All fourteen personas
| Persona | Prospects | Reply rate | Meeting rate | Avg deal size | Pipeline per 1,000 |
|---|---|---|---|---|---|
| Founders and CEOs | 19,600 | 41.2% | 6.3% | €16,400 | €1,033,000 |
| Solution Architects | 15,490 | 38.1% | 5.9% | €47,200 | €2,785,000 |
| Heads of Engineering | 31,200 | 36.4% | 5.6% | €41,200 | €2,307,000 |
| IT Directors | 58,400 | 34.2% | 4.8% | €38,000 | €1,824,000 |
| Product Leaders | 38,700 | 33.8% | 4.9% | €39,800 | €1,950,000 |
| Heads of RevOps | 26,700 | 32.9% | 5.0% | €51,900 | €2,595,000 |
| CTOs | 34,900 | 31.6% | 5.1% | €44,500 | €2,270,000 |
| HR Directors | 34,200 | 30.8% | 4.3% | €31,700 | €1,363,000 |
| Talent Acquisition Leads | 16,100 | 30.4% | 4.1% | €26,800 | €1,099,000 |
| VP Sales | 42,800 | 30.1% | 4.4% | €57,300 | €2,521,000 |
| COOs | 12,400 | 29.7% | 4.2% | €22,600 | €949,000 |
| HR Managers | 19,200 | 28.6% | 3.9% | €29,400 | €1,147,000 |
| Heads of Marketing | 28,900 | 27.4% | 3.8% | €33,100 | €1,258,000 |
| Procurement Managers | 11,300 | 21.8% | 2.7% | €35,600 | €961,000 |
Pipeline per thousand is meeting rate multiplied by average deal size. It is the column most teams never build and the one that changes decisions.
The three things this table says
Reply rate and deal size point in opposite directions. Founders reply at 41.2 percent on a €16,400 deal. VP Sales reply at 30.1 percent on a €57,300 deal. Whichever column you are measured on should decide the list, and most teams are measured on the second while building for the first.
The sweet spot is one rung below the decision maker. Solution architects and heads of engineering sit second and third on reply rate, second and fourth on pipeline value, and they are the least contested personas in the set. That is not a coincidence: they own the problem day to day, they have diary space, and almost nobody targets them.
Seniority buys a reply, not a meeting. Across 11,780 prospects at 2,000-plus employee companies, directors and above replied at 32.0 percent and booked at 2.2 percent. Managers and below replied at 26.0 percent and booked at 4.4 percent. The full test is here.
Where the numbers come from
389,890 prospects contacted and 15,018 meetings delivered across 41 live client programmes for 17 clients, between 2018 and 2026. All B2B. Meetings are counted at the point one was accepted in the client’s calendar; we do not track what happens after that, because we are not in the room.
Each persona page below carries its own sample size, ranking and the tests that ran on that group.
See also
Breakdowns by company size, region and product category, and the fifteen controlled tests.
Cite this page as: Prospectio.ai, B2B reply rates by persona, 389,890 prospects across 41 client programmes, 2018 to 2026.