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Targeting C-Level Exec’s? Try …

By Michael Stelzner

Are you trying to reach a CEO or other C-level executives?

According to a recent B2B Magazine article, ‘Gatekeepers are indeed a roadblock for those wanting to reach top executives. Phone calls, direct mail and email often never get past an assistant.”

Mike Neumeier from marketing agency Arketi Group says, “Writing relevant columns, blogs and white papers, speaking at industry events, conducting research and sharing case studies all resonate with C-level audiences.”

The article also warns that many businesses aim to high in their targeting.

What has been your experience targeting the CXO?

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This entry was posted on Tuesday, July 24th, 2007 at 5:05 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

  • Andrew - Thanks for your suggestions.

    Guide - This post is not about working your ways up the ranks, it is about selling to the top :)
  • Well as far as I am concerned there are two ways of getting at the top:
    a) Start out from the bottom withing an already existing business and work yourself up. A slow but more secure option.

    b) Take the entrepreneur route. More insecure but more fun and rewarding. Just my lousy 0.02$ (or 0.13 Swedish Kr ^^)
  • Michael,

    So far not so good. We have a belief in our org that the C-Level person can and still be contacted thru traditional methods. While the tide is turning with some folks, some still believe that inviting them to participate in a survey is a good thing to do.

    I have done a few tests, specifically in the form of a hand written note to a CXO level and it has paid off, but it was received by the assistant and then given over.

    Right now the big driver to get to that level is still thru the sales channel and not thru marketing efforts.
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