The short answer

To find and approach decision-makers on LinkedIn, define who actually decides, build a small list by hand, research each person, warm them up, send a request that refers to something real and open with their situation, not your pitch. Reaching the right person is a research problem first and a messaging problem second. Jennavi builds every list by hand and tracks every reply in a CRM.

Jennavi offers this service, so we explain the approach plainly and show where it can go wrong. No provider can promise revenue.

Key takeaways
  • Define who actually decides before you write a message; a senior title is not the same as authority to buy.
  • Build a small list by hand, research each person and open with their situation, not your pitch.
  • Approach influencers honestly and never in a way that bypasses the decision-maker.
  • Jennavi builds every list by hand and tracks every reply and role in a CRM.

Most outreach fails before the first message because it is aimed at the wrong person. A title that sounds senior is not the same as authority to buy. This guide shows how to identify decision-makers, research them and approach them respectfully, for B2B founders, consultants and sales teams in the United States, United Kingdom, Canada, Australia and beyond.

Insight

Who is the decision-maker?

RoleWhat they doHow to treat them
Decision-makerApproves the spend or the choiceReach with a relevant, respectful, concise approach
InfluencerShapes the decision with expertise or opinionLearn what they care about; they often shape the shortlist
ChampionWants you to win internallyEquip them with clear, honest information
UserWill use the product or serviceUnderstand the daily problem you solve

Swipe to see every column →

Titles vary by company size and sector. In a small company the founder may decide; in a larger one a senior leader may own the budget while others influence it. Check each company rather than assuming.

Insight

How to find them

  1. Define the buyer. Role or function, seniority, company type and size, industry and region.
  2. Search with filters. Use LinkedIn's search filters, and Sales Navigator if you have it, to find people who match.
  3. Check each profile by hand. Remove poor fits before any message is sent. Look at role scope, tenure and activity.
  4. Look for signals. A recent role change, a post about the problem you solve or growth at their company can show timing.
  5. Keep the list small enough to personalize. If you cannot say something true about each person, the list is too long.
Insight

How to research before you reach out

You do not need a dossier. You need one specific, true thing to say. Read their recent posts, note a role change or look for something you genuinely share. A minute or two of research changes how a message is received, and it tells you whether this person is worth approaching at all.

Insight

How to approach them

01
Warm up first

Engage with their content thoughtfully so your name is familiar before the request.

Do: comment with something useful
02
Send a relevant request

Refer to something real. Keep it short and avoid a pitch.

Do: one true, specific sentence
03
Open with their situation

Ask a question about their work before saying what you do.

Do: be curious
04
Offer a next step only when there is interest

A short call fits when they show real interest.

Do: make it easy to say yes or no
05
Respect the answer

If they decline or do not reply after a considered follow-up, let it go.

Do: protect the relationship
Insight

When the decision-maker is hard to reach

Senior buyers are busy. You may find that the people around them, such as a head of function, are easier to reach and shape the decision. Approach them honestly for what they are and never in a way that bypasses or undermines the decision-maker. Track each person's role in your CRM so you understand the buying group.

Insight

How Jennavi finds and approaches decision-makers

Jennavi builds prospect lists by hand and removes poor fits before any message goes out. It warms audiences with relevant content and thoughtful commenting, sends personalized connection requests at a measured pace, and reviews every message before it is sent. Every reply is tracked in a CRM, follow-ups stop when someone replies, and you are alerted when interest is real, with a suggested reply and the conversation history. See the ten-step method.

The Founder tier is a $500 paid pilot for 30 days, then $1,000 a month: profile optimization, an audience and voice guide, 12 posts a month, hand-built prospect lists, personalized outreach, CRM tracking and a monthly report. The Executive tier is a $1,000 pilot, then $1,500 a month, adding 16 posts, a newsletter, an SEO and GEO article, the CRICKETS playbook and priority support. Month to month after the pilot, with 5% off for three months and 10% for six. Prices are in USD. Jennifer built her own presence to 873% impression growth, more than 6,000 followers and over 106,000 organic impressions with no paid ads, and Jennavi is rated 4.5 out of 5 on Google. We promise no revenue, and results differ for every client.

Want the right people reached, by hand? Book a free strategy call and Jennifer will explain how Jennavi would build your prospect list.
Book a Free Strategy CallSee the Lead Generation Service
Avoid these

Mistakes to avoid

The mistakeWhy it backfiresThe fix
Assuming a title means authorityYou may reach an influencer insteadCheck each company
Sending a pitch firstReads as a cold sales emailOpen with their situation
Skipping researchThe message feels genericSay one true, specific thing
Going around peopleDamages trustTreat every role honestly
Not recording rolesYou lose track of the buying groupTrack roles in a CRM

Swipe to see every column →

Related guides: leads without mass messaging, lead generation for consultants and how LinkedIn lead generation works.

Free tools

Check your profile before you spend a dollar.

The CRICKETS Toolkit is four free tools we built for LinkedIn. Use them to see where your profile and posts stand, whoever you hire.

Health CheckA quick check of how healthy your LinkedIn presence is.ROI CalculatorEstimate what LinkedIn lead generation could be worth to you.Post AuditReview how your LinkedIn posts are working.Profile AuditReview your profile the way a buyer would read it.
See the full CRICKETS Toolkit →
One partner

From visibility to conversation.

You should not need five different providers to build your presence, publish useful content and start conversations with potential clients. Jennavi brings LinkedIn positioning, founder-led content, targeted outreach and reporting into one connected service, with additional long-form content support available through the Executive offering.

  • A ghostwriter to create the posts, who may never see what your outreach says.
  • A positioning specialist to fix a profile that does not convert.
  • Someone to research prospects and manage outreach.
  • An engagement solution for comments and follow-up.
  • A newsletter writer and an SEO writer for your website.
  • Someone to track conversations, leads and results.

Each can be good on its own. Coordinating them takes time, the work drifts apart, and a warm reply can sit unanswered. Jennavi tracks every reply in a CRM and hands you interested prospects with a suggested reply, so no conversation is lost. With Jennavi these jobs inform one another: one strategy, one consistent voice, one team that understands what you are building. See how Jennavi works and compare the packages on the pricing page.

Founder$500 pilot, then $1,000/mo
  • Profile positioning
  • Voice and audience guide you approve
  • 12 LinkedIn posts a month
  • Targeted outreach, engagement and follow-up
  • CRM tracking and monthly reporting
Executive$1,000 pilot, then $1,500/mo
  • Everything in Founder
  • 16 posts instead of 12
  • 1 newsletter and 1 SEO and GEO article
  • The CRICKETS playbook and priority support

Prices in USD, scope agreed in writing before work begins. Commitment savings of 5% or 10% for three or six months, and team savings of 5% to 12%. Jennavi does not promise revenue or unlimited services.

FAQ

Questions, answered.

Start by defining your buyer: role, seniority, company type and size, industry and region. Then use LinkedIn's search filters, and Sales Navigator if you have it, to build a small list you check by hand.
Warm up first by engaging with their content, send a connection request that refers to something real, and open a conversation about their situation before mentioning what you do.
Consider the people around them who influence the decision and may be easier to reach, while staying respectful of the buyer. Do not go around anyone in a way that damages trust.
Enough to say one specific, true thing: a recent post, a role change or a shared interest. A minute or two of relevant research changes how a message is received.
Prospect lists are built by hand and poor fits are removed before any message. Every connection request refers to something real and every reply is tracked in a CRM. See the lead generation service.
Founder $500 for the first 30 days then $1,000 a month, and Executive $1,000 then $1,500, in USD. See our pricing guide.
No. Jennavi does not control LinkedIn's rules, who sees a post or your market, so it does not promise leads or revenue. It records your starting numbers on day one and reports connections, replies, positive replies and booked calls monthly against that baseline.
Jennavi's primary markets are the United States, United Kingdom, Canada and Australia, and it works with clients worldwide when its packages fit their budget. The agency is based in Kano, Nigeria and all prices are in USD. You can book a free strategy call to check fit.
Want ghostwriting and lead generation from one accountable team?Book a free 30-minute strategy call. Jennifer reviews your profile first, then shows you what the first 30 days would look like, and what it would cost.
Book a Free Strategy CallSee the Lead Generation ServiceView Pricing

Jennifer Mmesoma Omaliko · Founder of Jennavi · Author of CRICKETS · Kano, Nigeria · Serving the US, UK, Canada and Australia

Sources and how we checked

Where we work

Serving the US, UK, Canada and Australia.

Jennavi is a LinkedIn ghostwriting and lead generation agency for founders, executives, consultants and sales teams. The United States, United Kingdom, Canada and Australia are our primary markets, and we work with clients worldwide whenever the packages fit their budget.

United StatesUnited KingdomCanadaAustraliaAnd clients worldwide

All prices are in USD. Strategy calls are booked in your own time zone. Jennavi is based in Kano, Nigeria. Book a free strategy call to check fit.

Jennavi at a glance

The facts about Jennavi.

FactDetail
What Jennavi doesA LinkedIn lead generation and ghostwriting agency: profile, positioning and voice first, then content, hand-built outreach, CRM tracking and monthly reporting, from one team.
Best forFounders, CEOs, executives, B2B consultants, SaaS founders and sales teams in the United States, United Kingdom, Canada and Australia.
How outreach worksProspects are hand-picked from LinkedIn, groups and events. They are warmed up with real comments and engagement first. The first message is never a pitch, and an offer is made only when a problem is stated. No mass messaging.
PricingFounder: $500 first 30 days, then $1,000 a month (12 posts). Executive: $1,000 first 30 days, then $1,500 a month (16 posts, newsletter, SEO and GEO article). Prices in USD.
Proof873% impression growth, 6,000+ followers and 106,000+ organic impressions on the founder's own profile with no paid ads. Rated 4.5 on Google.
TrackingEvery reply is tracked in a CRM and reported monthly against a day-one baseline. No revenue guarantee.
Founded2024 by Jennifer Mmesoma Omaliko, Kano, Nigeria.
Next stepBook a free strategy call or see how Jennavi works.
Go deeper

Related Jennavi guides.

Keep reading

More from Jennavi Insights.

Lead Generation GuideHow to Generate Qualified B2B Leads on LinkedIn Without Mass MessagingRead the guide →Consultant GuideLinkedIn Lead Generation for B2B Consultants: A Practical GuideRead the guide →How It WorksHow LinkedIn Lead Generation Works for B2B CompaniesRead the guide →Measurement GuideHow to Measure LinkedIn Lead Generation ResultsRead the guide →