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Buyer research and messaging strategy for HR Tech and Learning Platforms

If your best prospects still don’t get it, you’ve got a messaging problem

I help you uncover the words your buyers actually want to hear… and turn them into messaging your team can use across sales, marketing, and product. So you stop sounding like everyone else. And start sounding like you understand your best prospects.

You’ve got product-market fit but
do you have message-market fit?

These are the common signs your messaging is missing the mark:

 

  • Your messaging sounds like five other tools trying to “empower talent” or “streamline hiring.”
     

  • Your C-suite, sales, marketing, and product teams are all telling different stories.
     

  • People read your site, skim your sales deck, sit through a demo and still don’t really know what you do.
     

  • Prospects don’t know why they should choose you over the competition.
     

  • You’re spending more on copy, content, and sales — but not seeing better results.
     

  • Deals start strong, but stall mid-funnel.

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If these sound familiar, your messaging is likely creating sales friction. I help B2B teams fix that with buyer-focused messaging strategy.
 

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Let’s fix your messaging problem with
buyer-led research and strategy

Speak your buyer’s language

Get buyer research that shows how your prospects describe their problems, goals, and what they’re looking for in a solution.

Get a consistent narrative

Align sales, marketing, and product with a single messaging source of truth built from what buyers care about.

Tell your unique story

No more vague buzzwords. Show your value clearly in language that stands out and matters to your buyers.

Messaging strategy that doesn't  die in your Google Drive

Step 1: Buyer Research Sprint

Real VoC captured and tagged, so your messaging isn't guesswork. Delivered to you in a Notion database including raw quotes and prioritized themes.​

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  • Team interviews (sales, marketing, leadership)

  • 6 - 10 customer interviews

  • Sales-call reviews

  • Survey responses

  • Public review and testimonial mining

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Step 2: Buyer Messaging Toolkit

Your buyer insights, translated into clear, usable messaging. Delivered in a Notion workspace your team can actually use — not a static doc that gathers dust.​

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  • A messaging system built directly from real buyer language

  • Key pillars that connect customer priorities to your product story

  • Messaging gaps and inconsistencies

  • A buyer vocab dictionary, copy snippets, and objection handling language & proof points for use in sales calls and marketing campaigns

Step 3: Buyer Alignment Workshop

Bring your team together to turn the research into action. In a live or async workshop, we’ll align your marketing, sales, and leadership teams around one clear, buyer-led story. So everyone’s speaking the same language.​​

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  • Review key insights and messaging pillars together

  • Identify where your current messaging falls short

  • Map updates across your homepage, sales deck, and campaigns

  • Leave with a shared narrative your whole team can stand behind

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Packages & Pricing

Message-Market Fit Sprint

A 4-week project covering buyer research and messaging you can actually use.

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Who's it for:​

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Teams who want clear, buyer-led messaging they can roll out right away.

Price: ​

$7,000

What you get:​​​​​​

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✅ Buyer Research Sprint - Captures what your buyers care about.

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✅  Buyer Messaging Toolkit – Translates those insights into a visual system your team can use for campaigns, sales, and positioning.

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✅  Buyer Alignment Workshop – Live or async session to align your team and show how to put the messaging into action.

Message-Market Fit Validation

Everything in the Sprint, plus real-world validation.

A 6-week project that includes everything in Research and Messaging, plus real-world validation.

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Who's it for:​

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Teams who want to launch with proven clarity and reduce the risk of missed opportunities.

Price: ​

$10,000

What you get:​​​​​​

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✅ Everything in the Message-Market Fit Sprint plus:

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✅  Validated Homepage Copy – Your messaging built into a lo-fi homepage wireframe, tested with 5–7 target-profile readers.

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✅  Refinement Pass – Tightens and improves the homepage copy based on test results, giving you a launch-ready asset.

Why work with me

"Barney had a well thought out process to decide what was really important to communicate on our homepage."

Andrew Kaiser, Founder & CEO of Educated AI

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"Barney has repeatedly exceeded our expectations and produced content that converts. Thanks & look forward to more collaborations."

Naomi Boitel, Senior Content Marketing Manager at Preply

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"Barney knows how to shed a light on the stories we're trying to tell."

Federico Jorge, Founder of Stack Against

Hi, I’m Barney. I bring:

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  • B2B SaaS experience — I’ve worked across HR tech, L&D, and other complex products. I know how your buyers think.
     

  • A research-first approach — I don’t guess. I run structured interviews, analyze Voice of Customer data, and find the patterns that matter.
     

  • A clear, usable output — No messy decks or vague strategy docs. You get a messaging framework your team will actually use.
     

  • Async-friendly delivery — You won’t be chasing me or drowning in calls. Just context and intros up front, then I run the process and loop you in when it counts.

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This isn’t superficial work. It’s in-depth researching and strategy giving you messaging that reflects how your buyers actually think.
 

FAQs

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