a single source, nothing corroborates it

Sell the budget holder, not the daily user

Adoption inside a team does not travel upward on its own, and the person who signs the invoice answers for things the users never think about. Write a separate set of pages and messages naming compliance, headcount and overhead, and staff it as its own job rather than as a footnote on the developer site.

The method

1. 01

   Do not expect adoption to sell itself upward - even at Slack's or GitHub's scale, converting buyers is separate work that needs its own site and messaging.

2. 02

   Market to the executive with budget authority as a separate audience from your users, naming the business outcomes they answer for, such as compliance requirements or reduced overhead.

What it returned

• 20

  Both Slack and GitHub run 20+ enterprise salespeople and dedicated enterprise sites written for buyers.

• 7,000

  Gravitational's open-source library had nearly 7,000 GitHub stars yet few enterprise buyers; refocusing the marketing on buyers doubled their enterprise leads without any product change.

Sources

• Make Buyers Want to PayGreg Kogan · gkogan.co · 2018-11-04