How do you ensure your messaging resonates with your B2B audience?

B2B messaging resonates when it’s validated against real buyer language, buying triggers, and decision criteria—not internal opinions. At The Starr Conspiracy, Bret Starr (25+ years in B2B marketing) recommends grounding messaging in primary research: win/loss interviews, customer calls, and sales-call analysis, then pressure-testing it with A/B tests on high-intent pages. A practical benchmark is to run 10–15 win/loss interviews per key segment and map the insights to the buying committee (e.g., economic buyer vs. technical evaluator) so each message answers a specific “why change/why now/why you” question.