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For many B2B marketers, getting in front of senior decision-makers is a tough task.

These are people who would really move the needle for you if you get them to sign up for your product or service.

When marketing to the C-suite, though, you've got to do things that are different from much of your other marketing efforts.

Sure, content marketing and the like can work, but it will only get you so far—and only if you've created something that will get past the noise.

Senior decision-makers spend only 2% of their time on new suppliers—people trying to sell them stuff—a Harvard study found. That's less than an hour a week.

So how can you get the C-suite to hear your marketing message?

You first need to understand how the people in the C-suite think. They operate on a strategic level, meaning your relationships with them must provide some form of strategic insight.

This article will show you how to...

  • Create value that the C-suite truly pays attention to
  • Build trust with senior decision-makers
  • Create an independent brand to cut through the noise

Study the following five elements, and you'll be able to position your marketing in a way that builds trust with your targeted senior decision-makers.

Element 1: Focus on what the market is talking about

When developing content that provides value and a message aimed at senior decision-makers, most marketers do the same thing they do with most of their content: They take a topic related to their value proposition and try to provide how-to information.

That approach doesn't work with the C-suite because it's not directly tied to what the market is saying now. The challenges that senior executives are trying to overcome aren't being addressed by most of the content out there.

Your message needs to deliver value, and to the C-suite that value comes in the form of insights, statistics, and a logical argument for change.

Listen to what the market is talking about and find a unique angle related to your own value proposition. Then, tell a compelling story that builds a compelling need that draws your C-suite audience in.

Element 2: Use third-party endorsements

Value only goes so far. You need to appear credible in the eyes of the C-suite before they'll invite you into the boardroom.

That credibility comes from your clients and partners. In other words, the people you bring forward to "meet" the senior decision-makers you want to do business with.

When you create a message that you intend to aim at the C-suite, be sure to mix your message with the experiences and stories of your current clients. Doing so will build credibility that the C-suite can relate to.

Element 3: Challenge received wisdom

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Five Proven Elements of B2B C-Suite Marketing

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ABOUT THE AUTHOR

image of Tom Whatley

Tom Whatley is the founder and CEO of Grizzle, an organic growth agency that helps SaaS and technology companies build media brands with end-to-end content marketing and SEO services.

Twitter: @thetomwhatley

LinkedIn: Tom Whatley