Getting to the decision makers
Targeting busy C-level executives can be a big marketing challenge. C-suite executives are the ones who open the doors, make the decisions and write the checks. And they are increasingly difficult to reach through conventional marketing channels. So, what’s the best way to reach C-suite decision makers? New research would suggest events like trade shows and conferences are the most effective method for engaging CEOs.
If you invite them, they might come
The C-level audience is a very desirable one. It seems as if every marketer has them on their hit list. With so much media clutter, now more than ever, a marketer’s message to the C-suite needs to stand out in smart ways.
According to October 2015 research, events like trade shows and conferences are a good way for marketing professionals to network, and they are also the most effective method for engaging C-suite decision-makers.
Research, conducted by Chief Nation and Chief Wine Officer, polled 171 B2B technology and service marketing decision-makers in the UK and the US from September 2015 to October 2015.
Of those polled, almost half of respondents said that events were very successful methods in targeting C-suite decision-makers. And 51% of B2B tech and service marketers said that events were successful, meaning almost all respondents reported positive results from events.
What if you can’t get out of the office?
Other avenues for reaching CEOs include PR, social media, and direct mail. Almost two-thirds of B2B tech and service marketing professionals said that PR was a successful method. When it comes to the success of social media and direct mail, respondents are almost evenly split with 42% agreeing it was successful and 49% saying it was not.
According to 62% of respondents, online advertising was the least successful method.
Overall, events were found to be the most successful method. Therefore, if you want to really reach C-suite decision-makers in the coming year, the smartest avenue is to leverage events. The added bonus of events is that they can be used, not only to network with CEOs, but also to generate demand.