Shahin chats with Danny Beck, Head of Marketing ANZ at Citrix. Messaging is always a challenging marketing topic, especially in the B2B technology world Sometimes, even while looking at the website of a company, the general consumer can't figure out what the company does. Sure, we might say that they are not the intended target market and persona. But more and more, technology companies and technology service providers are finding themselves selling to non-technical roles (think marketing, HR and finance). And because of that, they can't use the same messaging they relied on when selling to the head of IT for example. And that's exactly what we will discuss in this episode with Danny Beck, Head of Marketing ANZ at Citrix. We talk about why B2B brands should work harder on simplifying their message to their customers. And if they're planning to do that, how should they approach it. Read the show notes: https://xgrowth.com.au/blogs/simplify-b2b-messaging/ Join the Slack channel: https://growthcolony.org/slack

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