I run across this issue quite frequently at TechPRO: Clients are only interested in acquiring senior decision makers such as Director-level.

Although Directors are a more attractive target, Managers are also integral in the buying process. While Executive and Directors ultimately approve purchases, Managers are the ones who identify problems, research solutions, and shape internal recommendations.

Industry research consistently shows that Managers represent the largest segment of active B2B buyers—over 40%—compared to roughly 20% at the director level and a single-digit percentage at the VP+ level. From a market coverage standpoint alone, focusing only on senior titles means ignoring the majority of people actively engaged in the buying journey and Managers have tremendous influence on the purchase.

This shift reflects a deeper change in how decisions are made. B2B purchases, especially tech solutions, are no longer top-down; they are collective. The average buying group now includes 10–13 stakeholders, with functional Managers and senior Managers making up a significant share of those participants. These roles are responsible for defining requirements, evaluating vendors, and narrowing the shortlist before an executive ever weighs in.

By the time a decision reaches the C-suite, the narrative—and the viable options—have largely been set by Managers.

For marketing leaders focused on pipeline quality and velocity, this has clear implications. Targeting Managers earlier allows marketing to influence problem framing, establish trust, and build internal champions who carry momentum forward. Campaigns that engage only directors and executives often arrive too late, competing in a field already shaped by others.

It’s also worth mentioning that at TechPRO, our lead generation campaigns that include Managers as a target often achieve better outcomes and higher renewal rates than campaigns that exclude Managers. That’s simply because the campaign is yielding better ROI with Managers included.

In today’s B2B environment, Managers don’t just support buying decisions—they create the conditions for them, making Manager-level targeting a strategic advantage, not a compromise.