How to Influence Decision Makers in B2B Marketing

1. How to Influence Decision Makers in B2B Marketing In the world of business-to-business marketing and sales, there may be times when you have the opportunity to sell directly to C-level decision makers in the company. Instead of the usual approach with a manager or manager, C-level contacts require more willingness to prove validity and ultimately a long working relationship. When selling directly to the C-suite, it is important to spend your time on an approach that makes your message and strategy different from what you would use with mid-level buyers. To make sure everything is choppy and skipped, here are some prominent tips to help secure the account. Know your pain points Although they sell the same products or services, C-level buyers think of their struggles differently than mid-level buyers. Instead of selling to specific accounts, they think beyond. Market share and long-term growth are more important to these individuals than this month's earnings. Contact point; The resource is not a gatekeeper While trying to get the right person away, you may run into some "roadblocks". With an account-based marketing approach, you may find that these roadblocks may be your biggest supporter. This person can be a resource for learning more about their company’s needs and can provide valuable information about who is the best person to get to this point in the buying process. Instead of "using" this contact - discover their goals, too. Helping them will make them more likely to want to help you. According to a recent study by Vahe Habeshian, 81% of non-C people have a say in purchasing decisions between companies. Keep this in mind when talking to a Gatekeeper for this account. You may never know how powerful they are in deciding the fate of your relationship. Hours of operation

2. When nurturing C-level decision makers, pay attention to the hours when they are most intentional. Sometimes it may not be within the 9-5 typical. Sunday night has become a popular time to network with CEOs. As they prepare for their busy weeks ahead, they check emails for what the week has in store. Most of the time, there won't be an abundance of emails coming in on a Sunday night. This will automatically increase the chances of your email not only being read, but also considered. Board of Directors / shareholder needs As mentioned earlier, the priorities of Level C buyers differ from those of Mid- level buyers. One of their priorities is to take care of the needs of the board of directors and shareholders. By researching board members, knowing what jobs are being held, and the priorities they have for the organization, it allows you to address the pain point that matters most to C level buyers. Reading through the minutes and seeing key interests is a great place to start. Once you've set aside time with your contact, make sure there's a way in which your product or service aligns with their priorities. Meet and around Instead of approaching a C-level buyer as the position he occupies, find common ground that allows walls to crumble down and conversations happen. Finding them outside of a coordinated meeting or office will allow for a less defensive stance than your leader. Calling on the floor of a trade fair, annual conference, golf course, or other venue increases the likelihood of having an equal conversation, which will help build the relationship. Find them where they are looking When creating your B2B marketing strategy, one of the digital marketing trends to follow is to switch from image ads to banner ads. According to B2B marketing technology company Bizo, C-level decision makers will take action and handle banner ads. Now that you know the type of ad - what websites these people visit. Top searches include job searches, car rentals, training / education, online trading, business news, advice sites, and financial information. Focusing on high-

3. quality B2B content marketing will be your next step. Ensure that the ads are engaging and those that may entice your audience to participate.