Creating Content The Entire B2B Buying Committee Will Love

Successfully marketing and selling a B2B SaaS solution depends on how comfortable you are confronting an iceberg—and not just because a lot of your efforts might leave prospects cold.

The tip of the iceberg is represented by your key contact at the organization you’re trying to win over. They could be a manager, a director, or even a senior executive.

Behind that key contact are often many people you can’t see, who make up the bulk of the iceberg sitting below the water’s surface. In some cases, this will include the CEO, but it could also be the CFO, a procurement specialist, business operations leaders, or even developers.

Ipsos’s 2025 B2B Buyer Trends report data offers proof of how common this sort of iceberg has become. The research company found that 44% of software decisions are made by a buying committee. When you focus only on enterprise-sized firms, the figure skyrockets to 71%.

You may never look any of these people in the eyes.

You won’t hear their objections or questions directly.

There’s no way to see what they’re saying about your company via email and Slack comments.

All you can do is offer them information and insight that your key contact will pass on, or that they’ll look up themselves. This is why vendor websites are one of the top five resources B2B buyers consult most often, according to TrustRadius.

When they visit your website, though, buying committee members need to see more than a logo and some one-liner value props. They need to see a robust resource library with content that anticipates what they want to know and has comprehensive answers at the ready.

Develop and segment content based on B2B buying committee stakeholder personas

You may have created personas and ideal customer profiles (ICPs) for your target audience. It’s time to go a step further, knowing that there will likely be several individuals involved in the final buying decision.

Beyond their official job titles, for example, buying committee members tend to fall into the following roles, and one-sized-fits-all messaging won’t work:

The initiator

This is the person who first visited your site, reached out for a demo or who was contacted after they showed interest. This the group that tends to be drawn in by thought leadership content such as blogs, email newsletters, and social media. They may also download more detailed resources like white papers and ebooks.

Bear in mind that sometimes the initiator also becomes the gatekeeper, filtering everything you’ll provide to the other members of the committee. Your content may need to spell out who you recommend they share it with to move a deal along.

The end user

It’s an ugly term for a really important person: the one who will actually use your solution on a regular basis. This could be frontline workers in some cases, but it could also be managers who are looking at a dashboard and assigning tasks. This group needs content that gets them up to speed as quickly as possible with your toolset. Think infographics, short videos and quickstart guides.

End users may not hold a lot of power, but they are often consulted to make sure there will be buy-in and adoption once a solution is deployed. Treat them with the same friendly welcome and care as a luxury car maker offering a VIP client a test drive.

The technician

Most likely someone from IT will be brought into the picture. The initiator might work in IT as well, but often organizations will want someone with sufficient expertise to identify any potential integration challenges, security considerations, or performance requirements.

The buyer’s guides, webinars, and deep-dives you create for this stakeholder not only need to make them feel confident in giving their go-ahead, but breaking down the details in layperson’s terms. Make it easy for them to convey their input to non-technical members of the committee.

The influencer

This may be the most difficult person to identify—and satisfy—on the committee. They could come from almost any business function. Some will have previously worked in companies that deployed your solution and will be ready to share what they think. Others may be highly versed in the workflows your solution will touch and are respected for their expertise.

There are also influencers who are simply highly opinionated, persuasive, and who somehow get in the cross-hairs of buying decisions by sheer force of will. Your job is to make them look even smarter. Have case studies and competitive analysis one-pagers that show how choosing you is a no-brainer. Develop a digital ROI calculator whose results they can share. Produce a podcast episode that literally gets in their ear.

The signing authority

Often the CFO, sometimes the CEO, but can also be another line-of-business (LOB) leader. They will be looking very carefully at the budget implications, including total cost of ownership (TCO), ROI, and the potential need for additional products and services.

Case studies can help these stakeholders too, but they can also benefit from an executive summary of market research that quantifies the competitive advantage of bringing on a new platform or tool. They’ll also be the ones reading trade publications and other media coverage, so have this collected and curated for easy review on your site.  

Remember that this is the person whose objections must be overcome, so provide your initiator with cheat sheets and FAQs they can feed into pitch decks they’ll use internally.

Help the buying committee use content to collaborate and build confidence

Not surprisingly, the Ipsos research found the majority of senior leaders are involved in signing a software contract. On the mid-level management side, 57% said they are always involved in areas like legal reviews, data security evaluations, and making recommendations. However there’s one spot where the playing field is level: Ipsos found everyone is always involved in evaluating a solution’s feature set.

While an initiator may be the first one to see an actual demo, for example, the rest of the group will likely be pouring through your website, or toggling back and forth between your website and review sites, market research reports, and more.

Think about how you can update the pages that showcase your solution’s feature set based on:

• Vertical market: Buyers often want to know exactly how a solution will work in the context of a specific industry’s needs.
• Ease of use: How might you compare the simplicity of your features to choosing a TV show on a streaming service, checking your online bank account or downloading a mobile game? Use rich imagery, video, and testimonials that help the entire committee see themselves enjoying the experience.
• Scaled adoption: B2B buying committees know their judgement may affect dozens, hundreds, or even thousands of other employees. Offer downloadable checklists, questionnaires, and review templates that could be used to streamline their feedback and stimulate constructive discussions.

Turn your website into a catalyst for purchase decisions

Sure, your prospect’s initiator or other stakeholders on the buying committee may want to see a sales rep in person—but maybe only a third of them. Research from McKinsey shows another third prefers to suss out technology decisions remotely, and the remaining third of B2B buyers prefers a self-service approach. Your website is the ideal platform for self-service research to support a buying decision.

When they land on your site, you want to make sure it will support a secure, high-performance experience so no one’s waiting for pages to load or leaving because it crashes. The Forrester Wave: Content Management Systems 2025 report calls out WordPress VIP as a Strong Performer in this area, noting “customers liked its audience analytics and the ability to scale with their business needs.”

A strong CMS is just as important for those working behind the scenes to create content a B2B buying committee will love, because often it needs to be done ASAP to meet marketing and sales objectives. The smoother your publishing workflow, the easier it becomes for everyone on your team to review and approve content.

WordPress VIP helps with features like the AI writing assistant integrated directly into the editor for drafting, summarizing, tone adjustments, translation, and more. AI features in WordPress VIP can also assist in linking, tagging, and formatting based on content history and performance data. You can even generate better titles, descriptions, and on-page content with AI-backed suggestions.

Combine this with analytics from Parse.ly, and you’ll also be able to see how well buying committees are engaging with content throughout the purchase cycle.

Buying committees aren’t the exercises in groupthink they might appear to be. They’re part of a strategy whereby companies think carefully and do their due diligence to make the smartest investments possible. Your mission is to create content that not only feeds that thinking but encourages them to make the best decision possible for their employees and customers.