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2 resources from Dock we point founders to, and the questions each answers.

📄 Article
✓ Link checked Free Beginner

Why we picked it This is the cleanest breakdown we found of who is actually involved in a purchase: economic buyer, champion, end user, technical buyer, and more, each with different priorities. It makes the core point behind your question, that the person who pays and the person who uses the product are usually different people, and treating them as one is where founders misfire. Read it as a map of the room, not a rulebook.

The 6 Types of B2B Buyers (and how to sell to them)

From Dock by The Dock Team About a 12 minute read

  • A single purchase usually involves 6 to 10 people, and the economic buyer (who signs) is rarely the end user (who lives in the product daily).
  • Each role cares about something different: the buyer wants ROI, the user wants workflow fit, the champion wants a win they can sell internally.
  • A generic pitch aimed at nobody in particular loses, because the buyer and the user need to hear different things before either says yes.
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Answers Should my ideal customer be the person who pays or the person who uses the product?
📄 Article
✓ Link checked Free Intermediate

Why we picked it If your growth is demos and sales, your brand lives on the deck, not a landing page, and this piece is a concrete teardown of what a credible one looks like. It walks through 24 real B2B decks with the specific choices (customer logos, data-backed claims, layout, one proof point per section) that make a founder look like a safe vendor. Treat it as a checklist for the surfaces that actually carry your brand in the room.

The 24 Best B2B Sales Deck Examples We Could Find

From Dock by The Dock Team ~20 min read

  • The sales deck, one-pager, and follow-up doc are where your brand shows up in B2B, so put your design effort there before a marketing website.
  • Credibility comes from specifics: named outcomes, real logos, and social proof placed where it answers the buyer's doubt, not generic claims.
  • Keep it tight (the 10 slide, 30 second hook discipline) so the narrative, not slide count, does the convincing.
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Answers How much should I care about brand when almost all our growth is B2B sales and demos, not a website?