The Three Body Problem

I love my Physics and this recent show on Netflix got me intrigued.

And like I always do, I superimposed this unsolvable problem on the B2B marketing scene.

And I found a big parallel - in the way we market (or sell).

Especially to enterprises...

Because we love targeting the CXOs

"My target audience is the CXO"

I have heard this multiple times, across product lines, and verticals.

B2B products love targeting the CMO, CHRO, CSO, COO, CTO.

Most have special affinity for the CEO too.

But does it work?

If you are targeting enterprise audience, the answer is NO.

But why you'd ask?

Because it is the CLASSIC THREE BODY PROBLEM.

You are saying the Wrong Things to the Right People, or the Right Things to the Wrong People.

But who are the 3 bodies?

You (your product) and the two buying personas - the CXOs and the Executioners.

The CXOs make decisions that drive the direction of the company.

They have the power and their 'motivations' actually determine their vertical's and eventually their company’s strategic direction.

Marketers and salespeople without the required enterprise experience often just focus on OPERATIONAL EFFICIENCY.

And that's where they fail.

Here's how most B2B brands sell to the CXOs:

- ABC can save more time

- ABC can save small amounts of money

- ABC has better blah-blah

Who would this appeal to?

Below the CXO and VP line - the team's supporting executives who are the ones at work trying to move the business forward.

But they don't have the decision making power, so you never want to target them. Alas. (They are important too, but that is a story for another time)

So what would make the CXOs stand up and take notice?

Think of the problems that folks at the top might have to deal with, on a macro level:

1. Cultural problem

2. Strategic problem

3. Financial problem

4. Operational problem

What could these be?

- Tapping into a new market

- Overcoming a tough competitor in existing market

- Avoiding regulatory scrutiny

- Positioning the company to be acquired

- Bolstering a new product line to expand horizontally

- Building a new team with the right ethos

Find the problems that the CXO you are targeting faces, and build your messaging in sync with the solution you have to offer.

Saving 3 hours per week may not be the biggest priority of the organization that will steer them out of their bigger problems.

The good news is, that this Three Body Problem has a solution.

But are you willing to take that plunge?

What's Trending?

Hemant Mohapatra on the power of distribution.

Rohit Akiwatkar on being a strategic marketer.

Clémence Lepers on the messaging and POV.

Peter Caputa on the changing b2b marketing playbook from search and website to social and people.

What's Hot?

YouTube launches a promotions tab for Creators & SMBs to run quick ad campaigns.

Instagram is testing an new UI for Carousels, with no dots.

WhatsApp launches new UI elements, giving the platform a new look.?

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OpenAI increase AI content transparency with launch of new detection tools.

Siddharth, or Sid, has worked for 3 organizations across 6 different states, selling everything from laptops to mobile recharges to SaaS products. He was handling brand and growth marketing for 15 countries at his last organization before he got bitten by the entrepreneurial bug.

Three years in, he now leads a team more driven than him at Ad Momenta. You can find him talking branding, B2B marketing and growth at @sidgrover25 on Twitter and LinkedIn.

And if you are stuck with some brand and marketing problems, say Hi @ admomenta.com :)