Tecnologia de IA

How AI helps identify decision makers, users, and buying influencers

How AI helps identify decision makers, users, and buying influencers

The invisible challenge in B2B sales

Often the sales team believes they are talking to the “right person”. But in practice, it's just talking to a user without decision-making power or with someone who influences, but it doesn't approve the purchase.

According to Gartner (2023), on average 6 to 10 people participate in a B2B buying process. This means that the journey rarely depends on a single contact. And when the mapping is wrong:

  • The sales cycle is getting longer.

  • The CAC fires.

  • The conversion rate plummets.

A Forrester study (2024) shows that 65% of missed opportunities occur because the commercial team failed to involve the right decision maker in time.

Who is who in the buying process?

Before talking about AI, it's important to separate the roles that make up the decision journey:

  • Decider: generally the executive with budgetary power (CEO, CFO, Sales Director, Marketing Director). Give the final word.

  • User: who will use the solution on a daily basis (SDRs, analysts, coordinators, operational managers).

  • Influencer: someone who does not approve the purchase but has credibility and influences the decision maker (internal consultants, area managers, specialists).

The success of a business strategy depends on Map these three levels and build appropriate approaches for each one.

Where the manual process fails

Traditionally, sales teams try to identify these profiles in three ways:

  1. LinkedIn /manual search
    SDRs spend hours combing through profiles, positions, and descriptions to try to understand who decides.

  2. Generic contact lists
    Purchased bases bear names, but they do not indicate the role of each one in the purchase process.

  3. Initial interaction with leads
    Many SDRs only discover after several message exchanges that they are talking to someone without decision-making power.

This process is time-consuming, flawed, and not very scalable.

How artificial intelligence changes the game

AI brought powerful tools to identify, in minutes, what used to take days: Who are the decision makers, users, and influencers on each account.

1. Large-scale data processing

AI crosses data from multiple sources—LinkedIn, corporate websites, public organization charts, press reports—to identify a company's hierarchical structure.

2. Analysis of positions and responsibilities

It's not enough to know the position. AI analyzes descriptions, keywords, and even digital interactions to determine if a Head of Sales, for example, acts as a decision maker or just an influencer in technology purchases.

3. Detecting signs of intent

AI monitors movements that reveal purchase intent:

  • New hires in strategic areas.

  • Investment rounds.

  • Announcement of expansion to new markets.

These signs help identify Who is driving the change within the company.

4. Continuous learning

Every interaction recorded in the CRM feeds the AI models. Thus, AI Agents continuously learn who really decides in each segment and company size.

Nuvia's role: AI Agents That map out who matters

At Nuvia, the AI Agents Allbound were designed to eliminate this bottleneck. They:

  • Create qualified lists with decision makers and influencers validated in real time.

  • Automatically classify contacts in decision maker, user, and influencer.

  • Adjust contact cadences depending on the paper: strategic messages for decision makers, educational materials for users, market insights for influencers.

  • They deliver the right contact in the CRM, so that SDRs and sellers save time and energy.

Practical example: a B2B Edtech

Imagine an Edtech that sells corporate training solutions.

  • Users: HR coordinators who apply training.

  • Influencers: organizational development managers.

  • Decision-makers: HR directors or CFOs.

Without AI, the sales team spends weeks talking to coordinators who like the solution, but They don't have a budget.
With Nuvia AI Agents, the right decision makers are identified early on, shortening the sales cycle by up to 40%.

Direct benefits of identifying roles with AI

  1. Shorter cycles: talking early with those who decide to accelerate the journey.

  2. Lower CAC: less time wasted on leads without purchasing power.

  3. More assertive messages: approach adapted to the role of each contact.

  4. Higher conversion rate: opportunities arrive at the decision-making point with relevance.

According to McKinsey (2024), companies that use AI to map decision makers register 35% more qualified meetings and 25% more conversions.

Conclusion

B2B prospecting is no longer a guessing game. Identifying who truly has decision-making power or influence is a matter of survival.

With AI and Nuvia AI Agents, this process becomes automatic, fast and assertive, allowing companies to direct efforts to the right people at the right time.

👉 Summary in one sentence:
AI is the key to transforming the mapping of decision makers, users, and influencers into a precise and scalable process - and Nuvia It already delivers this today.