How multi-threading helps you close bigger deals

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Ever tried planning a trip with friends? One person is all in, another ghosts the chat, and someone else won’t commit without a full itinerary. Annoying—but that’s exactly how B2B deals fall apart when you only talk to one person.

You think you’ve got a solid “yes,” but behind the scenes? Someone higher up is shutting it down. Or worse, your contact leaves, and poof—deal’s gone.

The fix? Stop single-threading. Because in B2B, one champion isn’t enough.

SALES

Multi-threading: How to close bigger B2B deals

If you’re only talking to one person at a prospect’s company, you’re losing deals.

Most B2B purchasing decisions involve multiple stakeholders. Losing deals often have just one contact attending meetings.

The fix? Multi-threading.

It’s simple: connect with multiple stakeholders at an account to increase deal size and prevent lost opportunities. Here’s how to do it at three key stages:

1. Multi-threading new business

When targeting a new account, engage multiple personas at different levels. Tailor messaging to what matters most to each.

• A VP of Sales cares about revenue growth and shorter sales cycles.

• A Marketing Director focuses on strong lead generation and higher conversions.

How?

• Use B2B data providers to find decision-makers and their contact info.

• Run cold email campaigns and have reps follow up.

• Target each persona with display ads (e.g., free trials).

2. Multi-threading open opportunities

If a prospect is already engaged but only one contact is involved, the deal is at risk.

The problem: If your single point of contact loses interest, leaves, or lacks decision-making power, the deal stalls.

The fix: Expand the conversation to other stakeholders.

How?

• Identify missing personas in sales, marketing, or operations.

• After 7 days, if only one person is engaged, trigger an automated outreach campaign.

• Increase engagement to prevent deals from dying due to a single-threaded approach.

3. Multi-threading existing customers

Renewals, upsells, and cross-sells depend on more than just your current contact.

Two ways to multi-thread customers:

• Vertical: Reach different seniority levels (Account Manager → Director → VP).

• Lateral: Engage other departments that could benefit from your product.

How?

• Use automated emails to connect relevant job titles.

• Leverage in-app pop-ups, webinars, and newsletters.

• Ask: “Is there someone else at your company we should connect with?”

Quick wins

• 3-4 contacts per account = Higher deal success.

• Keep sales in the loop—align outreach with their strategy.

• Analyze where your highest win rates come from and adjust targeting.

Bottom line: Multi-threading isn’t optional—it’s how you win bigger deals and safeguard against lost opportunities.

Start threading your deals today.

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