Tips for B2B C-Suite Marketing

Private jet 3We’re all focused on the same thing. My firm does it, all our clients do it, everyone wants to communicate with the CEO or C-level executives with their marketing. Reaching the company decision makers is usually the fastest B2B method for selling products and services, and an imperative approach for marketing communications. The trick is actually doing it. What are the best methods for reaching the C-suite? Here are a few proven marketing elements for doing just that:

  1. Focus on Current Market Issues – Don’t fall into the trap of selling with a product-centric approach. The C-Suite is focused on what’s happening in the here and now in order to prepare for the future. Listen to what is going on in the marketplace and find a unique angle related to your own product and value proposition. Your marketing message should deliver value and insight to draw the C-suite audience in.
  2. Use 3rd Party Endorsements – Credibility is key. C-suite executives are far more willing to listen if you have referrals and endorsements from clients and partners. Blend your marketing message with compelling storytelling in the form of quotes, case studies and shared articles.
  3. One Touchpoint – Companies usually have multiple divisions and levels and the gatekeepers for C-level executives can vary. Marketing messages can very easily get diluted and lost as they are passed on between employees and contacts. Your main focus should be building trust with specific executives, not the organization. Therefore, it’s pertinent that the marketing process be managed by one single contact from start to finish. This instills trust, efficiency and value in the relationship.
  4. Build an Independent Brand – It’s extremely important to remember that C-suite executives don’t have time to talk to vendors. The best way to get over this hurdle is to wrap your product into a full brand and position yourself as an entity that delivers value. I.E. instead of selling “software x,” you’re improving communication between departments, cutting research time and saving production costs for companies that use project management systems. Lead with the brand value to avoid the vendor sales stigma.

Ideally, all the above elements should be implemented together through an integrated marketing plan. But each company and industry is different so marketing tactics will vary. The underlying theme for all of them is to focus on the mindset of the C-suite executives. Keep in mind how valuable their time is and how much value they need with new products & services in your marketing approach.