Marketing to businesses and executives can be tough because getting hold of top level management is no easy task.
Cold emails can work but a lot of things have to be right before you can get a positive reply.
If you are new to that industry and can’t get referrals, it’s even harder.
When marketing to business/company executives you will need to think outside the box to get their attention.
While everybody is sending emails, you can go a step further and send something more physical and tangible. Something they are less likely to ignore.
For our B2B e-commerce platform, we started by sending customized t-shirts and a hand written card.
You can send a well-designed printed out report about a certain topic within the industry you are operating in, a gift voucher to a buffet at the exec’s favorite restaurant (and then show up as well), but tickets to that private event at the club that exec is a member at. Be different.
Below are a few examples of how far sales people went to get the attention of execs and seal a deal.
Tom Hanks sends signed old typewriters with a note he wrote on the typewriter.
Walt Batansky, CFO of Avocat Group, once went as far as buying 100 shares ($6 per share) of a company they wanted to onboard but the sales team had been unsuccessful. This got him a meeting to the annual stockholders meeting where he was able to meet the CEO of the company and do a one minute pitch during a handshake. They won the account after being invited to pitch.
Think different and do different.
Subscribe to receive weekly tips on how to do marketing and stories from indie hackers building online.
