Ayomide Joseph A. 's Linkedin Analytics

We don’t talk enough about what happens after someone reads your content and thinks about sharing it internally. In most cases, that’s where the deal starts to fall off. Not because the buyer lost interest. But because your content wasn’t designed to survive the internal chain of approval. We all know the real buyer is rarely the ONLY decision maker. And yet, we write content that speaks to the first person who found it, i.e., the user with the pain point. For instance, maybe the director who owns the problem. But unless you’re PLG, your product still needs to pass through 3-5 layers of internal consensus: 💭 The CFO who wants to know cost vs. return 💭 The CTO who needs integration clarity 💭 The Legal/Compliance lead who’s looking for red flags 💭 The VP of Ops who’s wondering how disruptive this will be 💭 Sometimes even Procurement, RevOps, or a global team who just “needs one more deck” And what do we send them? A product landing page 🫤. A blog post about “Why customer experience matters in 2025” 🫤 And you wonder why none of this works...It's simply because they simply don't care. Your goal here isn't to inform them on what they already know (perhaps more than you). Instead, it's to show them a way forward (i.e., selling it in a way that's tailored to their needs). Let's looks at two examples: 🔹 Lattice They built a series of internal pitch assets that HR leads can send to C-suite stakeholders: 🔖 Strategic ROI summaries 🔖 Business case templates 🔖 Compliance outlines tailored by region Each one is a forwardable asset. The kind you don’t need to rewrite before sending up the chain. It's what's called 'a content for buy-in.' 🔹 Mutiny Instead of just publishing case studies, they build deconstructed playbooks of actual campaigns. But more importantly, they match those to stakeholder-specific goals. 🔖 What the marketer sees is “conversion lift.” 🔖 What the CRO sees is “pipeline influenced.” 🔖 What the CFO sees is “revenue per visitor.” You can see it in their case study (playbook) on how SingleStore drove $1M in pipeline. Each piece maps the same outcome—just translated for a different role. What I'm trying to show you here is this: 💡 The value of your product is contextual. Keyword: CONTEXTUAL!! It changes depending on who’s reading. The mistake most teams make is assuming one piece of content can carry a deal across 5 functions. It can't. 👀 Here's what to do instead: 1️⃣ Build stakeholder-specific assets (even if it’s the same story). 2️⃣ Turn case studies into internal talking points (not just before/after stats) 3️⃣ Include forward-ready TL;DRs clear, unfluffed summaries anyone can paste into Slack 4️⃣ Align sales and content teams on where deals slow down, and build content for that point Remember: The unspoken second job of your BOFU content is making the buyer look smart in front of everyone else in the room. 🙃