When a great B2B SaaS product meets bad marketing, the end result is still failure. Recently, Growth Pilots & Growth Rock teamed up to create a massive guide to performance marketing for B2B software companies, covering both PPC and landing page optimization. One of the biggest causes of bad marketing for B2B software companies is misalignment between messaging and audiences. While this might be seen as a creative problem with no right answers, actually there's a highly formulaic approach that B2B companies can take to make sure their messaging aligns well with the audience they're targeting. This post explains that approach in detail, so that you have a strong and well-tested foundation on which to build and test your messaging for targeted results, instead of just testing random generic messaging that you assume appeals to your prospective customers.