How to create content for 3 different stakeholders in the same deal

If you’re selling B2B, you already know that no big deal is decided by one person. Behind every major purchase sits a team, board, or committee, each member with different considerations, pain points, and decision-making priorities.

The challenge: Creating content that speaks to all of them without rewriting your pitch three times over.

The good news: you can absolutely craft persuasive, tailored content for multiple stakeholders in the same deal, without tripling your workload. Here’s how.

Step 1: Identify who’s who in the buying committee

Before you start creating content, map out your key stakeholders.

In most complex B2B sales, you’ll typically engage with:

1. The Decision Maker – Often a C-suite exec or director focused on growth, profitability, and risk.
2. The Influencer– Usually a department head or end-user who’ll work directly with your product / service.
3. The Gatekeeper – Typically procurement, finance, or legal, focused on compliance, budgets, and risk management.

Each will view your proposal through a different lens. Your content needs to match that perspective.

Step 2: Tailor content to each stakeholder

The Decision Maker: Focus on impact and Return on investment (ROI)

Key question: “How will this make my company more profitable or competitive?”

They’re driven by results, not details. Your content should be:

• Data-driven and outcome-focused
• Backed by ROI examples and case studies
• Highlighting strategic benefits – market advantage, growth, and risk mitigation
• Delivered as concise executive summaries, infographics, or short briefs

The Influencer: Highlight usability and practical value

Key question: “Will this actually make my job easier?”

Show them how your solution makes their daily work more efficient and rewarding:

• Emphasise ease of use, integration, and real-world benefits
• Use how-to guides, demos, or testimonials from similar users
• Address pain points directly. Show you understand their challenges
• Keep the tone practical, friendly, and relatable

The Gatekeeper: Prove compliance, value, and security

Key question: “Is this deal safe, compliant, and financially sound?”

For procurement, finance, or legal teams, credibility and clarity matter most. Provide:

• Detailed specifications and compliance certifications
• Transparent pricing and contract terms
• Case studies showing cost savings or efficiency gains
• FAQs or support resources to simplify due diligence

Step 3: Deliver It All Without Tripling Your Effort

You don’t need to create three completely separate campaigns. Instead:

• Start with a single, strong core message – your central value proposition
• Adapt tone, benefits, and proof points for each audience
• Use modular content – mix-and-match assets that can be reused
• Personalise delivery – targeted emails, micro sites, or tailored decks so each stakeholder sees what matters to them

Win Bigger, Faster, and With Less Friction

When you communicate with each stakeholder in their language, with the right content, format, and focus, you build credibility and trust across the buying group.

The result? Shorter sales cycles, smoother decision-making, and stronger relationships.

So next time you’re preparing a big pitch or campaign, remember: it’s not one-size-fits-all. Speak to the person behind the title and watch your win rate climb.

Need help creating stakeholder-specific content that drives decisions? Let’s talk.