Thanks for asking this question — it’s something that I knew someone was going to bump into at some point.
Basically, your target market can’t be easily reached via marketing. Not going to say that they can’t be — it’s just that it will be much harder because of who they are.
Your best bet — hands down — is to do direct sales with this crowd.
Since you’re targeting CEOs of large employers, the sales process can tend to be very complicated and difficult.
You should know that trying to get traction here will suck at first. You’re going to have to learn a lot in order to even get your first appointment, let alone your first demo, let alone your first sale.
But don’t be discouraged, because it can be done.
I don’t have the time right this second to talk about enterprise sales (which this really is), but I can point you in the direction of some books that I think would help you to understand what can go into this whole process:
- SPIN Spelling by Neil Rackham — Anyone doing “complex” sales (meaning not trying to sell some perfume in a department store) should read this book.
- Major Account Sales Strategy by Neil Rackham — This talks about account entry into a major account. Since you are going after larger companies, I would recommend you give this one a look as well.
- Fanatical Prospecting by Blount — Gives you a good framework and mindset to work with when it comes to the (often thankless) task of prospecting and lead generation.
- How I Raised Myself from Failure to Success in Selling by Bettger — A much older book that’s in the Dale Carnegie vein but full of useful “common sense” insights that aren’t always “common sense”. Plus it’s a good pep talk :)
- The Ultimate Sales Machine by Chet Holmes — Gives you some ideas for getting in front of people with informational pitches and some ideas for different sales processes.
I hope these help. It’s a huge topic and not one that I’m quite ready to write about until I cover some other areas. I’ll come back and throw in a Part 2.5 or something like that down the road :)