Looking for the real movers and shakers in a company, not just random names from a contact list? You’re in the right place. This guide walks you through how to use advanced filters in ZoomInfo to actually find decision makers—the folks who can say “yes” or “no” to your pitch. If you’re tired of hitting dead ends with generic leads, keep reading.
Step 1: Understand What a Decision Maker Really Is
Let’s get this straight: not everyone with “manager” in their title can pull the trigger on a deal. Decision makers are the people who control budgets, set strategy, or directly influence buying. Titles matter, but so does context.
Ask yourself: - Who buys your product or service? - Which departments are involved? - What level of seniority typically signs off?
You need more than just a job title search. That’s where ZoomInfo’s advanced filters come in.
Step 2: Get Clear on Your Ideal Decision Maker
Before you dive into filters, nail down: - Seniority: Are you after C-level, VP, Director, or someone else? - Function/Department: Marketing, IT, Finance, Operations? - Company Size: Are you targeting enterprise, mid-market, or SMBs? - Industry: Tech? Healthcare? Manufacturing? - Location: Does geography matter to your pitch?
Write this out. If you’re vague, your results will be vague too.
Step 3: Start a New Search in ZoomInfo
Once you’re in ZoomInfo, head to the “Advanced Search” (sometimes called “People Search” or just “Search,” depending on your plan).
Here’s what you’ll see: - Filters for company, title, location, industry, and more. - Options to save searches or set alerts (handy if you work these leads over time).
Don’t get distracted by shiny features you don’t need yet. Stick to the basics for now.
Step 4: Use Title and Seniority Filters (But Don’t Rely on Them Alone)
ZoomInfo offers both: - Title: Freeform text or pick from a list. - Seniority Level: CxO, VP, Director, Manager, etc.
Pro tips: - Use wildcards and variations. “VP Marketing,” “Vice President Marketing,” “Head of Marketing” might all be relevant. - Be wary of over-filtering. Some companies use weird titles (“Growth Wizard,” anyone?). - Seniority filters can catch broad swathes, but you’ll get some junk. Don’t expect perfect results.
What works: Combining both filters narrows things fast.
What doesn’t: Relying only on job titles. Too many edge cases and creative titles slip through.
Step 5: Layer on Department/Function
Don’t waste time with people outside your target department. In ZoomInfo: - Use the “Department” or “Function” filter to zero in. - Example: If you sell marketing software, filter for “Marketing” or “Digital.”
You’ll cut out irrelevant contacts and get closer to the people who actually care about your pitch.
Step 6: Company Filters—Size, Revenue, and Industry
Decision-making processes are different in a 30-person startup versus a Fortune 500. Use company filters to: - Target the right company size (employee count or revenue). - Focus on industries that actually buy from you.
Pro tip: Don’t set your filters too narrow. If you only search for 10,000+ employee tech companies in San Francisco, you’ll get five results and wonder why. Cast a wide enough net, then refine.
Step 7: Use Keywords and Exclusions to Weed Out the Noise
Advanced filters let you include or exclude keywords in titles, bios, or company descriptions.
- Include: “Procurement,” “Purchasing,” “Decision,” “Budget,” etc.
- Exclude: “Intern,” “Assistant,” “Consultant,” or anything that signals someone’s not signing checks.
What works: A bit of experimentation. Sometimes you’ll find gold by including “Owner” or “Founder” at SMBs, or “Program Manager” in government sales.
What doesn’t: Overcomplicating keywords. Don’t try to get cute—keep it simple.
Step 8: Use Org Charts and Intent Data (But Don’t Trust Them Blindly)
Some ZoomInfo plans show org charts or “intent data” (signals that a company’s researching topics).
- Org charts: Handy to see who reports to whom, but often outdated.
- Intent data: Can be useful, but take it with a grain of salt. Just because a company read five blog posts doesn’t mean they’re buying.
Use these features as a supplement, not your main filter.
Step 9: Review and Export—Don’t Skip the Human Check
ZoomInfo’s data is good, but not perfect. Once you’ve filtered down to a list: - Scan through names and titles. Does this look right? Any obvious junk? - Spot-check a few on LinkedIn. Are they actually in the role ZoomInfo says? - Export your list for outreach, but keep it tight. Quality beats quantity every time.
Reality check: You’ll always get some duds. Don’t obsess over 100% accuracy—just cut out the obvious mistakes.
Step 10: Save Your Search and Set Up Alerts
If you’re prospecting regularly, save your best searches. ZoomInfo lets you: - Set alerts for new contacts matching your filters. - Keep tabs as people change roles or companies.
Automation is your friend here. Why reinvent the wheel every time?
What Actually Works (and What to Ignore)
What Works:
- Combining seniority and department filters.
- Keeping your criteria simple and focused.
- Regularly refreshing your lists—people change jobs a lot.
- Doing a quick manual review before outreach.
What Doesn’t:
- Trusting ZoomInfo data blindly. Cross-check on LinkedIn when in doubt.
- Over-filtering. You’ll end up with too few results.
- Overcomplicating your search logic. More filters aren’t always better.
Ignore: - Fancy “AI recommendations” or “intent signals” unless you see proof they help your funnel. - Vanity metrics—huge lists are useless if they’re full of the wrong people.
Keep It Simple and Iterate
Finding decision makers isn’t magic. ZoomInfo’s advanced filters are powerful, but only if you use them with a clear idea of who you’re after. Don’t overthink it. Start simple, see what works, and tweak as you go. And remember—no tool replaces your own judgment. Happy hunting.