How to Influence C-level Decision Makers in B2B Marketing

by David Jones Digital Marketor

From business to business to marketing and sales in the business world, there can be times when you have the opportunity to sell directly to the decision makers in the company. Instead of having a formal relationship with the manager or director, the C-level contacts need to be further established to ultimately establish a long-term working relationship.

When selling C-suits directly, it is important that you spend your time on a process that will differentiate your message and strategy that you use with middle-level buyers. To make sure everything is up and running, here are some notable tips to help you secure an account.

Points

Although they are selling similar products or services, S-level buyers are different from middle-class buyers and think of their struggles. Instead of selling to some accounts, they think beyond that. These segments are more important to market share and long-term value to these people than the revenue this month.

Point of contact; No source gatekeeper

When you are trying to shut down the right person you may encounter some two-way road blockage. With an account-free marketing strategy, you may find that this roadblock is your biggest supporter. This person can be a resource to learn more about his company's needs and give valuable information about who the best person at that destination is in the buying process. Instead of 'using' this contact, find out what their goals are. Helping them often makes them want to help you.

According to a recent research from Vahe Habeshian, 81% of C-suitors have been involved in B2B purchase decisions. Keep in mind when talking to 'this doorman' on this account. You may never know how much power they have over deciding the fate of your relationship.

Hours of operation

By nurturing C-level decision makers, focus on the hours that they have the most intentions. Sometimes it is usually not 9-5%. Sunday night is the time to get in touch with senior executives. While they are looking forward to their busy week they are checking e-mails for what's in store for the week. Most of the time, there won't be a great email on Sunday night. This will automatically increase the likelihood that your email will not only be read but also carefully considered.

Requires Board of Directors / Shareholders

As mentioned earlier, the preferences of C-level buyers are different from those of mid-level buyers. One of their priorities is addressing the needs of the board of directors and shareholders. Doing research on board members, finding out what matters, and what priorities are in place for their organizations allows you to identify the pain point that is most important to C-level buyers. The best place to read the minutes and get started with great worries. Once you allocate time with your contacts make sure there is a way that your product or service aligns with their preferences.

Out and about and about

Instead of reaching a C-level buyer, instead of positioning them, look for a common ground that allows the walls to be read and communicated. Finding them out of a meeting or out of office will allow less of a defensive stance from your leadership. Two shows at the trade show floor have the potential to be discussed at the annual conference, golf course or elsewhere, as they will be helpful in promoting equal relations.

Find them where they are looking

When designing your B2B marketing strategy, a digital marketing trend is coming down from display advertising to banner advertising. According to B2B marketing-tech firm Bezzo, C-Level decision makers will take action and engage with banner advertising. Now you know the type of advertising - on which sites these C-suiters are visiting. Top searches include job search, rental cars, training / education, online business, business news, consulting, and financial information. Focusing on quality B2B content marketing will be your next step. Be sure that the ads are engaging and that your audience is paying attention.