What you need to know before you can target the C-Level persona

When targeting the C-Level, you actually need to target two groups of people.

You need to target the C-Level, obviously, but you also need to target the Team Leader your C-Level will bring in to help evaluate the tool.

The team leader is generally the person who will be using the tool day-to-day, ie. using the tool to achieve a C-Level goal.

For both of these individuals, they will be in either one of two states. Those who are actively looking and those who are passively looking.

(Those who are not looking at all aren’t “targeted” with your site – these are captured through your content marketing and other TOFU lead-gen efforts)

To create a high converting experience for both of these states, it’s helpful to run the strategic and creative process through a filter of questions.

Actively looking:

Switching and integrating a new solution is costly. It takes time and resources nobody likes to spend.

What pain is the prospect feeling that has convinced them it’s time to switch? (price, service, support, feature set, partner referral, re-platforming, new staff)

Passively looking:

Why are they looking at all? Their pain isn’t enough to make you a necessity, yet. But… it’s enough to get them browsing.

Are they unhappy with price, service, support, or their feature set?

Are they happy, but curious and/or experiencing a bit of FOMO?

What would it take (pain/incentive) for a passive onlooker to become actively motivated.

What needs to happen in their world for them to decide they do need to undergo the pain of switching tools?

No matter how committed your prospect might be, ALWAYS REMEMBER:

People do not buy the best option.

They buy the least risky option!

Identify the risks your prospects are trying to avoid? Is it basic trust, price, integration, legal, etc..

During your own sales process, what risks are preventing opportunities from becoming won deals?

The most important thing to keep in mind!!!

You’re NOT trying to sell your product with your website!

Your prospects can’t “buy” through your website.


They CAN buy the next-level of engagement. They CAN buy that demo request and sales rep call.

So, keep that in mind.

Your website’s job is to ultimately sell the meeting.

Give the prospect everything they’re going to need to decide whether or not that phone call and meeting are worth their time – or if they should call the other guys instead.

The meeting is where your product will be bought or not.

Making your words, phrases and sentences work

The Jobs To Be Done framework – it’s fantastic for building out your content and site framework –https://jtbd.info/2-what-is-jobs-to-be-done-jtbd-796b82081cca

Josh Braun has a fantastic presentation on how to get out of your own way and actually become helpful to your prospects – https://www.youtube.com/watch?v=n1mODMkGjKs

It’s all about making fireballs, not flowers.

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Just keep in mind, your fireballs need to hit their target in a valuable, helpful and meaningful way…

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But, they still buy “this…”

Even though the awesome things are what matter, your prospects still need to buy the things.

Don’t forget to include the “things” in your fireballs 😉

Have an honest gut check, or all this is for naught

Admit to yourself, you’re not the best fit for everybody.

Be willing to sacrifice the masses for the prospects that actually need you.

Commit to those you service exceedingly well.

Address their needs.

Focus on the job they’re trying to get done, and how you make that possible.

You’re viewing part 1

See part 2

How to target the Team Leader

The Team Lead needs to know your tool is going to do the job they need it to do without making their life worse.

See part 3

How to target the C-Level

C-Levels don’t care about your feature deck. It’s not what they’re looking at.