Engaging Executives

Today I had the privilege of hosting a CMO Club teleconference on the subject of marketing to the C-Suite.  In the presentation (below), I use the metaphor of climbing a mountain. 

1. The first step in marketing to the C-Suite is acclimating to the higher altitude - in other words, adjusting to the unique ways in which executives work and think. 
2. Second is planning your route to the top, which involves thinking about not only who you want to have conversations with, but also who your buyer will need to talk to about you, your ideas, and your product. 
3. Third is getting the right gear -- using the strategies and tactics appropriate to an executive audience.

The conversation highlighted some interesting issues that will be addressed next month as part of a CMO Club series on executive engagement  These include the use of social media by and for executives, how to get the most from advisory councils, the role of influencers, and the challenge of connecting thought leadership to product sales. 

Thanks to Pete Krainik of the CMO Club for giving me the opportunity and thanks to the CMO Club members for such an engaging session.