I am a big fan of marketing automation.  It has a lot of great uses to streamline your marketing efforts, get you a wealth of insight and help you tailor the right messages at the right time to the right people.  But as with everything, there are exceptions.  One big exception is using marketing automation tools when you are trying to reach a C-level audience.  The typical CEO or other C-level person is extremely busy trying to run their business day-to-day.  The last thing they are going to do is read marketing emails or surf the web in search of information about a particular solution set.  And if they do, they certainly don’t want a vendor calling them up and trying to sell them the latest widget to solve their problem.

C-level people are best reached through live interactions or interruptive marketing techniques such as a slick direct mail package.  These are not the type of techniques that you can automate or score on.  I am hard-pressed to tell you how you can use marketing automation at all when reaching this audience.  The only way I can think to take advantage is to use marketing automation to reach the people that will sell you internally to their C-level.

The bottom line is that every technology has a time and place.  It is probably best to back away from the technology when you are trying to sell into most C-level audiences.  There is no shortcut to reach that target audience.

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