In today's B2B landscape, marketing to highly technical audiences is more critical than ever, especially in industries like SaaS, data, and developer tools. These users demand content that resonates with their specific needs and expertise, requiring marketers to "speak their language." However, these users are often not the ones making purchasing decisions, creating a disconnect between marketing efforts and revenue outcomes. This session will explore the intricate balance between marketing to technical users—who value detailed product features and hands-on benefits—and marketing to buyers, such as executives or procurement teams, who are focused on ROI, business outcomes, and strategic advantages. Drawing from real-world examples and personal experiences, we’ll discuss how companies can bridge this gap by crafting messaging that resonates with both users and decision-makers, aligning value propositions with technical needs while driving buying decisions. We'll also open the floor to audience insights on the common challenges and strategies for harmonizing these two distinct marketing approaches, fostering collaboration between technical and business stakeholders.