If you think the majority of CEO’s of medium to large companies sit in their ivory towers surfing the net, reading twitter feeds, updating their Facebook and LinkedIn accounts on a daily basis then you are mistaken. They just don’t have the time.
Yes some CEO’s will do this and are very comfortable with the digital age however most are not.
Companies that are targeting potential clients via inbound marketing need to be aware of where these people hang out. In the case of marketing to CEO’s then outbound tactics will give you better results.
CEO’s still read direct mail ( or their PA does then passes it on ). CEO’s will most likely take a phone call from a reputable business with a strong offer. CEO’s will open an email if they see it is important to their company.
Social media also takes time to kick in. With outbound or direct marketing, the results are faster.
Don’t get me wrong, I believe companies must have a Social media strategy however this must be run at the same time as outbound campaigns in order to reach those executives that do not communicate in this medium.
A good old fashion direct campaign targeted to the right companies and executives still works. The key is in the timing and the offer. Get these right and you will elicit a response.
By the way you need to know what type of response you are aiming for. Are you trying to get an appointment to further explain your product and offer? Do you want the respondent to download an e-book or whitepaper in return for their permission for you to contact them again? Do you want to invite them to a free seminar or webinar?
Give it a go and you will be surprised with the results.
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