Article

How to Market a Product When Your Buyer Isn't Your User

Eddie Yoon · Harvard Business Review Paid Intermediate

Yoon gives you three concrete tactics for the exact gap in your question: reaching a buyer who is not the one feeling the daily pain. You get language for finding proactive end users who will vouch for you, and for spotting the moments when buyer and user needs actually line up so you can sell into that window.

• Look for end users who already show proactive, category-adjacent behavior, they become your best evangelists to the buyer
• Find the specific situations where buyer and user incentives temporarily align, and sell hardest there
• A neutral third party (a consultant, an analyst, a peer) can bridge the gap when buyer and user never directly interact