| Quick Answer: Technical buyers want depth, accuracy, and proof you can deliver; executive buyers want outcomes, business impact, and confidence. To appeal to both, vary your content so some posts go deep on the how and others focus on the why and the results — or layer both into one post, leading with the outcome and supporting it with credible detail. Serve the whole buying committee, not just one persona. |
In most B2B deals, more than one type of person has to be convinced. The technical evaluator wants to know you genuinely know your stuff and can deliver; the executive wants to know it will drive business results worth the investment. These two audiences care about very different things, and content that speaks only to one leaves the other unconvinced. Writing for both — across your content and sometimes within a single post — is how you win the whole committee. Here is how.
Why do I need to write for two different buyers?
B2B purchases are rarely made by one person. A typical deal involves technical evaluators who assess capability and executives who approve budget and care about outcomes. Each must be satisfied for the deal to proceed. If your content only impresses the technical audience, executives may not see the business case; if it only speaks to executives, technical evaluators may doubt your substance. Reaching both is essential because both sit on the buying committee that decides whether you win.
What do technical buyers want from content?
Technical buyers want depth, accuracy, and evidence of real competence. They are reassured by content that demonstrates genuine expertise — detailed how-tos, nuanced discussion of trade-offs, accurate handling of complexity, and proof you can actually deliver. Surface-level content makes them skeptical. For this audience, the substance and correctness of your content is the trust signal. They are asking, in effect, “do these people really know what they are doing?” and your depth is what answers yes.
What do executive buyers want from content?
Executives care about outcomes and business impact. They want to understand the result, the value, the return, and the strategic fit — not the technical mechanics. Content that connects your work to revenue, efficiency, risk reduction, or competitive advantage speaks their language. They are asking “is this worth it and will it move the needle?” For this audience, framing around outcomes and confidence matters more than depth. Bury the business case in technical detail and you lose them.
How do I serve both across my content?
The simplest approach is variety across your content mix:
- Depth posts — go deep on the how, the trade-offs, and the technical substance.
- Outcome posts — focus on results, business impact, and the why.
- Proof posts — case studies that satisfy both with results and credible detail.
A balanced feed ensures both audiences regularly find content that speaks to them.
How do I serve both within a single post?
Often you can satisfy both in one piece by layering. Lead with the outcome or business impact to capture the executive, then support it with credible technical substance that reassures the evaluator. For example, open with the result you achieved, then explain enough of the how to prove it was real expertise, not luck. This structure — outcome first, depth as support — lets a single post work for the whole committee. The executive gets the headline; the technical buyer gets the proof.
How do I avoid losing one audience while serving the other?
Balance and clarity are key. Do not let technical depth become impenetrable jargon that alienates executives, and do not let executive framing become so high-level it rings hollow to technical buyers. Write depth clearly enough that a smart non-specialist can follow the gist, and frame outcomes credibly enough that a technical reader trusts them. Because nearly 70% of LinkedIn users engage with brand content weekly, per Sprout Social, content that thoughtfully serves your whole buying committee reaches and convinces more of the people who actually decide.
Which buyer should I prioritise if I can only focus on one?
If you genuinely have to choose, prioritise the audience that most influences the buying decision in your specific deals — but the answer varies by what you sell. For highly technical products where evaluators effectively gatekeep, winning the technical audience first is often essential, because executives rarely override a strong technical objection. For strategic or high-investment offerings where the executive drives the decision and delegates the details, leading with outcomes for that executive may matter more. The honest answer is that you usually cannot afford to ignore either for long, since both sit on the committee — but in the short term, focus on whoever has the most influence over whether the deal moves forward in your typical sale. The safest long-term approach is to build content that serves both over time, so neither audience is left unconvinced when the decision is made. Choosing one to start is a sequencing decision, not a permanent trade-off.
How can an agency help me reach the whole committee?
Writing content that satisfies both technical and executive buyers takes real skill in balancing depth and outcomes. Attention Grabbers creates content that speaks to your entire buying committee as part of our LinkedIn content creation service. To win over everyone who influences the decision, book a call with our team.
Frequently Asked Questions
Why write for both technical and executive buyers?
B2B decisions involve both. Technical evaluators assess capability; executives approve budget and care about outcomes. Both must be convinced.
What do technical buyers want?
Depth, accuracy, and proof of real competence — detailed substance that shows you genuinely know your field and can deliver.
What do executive buyers want?
Outcomes and business impact — results, value, return, and strategic fit, framed in business terms rather than technical mechanics.
Can one post serve both?
Yes. Lead with the outcome to capture executives, then support it with credible technical detail that reassures evaluators.
How do I avoid alienating one audience?
Keep depth clear rather than jargon-heavy, and keep outcomes credible rather than hollow. Balance and clarity serve both.
Key takeaways
- B2B deals require convincing both technical evaluators and executives.
- Technical buyers want depth and proof; executives want outcomes and impact.
- Serve both with a varied content mix, or layer both within one post.
- Lead with the outcome, support with credible depth, and keep it all clear.