It is important to differentiate yourself from the C-suite, as the executives there have much of the decision-making power in an organization. They are also the most targeted audience in multi-channel campaigns.
How can marketers successfully market the C-suite?
By creating meaningful connections through personalized, comprehensive brand experiences.
The State of Multichannel Marketing Report by PFL and Demand Metric, which surveyed nearly 600 marketers from various industries, revealed insights into how best to get the C-suite’s attention.
Triggering messages based on the specific needs of the C-suite audience within a target account is the best approach to reaching these people, according to the survey. Simply put, you are more likely to achieve them if you provide a personalized point of contact at the right time, in the right channel, with the right technology.
So what channels and what marketing technology?
Automation of direct mail and tactile marketing
Direct mail has the highest effectiveness rating of any channel for reaching the C-suite, according to the previously cited report.
Direct mail manages to reach this high-profile demographic because it breaks the digital clutter.
People are exposed to thousands of marketing impressions every day. In comparison, direct mail offers the memorable and sensory experience of opening a package or envelope. This type of tactile marketing enhances multichannel campaigns by integrating a truly immersive brand experience.
Having direct mail included in a multi-channel campaign increases response rates and increases ROI. However, to realize the full potential of the direct mail channel, implementing tactile marketing automation is essential.
The tactile marketing automation software integrates directly with a CRM or marketing platform and enables marketers to incorporate customer data and intent signals to customize the content and timing of direct mail.
Since the C-suite is usually numb to the onslaught of offers placed in front of them, marketers need to be creative to stand out. You can’t just send stuff to send stuff; You need to create a branded experience that deserves the C-suite’s attention.
A fancy gift will not impress a manager. Instead, show that you understand them and prove that you are a valuable and knowledgeable confidante. Use account, profile, and intent information to personalize message and package components.
Events for the marketing of the C-Suite
Events are incredibly effective media for building relationships with the C-suite. They offer executives the opportunity to forge closer and more memorable relationships with colleagues, customers, and vendors. Executives are far more likely to remember a conversation over a cocktail in a swanky setting than text in an email.
After the events become virtual, you’ll have to work harder to create an experience that creates unforgettable connections. Similar to dating, the environment in which you connect has a huge impact on how you feel about the connection. Consider bringing like-minded executives together for small, exclusive events like virtual wine tastings, book clubs, or round tables.
Think about how you can create an event experience that appeals to multiple senses. Hire a DJ or a band. Have a visual notetaker on the screen. Send out a physical event kit with goodies and interactive activities for recipients to enjoy during the virtual experience. I’ve seen marketers mail out coloring books, sticker books, hold signs, scratch cards, candles, snacks, drinkware, and more.
And your events need to be short, sweet, and to the point. Executives are busy; Don’t waste your time.
Email for marketing to the C-Suite
Like direct mail, e-mail remains an “oldie but a goodie”. It’s affordable, effective, and offers great ROI as it can segment audiences and personalize content.
Email was also reported by our survey participants as the third most effective channel for marketing to C-suite audiences (behind direct mail and events). Executives can read email in their spare time and want to receive them frequently. You have chosen to be part of your campaigns.
Similar to tactile marketing automation solutions, email solutions provide rich reports and data so marketers can gain critical insights about audiences, including the C-suite.
Email performance analysis should inform every other channel and message. For example, if you analyze which emails attracted C-suite executives and got the most clicks or C-to-Action completed, you can inform the news for digital ads, direct mail, and even digital event topics.
Marketers should use such intent data to personalize the content, timing, and medium of their reach. And when multiple channels are orchestrated together, you create a thoughtful, engaging experience.
For example, sending an email after a tactile marketing package has been delivered will coordinate efforts between different channels while improving response rates and results.
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Although marketing teams have had to shift their efforts due to the COVID pandemic, direct mail, events, and email are still the most effective channels for reaching the all-important C-suite audience.
Couple these channels with data-informed messaging and timing, and you will create unforgettable moments that will grab the attention of the C-Suite.
Additional resources on marketing for the C-suite
Proof of Marketing for Executives (Part 1)
Three ways niche players can connect to the C-Suite
These four data points demonstrate the marketing ROI for the C-suite