Day in, day out, we hear the same request: “I need C-level titles for my research project.” You probably hear it all the time too! But are C-level executives really the right fit for the insights you need? That question is at the heart of good B2B survey targeting.
Don’t get us wrong. Sometimes they are. But in our experience, a different audience serves most projects better. That’s why smart B2B survey targeting matters so much. Talking with clients about the best target for their project, from C-level executives to other B2B decision-makers, is part of our job. It’s how we make sure they get the insights that drive real results.
A Lesson from the Garden
One of our team members likes to call themselves the “CEO” of their garden. They tend to it daily, keep it watered, and keep pests away as best they can. However, their son handles the weeding. He’s the best fit for that job (though he might disagree!).
A friend once asked our colleague for tips on keeping weeds out of her garden. She wanted specifics. The honest answer? “I’ll have to ask my son. He’s the one who knows.”
You might think, “It’s weeds, just pull them!” But it’s not that simple. In this case, the “CEO” simply wasn’t the best person to answer the question. The same lesson applies to B2B survey targeting.
Rethinking C-Level in B2B Survey Targeting
The answer is simple. C-level executives aren’t involved in day-to-day tasks, so they often can’t share the insights most research projects need.
In B2B research targeting, you need to speak with the people in the trenches to get insights that drive results. These are the people who handle day-to-day activities firsthand.
For example, imagine asking a CIO or CTO about customer pain points in the journey to digitalization. You won’t get far, because they rarely interact with customers, if at all. Instead, they focus on company growth strategy, cybersecurity, and choosing technology to improve efficiency.
Manager-level B2B decision-makers are a much better fit for that topic. These people work with customers every day. They understand the customer journey and the pain points along the way. That’s where you’ll find the “juicy data” that drives results.
A Real B2B Survey Targeting Example: CFOs
A client once asked us to reach CFOs. We explained that CFOs are extremely difficult to find for online quantitative research. We could try on a best-efforts basis. But why burn through a ton of sample for minimal returns and a disappointed client?
Instead, we explained why CFOs weren’t the right target for her client’s goals. She took that back to her client, who asked the natural next question: “What’s the best way forward?”
Based on the project’s objectives, we adjusted the B2B research targeting and recommended going several levels down in the organization. That meant targeting the people who deal with these issues daily, rather than top-level strategists. Those B2B decision-makers could speak to the real decisions they make. As a result, the client would get the insights needed to guide their business decisions.
Better B2B Survey Targeting Starts with Roles, Not Titles
In B2B research targeting, focusing on roles and responsibilities is key to getting the insights you need. We made the same point in our post on taking a consultative approach, and it’s worth repeating.
C-level titles don’t automatically bring quality to your project. Quality data comes from targeting the people who can actually answer your questions. Besides, C-level executives are tough to reach for a typical research project, as you likely know.
So before you request C-level titles, ask yourself a few questions:
- What do I need to know?
- What results am I looking for?
- How will I use those results?
- What are the project’s goals?
The answers will point you to the right titles for your project.
Remember the Pineapple
You may be wondering why there’s a pineapple in this post. It’s random, right? That’s the point. The pineapple has nothing to do with decision-makers. Likewise, asking for C-level titles by default often has little to do with what a project actually needs.
So the next time a C-level request comes in, think of the pineapple, and rethink your B2B survey targeting. Let it remind you to ask your client more questions about what they’re really after.
Curious who you can reach? Explore our Panel Book to see the B2B and consumer audiences available across our panels.
