There is no doubt that marketing comes with risks. However, there are times when even just your business email list can magnify those risks quite a bit. What do you do then? Well, ideally, you would be called to tackle those risks head on. There is nothing wrong with that but obviously there is plenty wrong in being reckless.
Emailing the C-suite to promote your company, brand, or products/services can be a serious cause of headache for many B2B email marketing practitioners. But, when done right, the rewards can certainly be worth more than your while. So, how do you email the recipients in your C-level executive business contact database the “right” way?
The answer is through thought leadership. Thought leadership is the state of being recognized by your audience as a source of useful information about a particular field. This is primarily achieved through educating your prospects, customers, community, connections, etc. Thought leadership builds credibility which, in turn, builds trust and loyalty.
Around 57% of CEOs think social media will play an increasingly important role in their business over the next 3-5 years. This is according to IBM’s Global CEO Study which surveyed over 1,000 chief executives more than 60 countries. Accordingly, B2B marketers must go beyond this headline numbers and examine the reasons beneath such a trend in order to help them make more informed decisions in terms of lead generation, contact list building, branding, ads, etc.
You’re in an elevator with a very important company executive, and you’re about make a proposal on which the fate of your business rests. The official seems to be in a hurry and, to make matters worse, he’s getting off on the next floor. How would you explain your ideas in such a short period of time? If you think about it, this question is also quite valid if you’re sending emails to contacts you acquired from an executive list provider. It’s the same set of persons and the same pressure.
An effective ‘elevator pitch’ is a good approach in organizing and presenting your ideas and proposals to important an audience, like decision makers. But, quite apart from what the phrase implies, a good elevator pitch has a broader range of applicability including email marketing. The elevator pitch helps you deliver your message to recipients more effectively and efficiently. It works best with contacts who are not yet part of your official subscriber list. Here are a few guidelines on how you can apply this method.
Recent studies reveal a rising trend of C-level executives participation in social media, and there’s evidence to believe this will extend well into the future. The fifth Global CEO Study by IBM highlights a significant percentage of CEOs are seeing a shift toward social media in the next 3 to 5 years. For B2B marketers, this means more opportunities for generating fresh leads that really matter to the business.
But with such opportunities come risks marketers must face. One of these risks is not having an adequate CRM approach to deal with and capture prospects from the C-Suite. Traditional CRMs may no longer be up to the challenges of addressing a socially-connected target markets and may altogether fail in growing your leads database. That’s why it’s very important to rely on other variety known social CRM to enable you to take full advantage of the C-Suite’s arrival to the social media world.
Let’s first brush up on the basics. Many people mistake the term “CRM” to refer to a piece of software. Although customer relationship management does depend on some level of software involvement, CRM actually refers to a strategy or philosophy of dealing with customers and prospects. Put that in the context of social media and, in theory, you have yourself a social CRM. In practice, however, it’s not that simple. Here are five general guidelines to help you maximize your social CRM strategy.
1. Collaborate internally.
Among the reasons why C-level executives are going social in droves is the ability to crowd-source ideas from within their organizations. Your social CRM strategy should allow various levels and departments in your company to meet and make sure you’re heading toward the same end. Enterprise social networking platforms enable you to achieve this and are also widely used today.
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