Proven strategies to reach CEOs, CFOs and purchasing directors in B2B
B2B Outreach··6 min read
Key takeaways
Only 2% of cold emails to C-Level get a response, but those combining deep personalization + multichannel reach 15-20%
Executives don't read generic emails. You need to arrive with specific business data, a concrete problem and a value proposition in 2 lines
Search Google Maps and press Start. Vonsel gathers the business results as you explore the map, going beyond the pins you can see at a glance. Pause, continue and save your search when you are ready. Google Maps does not provide business emails. Vonsel visits the available business websites to find published emails, additional phone numbers and links to up to 118 supported social networks and other platforms. What it finds depends on what each website publishes.
The challenge
Why is it so hard to get meetings with C-Level?
Getting a meeting with a CEO, CFO, or purchasing director is the biggest challenge for any B2B salesperson. These executives receive between 50 and 120 sales emails per day on average. Their time is their scarcest resource and they protect it with filters, assistants, and strict rules.
According to Harvard Business Review data, only 2% of cold emails to C-Level get a response. But salespeople who thoroughly research the company and personalize their message reach rates of 15-20%.
The difference isn't the product. The difference is how you approach them. Building a structured email sequence is one of the most effective ways to break through -- Cognism explains how to design high-converting email sequences that keep your outreach top of mind.
2%
of cold emails to C-Level executives get a response with generic approaches
-- Source: LinkedIn State of Sales, 2025
120
sales emails a C-Level executive receives per day on average
4x
more responses with multichannel approach vs. single channel
15%
response rate with deep personalization + business data
Comparison
Approaches to reaching executives: what works
Not all methods work equally when the target is a C-Level executive. Here are the most common options:
Generic mass email
Same email for everyone. The executive deletes it without reading (if spam doesn't catch it first).
Response1-2%
Cold call without context
You call asking for the director without data or a specific reason. The gatekeeper blocks you.
Response3-5%
Standard LinkedIn InMail
Connection message with pitch included. Slightly better than cold email, but predictable.
Response8-10%
Recommended
Personalized multichannel with data
Personalized email + LinkedIn + call, all based on real data from Vonsel.
Response15-20%
Want to reach executives with real data?
Search Maps, collect published website contacts and organise your prospects in the CRM. Free extraction covers 200 businesses; AI and export depend on your plan.
Use Vonsel to get business data: industry, size, website, social media, customer reviews. Search for recent news, personnel changes or product launches. The more you know, the more relevant your message.
2
Write a 4-line email
Executives read short emails. Line 1: specific detail about their company. Line 2: problem you solve. Line 3: result you achieved with a similar company. Line 4: request for 15 minutes. Nothing more.
3
Connect on LinkedIn (no pitch)
Send a connection request without selling. Just a brief note: "I read about [company achievement]. Interested in connecting." Social selling starts with the relationship.
4
Call referencing the email
2 days after the email, call and say: "I sent you an email Tuesday about [topic]. Did you get a chance to see it? I'll summarize in 20 seconds." This gives you context and legitimacy. The email + call combo triples responses. When executives push back, having ready responses is key -- Walnut's guide covers objection handling techniques with real examples you can adapt to C-level conversations.
5
Offer value before asking
Share a data point, report or insight relevant to their industry before requesting the meeting. Executives respond to those who add value, not those who sell. Your value proposition should be obvious. For teams coordinating outreach to multiple executives, Selling Power outlines how to be more effective with business development as a team.
C-Level executives make decisions based on data and results, not promises. If your first contact includes a specific detail about their business and a measurable result you've achieved with similar companies, you've done 80% of the work.
Data
Which channel works best by executive type?
Role
Best channel
Response rate
CEO / Founder
Ultra-short email + LinkedIn
12-18%
Sales Director / VP Sales
Direct call + follow-up email
15-22%
CFO / Finance Director
Email with data/ROI + LinkedIn
8-14%
CTO / Tech Director
Technical LinkedIn + direct demo
10-16%
Purchasing Director
Call + internal reference
18-25%
Generic approach
Same message for CEO and intern
No company research beforehand
Single channel only (cold email)
Ask for meeting without offering value
Response rate: 1-2%
→
Data-driven approach
Message tailored to role and industry
Business data from Vonsel
Multichannel: email + LinkedIn + call
Share an insight before asking
Response rate: 15-20%
Executives don't avoid salespeople. They avoid irrelevant salespeople.
Reaching C-Level executives requires a different approach: less volume, more personalization. One email with specific business data is worth more than 100 generic ones
The multichannel approach works best: combining personalized email + LinkedIn + call multiplies responses by 4x compared to using a single channel
Verified data is your competitive advantage: knowing the company's industry, size, reviews and digital presence lets you write messages executives actually read
Find local businesses with Vonsel
Search Google Maps and press Start. Vonsel gathers the business results as you explore the map, going beyond the pins you can see at a glance. Pause, continue and save your search when you are ready. Google Maps does not provide business emails. Vonsel visits the available business websites to find published emails, additional phone numbers and links to up to 118 supported social networks and other platforms. What it finds depends on what each website publishes. Keep businesses on a map, organise them by stage, edit their details and use a Kanban board, calendar, notes, actions, tags and custom fields. Free holds 20 businesses unlocked. Start holds 800, Pro 4,000 and Scale 20,000.
The most effective approach combines three channels: first, an ultra-personalized email mentioning something specific about their company. Second, a LinkedIn connection with a brief note. Third, a direct call referencing the email sent. With platforms like Vonsel you can get verified contact data to prepare each approach.
What response rate is normal when contacting C-Level?
The industry average for cold emails to executives is 2-3%. However, teams using deep personalization based on business data and a multichannel approach achieve rates of 15-20%. The difference lies in researching the company before reaching out and offering specific value in the first message.
What is the best channel to contact B2B executives?
There's no single perfect channel. Data shows the multichannel approach is most effective: personalized email as first contact, followed by a LinkedIn connection and a follow-up call. Executives respond 4 times more when they receive your message through multiple channels than when you only use one.
