Are Your Clients Using These Marketing Formats to Reach the C-Suite Buyer?
If your clients are selling to C-level executives, they’ll
need to advertise in the right media formats. And, while they’re at it, they’ll
need to cover more than price, product, place and promotion to make a sale.
C-level decision makers want to understand industry trends before they buy.
They also access specific kinds of content to stay informed.
Greentarget has just published its State of Digital & Content Marketing Survey. The survey solicited input from C-level executives, especially with respect to understanding how they purchase professional services.
For these busy professionals, content delivered in article
format rules. Over half of C-level executives prefer traditional media and
email. Those formats allow them to quickly review key data points. They also
like infographics and interactive charts (44%). On a daily basis, content
sources for C-level executives include:
- Email notifications 55%
- Traditional media 52%
- Social media 35%
- Industry association publication 23%
- Trade publications 23%
- Industry thought leader websites/blogs 10%
Not all content forms deliver the same value to C-level executives. Survey participants rated traditional media (such as national business newspapers) the highest at thirty-five percent. Industry association publications and websites came second at thirty-two percent.
Analysts also considered the correlation between frequency of use and the value of content sources. While email is the go-to source for 55% of c-level execs, perhaps because it’s so accessible, only 19% said it was very valuable. Traditional media scored well here with a daily use rate of 52% and a very valuable score of thirty-five percent. The articles that received top scores from readers possessed the following attributes:
- Relevant 74%
- Educational 65%
- Timely 45%
You can help your clients win more attention from the c-suite by developing the kind of quality content professional managers want to read. You can increase your chances of a sale by reviewing the AudienceSCAN profile on business decision makers with your clients. Get the data from the Digital Audit on AdMall from Salesfuel.