Targeting Health, Safety, Environment and Compliance Leaders – A B2B Marketing Persona Deep Dive
When safety, compliance and operational continuity are non-negotiable, Health, Safety, Environment and Compliance (HSEC) leaders aren’t just part of your audience — they’re your gatekeepers to trust and long-term business. They sit at the intersection of people, process and policy, with remits that stretch from PPE procurement to incident investigation. Their goal is simple but vital: ensure everyone goes home safe, regulations are met, and reputations stay intact. They’re short on time, big on evidence, and allergic to vague promises.
Who they are
You’ll find them across manufacturing, engineering, energy, logistics, healthcare and beyond. Job titles vary, but their responsibilities — and their decision-making influence — are consistently high. Common titles include:
- Health & Safety Manager
- Head of Health, Safety & Environment
- EHS Director / HSE Advisor / SHEQ Manager
- Compliance & Risk Manager
- Occupational Health & Safety Officer
- Environmental Compliance Manager
- Process Safety Engineer
- Risk & Assurance Lead
“If it protects our people, meets the regs, and keeps operations running, I want to know about it” sums them up well.
What they do, how they decide
HSEC leaders write and enforce safety policies, oversee PPE standards, conduct risk assessments, investigate incidents, and implement preventative measures. They collaborate with procurement, HR and operations to embed safety into the business fabric.
When they’re making purchasing decisions, they define the type, quality and compliance requirements of products, shape budgets and supplier lists, and ensure roll-out is backed with training and compliance programmes.
Where they get their information
They trust sources they know and recognise. That could be a vendor they’ve worked with before, a respected peer, or a standards body such as IOSH, BOHS, RoSPA or the British Safety Council. They mix online and in-person channels: LinkedIn groups, technical forums, association newsletters, sector-specific events and training sessions all feature heavily.
What drives them
- Emotionally — Protecting colleagues, being recognised as a safety authority, and maintaining organisational reputation.
- Rationally — Meeting HSE, ISO and sector-specific standards, proven product performance, cost-effectiveness and supplier reliability.
Messaging that works
Lead with your compliance credentials and regulatory alignment. Back claims with data — reduced incidents, less downtime, cost savings. Show how your solution integrates with existing safety protocols and highlight comfort, practicality and ease of use. Testimonials, case studies and certifications cement credibility.
How to reach them
- Trade shows & conferences — particularly those with CPD-accredited sessions or compliance updates
- Vendor-led training & webinars — value-led sessions with practical takeaways
- LinkedIn & specialist publications — for targeted, expert-led content
- Targeted email campaigns — delivering regulatory updates, certification news, or ROI proof points
Events that matter
They tend to attend two types of event – those deep diving on HSE for compliance and those that focus on their sector. Examples include:
- The Health & Safety Event (UK) — Over 13,000 visitors and 350+ exhibitors at NEC Birmingham. A hub for product discovery, CPD learning, and industry networking. These events focus on the discipline of HSE
- SPE Offshore Europe (Aberdeen) — A biennial fixture for the offshore energy sector, focusing on innovation that protects people and operations in high-risk environments. HSE professionals attend sector specific events like this too.
Mapping intent with Bombora
Bombora’s data shows active research around:
- Microbiology, food safety and PPE (helmets, eyewear, high-vis, safety showers)
- Standards-led topics (EHS frameworks, intrinsic safety, machine and maritime safety, process safety, safety signage)
- Supply chain resilience, occupational health and workplace protection
HSE is an established B2B segment and with an overlay of firmographic filters, intent segments are a powerful targeting technique.
The takeaway
HSEC leaders are guardians of people and process. Earn their trust with clarity, proof and empathy, and you’ll build relationships that last far beyond a single transaction. Focus on their core priorities — safety, compliance, operational stability — and your message will land where it matters most.
