Wednesday, July 28, 2010

Selling into the Digital C-Suite : It's not about you... it's all about them!

So how does this new digital age of marketing affect your messaging to who you want to reach. First – let’s clarify who we are talking about.

When we are talking about the C-Suite --- we are including: CEO, CFO, COO, CIO, CLO, President and "close-to C-level executives" (C2CLE) like EVP Sales, SVP Marketing, SVP HR, Divisional President, etc.

The C-Suite and close-to-C-Executives are hyper-focused on improving results and employing strategies that will result in corporate growth, increase of market share, challenge & surpass competitors, acquire new customers, increase loyalty and retention, bolster margins, decrease costs, manage risks, increase shareholder value, attract and retain skilled workforce, and improve productivity. (Ref. Huthwaite, 2007)

Your message or product has got to talk to one of those areas of focus and propose a solution that the executive can apply to their current situation and/or problem.

Now, in this new digital age - executives are more likely to manage their own research, subscriptions, articles of interest, etc., as opposed to delegating a manager or assistant to do it for them – and your materials and messaging will have to be relevant to their area of focus and concern. They will not waste time trying to figure out how or if your service/product is a fit … that’s up to you to show them.

It's important that your marketing be an integration of traditional and new medias, because your "door in" may not be the C-Level Executive (CLE)... but the "Close to C-Level Executive" (C2CLE) or their direct reports and they use it all almost intuitively! That means if you are using keywords --- the phrases and/or words need to be in the language of the executive to even show up on their radar.

So let's do a quick review of who are you creating content for. Can they see themselves in the solution or benefit you are positioning? Remember they don't want to hear about your product ... they want to hear about answers to problems and needs and solutions. Do you understand the difference between the selling cycle and buying cycle --- and do you know where your prospect is within it. If you can’t answer these questions, or you don’t clearly know how your solution or service can improve, increase, reduce, expand, aka *answer* the client’s need – then get started right now.

There are even different “use” practices, according to Forbes, based on the *Generations* (see previous blog).

1. How often do you access the internet for business intelligence?
Daily - 81% under 50, 62% over 50.
Several times a week - 14% under 50, 24% over 50
Weekly - 2% under 50, 8% over 50.

2. Those who see value in internet tools, such as:
Search engines - 66% under 50, 58% over 50
Subscription search engines – 44% under 50, 17% over 50
Links from websites, blogs or other online content – 40% under 50, 16% over 50
Guidance from contacts in online communities – 30% under 50, 6% over 50

3. Accessing information different ways (% that claim daily use on online tool):

View work related videos online on business related websites -
33% under 50, 11% over 50

Use web-enabled mobile device to search for or read content related to work -
31% under 50, 9% over 50

Network professionally in an online community -
28% under 50, 6% over 50


It is essential that you know who you are trying to reach - and the best source to reach them, using the language that means something to them.

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