We know that when you’ve worked hard on a new whitepaper or the team has put together an innovative, high-impact campaign, getting it in front of senior executives can be challenging. You don’t want it to disappear into the technical void, but reaching those all-important decision-makers is harder than ever.
But they are still reading. They’ve just become incredibly picky about what they read.
SmartBrief data from a recent survey of 370+ C-suite leaders reveals how they actually start their day. The takeaway? If you want to move from “ignored” to “influential,” start showing up where leaders are already paying attention.
Executive routine: Coffee, calm and catch-up
The SmartBrief survey highlighted three main points that can help shape how we think about B2B marketing:
- Their inbox is their front page: Forget scrolling social media or scouring Google. Nearly 75% of executives rely on email newsletters as their primary source of information. It’s personal, it’s organized and it’s delivered directly to them.
- The sweet spot is before 8 A.M.: Once the first meeting starts, your window of opportunity closes. Executives do their cognitive heavy lifting before the office "fires" start at 9 A.M.
- Friction is a dealbreaker: If your content is buried behind a long-winded registration form or a clunky paywall, your audience is gone. They want insights, and if it looks like a sales pitch, it’s a pass.
Switch up your strategy
If your current plan relies on "pay-to-play" social ads or gated downloads, you’re likely hitting a wall. Here is how to pivot so you’re actually providing value to C-suite professionals:
- Respect time: Don’t write an essay. Give them the "TL;DR" (Too Long; Didn't Read) version. If the insight is compelling enough, they’ll click to learn more.
- Be an early bird: Aim for that pre-work window when their minds are fresh, and their inbox isn't overflowing with new emails yet.
- Trust over tactics: Executives can smell a forced funnel a mile away, so lead with content that offers a genuine solution or a provocative case study, and leave the "Book a Demo" for later.
Email is making a comeback
It feels a bit "old school," but in an era of AI-generated noise and social media chaos, the email newsletter feels human.
For us as marketers, this means our job is to find a way into their morning routine, through catchy subject lines, no-nonsense writing and a "value-first" mindset.
The bottom line
In 2026, the C-suite wants clarity. They’re information-rich and time-poor and looking for sources that are trusted, relevant and efficient.
If you can adapt to the C-suite routine rather than trying to reinvent it, you will gain their trust.
Ready to read the complete findings of our C-Suite survey?
Check out the Modern C-Suite Media Diet 2026 report here. DOWNLOAD NOW >
