Connecting with Executives: What Really Works?
You want to start a conversation and build a relationship with an executive based on the value you know you can offer, not just sell your product or solution.
Article
B2B
Momentum ITSMA Staff
June 12, 2019
You want to start a conversation and build a relationship with an executive based on the value you know you can offer, not just sell your product or solution.
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Connecting and engaging with the C-suite with marketing that is more personalized and personal at every stage of the relationship is now a business imperative for B2B marketers.
No one pretends that this is easy. Getting it right demands a well-thought-out approach to researching and connecting with key executives in ways that resonate. The objective must be to engage with knowledge and content. You want to start a conversation and build a relationship with an executive based on the value you know you can offer, not just sell your product/solution.
B2B marketers have an ideal opportunity to get into the C-suite by offering some big thinking and innovative ideas. Senior executives need help as they grapple with the impact of the digital, connected economy on their business models. They are hunting out new ideas and looking for guidance to what can be a fundamental rethinking of their approach to market.
Here are five useful guidelines to follow to create marketing to engage the C-suite that is both personalized and personal:
With the increasing involvement of the company’s most senior executives in the buying process for big ticket IT services and solutions, it is imperative for marketers to reach them with personalized, credible content. Technology can help scale personalization, but there is no substitute for human interaction. Nor are there any magic bullets: executives engage with all types of content, in all channels and formats, throughout the purchase process. The choices are going to be different for every account and for every person within the account. To keep marketing personal, you need to know your audience.
Learn more about personalization and how to connect with the C-suite by reading ITSMA’s Update, Want to Engage with the C-suite? This Time it’s Personal!, which dives deeper into the five guidelines to follow for better engagement.