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- Right content, wrong voice.
Welcome back to Marketing Qualified! Here’s what we’re talking about this week:
Right content, wrong voice. Who‘s saying it matters as much as what’s said.
This is what failure looks like. You need more shots on goal.
🗣 Right content, wrong voice.
Most B2B marketers start by thinking in content types.
Blog post. Case study. One-pager. Deck.
Then they decide which customer persona to target.
Demand Gen Dana. Security Steve. Finance Fran.
Then they obsess over what to say.
But almost no one thinks about who should be saying it.
So every message ends up coming from the brand’s voice. Everything starts to sound the same:
“We’re the best. Trust us.”
It’s generic and never actually ends up being that convincing to buyers.
Try this instead.
Stop mapping content by type or persona.
Start mapping it to belief gaps—and assign the message to the person who can actually close them.
Buyers are thinking things like:
“Will this actually work?”
“What’s the real cost to switch?”
“Is this going to blow up in my face?”
Marketing’s job is to create a library of answers to close those belief gaps.
Have a prospect nervous about implementation?
Have your engineer record a quick video explaining how setup actually works.
Getting pushback on price?
Put them in touch with a customer who got ROI in three weeks
They’re concerned about security?
Don’t send the whitepaper. Let your CISO walk them through how you actually handle risk.
Legal dragging their feet?
Send over a note from another buyer explaining how they cleared procurement.
Most marketing teams already have the answers. They’re just assigning the wrong voice to deliver them.
Next time you make something, don’t just ask “What should we say?”
Ask: “Who would I actually believe if I were the buyer?”
That’s the voice you should lead with.
📰 In the news this week.
🛒 How to create meaningful shopping experiences.
🔎 People are searching for Reddit results and some brands are benefiting.
🤑 Economists say Generative AI is not replacing jobs or hurting wages at all.
👎 Is Google really getting worse? (Actually, it’s complicated)
🤖 Microsoft CEO says up to 30% of the company’s code was written by AI.
🎯 This is what failure looks like.
Trying 12 things and hitting on 3? That’s progress.
Sitting on an idea because it might not work? That’s failure.
The marketers who win aren’t the ones with the best instincts. They’re the ones with the most reps.
Run more experiments. Get more shots on goal.
😂 Marketing meme of the week.
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