elite

Engaging the Business Elite with Mobile

A week or so ago, I wrote an article for www.B2Bbloggers.com called ‘Want to Engage Senior Executives? Think Mobile“. Since this post, I have been speaking with some of my customers about advancing this notion.

Here is what we have come up with:

•The problem with direct engagement of Business Elite is that it is only possible once –
•You have successfully engaged gate keepers and influencers; or
•You already have existing relationships with them, i.e existing customers.
•It must be integrated with strategic sales and account executives, in fact, these folks are the best at leading the charge to engage senior execs
•It must be integrated with other marketing tactics such as executive events-seminars-round tables, blogs/newsletters, and sales material.
•All mobile content must be targeted at senior executives, which means really being brutal in terms of brevity, message and alignment to customer need.

The big thing we all agreed to was that it all had to be strategically planned and integrated into a long term demand generation program starting at first contact with potential influencers to working in support of sales.

The approaches and tactics we use to develop and maintain customer relationships are converging as quickly as technology is converging, but it doesn’t seem to be on the radar for most B2B marketing organizations.

The approach requires us to build programs that are horizontal in nature engaging mobile, experiential, social channels as well as seamlessly integrating sales teams and specialists; and ensuring that it meets the requirements of their busy lifestyle in and out of the office.

I’d be interested to understand what you think of this and how your organization is currently engaging senior executives.

Cheers and thanks!

Jeff – Sensei

Are you an elite?

In the developing world, there’s often a sharp dividing line between the elites and everyone else. The elites have money and/or an advanced education. It’s not unusual to go to the poorest places on earth and find a small cadre of people who aren’t poor at all. Sometimes, this is an unearned position, one that’s inherited or acquired in ways that take advantage of others. Regardless, you can’t just announce you’re an elite and become one.

In more and more societies, though (including my country and probably yours [and I’m including virtually the entire planet here, except perhaps North Korea] ), I’d argue that there’s a different dividing line. This is the line between people who are actively engaged in new ideas, actively seeking out change, actively engaging–and people who accept what’s given and slog along. It starts in school, of course, and then the difference accelerates as we get older. Some people make the effort to encounter new challenges or to grapple with things they disagree with. They seek out new people and new opportunities and relish the discomfort that comes from being challenged to grow (and challenging others to do the same).

Perhaps I’m flattering myself (and you) but I think almost everyone who reads blogs like this one is part of the elites. It’s not because of birth or financial standing, it’s because of a choice, the decision to be aware and engaged, to challenge a status quo of your choice.

The number of self-selected elites is skyrocketing. Part of this is a function of our ability to make a living without working 14 hours a day in a sweatshop, but part of it is the ease with which it’s possible to find and connect with other elites.

The challenge of our time may be to build organizations and platforms that engage and coordinate the elites, wherever they are. After all, this is where change and productivity come from.

Once you identify this as your mission, you save a lot of time and frustration in your outreach. If someone doesn’t choose to be part of the elites, it’s unclear to me that you can persuade them to change their mind. On the other hand, the cycle of discovery and engagement and shipping the elites have started is going to accelerate over time, and you have all the tools necessary to be part of it–to lead it, in fact.