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Are Your Clients Using These Marketing Formats to Reach the C-Suite Buyer?

by | 2 minute read

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.

Content Format

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%

Content Value

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.

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Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.
September 20, 2018 Media + Marketing Tags: , ,