Five People Decide Your Deal. Write for All of Them.

Nobody buys alone

In B2B, a deal is rarely one person's decision. It's a small committee, and each member is quietly asking a different question.

Who's on it, and what they're worried about

The champion wants to look smart for bringing you in. Give them ideas worth forwarding and a clear story they can repeat internally.

The budget holder wants to know it won't overrun. Write about how you scope work, what usually goes wrong and how you stop it.

The technical evaluator wants to know it actually works. Show the method, the trade-offs and where things break.

The day-to-day user wants to know their week won't get worse. Show what working with you is like in practice.

The sceptic, often procurement, legal or a senior leader who's seen it all, wants to know what could go wrong. Be honest about limits and risks.

Why one voice can't cover it

A founder can speak to the champion and maybe the budget holder. But the technical evaluator wants to hear from your technical lead, and the user wants to hear from the person they'll actually work with.

That's the real case for team content. Not more posts. The right person answering the right worry.

A simple map

1. List the five roles in your typical deal.
2. Write down each one's biggest worry in a single sentence.
3. Match each worry to the person on your team best placed to answer it.
4. Give that person the topic, and keep them on it.

When your champion forwards your posts around the committee, everyone finds something written for them.

Where we come in

We map your buyers before anyone writes a word. Get 50 free leads to see who's on your committees.