Cutting through the clutter in an executive’s inbox is one of the most difficult things to do when it comes to sales in the B2B sphere. C-Suite members, Vice Presidents, and Directors are the key figures that shape the business strategies and budgets of a company. They simply don’t have the time for standard sales pitches and just “checking in”. To get into the roundtable meeting, you will have to completely overhaul your marketing strategy.
Here’s how you can adapt your marketing strategy to win over the top management.
Research Beyond the Basics
Outreach fails most of the time because it is shallow. Executives can tell when someone is using a template a mile away. Even before drafting an email, one needs to know the executive’s environment. This requires going past their LinkedIn profile to look at their firm’s annual reports, recent press releases, and quarterly earnings calls.
Find the “Big Three”: What are the executive’s top three objectives for the next fiscal year? When one is able to show that their product solves a problem that the executive has committed to solving, it becomes easier to sell. One can use sales intelligence to discover the executive’s challenges prior to making contact.
The Power of Peer-Level Communication
The executives are motivated by their peers, not their subordinates. When you talk to a vice president in a “five-minute” mode, it means that you have already told him that his time is more valuable than yours. Therefore, you should speak with the consultant’s tone.
You should use industry-specific language to show that you know their problems very well. For instance, when you deal with a finance controller from BFSI, talk about regulatory compliance and risk analytics, not efficiency. You will be perceived as an expert in their industry who can overcome all difficulties.
Hyper-Personalization: Quality Over Quantity
In the realm of C-suite engagement, one well-researched email beats a thousand automated ones. Begin your email with some personal information about them, like an interview in a podcast, writing an article, or receiving an award for their group.
The reason behind sending your email must be very clear, your intention is to prove that you have done sufficient research.
State your reasons for contacting this particular person and not another from the same team. It is much easier for an executive to spend ten minutes on the phone with you if they realize you spent an hour learning about their career path.
The "Brief and Bold" Approach
V-level executives are experts in concision. They can assess the relevance of any communication within seconds. Here is the structure your message must have to be successful:
- Hook: An observation that applies to their business.
- Problem: A problem in the industry they are most probably facing.
- Proof: Brief reference to how you addressed this problem for a peer or competitor.
- Ask: A minimal ask, like “exchange some ideas” instead of asking for a “60-minute demo.”
Leverage Multi-Channel Orchestration
Dependence on just email is also a bad move. Multi-channel marketing helps you get noticed without being annoying. If you send an email on Tuesday, then respond to one of their posts on LinkedIn on Thursday by leaving a relevant comment. Then, a week later, try sending a video or even a letter through regular mail that provides real value, like a customized report for your industry.
That will make you “hard to ignore” because you become recognizable for providing professional information rather than trying to push a sale.
Secure the Follow-Up
However, if you manage to arrange that first meeting, it doesn’t mean that you can now take some time off. In most cases, executive meetings end up with a message saying, “Send me more information.” Here comes the time for you to exhibit professionalism. Two hours after the call, send an email summarizing the meeting, next steps, and a personalized approach to proceed further.
Consistent follow-ups set apart high performers in closing deals from simple appointment setters. Here, you become a mentor rather than just another supplier.
In C-Suite marketing, success is all about quality rather than quantity. The key here is focusing on their needs before considering yours.
