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Tips for Communicating with B2B Decision Makers

Tips for Communicating with B2B Decision MakersWhen speaking about decision makers, we consider those individuals incorporated in the C-suite or a position of authority. When conducting a B2B business model, it is important to reach out to people who have the prime authority to make business and purchasing decisions.

Ultimately, this makes the sales process less hectic, and your questions –especially those that are sensitive– answered more effectively.Here are some helpful insights that could help you reach top B2B decision makers.

How Decision Makers Communicate

In the annual State of Inbound Report, a survey was taken to measure the preferred communication channels by seniority rank. The respondents included C-level Executives, Vice Presidents, Directors, Managers, and Individual Contributors. The three types of communication highest in rank are:

  • Email - ranked highest, ranging from 87-90%
  • Face-to-face - ranked second highest, ranging from 57-66%
  • Phone - ranked third highest, ranging from 55-61%

Other modes of communication included in the study were: video conferencing, social media, and messenger apps. All three of these forms of communication were substantially lower than email, face-to-face, and phone.

The State of Inbound Report also mentioned, “those in junior roles are less likely to prefer face-to-face or phone conversations” than those who hold higher positions.

How to Reach Decision Makers as a Marketer

Producing Relevant Content

As we think about inbound, one of the most important aspects of attracting qualified leads is through educational content. To attract executives and business owners through content, you have to gain an understanding of how these individuals work. As mentioned by Roanne Neuwirth, “this group relies even more heavily than others on the advice and perspective of their true peers and those they perceive to be authentic experts. They know the information they need and value, and do not want to waste time with “salesy” pitches and lightweight stories.”

When developing content targeted toward decision makers or the C-suite, focus on the following:

  • Content should be 100% relevant and based on data
  • Content should be readily available through numerous channels; for instance, print, digital, video streaming
  • Content proposes solutions to their biggest challenges                             

After producing the content, it is then important to promote it. However, if you are a marketer who wants to gain these types of leads, you must conduct research, write, and post your content on a continual basis.

Building a Network

While attending conferences and events are always a good way to meet business professionals, there are ways to make connections online as well.  LinkedIn is a great professional network where you can join groups, grow your network, and market to business professionals. Using this type of network enables you to connect with a wider range of business owners.

Ensure Your Content Works On All Devices

After spending a significant amount of time creating and publishing content, make sure your content can be viewed properly on a computer, tablet, and smartphone. According to Peter Daisyme, “82 percent of executives have a smartphone,” and “73 percent see their mobile device as more critical to communications than their landline.”

This research suggests as a marketer, you must have both a user and mobile-friendly website. It is also beneficial to develop an app for your website.

Key Take Away

If you want to reach out to top decision makers and grasp their attention, you need to understand how they communicate, produce data-driven content, build your network, and be sure to have a mobile-friendly website.

 

 

Is your marketing and sales team trying to connect with senior decision makers? Let us know in the Comments below.

 

 

And to learn additional ways you can improve your business's marketing strategy, download our guide “3 Revenue Growth Opportunities Your Business May Be Missing.”

3 Revenue Growth Opportunities Your Business May Be Missing

 

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