Estimated reading time: 5 minutes

It feels logical. After all, users are the ones interacting with your product every day. If they like it, they’ll push for it right? 

Sometimes. But not often enough to build predictable growth. 

Because the person who likes your product is usually not the one who buys it. 

The Real Power Lies Elsewhere 

In most companies, buying decisions are layered. There’s a user, maybe a manager, then someone handling budgets, and often a final approver sitting somewhere above it all. 

You might win over the user completely—and still lose the deal. 

Why?
Because decision-makers aren’t asking, “Is this easy to use?” 

They’re asking things like: 

• What’s the ROI here?  

• How hard is this to implement?  

• Does this fit our long-term strategy?  

Very different conversation. 

Once you start speaking to that level, things shift. Deals move faster. Conversations get more direct. You’re not selling features anymore—you’re discussing outcomes. 

Where User-Focused Marketing Falls Short?

Here’s what usually happens when campaigns focus only on users: 

You generate interest.
You get engagement.
Maybe even internal excitement. 

But then… nothing moves. 

Because the person who needs to sign off either: 

• Was never part of the conversation  

• Or doesn’t see enough value to justify the spend  

So you end up with “warm leads” that never convert. Long sales cycles. Deals that almost close—but don’t. 

It’s frustrating because it feels like you did everything right. 

Shifting the Focus (And Why It Works) 

Once you start targeting decision-makers, the entire approach changes. 

You’re no longer explaining what your product does.
You’re explaining what it changes for the business. 

And different decision-makers care about different things: 

• A CFO is thinking about cost, savings, and return  

• A CTO is worried about integration, risk, and scalability  

• A marketing head wants to know if this will actually move numbers  

Same product. Different lens. 

When your messaging matches their priorities, conversations feel relevant. And relevant conversations convert. 

It’s Not Just Messaging—It’s Where You Show Up 

Users and decision-makers don’t hang out in the same places. 

Users might be watching tutorials, browsing communities, checking product reviews. 

Decision-makers?
They’re reading industry reports, attending closed-door events, talking to peers. 

If your content isn’t showing up in those spaces, you’re invisible to the people who matter most. 

What This Looks Like in Practice?

A simple shift: 

Instead of: 

• Product demos  

• Feature breakdowns  

• “How-to” content  

You start creating: 

• ROI-focused presentations  

• Business case documents  

• Implementation roadmaps  

• Industry insights  

You’re helping them justify the decision internally, not just understand the product. 

That’s a big difference.

One Thing That Changes the Game: Multi-Threading 

In most B2B deals, there isn’t just one decision-maker. There are multiple people involved, each with their own concerns. 

If you’re only talking to one person, you’re leaving gaps. 

Strong campaigns connect with: 

• The budget owner  

• The technical evaluator  

• The operational stakeholder  

All at once. 

Each gets a slightly different story—but all point to the same outcome. 

A Real-World Example: Salesforce 

Take Salesforce. 

They didn’t grow by convincing sales reps to love their CRM.
They went straight to executives. 

Their messaging wasn’t about features—it was about business transformation. Growth. Competitive advantage. 

Even their flagship event, Dreamforce, was designed for leaders, not just users. 

That approach built trust at the top. And once leadership was convinced adoption across teams followed naturally. 

How You Know It’s Working?

When you start targeting decision-makers a few things become obvious: 

• Sales cycles get shorter  

• Deal sizes increase  

• Conversations feel more serious  

• You spend less time convincing and more time aligning  

And over time, you build relationships not just transactions. 

That’s where repeat business and referrals start coming in. 

Final Thought 

Focusing only on users is comfortable. It’s easier to engage them, easier to get feedback, easier to build momentum. 

But if you want real growth, you have to move up the chain. 

Talk to the people who hold the budget.
Understand what they actually care about.
Help them make a decision—not just like your product. 

That shift doesn’t just improve conversions.
It changes the entire quality of your pipeline. 

FAQs 

Why is targeting decision-makers important in B2B?
Because they control budgets and make the final purchasing decisions. 

Do users influence B2B buying decisions?
Yes, but they rarely have the authority to approve purchases. 

How can you engage decision-makers effectively?
By focusing on ROI, business impact, and strategic value. 

What happens if you only target users?
You get interest without conversions, leading to longer sales cycles.