Tips for marketing to C-Suite executives

It is important to stand out among senior leaders, because the executives there have many decision-making powers in the organization.They too Most frequently targeted audience In a multi-channel campaign.

So, how can marketers successfully market to senior managers?

Create meaningful connections through personalized, immersive brand experiences.

Multi-channel marketing status report A joint survey of nearly 600 marketing professionals in different industries by PFL and Demand Metric revealed their insights on how to best attract the attention of senior managers.

The survey found that triggering messages based on the specific needs of the target audience of middle and senior managers is the best way to reach these people. In short, if you provide personalized touch points at the right time, right channel, and right technology, you are more likely to reach your goal.

So, what channels and what marketing techniques?

Direct mail and tactile marketing automation

Direct mail available Highest performance level According to the previously cited report, it is available in all channels to the senior staff suite.

Direct mail can break through the digital chaos, so it can successfully reach this high demographic indicator.

People exposed to Thousands of marketing impressions every day. In contrast, direct mail can provide an unforgettable and sensory-based experience of opening a package or envelope. This tactile marketing enhances multi-channel marketing activities by incorporating a truly immersive brand experience.

When direct mail is included in a multichannel campaign, Improve response rate and return on investment.But to make full use of the potential of the direct mail channel, implement Haptic marketing automation Is essential.

Tactile marketing automation software directly integrates with CRM or marketing platforms, enabling marketers to integrate customer data and intent signals to customize the content and timing of direct mail.

Because senior managers are often numb to the impact of the quotes before them, marketers must be creative to stand out. You can’t just send things. You must create a brand experience worthy of the attention of senior management.

Exquisite gifts will not impress executives. Instead, show you their understanding and prove that you are a valuable knowledgeable confidant. Use account, profile, and intent data to personalize messages and package components.

C-Suite marketing activities

Activities are an extremely effective medium for establishing and establishing relationships with senior managers. They provide executives with opportunities to establish closer and memorable connections with peers, customers and suppliers. Compared with the text in the email, executives are more likely to remember the conversations that took place while enjoying a cocktail in a fashionable environment.

Now that the event has become virtual, you need to work harder to create an unforgettable connection experience. Just like dating, the connected environment has a great influence on how connected feels. Consider bringing like-minded executives to some small exclusive events, such as virtual wine tastings, book clubs or round tables.

Consider how to design an event experience with multiple senses. Hire a DJ or band. There is a visual announcer on the screen. Send a physical event toolkit, which includes food and interactive activities that the recipient can enjoy in a virtual experience. I have seen marketers send out coloring books, sticker brochures, raised signs, scratch draw cards, candles, snacks, drinks, etc.

And your activity must be short, interesting, and realistic. The executives are very busy; don’t waste time.

Email to C-Suite for marketing

E-mail is like direct mail, still an “old song, but a good thing.”It is affordable and effective, and It provides an excellent return on investment Have the ability to segment audiences and personalize content.

Our survey respondents also believe that email is the third most effective marketing channel for marketing to an audience of senior executives (after direct mail and events). Executives can read emails on their own time, and they usually want to receive emails-they will opt-in to your campaign.

In addition, just like tactile marketing automation solutions, email solutions provide extensive reports and data, so marketers can gain important insights about their target audience (including top management).

Email performance analysis should inform all other channels and news. For example, analyzing which emails attract senior executives and get the most clicks or completed calls to action can help provide information for digital advertising, direct mail, and even messaging on the subject of digital events.

Marketers should use this type of intent data to personalize the content, time and medium of their promotion. And, when multiple channels are choreographed together, you will create a thoughtful experience to drive action.

For example, sending emails when delivering haptic marketing packages to coordinate work between different channels while improving response rates and results.

* * *

Although the marketing team has to make efforts due to the COVID pandemic, direct mail, events and emails are still the most effective channels to attract an extremely important audience of senior executives.

Pair these channels with the messaging and time of the data notifications, and you will create unforgettable moments that will attract the attention of C-Suite.

More resources on marketing to senior executives

Prove marketing to executives (Part 1)

Three ways for niche market participants to connect with C-Suite

These four data points show C-Suite the return on marketing investment

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