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How B2B Salespeople Can Connect With Decision-Makers?

B2B Sales People Can Connect With Decision-Makers

In the B2B industry, it is fundamental to connect with the right decision-maker to make big sales. A common mistake most B2B salespeople make is that they treat all contacts equally, ignoring the fact that not all managers have the same authority.

However, it is important to connect with top decisions makers, since they are often aware of sensitive information that might be discrete to the public.

Characteristics of a decision-maker

Job Title
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Industry Sector
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Duties icon


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If you are struggling to find and connect with the decision-making top-level executives, I have the best solution for you.


In this article, I have discussed various ways you can identify decision-makers in a prospective company or industry sector. Solutions like these enable you to boost your sales by connecting with your leads as quickly as possible.

“A Gartner research shows that decision-makers spend at least 45% of their time researching offline and online sources prior to making a purchase decision.”(Source)


1. LinkedIn to the rescue

LinkedIn provides an effective way to locate and connect with your prospects directly. Its Premium or Sales Navigator plan provides information about a company and its employees. You can know about new recruits, ex-employees, and other connections using these features.


You can visit a company’s LinkedIn page and click on the ‘search all employees’ button to get the list of employees.

Linkedin to the rescue

You can further segment this list by selecting 2nd and 3rd-degree connections and using filters like location, name of the department, job title, and responsibilities.


Also, Sales Navigator enables you to view the list of all the decision-makers of a company.

recommended leads

You can also use a sales navigator to sort results using keywords, or any other filters that are available to get a more refined list.

Linkedin filters for refined list

All image source- LinkedIn blog

2. AI sales prospecting tools

There are more than a dozen sales prospecting tools that work amazingly to locate the contact details of decision-makers from any company, location, or industry sector. Some of the best names in the market are,, Clearbit, Lusha,, and

AI sales prospecting tool - Prospect IO

These tools help the outbound sales team to find new leads and nurture them to become paid customers. However, it is not as easy as it seems.

“Over 40% of salespeople reported sales prospecting as the most challenging part of the sales process.” – (Source)

sales people reported sales prospecting

So, what goes wrong while prospecting to decision-makers using these tools?



The typical sales representative assumes that all the decisions makers that carry out similar roles and responsibilities have the same job title. However, this is far from true, as businesses and functions differ based on location and their type.

Thus, searching for a decision-maker based on a job title is challenging as keyword comes with their own limits.


  • The decision maker’s title can vary depending on the size of the company.
  • Filtering one job title puts a screen on other viable prospects who might carry out the same responsibility, albeit under a different designation. It also screens out decision-makers who adorn more than one hat.
  • There is a high possibility that you might lose on a premium prospect because your search was fixated on a particular keyword.
  • Many startups and budding businesses do not have more than one decision-maker. So, a keyword search might not be feasible for such companies.

Prospecting decision-makers is hard, but it should not be.


B2b database providers like DataCaptive, ZoomInfo, Lusha, Slintel, and many others have made the journey of connecting with decision-makers a lot easy. Many of these brands provide data-driven solutions to empower businesses to achieve sustainable growth. Many others offer plugins and email marketing software that assist in strategizing and executing highly effective email marketing campaigns.

Achieve 4X ROI with 95% deliverability on marketing campaigns.
deliverability on marketing campaigns to achieve 4X ROI

How can you prospect decision-makers using such lists?

The business model of such providers is exclusively designed to add value to our clients’’ operational productivity in a sustainable manner. We help them align their marketing and sales objectives, ensuring maximum profits.

You can prospect decision-makers through different campaigns like:

Email marketing icon

Email Marketing

Cold calling icon
Cold Calling
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Event Invite
We compared and found that DataCaptive’s quality service surpasses other providers.
DataCaptive quality service

Emails are the best way to start a conversation, be it for pitching a product/service or sending invites for an event.


Once you get a lead, research the company’s a leadership/hierarchy structure. This will provide insights into the leadership dynamic and what may influence them to make a purchase.


Do not forget to check on the gatekeepers, you will get added benefits if you prospect them successfully as well.

“According to HubSpot, 19% of buyers want to connect with a salesperson during the awareness stage of their buying process, when they’re first learning about the product. If you connect with your ideal prospects during this stage, it will increase your chance of selling many more.”(Source)

The same study also states that 60% of customers say no four times before saying yes. 75% of online buyers want to receive between 2-4 phone calls before a company gives up.


This shows that lead nurturing is an integral part of prospecting key decision-makers irrespective of the industry sector.

C-level executives list from 50+ industry sectors. Request a customized sample today.
c-leve executives list from industry sectors

Wrapping up..

It is impossible for a salesperson to make a sale without connecting with a decision-maker. We hope the information provided in this article will help you connect with decision-makers easily, and assist you in building a seamless sales funnel.


If you need any assistance from us or have any queries regarding our services, please feel free to connect with our business representatives through call, email, or chat. We are happy to assist and deliver you the best.

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