16th December 2013
C-suite marketing – getting past the gatekeeper
Access to the right information at the right time is critical and providing an effective communications engine is an art that we’re adept at building and delivering.
From 2005 to 2010 I learned my craft, producing and delivering mobile content to major UK and US mobile carriers, such as O2 and Vodafone. We used to say ‘content is king’ – and this applies as much today as it always has. However the content delivery mechanism has changed and gone are the days of slow Internet connections.
Today video, motion graphic animation, gamification, white papers and webinars are just a number of ways to engage with the prospective customers. With responsive design and anywhere, anytime and on any device connectivity, it’s as important as ever that what you say is creditable, relevant and truly addresses their needs. And let’s not forget the sexy desk-thumping direct mail creating real ‘desk vibration’ – and the fusion of old and new techniques in a balanced approach.
Next it’s time to do a bit of legwork! Where is the C-Level Executive networking, online and offline? What are they talking about, what are their issues and concerns and what do they like to do in their personal time? Target profiling and listening is the first step to true engagement.
So although the C-Suite is time pressured and may be bombarded with information everyday, and getting past the gatekeeper is a feat in itself, keeping content relevant, focused, creditable and delivering your message in the right place will result in higher response rates and deeper levels of engagement.