If you're using Valuecase to run your sales process, you've probably realized the out-of-the-box templates are just a starting point. They're fine for a demo, but if you want buyers to actually pay attention, you can't just copy-paste the same thing for everyone. This guide is for salespeople, marketers, or anyone tasked with making Valuecase templates feel like they were written for a real human, not a robot. We'll walk through practical ways to tailor your templates for different buyer personas—without making it a full-time job.
Why bother customizing? (And when not to)
Let’s get this out of the way: personalization is not always worth the time. But if you’re selling to more than one type of buyer—say, a CFO vs. a Head of IT—one-size-fits-all messaging just doesn’t cut it. You’ll come off as generic, and your deal will get lost in the shuffle.
Customizing templates is worth it if:
- You have 2–4 clear buyer personas with different priorities or pain points.
- Your sales cycle is long enough that buyers will notice (and appreciate) the effort.
- You’re seeing low engagement with your current templates.
It’s not worth it if:
- All your buyers care about the exact same things.
- You’re selling low-ticket, high-volume stuff where speed trumps relevance.
- You’re customizing out of FOMO, not because it actually helps close deals.
Step 1: Get clear on your buyer personas
Before you start rewriting templates, nail down who your main buyers are. Don’t get fancy—stick to the 2–4 personas that actually matter for your sales process.
How to define a persona (without overcomplicating): - Title/Role: Who are they? (e.g., CFO, Head of IT, Operations Lead) - Main priorities: What do they care about? (e.g., cost savings, security, easy onboarding) - Biggest objections: What usually makes them say “no”? - Success metric: How do they measure a win?
Pro tip: Skip the 10-page persona decks. Just jot down these on a doc or spreadsheet, and keep it handy.
Step 2: Audit your current Valuecase templates
Pull up your current Valuecase templates. Open them side by side with your persona notes. Look for:
- Sections that are generic. (e.g., “Our solution helps teams be more efficient.”)
- Jargon or buzzwords that don’t actually mean anything to your buyers.
- Irrelevant info: Stuff that only matters to you, not the persona.
Ask: If you showed this to your persona, would they care? If not, flag it for a rewrite.
Step 3: Build a “persona grid” for fast customization
Here’s a trick to avoid rewriting from scratch every time: create a simple grid or table that matches template sections to persona-specific content.
Example grid:
| Template Section | CFO Version | Head of IT Version | |----------------------|----------------------------------------------|-------------------------------------------| | Problem Statement | “Cut costs and manage spend…” | “Reduce security risks and downtime…” | | Key Metrics | “ROI, payback period, TCO” | “System uptime, integration speed” | | Objection Handling | “Budget concerns? Here’s the math…” | “Worried about implementation? See our plan…” | | Case Study | “See how Acme saved $500K in year one” | “How BetaCorp migrated in 2 weeks” |
This lets you swap out the relevant blocks for each persona without reinventing the wheel.
Pro tip: Keep your grid somewhere easy to copy from—like a Google Sheet or Notion page.
Step 4: Rewrite template sections for each persona
Now, work through your Valuecase templates, section by section. Use your grid to swap in the right messaging.
What to focus on: - Headline and intro: Address the persona’s main priority in plain language. - Pain points: Name the problems in their own words (not your company’s). - Proof: Use case studies or testimonials from similar roles or industries. - Objection handling: Tackle the top 1–2 objections for that persona, not a laundry list.
What NOT to do: - Don’t overstuff with personalization—1–2 targeted tweaks per section is usually enough. - Don’t make up fake stats or quotes. If you don’t have proof, leave it out.
Step 5: Use conditional logic (if Valuecase supports it)
If you’re on a Valuecase plan that supports conditional blocks or dynamic content, now’s the time to use it. This lets you create one “master” template with persona-based toggles.
For example: - Show a “CFO Key Benefits” section if the buyer is marked as a CFO. - Swap logos, testimonials, or product screenshots based on industry or persona.
But: Don’t go wild. Too many toggles and you’ll forget what’s live where. Keep it simple: major sections only.
Step 6: Add room for true personalization
Templates should save you time, but don’t forget to leave space for 1–2 lines of real, human context. Think:
- Reference a recent LinkedIn post or press release.
- Mention a mutual connection or shared event.
- Note a company-specific goal from your discovery call.
Caveat: Don’t fake it. If you can’t find something honestly relevant, it’s better to stick to your persona grid.
Step 7: Test, tweak, and don’t overthink it
Once your templates are customized, don’t expect miracles overnight. Here’s what actually works:
- Send them out. Track engagement—opens, clicks, replies.
- Ask for feedback. If you have a friendly buyer, ask if the content felt relevant.
- Iterate every few weeks. If something’s not landing, swap it out. Templates aren’t sacred.
What to ignore: Endless “best practices” posts about micro-personalization. Focus on what moves deals, not what looks cool in a webinar.
Common pitfalls (and how to avoid them)
- Too much customization: If you’re spending more time editing than selling, dial it back.
- Overly generic “personalization”: Swapping in a company name isn’t enough.
- Ignoring the template over time: Update personas and messaging as your market shifts.
Pro tip: Block 30 minutes every month to review your templates. Set a recurring calendar invite so you don’t forget.
Keep it simple—and keep moving
Customizing Valuecase templates for buyer personas isn’t rocket science, but it’s easy to overcomplicate. Start with your top 2–3 personas, tweak the sections that matter, and leave room for a real human touch. Don’t chase perfection; focus on what actually gets responses and moves deals forward. Iterate as you go, and don’t let the “template” part get in the way of real conversations.