How to Create Different Content for Three Different Stakeholders in the Same Deal 

If you’re selling to businesses, you know that deals rarely hinge on just one person. Instead, behind every big B2B sale, there’s usually a board, committee, or team of stakeholders, all with their own priorities, pain points, and decision-making styles.  

The challenge is creating content that resonates with each of these people, without drowning in endless emails or reinventing the wheel every time.  

The good news is, it’s absolutely possible to craft tailored, persuasive content for multiple stakeholders in one deal. We’ll show you how…  

Who’s Who in the Buying Committee? 

Before creating anything, map out your audience. For most complex B2B sales, you’re usually juggling:  

• The Decision Maker: typically, a C-suite exec or director, who wants to know how it will impact the bottom line 

• The Influencer: as the day-to-day user or department head who’ll work with your product/service, they’ll want to understand the practical benefits and how it’ll make their life easier 

• The Gatekeeper: sometimes procurement and finance, focused on contracts, compliance, budgets, and risk.  

Each of these will view the deal through a completely different lens, and your content must match that.  

The Decision Maker: Focus on High-Level Impact & ROI 

Question to answer: ‘how will this make my company more profitable or competitive?’ 

With a core focus on numbers, growth, and risk mitigation, content should be: 

• Crisp, data-driven, and outcome-focused 

• Packed with clear ROI examples and case studies 

• Highlight strategic advantages, competitive edge, and market positioning 

• Delivered as executive summaries, infographics, or concise video briefs.  

The Influencer: Show Practical Benefits & Usability 

Question to answer: ‘will this actually make my job easier or better?’ 

Showcase how your solution will positively impact their daily workflow and team: 

• Focus on features, ease of use, and integration with existing systems 

• Include how-to guides, product demos, or testimonials from similar users 

• Address pain points they face and demonstrate how your solution solves them 

• Keep the tone approachable and practical 

• Show you understand their world.  

The Gatekeeper: Address Compliance, Cost & Contracts 

Question to answer: ‘is this deal safe, compliant, and financially sound?’  

Procurement, finance, or legal teams want to check the boxes: 

• Detailed specifications, compliance certifications, and risk management information 

• Transparent pricing breakdowns and contract terms 

• Case studies on cost savings or efficiency gains 

• FAQs and support resources to ease due diligence.  

How Do You Deliver It All Without Tripling Your Workload? 

Create a core message and adapt it across formats for each stakeholder.  

• Start with a powerful proposition 

• Tailor the language, data points, and benefits for each persona 

• Use modular and evergreen content, pieces that can be mixed and matched easily 

• Utilise targeted emails or microsites so each stakeholder has access to the right info at the right time.  

Win Bigger, Faster, and With Less Friction 

When you speak directly to each stakeholder’s needs, in their language, and in a way and format that resonates with them, it’s tactical, strategic, and purposeful. You’re showing that you get their world, and that builds trust and credibility.  

The result? Shorter sales cycles, less back-and-forth, and easier decision making.  

So next time you’re working on a big pitch or issuing company comms into the world, remember it’s not one-size-fits-all. You must carefully craft content to speak to the audience you’re talking to.  

Want help sculpting stakeholder-specific content that wins deals? Get in touch.