I have written a lot of posts on B2B Messaging. Here’s one more.
The reason for this is that while the database is critical, once you have identified it , there’s no more variability. On the other hand you don’t know which message will resonate with your audience. Here you have to try multiple iterations and improve on each “control” by changing one variable at a time.
One item which I have observed work for my team a lot of times is “triggers” especially when someone new has joined at an executive position.
If you can track the priorities of the CEOs when they take over and/or other CXOs, then you can figure out if your solution can fit into their priorities.
If you send out a consistent set of messages after that, then you will end up building a recognition so that when the CXO is willing to work out on the priority, they will definitely ask their staff to “check you out”.
That’s when you get a chance to make an impression and wow them with your commitment to service.
Does it always work. No. But it does work a considerable amount of times. So its worth trying. Let me know if it works for you as well.
Till next time then