the difference between DMing a CMO vs. a marketing manager

Tim Keen
June 09, 2025

I had a DM conversation this week that taught me something important about messaging executives.

I connected with a founding partner at a big creative agency.

Exactly the kind of person I want to work with.

My first message was generic: "How's your year been shaping up so far?"

His response? "Well, Tim, if you can get me 30 more clients..."

Classic executive sarcasm.

He was basically saying, "Great, another marketer promising the world."

So I had to completely shift my approach.

Instead of trying to sell or impress him, I matched his tone exactly.

Short.

Blunt.

"Ha, yeesh, good to know things are the same even at the enterprise end."

That's when the conversation changed.

He started opening up. Eventually he was asking ME questions.

I learned when you're messaging C-level people, they communicate differently than mid-level managers.

A CMO at Lowe's doesn't want casual "Hey, what's up?" messages.

She wants professional, buttoned-up communication that shows you understand the corporate game.

Think: "Great to connect Jennifer, appreciate you taking the time, saw this campaign with [specific reference], nice work."

Just long enough to be personal, but not so long that it wastes their time.

You're really just showing that you know how to do the dance.

The key is tone matching.

If they're formal, be formal.

If they're sarcastic, match that energy.

Don’t try to use the same message for everyone.

Read the room.

Match their vibe.

Show you belong in their world.

Tim