Your champion just sent another “checking in” email. Three weeks since the demo. Finance needs more proof. IT has questions. Operations wants implementation details. The deal that should have closed last quarter is still sitting in limbo. While each stakeholder brings different concerns to the table, there are five universal problems that nearly everyone in that buying committee shares. When you can frame your solution around these shared concerns—wasted time, rising costs, risk exposure, lack of visibility, and missed growth opportunities—you stop forcing your champion to translate between priorities and give them a common language that moves the entire group toward action.

Most B2B companies jump straight to features and integrations, sounding exactly like every competitor. Problem-centric messaging flips this sequence—starting with buyer pain points to build trust, align stakeholders, and create urgency. Learn why leading with problems consistently outperforms feature-first communication.

Nobody makes B2B buying decisions alone anymore. The average purchase involves 6-10 stakeholders with different priorities. Your messaging tries to speak to all of them at once—which means it speaks to none of them effectively. Here’s how to build a problem-persona matrix that actually drives consensus.

Most B2B messaging sounds exactly like the competition. Feature-heavy, generic, and forgettable. These seven mistakes kill deals before they start—and how to fix them.