The C-suite

[Jahangir655]

Many marketing briefs still say that the audience for the campaign is “the C-suite”. But the C-suite is a collection of diverse individuals with different perspectives, priorities and needs. There is no point trying to lump them all together.

Instead of trying to create content that addresses this eclectic group of people as if it’s a single entity, we should be focusing on individual needs: the specific personas and roles who can relate to your point of view and are most influential in the purchasing decisions that matter to your business.

Of course, B2B buying groups are large and you will need to influence multiple individuals who may have C-suite roles. But a blanket, catch-all approach to targeting is likely to stop your content from truly resonating with anyone.

Awareness-raising
Many marketing briefs will say that “raising awareness” is one of the key goals of the panama mobile phone numbers database campaign. This sounds sensible, but it is too vague.

There are many strands of awareness-raising, so it’s essential to ask some questions during the strategy stage of a thought leadership campaign. Awareness of what, and among whom? And where does that awareness lead to in a purchasing journey? I may be aware of a brand, but that doesn’t mean I understand what it does or whether it can give me what I want now or in the future.

Instead, consider the kinds of associations you want to create, and be clear about who you are trying to reach and influence. This way, you will know exactly what you want to achieve.