technical evaluation and business approval
Key Achievements
- Created dual-persona "Bu!lders" brand strategy
- Developed champion enablement toolkit
- Established clear voice and tone for both audiences
- Built sustainable dual-persona content system
- Delivered team-ready execution templates
- Enabled independent content scaling across personas
From struggling with dual-persona messaging to having a complete content strategy framework that bridges technical evaluation and business approval, enabling faster sales cycles and stronger internal champions.
Perfect for Companies with Dual-Persona Challenges
The Embed Workflow project showcases our expertise in solving one of B2B SaaS's most complex challenges: when the person who evaluates your product isn't the person who buys it.
This dual-persona challenge is especially common in developer tools, where technical teams evaluate solutions but business stakeholders control budgets. Our "Bu!lders" strategy demonstrates how the right messaging framework can bridge these two worlds, creating content that maintains technical credibility while clearly articulating business value.
By enabling developers to become effective internal champions, we help companies accelerate their sales cycles and improve conversion rates—turning a complex challenge into a competitive advantage.
Facing a Dual-Persona Challenge?
If your company struggles with the disconnect between technical evaluators and business buyers, let's talk about how we can help you build a content strategy that speaks to both personas effectively.
Schedule a Strategy Call