# Who to target and on which channel

Which buyers respond on LinkedIn and which on email, and how to reach 1 to 3 decision makers at the same company without tripping over yourself.

## Most B2B buyers are a good fit for outbound

Most B2B companies are great for outbound: there's a clear buyer, a business problem and a budget. If you can name the kind of company and the role you help, you can build a campaign for them.

## Most B2B buyers respond better on LinkedIn

For most B2B companies, founders and executives, LinkedIn gets more responses than email. A connection request is a light first touch, an accepted request puts you in a smaller and less crowded inbox, and the prospect can see who you are before they answer.

So for most B2B campaigns, lead with LinkedIn: a LinkedIn-only sequence, or an Email + LinkedIn sequence where LinkedIn comes first and email reaches the people who don't accept. See [Choosing a sequence shape](https://docs.versionseven.ai/playbook/choosing-a-sequence-shape).

## Home services businesses respond more on email and phone

A few markets are the opposite of most B2B. Home services, such as contractors, HVAC, pool, roofing and landscaping companies, tend to respond more on email and phone than on LinkedIn. Owners in these trades are often on job sites, not on LinkedIn, and their inbox and phone are where the business runs.

For these buyers, run an email-only sequence and lean on volume and a useful offer. Victoria AI sends email and LinkedIn; phone calls are yours to make, so add them to your own routine for this list. See the [email-only starter](https://docs.versionseven.ai/playbook/sequences/email-only-give-first).

## Target 1 to 3 decision makers at each company

Most deals involve more than one person. We recommend reaching 1 to 3 stakeholders or decision makers at each company, for example the founder, the head of the team you help and the person who runs the day-to-day work.

More than one contact raises the chance that someone answers, and a reply from one person gives you context for the others. More than three starts to feel like the whole company got the same blast.

## Keep multi-stakeholder conversations in context of each other

Writing to several people at one company only works if each conversation fits with the others. Treat it as one account, not three strangers:

- **Put them in the same campaign.** Their copy and timing are then written once, together, and you can see all of them in the campaign's **Leads** tab.
- **Never send colleagues identical copy.** People at the same company compare notes. Vary the opener and the angle by role: the founder hears about the outcome, the team lead about the day-to-day problem.
- **Reference colleagues carefully.** "I also reached out to your head of sales" is fine when it's true and helps; don't name people in a way that feels like going around someone. To name a colleague in a message, add a column such as `colleague_name` to your CSV, keep it as a custom field, and use it as `{colleague_name}`. The readiness check flags leads that have no value for it. See [Import a CSV](https://docs.versionseven.ai/help/import-a-csv).
- **When one person replies, check the others.** A reply stops the sequence only for the person who replied; their colleagues keep getting their steps. If the reply changes things, open the colleagues in the campaign's **Leads** tab and select **Remove from campaign**, or carry on with a message that fits.
- **If someone asks you to stop, respect it for the whole company when that's what they meant.** Add the company's domain to the [Do Not Contact list](https://docs.versionseven.ai/help/do-not-contact) and every address at that domain is skipped.