Searching for C-Level Executives
Do C-Level executives use search engines?
Over the last couple of days I’ve found myself in friendly disagreement with two different new clients who were positive that C-Level execs are above online searching. That makes me think that maybe a lot of software execs think other execs don’t search and it made me want to find the research to support my position.
So I went searching for some numbers – online, of course.
The most prominent study I could find was conducted by Forbes.com way back in 2003. Called “A Day in the Life of CEOs Online”, this was supposed to be an annual study but I couldn’t find anything more recent than 2003. However, I think the findings are still worth noting.
While taking a look at “web usage of C-Level Executives and Senior Managers of Enterprise Level companies”, Forbes found that:
•The internet continues to be the most influential and important source of information on business for C-Level executives and Senior Management in enterprise level companies
•Searching the net for research and news is a daily at-work routine for C-level executives and their Sr. Management counterparts. (54% of C-Level executives said they did their own online research).
•34% of C-Level execs said they go to the web first to find information about a product or service.
•86% used search engines.
A more recent study conducted by Doremus and the Financial Times in October 2007 found that although the internet is playing an increasingly important role in executive buying decisions, 59% of executives said they trust print over online sources of information, and 64% said they pay more attention to print ads than online ads.
To answer the original question, Do C-Level executives use search engines?
Of course they do.
To answer a more important question: Is search the best way for a technology marketer to reach a C-Level executive? Probably not.
However, I can think of very few business technology purchases that truly involve only C-Level executives. If you’re one of those, stay away from search marketing.
Usually though there are users, assistants, and IT support staff also involved. These are the people who will be searching for you.
So, what do you think? What are the best ways to reach C-Level executives? Has anyone had a success in searching for C-Level buyers?
Technorati Tags: search marketing, c-level, technology marketing, business to business marketing
This article was first published April 29, 2008 on the Tatum Marketing blog
Do C-Level executives use search engines?
Over the last couple of days I’ve found myself in friendly disagreement with two different new clients who were positive that C-Level execs are above online searching. That makes me think that maybe a lot of software execs think other execs don’t search and it made me want to find the research to support my position.
So I went searching for some numbers – online, of course.
The most prominent study I could find was conducted by Forbes.com way back in 2003. Called “A Day in the Life of CEOs Online”, this was supposed to be an annual study but I couldn’t find anything more recent than 2003. However, I think the findings are still worth noting.
While taking a look at “web usage of C-Level Executives and Senior Managers of Enterprise Level companies”, Forbes found that:
- The internet continues to be the most influential and important source of information on business for C-Level executives and Senior Management in enterprise level companies
- Searching the net for research and news is a daily at-work routine for C-level executives and their Sr. Management counterparts. (54% of C-Level executives said they did their own online research).
- 34% of C-Level execs said they go to the web first to find information about a product or service.
- 86% used search engines.
A more recent study conducted by Doremus and the Financial Times in October 2007 found that although the internet is playing an increasingly important role in executive buying decisions, 59% of executives said they trust print over online sources of information, and 64% said they pay more attention to print ads than online ads.
To answer the original question, Do C-Level executives use search engines?
Of course they do.
To answer a more important question: Is search the best way for a technology marketer to reach a C-Level executive? Probably not.
However, I can think of very few business technology purchases that truly involve only C-Level executives. If you’re one of those, stay away from search marketing.
Usually though there are users, assistants, and IT support staff also involved. These are the people who will be searching for you.
So, what do you think? What are the best ways to reach C-Level executives? Has anyone had a success in searching for C-Level buyers?
Thu, Nov 5, 2009
Conversion Rates, Traffic
Written by: Susan Tatum