Ask yourself this question when you’re defining your target and campaign approach. There is no universal answer – just like with everything else in cold mailing, you need to test it until you get satisfactory results.
- Big companies – in many cases you can not tell for sure who is responsible for a certain aspect (e.g. in our case it might be Sales, Marketing or Business Development), and it’s good to ask for referrals (or intros from higher executives).
- Startups and small companies – the main decisions are run past CEOs and executives, so you should try a direct pitch.
One last thing: do not get discouraged by the poor results at the beginning. After a few attempts, you will get to the point when you’ll read your prospects like a book and answer their questions before they even ask them.