The typical B2B buying centre has grown into a constellation of decision makers, influencers, and specialists – including C-suite roles like CEOs and CFOs, as well as non-buying audiences in NGOs, regulatory bodies, etc.

In fact, recent research shows that buying centres often involve up to 13 different stakeholders or roles, each with their own priorities and perspectives. Given this reality, it’s no wonder traditional sales teams and material often fail to gain traction with decision maker. But three reasons stand out:

  • Sales materials aren’t designed for these audiences. Sales organisations and materials primarily address direct buyer concerns rather than engaging high-level stakeholders such as CEOs, CFOs, or non-customer audiences such in NGOs, regulatory bodies and so on.
  • Misaligned focus. Senior corporate leaders typically focus on strategic goals and the initiatives needed to achieve them. Their interests rarely align with the priorities of their suppliers’ sales teams.
  • Complexity of the B2B buying centre. B2B companies often underestimate the growing complexity of buying centres, which now include multiple, diverse roles and stakeholders. Instead of considering this multifaceted structure, they tend to focus on the primary sales contact, overlooking how strategic marketing could address a broader spectrum of decision-makers and influencers.

Why marketing connects where sales can’t

The interests of high-level B2B leaders typically align more closely with those of strategic marketers than with sales teams. They are drawn to the reputation-boosting benefits of branding, the potential for enduring commercial relationships, strategic and industry-specific insights, and activities that aid networking.

Moreover, such communications and activities also engage important non-customer audiences. Key audiences among NGOs, the media, industry observers and regulatory bodies also respond positively to messaging that deepens their understanding or provides illuminating perspectives.

In this blog, we’ll look at four activities and/or types of communication, that can help you reach – and maintain the interest of – both customer C-suite decision makers and non-customer influencers.

1. Build brand authority to reach high level decision makers

Leaders listen to other leaders. So to gain the interest and engagement of CEOs and CFOs, it’s essential to acquire the authority and reputational clout of a leader – to build the respect that only a strong B2B brand can command. (Further proof, if any is needed, that marketing is a business-building investment rather than a cost.)

In short, a strong brand that is well known for the right reasons, is a surefire way to gain leaders’ time and attention – and to make them receptive to your communications.

For more B2B branding insights, download our guide to successful B2B branding

2. Get one-on-one with ABM campaigns

High-level corporate leaders are individuals facing specific challenges and pain points. In this respect, they are no different than most of us. And we all know we respond to initiatives that are tailored to our specific interests and problems.

Account-based marketing (ABM) lets you address specific companies, roles and/or executives with communications (bespoke microsites, personalised ads, tailored communications, etc.) designed to align with their exact challenges and priorities.

Download our ABM ebook for more about how ABM can complement your global B2B branding and marketing strategy

3. Make your marketing a C-suite experience

As a marketing professional, what would you rather do: read or view yet another communication trying to sell you something, or learn and share insights with your peers at an exclusive event?

Whether targeting potential customers or non-customer groups, invitation-only events are an effective way to network, build relationships and connect with key decision makers. But a word of caution. Such events – whether online or in real life – only work in the absence of explicit sales pressure.

4. B2B leaders respond to thought leadership

The good news is that high-level leaders and specialist audiences respond well to insightful communications from authoritative entities. So ditch bland, generic messaging and high-pressure sales pitches. Instead, give leaders the truly valuable insights they relish – with position papers, white papers, blog posts, newsletters and briefings that are dense with fresh analyses and perspectives.

And yes, we know, maintaining a steady stream of quality thought leadership material can be demanding. But nobody ever said building and maintaining the credibility and authority that opens doors to the C-suite would be easy.

CBC blog link: Thinking about thought leadership? What B2B brands need to know

In conclusion: there’s no magic bullet for engaging the B2B buying centre

Effective marketing – especially B2B marketing – depends on a combination of approaches. Gaining the ear of C-suites and powerful influencers does not automatically translate into orders. But what it will do is make them receptive to your brand, so they can weigh in on your side with top-down influence when it’s time to close deals.

But that’s only one side of the benefits equation. Demonstrating an ability to reach and engage with high-level leaders and powerful non-customer influencers also gives you and your team additional arguments to win larger marketing resources. Just as value-adding content impresses the C-suite, so does proven, value-adding marketing impress those who control your marketing team’s budget.

Want to explore how B2B branding and marketing can help you engage a broader range of buying centre decision-makers? Contact CBC’s Managing Partner, Ralph Krøyer, at rk@cbc.dk or on +45 35 25 01 60 for a no-obligation coffee and chat.