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Akhil Nair commented on

How to reach decision makers in large companies?

I'm the CEO of Skyrand Technologies. We provide software development services and data services to AI companies.


Most of our clients are early stage startups and it's fairly possible to reach the decision maker in a small company.


When it comes to big companies like Microsoft, Google etc, it becomes impossible to get in touch with the decision maker. Personally I've tried connecting with decision makers on LinkedIn and sent them very crisp messages. Almost 100% of the time I don't get any response.


I'd like to know:


  • What's the best way/channels to reach the decision makers in big companies?
  • Should we try to go up the chain step by step or try to pitch the people in the top management?( In most cases the people in the top don't take these decisions but I'm wondering whether they might direct us to the right person who will make the decision)


Please share your insights.

I hope all of you are safe.

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Hi Sanjeev,


I am guessing you have tried to get an intro to the decisionmaker from within your network but that hasn't worked out. Here are a couple options. 1) When you reach out, are you sending along value added content such as general insight into a problem the decisionmaker may be seeing? If not, include. 2) Focus outreach on the champions. The...
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Hi Kartheek,

Thank you for the inputs.

Answering your first question, I usually keep the mail/message very short and crisp. From my experiences, when I send too much information people don't tend to reply to my mail. I'm not sure if it's the right thing though.

Is there any other channel apart from LinkedIn that I need to look at?
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You could experiment with direct mail (with swag) on a small scale to see if that tactic works in this space
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Thank you. I'll try that.
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Hey Sanjeev,

You might want to try an innovative approach like launching an industry-specific podcast then invite key decision makers on your show to be interviewed.  Tools like Anchor.fm make it extremely easily to do this for free. Hit me up if you have any questions.  
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this works really well if you do it right
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Something to consider here is the cadence, the content and the call to action.  I personally feel you need to make deposits first before you start asking for something in return, ie a meeting or a demo etc.  6-8 touches over 2-3 months for VP or C-level execs in large orgs..providing relevant content or other forms of value without asking for their... See more
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check out Anthony Iannarino's book Eat Their Lunch for his ideas on prospecting
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Hi Sanjeev,
I second Kartheek. Try to identify potential champions who have significant influence, and whose KPIs are directly related to your offerings. Ensure that your message to them clearly calls out the value you can deliver (quantify if possible), and name-drop your happy customers (preferably from the same industry) and what they gained from...
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In my experience the best way to reach out to decision makers is to find a clear challenge he is trying to address or something he is proud of doing (it cannot be something abstract or to mainstream, it has to be specific). Decision makers in large organisations are often thought leaders so you can find plenty of content he is keen to speak about. ... See more
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Thanks. It makes sense.
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Listen to the post earnings analyst calls for pointers to what matters to the CEO/CFO and the pressure they may be feeling. Is there a way you can make your approach relevant in helping them address those pressures?
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I interviewed Jacques Sciammas who was a CXO for the likes of McGrawHill/S&P Charles Scwabb and he teaches people how to sell to the C-suite. Here's a link to that interview. It is packed with good ideas that work in the real world.  https://www.podbean.com/media/share/pb-f65sn-c8c83e
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 I like this article series entitled 'How I Buy'. The idea behind it is for executives to share their thought process around how they buy products. A different way to approach the same question. https://nudge.ai/blog/?topic=howibuy
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I will add that you are not along in your experience. It's harder to get to the top at larger organizations. Two options I'd consider, start building the business case in the middle of the org while 'updating leadership' or look at more creative ways of getting to them (through partners, events, direct mail, etc...).
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I've been tracking and curating B2B buying intent signals and methods for the past few months to create an information product. Sharing some of them if it helps. This is not specific to MNC's but might help you to find opportunities for outreach in general. The first part of outreach is always finding the perfect excuse.

1. New Executive: A new exec...
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