"Selling An Idea To The C-Suite: A CMO's Guide" by Dibbs' CMO, Ben Plomion, is a presentation that discusses how CMOs and other marketing leaders can persuade the C-suite to approve any innovative marketing ideas.
If you are a marketing leader who works with the C-suite or board of directors, this guide can help you understand what resonates most with these decision-makers. The advice here can be applied to any innovative idea, but it is especially relevant for those in the fields of AI and web3.
CMOs and marketing leaders need to be able to understand the different personality types in the C-suite in order to craft a persuasive pitch.
Marketing leaders should use data to support their claims, and make sure their presentations are visually appealing.
Senior marketers should focus on the benefits of their ideas, and how they will help the company achieve its goals.
Marketers should be prepared to answer questions, especially in a nascent industry like web3, and be able to clearly articulate the value of their ideas for their business.
The Deck
Summary
The deck begins by explaining that CMOs, or other marketing leaders, such as Heads of Marketing, are often faced with diminishing marketing budgets, which makes it even more important to be able to sell their ideas effectively. The deck then goes on to discuss the different personality types that CMOs are likely to encounter in the C-suite, and how to tailor their pitches accordingly. Finally, the slideshow provides some specific tips for creating a persuasive presentation, such as using data to support your claims, and making sure your presentation is visually appealing.
A Web3 Example
An specific example from our web3 company is the term "NFT" (non-fungible token) is still relatively new and unfamiliar to many people. This can make it difficult for brands to market NFTs to a wider audience. By rebranding NFTs with more familiar terms, brands can make them more accessible and appealing to a broader range of consumers.
The language of the C-suite is often very different from the language of users. This can make it difficult for CMOs and other marketing leaders to communicate the value of NFTs to senior executives. By speaking the language of users, marketers can help C-suite executives understand the appeal of NFTs and why they should be considered as a marketing channel.
Selling through ideas is more effective than selling through features. When CMOs can articulate the benefits of NFTs in a way that resonates with consumers, they are more likely to be successful in selling the idea of NFTs or any other facet of web3 technology to the C-suite.
Here are some specific examples of how brands have rebranded NFTs and allowed their ideas to be more digestible to anyone:
- Starbucks has rebranded its NFTs as "Starbucks Odyssey." This name is more familiar to Starbucks' customers and helps to convey the idea that these NFTs are a unique and exclusive experience.
- Reddit has rebranded its NFTs as "Digital Collectibles." This name is more accessible to a wider range of users and helps to demystify the concept of NFTs.
By rebranding NFTs in a way that is clear, concise, and easy to understand, marketers at these brands have helped capture the attention of nonnative crypto users and sell their innovative web3 idea to the C-suite.
Here are some additional tips for CMOs and senior marketing leaders who are looking to market NFTs:
- Focus on the benefits for users. What does your web3 marketing strategy offer that traditional products and services don't? How can this enhance the user experience?
- Use clear and concise language. Avoid jargon and technical terms that users may not understand.
- Tell stories. Top executives are more likely to connect with web3 strategies if they can see how those can be used to create stories and experiences.
- Make it easy to buy and sell. The user experience should be as simple and seamless as possible.
The deck concludes by stating that marketers who are able to effectively sell their ideas to the C-suite will be more likely to see their marketing initiatives succeed.
Take Your Business to the Next Level
If your big idea includes the need for asset tokenization, Dibbs is the leading Tokenization-as-a-Service (TaaS) platform, and we can help you take your business to the next level. Schedule a demo with the team as part of the last step to selling your web3 idea!
