A typical B2B deal now involves 6–10 stakeholders across a 7–12 month cycle, and Gartner reports that 74% of buying groups experience unhealthy internal conflict during the decision-making process. Most content programs still publish as if there's one buyer: organized by product line or funnel stage, aimed at whoever is closest to signing. The other stakeholders, and the 95% of the market that is not yet in active evaluation, get nothing built for them.

Scott Stransky will walk through why role and readiness stage are two separate variables that have to be mapped together, not treated as a single axis representing the whole picture. The same stakeholder needs a completely different message depending on where they sit in the decision; the same stage requires a different message depending on which stakeholder is in it. He'll cover the psychological research behind why peer-sourced, role-matched proof outperforms vendor claims (mirror neuron response, the emotional basis of purchase decisions, and social proof's effect on decision cost), why most organizations have the raw proof already sitting in calls, reviews, and customer success (CS) data but no system for connecting it to the right person at the right moment, and how AI has changed both the evaluation game (buyers now consult large language models (LLMs) before a seller is ever in the room) and the operating model for finding and deploying that proof at scale.

Attendees will leave with a practical way to map their own buying group by role and stage, diagnose where their content library is empty, and identify what “good” looks like when proof is actually reaching the right stakeholder at the right moment.