How do you create messaging that resonates with an executive audience? Two important things: 1. Focus on a problem they care about. Small problems won’t make a blip on a CFO’s radar. You need to highlight a problem that will get their attention. Something that makes them sweat. 2. Social proof from their peers. Executives don’t care how many users love your product. CROs want to hear why other CROs love it and how it’s helping their company solve the problem. I love this example of an executive-focused content piece from Klue. From their landing page — “Klue has talked with 300+ revenue leaders to understand their strategies for hitting revenue targets as the market tightens.” This research report is packed with data and executive-level social proof supporting their Competitive Revenue Gap. It focuses on a major problem for revenue leaders, which is all of the revenue lost and resources wasted on competitive deals that should have been won. Nothing in the report talks about Klue’s product. Check out the interactive report and let me know what you think.
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