As we ramp up for Manifest, we’ve started building our prospect list and it reminded me of one of the marketing golden rules: the shortest route to the decision-maker isn’t always the fastest, or even effective, especially when that person is a senior executive at a large organization. At events, getting to the right person is critical.
Since the first Manifest in January 2022, we at Pesti, the event’s official media partner, have helped numerous businesses achieve event success by building targeted prospect and media lists, pre-booking meetings with key contacts, the media and maximizing ROI for both sponsors and attendees alike.
True to form, there was always one thing that came up over and over again with the people we were working with: they wanted to rush to the top. They wanted to find and talk to the biggest and most important decision-maker and have them go in their favor.
It’s a bit like us trying to reach the global VP of Marketing at GXO or the CMO at Penske, or landing a front-page interview with the Editor-in-Chief of The Wall Street Journal. “Good morning, Ms. Wall Street Journal. I’d like a front-page feature for one of our clients, and your personal blessing while you’re at it.” It just doesn’t work that way.
The truth is, you rarely go straight to the top because the top is usually unapproachable. Those leaders got there by playing the game, by being sharp and selective, and they’re not easily swayed. And that’s okay. Even if the person you think is the ultimate decision-maker truly is, it’s fine that they’re not your first target. More often than not, the smarter move is to look around them and find who influences them, who they trust, or who may have direct access.
What we’ve learned over the years and continue to recommend is that more success will come from broadening your target list. Instead of going straight for the top, develop and apply what we call the about-and-around approach. That means finding ways to get closer to key decision-makers by engaging the people and networks around them. Learn who influences them, what they care about, and where they spend their time. Maybe you build rapport with trusted colleagues, mutual connections, or even through shared interests. Anything that helps you understand them better and stay on their radar before you ever make the direct ask.
Looking for help reaching your ideal customers at Manifest? We’re here to help. Contact us for more info today and make the most of your show.