Non-Execs: The Movers, Shakers, and Biscuit Breakers of the B2B Market

The non-executive director – a boardroom stalwart, a wise counsel, and, as it turns out, a rather keen consumer of B2B products and services. Beyond their valuable guidance in corporate governance, these gurus hold another ace up their finely-tailored sleeves - they're a marketing goldmine for businesses in the B2B sector.

Now, you might be wondering, "How so?" Well, allow me to pull back the curtain on this little-known secret.

Non-executives build "plural" careers, lending their wisdom to multiple boards across varied sectors. It's a bit like having several plates spinning at once - except instead of plates, they're multi-million-pound corporations. And with this role, they find themselves encountering and endorsing a veritable smorgasbord of B2B products and services.

Let's consider this scenario - a non-executive books a hotel room for a business stay. Perhaps they were won over by the promise of a bountiful breakfast buffet or high-speed Wi-Fi that actually delivers. Now, with each corporate booking, there's an unspoken seal of approval for the chosen brand. And given these non-executives flit about high-level business circles like social butterflies at a garden party, these endorsements aren't falling on deaf ears.

But that's not the end of the story. These pluralists offer businesses a two-for-one special. First off, they're direct consumers, availing themselves of everything from meeting rooms to insurance, legal services and cybersecurity software. Secondly, they can serve as potent brand advocates within their extensive networks. Their endorsements carry weight - a bit like having your brand shouted from the rooftops, only these rooftops belong to skyscrapers of the corporate world.

So, when a non-executive has a cracking experience with a product or service, they're likely to spread the good word across the boardrooms they frequent (I know I have!) And let's face it, a glowing review from a non-executive director beats your typical customer testimonial hands down. The result? A domino effect that could see brands adopted across various businesses quicker than you can say, "Do we have any biscuits left for the meeting?"

So, for businesses in the B2B realm – whether you're peddling phones, flogging fleet management services or hawking hotel rooms – it's time to wake up and smell the coffee. Non-executives represent a largely untapped market brimming with potential. Neglecting them in your marketing strategy could be as sensible as forgetting the biscuits for a board meeting - and we all know how that ends.

The moral of the story?

Non-executives are more than just strategic advisors - they're also powerful conduits for brand visibility and credibility. So here's to acknowledging these unsung heroes of the B2B world - one well-chosen business product (and breakfast buffet) at a time!

Ian Wright is the CEO and Founder of Virtualnonexecs.com - the UK's largest non-executive director community with over 17,600 members advising in excess of 30,000 boardrooms.

Ian sits on the boards of 5 privately owned companies as non-executive director.