Stakeholder Email
Emails targeting multiple decision-makers and influencers within a single account during B2B sales.
Definition
Stakeholder emails target the various people involved in a B2B purchasing decision. Enterprise deals often involve champions, economic buyers, technical evaluators, and end users. Each stakeholder has different concerns and requires different messaging. Stakeholder email strategies address this complexity with role-appropriate content.
Why It Matters
B2B SaaS purchases rarely involve a single decision-maker. If you only email one person, you leave other stakeholders uninformed or let competitors fill that gap. Thoughtful stakeholder communication builds consensus across the buying committee and accelerates deals by addressing each person's concerns proactively.
How It Works
Identify the stakeholders involved in target accounts. Categorize them by role (champion, buyer, evaluator, user). Create email content appropriate for each role. Build campaigns that reach multiple stakeholders with coordinated but differentiated messaging. Track engagement at both individual and account levels.
Best Practices
- 1Map stakeholder roles early in the sales process
- 2Create role-specific email content and sequences
- 3Coordinate timing so stakeholders feel addressed, not bombarded
- 4Address each role's specific concerns and objections
- 5Share information that stakeholders can use internally
- 6Track engagement by role to understand which stakeholders are engaged
- 7Use account-level triggers that involve multiple stakeholders
Multi-Contact Accounts
Associate multiple contacts with a single company account. Target different stakeholders with role-appropriate messaging.
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