Kevin Price, Host of the Price of Business on Business Talk 1110 AM KTEK (on Bloomberg’s home in Houston) recently interviewed Mike Templeman . Here’s that interview
About the interviewee
Mike Templeman is the CEO of Foxtail marketing. He is a contributor with Entrepreneur Magazine, VentureBeat, The Washington Times, and many other publications. He is passionate about SaaS products and the tech startup scene.
Tell me about your firm (number of employees, location, type of companies you work with, etc.).
Foxtail Marketing is a digital marketing firm that specializes in SaaS (Software as a Service) marketing. They provide SaaS companies with everything they need to succeed in the digital marketing space. Their clients have been featured on Forbes, Tech Crunch, Inc, and many other publications. They’re located in American Fork, UT.
What type and size of companies do you have as clients?
We specialize in mid-market companies — companies with revenues between 5 and 100 million dollars.
What comes to mind when you see this topic?
Reaching Enterprise level CEOs is the holy grail for many b2b focused companies. However, reaching the C-Suite at the enterprise level cannot be accomplished through your average marketing and advertising methods. It requires specialized techniques.
What are the best practices when it comes to this issue?
If you’re interested in reaching the C-Suite overnight, there are very few options. However, if you’re willing to play the long game and intend to be around for a while, then you want to establish yourself as a thought leader. C level executives are for the most part well-educated and well-informed. They want to be sold in an informative way that respects their position and what they’ve accomplished. You do this by giving them information that they need for free. This establishes trust. Once they trust you as a thought leader, they will be very open to listening to your services.
Aside from the long-term strategy, a more immediate response can be achieved through targeted sponsored updates through Linkedin. Ads are, for the most part, a waste of money on Linkedin. They take up no real estate on your customer’s screen and they’re easily avoidable.
Instead, craft an engaging post that demands the reader click on it in order to learn more. Then, promote that post and use the advanced targeting tools in Linkedin to ensure that only C-Level executives are seeing it.
Even after they’ve clicked on your post, it’s difficult to get them to commit to anything. Again, it’s a trust factor. Instead, share with them information now that you have their attention. You can do this with a free download of a whitepaper, case study, or eBook. Or, have the post bring them to a short informational video that gives them valuable information without forcing them to commit to a sale. You’ll find that they come back at a very high rate to purchase your service or product after you’ve gained their trust.