Written by: Vickie Sullivan | September 21, 2021
Why You Should Target Directors, not the C-Suite
We’re targeting the wrong people with our B2B marketing, according to a recent article in The Drumm. Instead of going after the C-suite, focus on people in director-level positions.
The author has a good point. In a world where C-suite executives are deluged with offers and inquiries, sometimes the side door from mid-level folks is the best way in.
This advice also applies to us speakers. Yes, execs choose our message to create an experience and behavior change. There’s an emotional side to that decision, too. And it’s one that only the mid-level directors can influence.
The brutal subjective truth: The C-suite wants support for their events. They have enough roadblocks getting behavior change as it is. Seeing the excitement from their staff before the speaker is chosen reduces risk and sets the event up for success.
So, when a speaker hits a home run at an association event, the director will get excited and tell their VP about the person. The real message to the exec: We need this speaker, everyone is gonna love them, and you will be a hero for bringing this person in. Everybody wins.
Listen: Why Speakers Don’t Follow Up on Mid-level Referrals
Most speakers pay attention to the big-budget decision makers in the audience. Fair enough. But remember to create a system for referrals from mid-level directors. If tended to properly, these allies can create great opportunities.
Now Read This: