Posted On: Jan 20, 2016
Posted By: John Duff
effective ways to target c-level executives

C-level executives are the most wanted and desirable marketing targets. They make it to the top of many a B2B marketer’s hit list. However, media clutter and incessant competitor voices can drown out even the best marketing messages.

The next thing you know, marketers find themselves panic-stricken for novel ways of marketing to C-level executives. Thankfully, the notion that C-suites do not hang out online is a big myth, at least in today’s hyper-connected B2B industrial landscape.

Technology has bridged all gaps and made it easier for marketers to reach out to busy C-level executives. Curious to know effective ways to reach C-level executives? Read this guide to step up your C-level marketing game!

1. Have a Compelling Offer

compelling offerSource: Smart Insights

Nearly 50% of C-level executives surveyed in a study believed that marketers need to improve their sales pipeline.

Before targeting C-level executives, consider what you have to offer the C-level executive needs. Find an opportunity to deliver the best value in return for your executives’ time. Make sure that your offer is something that cannot be ignored.

Rather than giving a call or sending a cold email, try some creative ways of marketing to C-suite executives. Seek new methods to deliver information quickly and concisely so that your target executive does not have to spend lots of time figuring out your value proposition.

2. Have a Personal Approach

personal approachSource: Foundation

Successful marketing to C-suite executives should also involve conducting thorough research about them. Remember that they are most likely to respond to the approach to information that interests them. Finding out what they care about can help you tailor your approach appropriately.

On the other hand, make sure that you do not try to create a sense of false intimacy. Keep it formal and simplistic, or your efforts might backfire.

3. Take the Multi-Channel Route

multichannel routeSource:

When it comes to marketing to C-level executives, remember that they are indifferent to the onslaught of sales pitches. So, generic messages strung across a single channel will not get you anywhere.

Let your creative juices flow as you devise hyper-personalized marketing campaigns across different media, especially those that CXOs in your target markets prefer. With intent modeling, you can address pain points and start discussions across –

  • Email
  • Direct Mail
  • Social media platforms like Twitter, LinkedIn, Facebook, etc.
  • Tele-calls
  • Webinars and in-person events

Events are particularly good in helping build stronger connections with the C-suite.

4. Offer Value that Others Won’t

buyers journeySource: Analytics for Humans – Medium

In your pursuit of researching all about C-level suite’s pain points, don’t forget to know your competitors inside-out. Because the C-suite is renowned for being scrupulous and skeptical, C-level marketing success hangs upon the hem of offering what your competitors won’t.

Scour through their websites, newsletters, social feeds, etc. More often than not, you’ll notice a pattern of cyclic posts (offering no new insights). Since you’re dealing with subject matter experts, marketing to C-suite executives should involve offering high-value content that fills the gaps left behind by competitors.

  • Start by mapping your C-suite leads’ buyer journey
  • Conduct thorough market research
  • Analyze your competitors’ content
  • Analyze your website’s content and compare

This also establishes you as a thought leader in their eyes and will encourage meaningful interactions.

5. Don’t be Afraid to Repackage

repurposing contentSource: Social Champ

Not knowing how to engage C-level executives, a lot of B2B marketers fall into the trap of investing time and efforts solely on the top of the funnel. In the initial stages, they target C-suite executives with persona-specific content such as infographics, blog posts, etc.

However, their outreach game weakens as prospects move down the sales funnel. In every stage, relevant, personalized content works its magic. Say you targeted a CTO with an intensively researched industry report in the second stage, push them to cross the final stage (make a purchase) by repurposing that content into other formats like product specs, fact sheets, etc.

Make sure you stay on top of your prospects’ minds by letting them know they’re on top of yours!

Ace C-level Marketing!

We hope this article alleviated fears most B2B marketers face, given how elusive and challenging C-level marketing can be. Daunting as it may seem, the C-suite is a marketing audience like no other.

Stay cool-headed, get to know your CXOs intimately, and tailor conversations that make them the hero of the story. Deliver value, and you can effortlessly promote your offerings without actually being promotional!