Q/A - Building features for different buyers and users

🔥Week’s Question🔥

Answered by: Aneesha

Now that's a common struggle for B2B newbies 😵.

The person who signs the check (the decision-maker) often isn't the one using your product day in, and day out. Naturally, you might think, "Let's build what the users actually need!”

But hold on. If the decision-maker doesn't see the value you bring to their team (and ultimately, their business), your product goes nowhere.

Here’s how you should approach this problem 🚀!

1. Understand the End User 🧠

They're the key. Understanding the users’ daily frustrations and workflows is your goldmine.

Here are ways to dig deeper into your “users” problems and frustrations 👇:

The key success of a strategic leader lies in unwavering motivation and continuous skill development.

Unlock your world of possibilities as a motivated product manager with Path to PM. Get powerful tips to enhance your technical PM skills and build a profile that shines!

What Path to PM has for you?

You get expert advice and frameworks on:

• Accelerate your product/program management career with PM best practices

• Thriving as a PM with strong technical skills in AI and more

• Landing your next PM job with expert, career tips, and job search tactics

Subscribe to the FREE weekly newsletter today!

Learn from Jean Kang, who has worked in managerial roles at LinkedIn, Figma, Meta, and Pinterest.

Embrace User Interviews 🗣️

Schedule one-on-one interviews with end users from relevant departments and experience levels.

Ask open-ended questions about their daily tasks, challenges, and frustrations with similar products. Listen actively and probe deeper to understand the "why" behind their responses.

Example ✅: Can you walk me through your steps to creating a marketing campaign? Or, what goes into making a marketing campaign a success?

Must read: Decoding User Frustrations to Design Better Products 💯

Shadowing: Walk a Mile in Their Shoes 👟

Spend time observing end users in their natural work environment. Watch how they use existing tools, identify bottlenecks in their workflows, and witness firsthand the impact of their challenges.

This immersive experience can reveal hidden pain points that interviews might miss.

READ IN-DEPTH: Shadowing in User Research - Do You See What They See?

Build a User Group 🧑‍🤝‍🧑

Create a dedicated user group of enthusiastic end users. This can be a sounding board for new ideas, a platform to gather feedback on prototypes, and a way to build a community of advocates.

Regularly host meetings (online or in-person) to discuss their needs and solicit suggestions.

Dig into the Emotional Aspects 🤍

Don't just focus on the tasks they perform – delve into the emotional aspects. How does their current workflow make them feel? What are their aspirations for their role, and how can your product empower them to achieve those goals?

Embrace Diverse Perspectives 👁️

Include end users from various related departments and experience levels in your research.

A junior user might have a completely different perspective on a problem compared to a seasoned manager. This well-rounded understanding will help you create a product that caters to a broader range of needs within the buyer's organization.

2. Translate User Needs into Buyer Benefits 🤑

Decision-makers are bombarded with pitches for new products. To make your product stand out, you need to bridge the gap between the user's needs and the value proposition for the buyer.

Here's how to translate user needs into a language that resonates with decision-makers:

Identify User Pain Points and Translate Them into Business Impact 🏹 

During your user research, you'll uncover a treasure trove of user frustrations. Don't just list features; translate those frustrations into the impact they have on the buyer's business.

For example, if users struggle with data entry errors, highlight how your product can improve data accuracy, leading to better reporting and potentially reducing financial risks.

Here’s what Freshworks’ current product messaging on their homepage looks like 👇️ 

Focus on Efficiency and Cost Savings 📉

Decision-makers are constantly looking for ways to streamline operations and reduce costs. Show how your features can empower users to be more efficient, potentially saving them time and allowing them to handle more tasks.

For example, a feature that automates repetitive tasks increases productivity and frees up valuable employee time for higher-level activities.

Align Features with Buyer Goals 🎯

Every buyer has specific goals for their organization. Take the time to understand the buyer's priorities and objectives. Then, connect your features to how they can help achieve those goals.

For example, if a buyer aims to improve customer satisfaction, showcase how your product empowers end users to resolve customer issues faster and more efficiently.

Quantify the Value Proposition Whenever Possible 🔢

Numbers speak volumes 🔈️. Whenever possible, quantify the benefits your product offers to the buyer. This could be a reduction in error rates, an increase in productivity percentages, or a projected cost savings.

Data adds credibility to your claims and strengthens your case for the value proposition.

Here’s how Soroco quantifies results driven by its product Scout 👇️:

Tell a Story, Not Just a Feature List 📄

Don't just present a laundry list of features. Craft a compelling narrative that showcases how your product solves user problems, empowers the end user, and ultimately contributes to the buyer's success.

This story-telling approach makes your pitch more engaging and memorable.

3. Start Small, Win Fast: Pilot Launch & Agile Iteration 🚀 

B2B products are often complex with lengthy development cycles. It is best in such cases to “start small and win fast”.

Here’s how you can go about it 👇️:

Prioritize a Minimum Viable Product (MVP) 🧁

Don't try to build everything at once. Focus on a core set of features that address a critical user need and deliver a clear value proposition. This MVP should be functional and provide a solid foundation for future iterations.

Think of it as a taste test - a way to showcase the product's potential without overwhelming users or the development team.

Pilot Launch with a Targeted User Group 👩‍✈️

Identify a small group of enthusiastic end users who represent the broader user base. Launch your MVP with this group and actively solicit their feedback.

This allows you to gather real-world usage data, identify any usability issues early on, and ensure the product is on the right track.

Show Early Wins & Value 🥇

Regularly share progress and results with the decision-makers. Quantify the positive impact of the pilot launch on end users.

For example, demonstrate how the MVP has improved efficiency, reduced errors, or increased user satisfaction. This showcases the product's potential value and builds confidence within the buyer's organization.

4. Bonus Tip: Foster Strong Relationships 🤝

Develop connections with both decision-makers and end users. Become a trusted advisor who understands both sides. This fosters collaboration and helps navigate conflicts.

That’s all for today!

Stay tuned for some freshly baked PM tips, strategies, insights, weekly Q/A digests, and more right into your inbox!🚀

Cya!
Aneesha❤️ 

Connect with us on LinkedIn:

• Areesha Shaikh

• Aneesha S

• Twice the Impact PM