Company messaging is crucial for clearly conveying what you do, especially when your product is more complex than baskets or “Uber for basketweavers.” For many B2B organizations, the real challenge is trying to talk to too many segments at once. When you attempt to speak to everyone, the message often connects with no one. To pinpoint your primary audience, rely on the data tied to your core business goals so you can present a strong, evidence-based case to leadership. Your true target audience may not match who you or your executives assume it is. Let your data show you who buys most frequently and who generates the most revenue. You might have a single enterprise customer paying $10,000 a month, but if you also serve 100 SMBs each paying $1,000 a month, your primary audience is SMBs. Even if you have one million individual creators on a free plan, your main audience is still SMBs. The best audience isn’t always the flashiest or the largest by headcount. Prioritize the one that sustains your revenue. How Squarespace leans into its primary audience Squarespace builds its messaging around the customers who actually drive its income. What they get right: tightly focused messaging, specific language and a quick CTA to try the product. The line “A website makes it real” directly appeals to entrepreneurs, small businesses and solopreneurs who need a site. The idea is that launching a website makes their venture feel legitimate and accessible to anyone online. Squarespace doesn’t just…