Without a doubt, B2B marketing is a prime source of revenue. It’s become more than a way for companies to pitch products to potential customers. Whether it is a door-to-door sales or online advertising, it’s a medium of communication.
Yet in the recent years, there’s been a greater demand for unique (and unconventional) marketing campaigns that can attract even more elusive prospects. For example, sometimes the marketing department alone won’t be enough to execute a marketing strategy. Sometimes you bring in even the CEO himself both in terms of advertising as well as casting his life as an industry thought leader.
It makes perfect sense though. The CEO is the most influential person in any given company. They may serve as a single person but they act as the stronger pillars that keep it up. This makes them an obvious representation of the entire establishment and anything they do will reflect the most on the company compared to any other employee. . One word from the boss and everyone loses their minds. (Case-in-point, look at everyone’s reaction when Larry Ellison finally stepped down as CEO of Oracle.)
And in spite of a daily schedule of calling for meetings, gathering/analyzing data, and making long-term business plans, these traits only add to their skills as effective sales reps. Everyone in the Fortune 100 has a high-profile CEO who take personal control of their publicity in order to increase the company’s.
So here’s the big question: Just how do they do it?
It’s simple actually: they don’t really do all the campaigning themselves.
Traditional marketing styles like print ads and direct mail are usually costly, exhausting, and can be a bit annoying if they’re not targeted properly. This where the CEO won’t be touching often. Instead, their faces are usually in the inbound marketing area (such as penning the company’s own blog as well as articles about their products or services). Much like celebrities, they have a following that they maintain alongside their own PR and marketing teams.
There’s really no big secret and neither is the fact that you spend less but still manage to attract betterprospects. You’re simply looking for ways to channel a CEOs marketing potential and there are plenty of options that they can discuss with their departments.