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Seven ideas to help your B2B startup reach the people who decide

A B2B startup in the traction stage usually has a good product, its first happy clients and a founder who can explain what they do. Even so, meetings with the people who decide only trickle in, and almost always through the same old contacts.

The numbers that explain why you need to get there earlier

81%
of B2B buyers already have a preferred vendor when they first speak to one.
Source: 6sense, 2024 (opens in a new tab)
5 to 16
people, from up to four different functions, make up a B2B buying group.
Source: Gartner, 2025 (opens in a new tab)
95%
of B2B buyers are not looking for a supplier at any given time.
Source: Ehrenberg-Bass, 2021 (opens in a new tab)
71%
of "hidden" decision-makers have little or no contact with salespeople.
Source: Edelman and LinkedIn, 2025 (opens in a new tab)

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What is inside

  • 1. Before asking for meetings, decide which summit you are heading for

  • 2. Your ideal client has a name and a job title

  • 3. Relationships before volume

  • 4. Your profile speaks for you before you do

  • 5. Get there before they need you

  • 6. Posting is also a way of talking

  • 7. Meetings come from the work you do every week

With data from Gartner, 6sense, Edelman and LinkedIn, and illustrative examples from B2B startups in the traction stage.