Marketing to the top is not easy.
CEO marketing requires unrelenting patience and tenacity. It also forces marketers to be at the top of their game at all times, understanding that powerful executives expect nothing less and often demand more.
I have been in the CEO marketing business for over 20 years now. I suggest to new prospects and clients of OnTarget’s services that I have learned a lot more from my failures than my successes; the scars on my back enable me to be that much more successful (for them) today!
So, what have I learned about CEO marketing over this time? Several things that may have an impact on how you approach selling to CEOs in the future:
CEOs are interested in solutions that help their companies become more effective and efficient. They want to cut costs and increase revenue. They are required to spend time on strategic initiatives that make the company better in the future. They are expected to be visionaries and motivators, with great communication abilities and unwavering integrity.
CEOs are paid to make the right decisions quickly. This does not mean that they do not do their homework; it means that they tend to say “no” much more readily than the average corporate buyer. They process better. They know what they need based on experience and talent, and if your offering does not create the value they require, you will be shown the door quickly.
via CEO Marketing | B2B Inbound Online by Ed Trachier, CEO, OnTarget Partners
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