With a plethora of new products and services paired with the advancement of technology, it is no wonder decision makers are making themselves scarce. Each new offering comes with a not-so-new sales pitch. So how do you get your message to the right people, without having the proverbial door constantly slammed in your face? Follow along as we outline the best ways to get your B2B outreach program to C-Level executives.
The first action with any type of sales or marketing effort is to define your target market. Once this is established, take the step to create a customer profile that reflects the decision makers you’re trying to reach. With all of your efforts to get your offering the right exposure, be sure you’re reaching people who can actually use it.
Your C-Suite audience is constantly in high demand, so be sure not to waste their time with something that is not suitable to their business needs. Doing so could result in your business being blacklisted. Also, keep your message short; how often do you come across an article or video and skip past it simply because it’s too long? Keep it relevant and concise.
Make sure you are being strategic and creating content around the needs of your prospect and the issues that are important to them. Always do your research to get an idea of who they are and what their industry is all about. Take a few minutes to look over the decision makers’ LinkedIn profile, the company website and their social media pages.
The company’s website and LinkedIn profile is a great resource for finding out who within the company you should be addressing in your outreach. Be sure to customize your marketing content and greet them by name. From these resources, you can also see which channels they prefer to communicate with, and in what format.
Another way to reach decision makers is to lead them directly to you. Create B2B content based outreach that establishes your company as a thought leader. Construct blog posts around issues the decision makers in your market may face, and create content that targets those issues. When they search for the solutions to their business needs, it is more likely they will come across your blog, which not only answers their questions but can provide a solution in the form of your service.
Business is all about who you know, so before you reach out to a decision maker look for mutual connections (LinkedIn is a great resource for this). People are more likely to trust someone within their network. See if your connection will introduce you, or if it’s a previous or current client, use that introduction as a referral.
Other ways to use relationships as a resource is to provide evidence of your successes through case studies, testimonials and third party endorsements. Having a section of your website dedicated to authentic client experiences is a sincere approach to establishing trust with decision makers.