decision-maker-outreach
Decision-Maker Outreach
A practical system for finding the exact people who can say "yes" and reaching them in a way that feels natural rather than salesy.
The core idea: you don't find decision-makers by searching harder, you find them by understanding their world well enough that it becomes obvious where they are. What does their day look like? Where do they spend free time? Which conferences, chats and communities do they actually value — and which are full of vendors pitching each other? Once you know that, the "where" and "how" mostly answer themselves.
B2B vs B2C framing
Figure out which situation the user is in first, because it changes who "the right person" is:
- B2B — the decision-maker is the customer. Reaching them converts directly into revenue.
- B2C — the end user is a consumer, so the decision-makers worth finding are at partners: companies that already own the audience you need. The value exchange can be technical integrations, media/co-marketing, expertise swaps, introductions, or anything that creates value for both sides. Start by listing which big players already have your audience, what they need, and how that can be turned into money for both of you.
The workflow
Walk the user through these five stages. If they're already partway in (e.g. they have a crisp ICP), skip ahead — but check the earlier stage is genuinely solid, since weak ICPs are the most common reason outreach fails.