If you’ve ever wasted hours sending LinkedIn messages that go nowhere, or felt lost digging through endless profiles, this is for you. Whether you’re in sales, recruiting, or just trying to get in front of the right people, finding real decision makers is the key. Here’s how to actually do it with LinkedIn Sales Navigator—without getting lost in the weeds or falling for empty features.
Step 1: Get Clear on Who You’re After (Don’t Skip This)
Sales Navigator is powerful, but it can’t think for you. Before you even log in, get specific about who you need:
- Title: What are the actual job titles of decision makers in your target companies? (Spoiler: “Manager” means nothing by itself.)
- Seniority: Are you after C-level, VP, Director, or someone else?
- Industry & Company Size: Don’t just say “tech” or “mid-size.” Be as precise as you can.
- Location: Is geography a factor for your outreach?
- Department: Who really owns the decision—IT, marketing, ops?
Pro tip: Grab a pen and jot down a short list of titles, departments, and company traits. This will save you hours later.
Step 2: Build and Save Targeted Lead Lists
Now, jump into Sales Navigator. Here’s the honest truth: most users just use the basic search and call it a day. That’s a waste of your subscription.
How to Do It:
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Go to Lead Filters
On the homepage, click “Lead Filters.” This is where the magic happens. -
Fill in the Details
- Enter specific job titles. Use boolean searches to cover variations (e.g.,
("VP Marketing" OR "Head of Marketing" OR "Director of Marketing")). - Choose seniority levels and functions. Don’t be lazy—select them both.
- Narrow by company headcount, location, and industry.
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Use “Current Company” to get right to your target accounts if you already have a wish list.
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Look for Relationship Paths
Use the “Relationship” filter to see if you have connections in common. Warm intros beat cold DMs every time. -
Save Your Search
Click “Save search” so you don’t have to rebuild it. You’ll get alerted when new people match these criteria.
What works:
- Boolean searches are a lifesaver—don’t ignore them.
- Getting hyper-specific beats casting a wide net. Quality > quantity.
What doesn’t:
- Relying only on keywords or company names. People use weird job titles. Think broadly, then narrow.
Step 3: Use Account Lists to Zero in on the Right Companies
Finding decision makers is pointless if they work at the wrong company. Sales Navigator lets you create “Account” (company) lists that line up with your targets.
How to Do It:
- Switch to the “Accounts” Tab
- Filter by Industry, Size, Location
- Use the same precision as you did with leads.
- Add “Company headcount” to avoid tiny shops (unless that’s your market).
- Add Strategic Accounts
- Upload a CSV list if you already have target companies.
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Mark priority accounts with tags or notes.
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Save and Monitor
- Sales Navigator will show recent job changes, funding, and other signals for these companies. Use that info.
Honest take:
This is actually one of the few features that works as promised. You get a live, breathing list of companies to watch.
Step 4: Dig Deep Into Profiles—Skip the Obvious
Once you’ve got your list, don’t just blast messages to every VP you see. Here’s how to separate real decision makers from figureheads or gatekeepers:
- Check Their Job Description: Is it detailed, or just fluff? Real decision makers usually have specifics on budgets, teams, or strategy.
- Look at Tenure: Someone who joined last week probably isn’t calling the shots yet.
- See Who They Report To: LinkedIn often shows org charts—use them.
- Scan Activity: Are they posting, commenting, or silent? Active profiles are more likely to respond.
Pro tip:
If you’re unsure if someone’s the right contact, look for overlaps—did they run similar projects before? Are they tagged in company announcements?
What to ignore:
- Don’t waste time on “Consultant” or “Advisor” titles unless you know they influence buying.
- Avoid people with little or no profile detail—they’re probably not active users.
Step 5: Use Sales Navigator’s Alerts (But Don’t Live in Your Inbox)
Sales Navigator will ping you when:
- A saved lead changes jobs (great for warm outreach)
- Your target company hires new execs
- People mention relevant keywords in their posts
How to use this, honestly:
- Set aside 10–15 minutes a day to check alerts.
- Don’t drop what you’re doing every time you get a ping.
- Use alerts as “reasons to reach out”—congrats on a new role, comment on a post, etc.
What works:
- Relevant, timely outreach beats generic pitches.
- Mention specifics from their activity—shows you’re not a spammer.
What doesn’t:
- Relying on automated alerts to do your prospecting for you. They’re a tool, not a replacement for doing the work.
Step 6: Reach Out—Write Like a Human, Not a Bot
The best list in the world doesn’t matter if your messages are junk. A few principles:
- Keep it short: Nobody wants a wall of text from a stranger.
- Be specific: Mention something from their profile or activity.
- Don’t pitch immediately: Start a real conversation, or ask a smart question.
- Follow up, but don’t stalk: A couple of nudges are fine. If they’re not interested, move on.
Template that actually works:
“Hi [Name], saw your recent post on [topic]—super relevant to what I’m working on. Quick question: are you the right person to discuss [brief, specific topic]? If not, who is?”
What to avoid:
- Don’t copy-paste generic templates.
- Don’t pretend you’re old friends.
- Don’t send a connection request and a pitch in the same breath.
Step 7: Clean and Update Your Lists Regularly
People switch jobs, get promoted, or change titles all the time. If you never update your lists, you’ll end up contacting the wrong folks.
Best practices:
- Review your saved searches and lists once a month.
- Remove leads who’ve left the company or changed roles.
- Add new, relevant leads as they pop up.
What to Ignore: Features That Sound Cool but Rarely Help
- TeamLink only works if your company’s whole team is on board. If you’re a solo operator, it’s noise.
- InMail “credits” sound great, but open rates are low. Use sparingly.
- Lead Recommendations are often off-base—trust your filters, not the algorithm.
Keep It Simple: Find, Test, Repeat
Don’t get dazzled by every shiny feature. The real path to finding decision makers is a simple cycle:
- Define exactly who you want.
- Build and refine your searches.
- Do a little homework on each lead.
- Reach out like a person, not a robot.
- Update your lists as you learn.
That’s it. Don’t overthink it. The more you practice, the easier it gets—and the more real conversations you’ll start with the folks who actually matter.