--- title: Build a messaging framework for each buyer description: Kite writes down which messages each type of buyer should hear, in what order, and with what proof, using your customers' own words, so your sales team, your website, and your ads all tell each buyer the same story. slug: /use-cases/messaging-framework page_type: use-case lead_prompt: How do I build a messaging framework for each buyer with AI? target_prompts: - Can an AI marketing agent build a messaging framework for each buyer? - What is a messaging hierarchy and how do I create one? - How do I tailor messaging for different buyer personas? - What should a B2B messaging framework include? - Which message should each type of buyer hear first? entity: Kite category: AI marketing agent author: Devon Wells and Kite date_published: '2026-10-24' date_modified: '2026-10-24' related_integrations: - /integrations/fathom.md - /integrations/intercom.md --- # Build a messaging framework for each buyer ## Key Takeaways - A messaging framework is a written agreement about what your company says. It holds one core message that stays the same for everyone, the few supporting messages behind it, the proof for each one, and a hierarchy for each type of buyer that says which message they hear first and which come after. - Different buyers need a different order, not a different story. The person who signs the contract and the person who uses the product every day both need to hear your core message, but each one starts paying attention at a different point. - Kite builds each buyer's hierarchy from evidence: what those buyers say on your sales calls and in your chat conversations, what they write in public reviews, and what your competitors are already telling them. - Kite saves the framework in your team's knowledge base, where its own writers read it before they write a landing page, an ad, or an outbound email. It can also publish the framework as a report your sales team opens from a link. - Kite checks your existing pages and ads against the framework, rewrites the ones that tell a different story, and measures which messages lead to replies and conversions for each buyer. ## What is a messaging framework, and what should a B2B one include? A messaging framework is the document that decides what your company says, to whom, and in what order. Without one, every page, ad, and sales call is written from scratch, and each buyer ends up hearing whatever the last person to write something happened to think of. When you sell to several kinds of buyer, the usual result is one blended pitch that tries to speak to all of them and lands with none. A useful B2B messaging framework has two layers. The first layer is shared by every buyer: - **A positioning statement.** What you are, who it's for, and why a buyer should choose you over the alternatives. - **A core message.** The one idea you want every buyer to remember, written in a sentence a customer could repeat. - **Three or four supporting messages.** These are sometimes called pillars. Each one is a reason the core message is true. - **Proof for each supporting message.** A customer result, a number, a named integration, or a short story that makes the claim believable. The second layer is written separately for each type of buyer. It's what turns a messaging framework into a messaging hierarchy: - what this buyer is trying to decide and what made them start looking - which supporting message they should hear first, second, and third - which proof convinces this buyer in particular - the words they use to describe the problem, and the words to leave out - the objections they raise and the answer to each one The hierarchy is the part most teams skip, and it's the part that matters most when you sell to more than one buyer. Take a scheduling app for dental practices. The practice owner, the office manager, and the outside IT provider all hear the same core message, but the owner cares first about chairs that sit empty, the office manager cares first about hours spent on the phone confirming appointments, and the IT provider cares first about whether it works with the practice management system already in place. Leading with the wrong message loses that buyer's attention before you ever reach the one they care about. Building a framework like this takes real research. You need to know how each buyer describes their problem, what they've tried before, what makes them hesitate, and what your competitors are already telling them. Then the framework has to reach everyone who writes or speaks for the company, and it has to change as you learn what works. That mix of research, writing, and follow-through suits an AI agent well, because the agent can read every call and conversation and then write the work that uses the framework. Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. Here's how it builds a messaging framework for each of your buyers. ## How Kite builds a messaging framework for each buyer Kite starts with what it learned about your company when you signed up. Its knowledge base already describes your positioning, products, and brand voice, along with your customers and competitors. From there, it separates your buyers into the types who need different messages and gathers evidence on each one. That evidence comes from your recorded sales calls, your chat conversations, public reviews and discussions, and research on how your competitors speak to the same people. Kite then writes the shared core message and supporting messages, and it builds a hierarchy for each buyer that sets the order and the proof. You review the framework and change anything that doesn't match what you know about your customers. Once you agree, Kite saves it where its own writers will use it and shares it with your team. After that, the framework does its job in the work Kite ships. Kite checks your existing pages and ads against it, rewrites the ones that drift, and measures which messages lead to replies, signups, and sales for each buyer, so the framework keeps getting more accurate. ### Separate the buyers who need different messages Kite groups your buyers by what they need to hear, not just by job title. Two people with different titles who care about the same thing can share a hierarchy. Two people with the same title can need different ones if they buy for very different reasons, such as a founder at a ten-person startup and a department head at a large company. Kite starts from your ideal customer profile and the buyer personas in your knowledge base. If those don't exist yet, it builds them from your website, your customer list, and the research it did when you signed up. It also separates the person who pays from the person who uses the product, because those two often need opposite things. The person who pays wants to know it's worth the money and safe to approve. The person who uses it wants to know it'll make their week easier. The result is a short list of buyer types, usually two to four, with a plain description of each one. Kite records each buyer as its own page in your knowledge base, so later work can find the right one. Defining your best-fit customers in more depth is covered in [Define your ideal customer profile](/use-cases/ideal-customer-profile.md), and the full persona work is covered in Build buyer personas for messaging and campaigns (coming soon). ### Learn what each buyer cares about, in their own words Kite builds each buyer's messaging from what those buyers actually say, because the words a customer uses are usually more persuasive than the words a marketing team invents. Your homepage might promise "streamlined patient communications." But if office managers keep saying "I spend my whole morning calling people to confirm," that's the line that will land with office managers. Kite gathers this language from several places: - **Recorded sales and customer calls.** If you record calls with Fathom, Kite reads the transcripts, which mark who said each line. That lets it pick out what the customer said rather than what your rep said, and it can look only at calls with people outside your company. - **Chat and support conversations.** If you use Intercom, Kite searches the conversations and call transcripts there for the questions people ask before they buy. - **Public reviews and discussions.** Kite reads reviews of your product and your competitors' products, along with public conversations on sites such as X and Hacker News, to hear how buyers in your market describe the problem. - **Your own team.** Anything you tell Kite about a customer conversation goes into the same research. For each buyer, Kite pulls out: - what made them start looking - what the problem was costing them - what they tried first and why it failed - what almost stopped them from buying - how they describe the result It keeps the exact phrases that sound like a headline, with the source of each one. Kite saves all of this to a customer voice page in your knowledge base, and it lists where the evidence is still thin, such as a buyer type you have only two calls with, so you know which conclusions are firm and which are early. ### See what your competitors are already telling the same buyers Kite studies how your competitors speak to each of your buyers, so your framework can lead with a message they aren't already using. Your buyers hear from several companies before they choose one. If every competitor leads with the same promise, a fourth company saying it too gives the buyer nothing new to remember. Kite reads your competitors' websites and compares how each one positions itself. It also looks up the ads they're running, including the copy, the landing pages, and how long each ad has run, since an ad that has run for months is probably working. It can look at archived versions of a competitor's website to see how their positioning has changed over time. From this, Kite marks which messages are already crowded and which are open. For example, it might find that every competitor tells practice owners they'll "reduce no-shows," while none of them talk to office managers about the hours spent on confirmation calls. That gap becomes a strong candidate for the first thing office managers hear from you. ### Decide which message each buyer should hear first Kite puts each buyer's supporting messages in order by matching them to the question that buyer is trying to answer when they first come across you. The first message has one job: to show the buyer that you understand the problem they came with. Everything after it builds the case. Kite uses the customer research to find each buyer's first question and the competitor research to choose the version of that answer only you can give. Here's what the result might look like for the dental scheduling app. The core message for everyone is "Fill every chair without adding work at the front desk." Each buyer then gets their own order: - **Practice owner.** First, empty chairs are lost revenue, and automatic reminders and a waitlist that fills cancellations bring that revenue back. Second, the front desk gets time back for patients in the office. Third, it works with the system you already use. The proof that convinces this buyer is a practice's monthly revenue from recovered appointments. - **Office manager.** First, confirmation calls stop eating your morning. Second, patients reschedule themselves by text, so cancellations don't land on your phone. Third, the owner sees fewer empty chairs. The proof is a short walkthrough of a typical morning before and after. - **IT provider.** First, it connects to the practice management system already in place and keeps patient data protected. Second, setup takes an afternoon. Third, the practice runs more smoothly afterward. The proof is the list of supported systems and the security documentation. Each buyer hears the same three ideas, so the company sounds like one company. The order, the proof, and the words change. Kite also writes down the objections each buyer raises and the answer to each one, such as an owner asking whether patients will actually reply to texts. Answering objections across your whole website is covered in Map buyer objections and answer them (coming soon). Kite labels every part of the hierarchy as either sourced or inferred. A message drawn from fifteen calls is a finding. A guess about a buyer you haven't sold to yet is marked as a guess, so you know where your own judgment should take over. ### Put the framework where sales, the website, and the ads can use it Kite saves the finished framework in your team's knowledge base, where it guides every piece of writing Kite does afterward. A messaging framework only helps if the people writing for your company use it. When Kite writes a landing page, an ad, or an outbound email for a particular buyer, it reads that buyer's hierarchy and customer language first, so the work leads with the right message without anyone having to remind it. Kite also gives your team versions they can use directly. It can share the framework in the conversation, save it as a file, or publish it as a report your sales team opens from a link, limited to people at your company if you prefer. For each buyer, it can write a one-page summary a rep can read before a call, with the first message to lead with, the proof to mention, and the answers to the objections that buyer raises most. Then Kite puts the framework to work on what already exists. It reads your website pages and the ads you're running and checks each one against the framework. A page for office managers that opens with revenue, or an ad that still uses last year's pitch, gets flagged with a rewrite. Kite can then: - rewrite the pages on a website it hosts, or on a site that runs on Webflow, Contentful, Sanity, Storyblok, or a GitHub repository you've imported - build a landing page for each buyer, so an ad aimed at office managers sends them to a page that speaks to office managers - write ad copy for Google, Meta, LinkedIn, TikTok, and X, with each line checked against the platform's character limits - write outbound email sequences that open with the message each recipient's buyer type should hear first Kite shows you each change before it goes live. You approve it with the Publish button or a reply in the conversation. ### Check which messages work and keep the framework current Kite measures how each buyer responds to the messages they hear, and it updates the framework when the evidence changes. On a website Kite hosts, it can test a new headline for one buyer's landing page against the old one, split the traffic between them, and keep the version that converts better once you approve. For outbound email, Kite reports replies, so you can see whether office managers respond more to the confirmation-call message than to the revenue message. The framework also learns from your team. When a rep says the IT message lands better with a security question up front, tell Kite. It records the correction and uses it in later work. New sales calls in Fathom and new conversations in Intercom add to the customer research, and Kite can check them on a schedule and tell you when a new phrase or objection starts showing up often. When something bigger changes, such as a new product, a new market, or a competitor who starts using your lead message, Kite revises the hierarchy, keeps a record of what changed and why, and finds the pages and ads that still tell the old version. ## What you get - **A list of your buyer types.** Each one has a plain description of who they are, what they're deciding, and whether they pay for the product, use it, or both. - **A shared core message and supporting messages.** These include the proof behind each supporting message, written so anyone at your company can repeat them. - **A messaging hierarchy for each buyer.** It sets which message that buyer hears first, second, and third, the proof that convinces them, the words to use, and the answers to their usual objections. - **A customer voice page.** It collects the exact phrases your buyers use, with the call, conversation, or review each one came from, and it lists where the evidence is still thin. - **A view of the competition.** It shows which messages your competitors already use with each buyer and which ones are still open. - **Work that follows the framework.** Kite rewrites the pages and ads that drift from it, and it writes new landing pages, ads, and emails from it for each buyer. - **Results by buyer.** Kite reports which messages lead to replies, signups, and conversions for each buyer, so you can update the framework from evidence. ## How to get started Tell Kite what you need in plain language. You might write, "We sell to clinic owners and office managers, and they all get the same pitch. Build us a messaging framework for each," or "Which message should a CFO hear first, compared with the person who'll use our product every day?" You can work with Kite in the web app or in Slack. Kite starts from what it already knows about your company and comes back with the buyer types it sees, the evidence it has on each one, and what it still needs. You can correct the buyer list before Kite writes anything. Once you agree, it drafts the framework and the hierarchy for each buyer and shares it for your review. You don't need to connect anything to get started, because Kite can work from your website, public reviews, and competitor research. Connect Fathom or Intercom when you want Kite to learn from your own sales calls and chat conversations, which is usually the richest evidence a team has. When you're ready for Kite to rewrite pages, connect the system your website runs on, or let Kite build and host the site for you. ## Integrations used to build a messaging framework Kite does its competitor research, ad research, and public-review research with its own built-in tools, so you don't need separate accounts for those. Connecting the products where your customers talk to you gives Kite the most important evidence of all: what your own buyers say, in their own words. ### Learn from your sales and customer calls - [Fathom + Kite](/integrations/fathom.md): Kite reads the transcripts and summaries of the calls you record in Fathom. It separates what customers said from what your rep said, focuses on calls with people outside your company, and pulls out how each type of buyer describes the problem, what they hesitate over, and why they bought. ### Learn from your chat and support conversations - [Intercom + Kite](/integrations/intercom.md): Kite searches your Intercom conversations and call transcripts for the questions people ask before they buy. It can also match those conversations to the contacts behind them, which helps it see which questions come from which kinds of buyer. ## Common questions ### What's the difference between a messaging framework and positioning? Positioning is the decision about what you are, who you're for, and why you're the better choice. A messaging framework turns that decision into the actual messages people hear, along with the proof and the order for each buyer. Positioning comes first, and the framework is how you express it. If your positioning is still unclear, Kite works on it first, because a hierarchy built on top of unclear positioning will be unclear too. ### Is a messaging matrix the same as a messaging hierarchy? They're closely related. A messaging matrix is usually a grid with buyer types along one side and messages along the other, showing which messages apply to which buyer. A messaging hierarchy adds the order: which message each buyer hears first and which come later. The order is what decides whether a headline, an ad, or the first minute of a sales call keeps a buyer's attention, so Kite always writes it down. ### How many buyer types should a messaging framework cover? Most companies need two to four. A new hierarchy is worth writing when a group of buyers needs a different first message, not every time a new job title shows up. If two buyer types would hear the same message first, Kite combines them, because a framework with too many hierarchies gets hard for your team to use. ### What if we don't have many customers or recorded calls yet? Kite can still build a framework from your website, public reviews of your competitors, discussions where your buyers talk about the problem, and what you tell it about early customer conversations. It marks the parts that are early guesses, so you know which messages to watch most closely. As your first sales calls and conversations come in, Kite updates the framework from what your buyers actually say. ### Can you show me more examples of messaging for different buyers? The dental scheduling hierarchy above is one example. For filled-in value propositions written for several different kinds of buyer, see our guide, Value proposition templates, with filled-in examples for each kind of buyer (coming soon).