You do need to do this with tools that allow you to see in an account who are the decision makers for a specific use case. Some buyers like legal, data privacy, InfoSec are not in the funnel even, so you wouldn't have had an interaction with them until the deal is already on the table. They veto 70% of the deals because they don't trust the brand. If there isn't much data available, you can use synthetic data for customer profiles and market research for B2B like Evidenza for instance. Also Dreamdata has a pretty good data set for decision makers. You can't just rely on emails that you are getting in my opinion. Also you need to rank them based on where they fit in the buying committee. Then you have dark social - some of these conversations happen in internal chats, slack, teams, internal emails, etc.. While these are happening you already need to have been in front of these people. Also you do need to map out the use cases. I talked to an analytics start up. They were only going after data teams. They implement the tool, end users can be marketing, customer success, product, sales, HR. So that needs to be mapped as well. Adobe has Journey Optimizer, check it out.
