The Marketing Strategist:
New Book Announcement: Executive Engagement Strategies—How to Have Conversations and Develop Relationships that Build B2B Business
Author Bev Burgess explores the growing importance of executive engagement and how marketers can move from fragmented initiatives to an orchestrated program.
LEXINGTON Massachusetts, March 31, 2020
When it comes to marketing and selling complex, high value products and services in today’s digital world, how you engage with buyers has never mattered more. Leading B2B marketing expert, Bev Burgess, explores this theme in her third book, Executive Engagement Strategies: How to have conversations and develop relationships that build B2B business. The book was published by Kogan Page on March 3, 2020 in the UK and is being released today in the US.
In this follow-up to her highly successful, A Practitioner’s Guide to ABM: Accelerating Growth in Strategic Accounts, co-authored with ITSMA President & CEO Dave Munn in 2017, Burgess explains that while consumer buying behavior is moving increasingly online, business purchases rely much more on deeper and more ongoing relationships. Executives purchasing business solutions still buy from people, but it’s how we engage with them that makes all the difference.
The book, written in Burgess’ clear, pragmatic style, distills her many years of practical experience in B2B marketing to create an insightful playbook on executive engagement. As Jon Geldart, Director General of the Institute of Directors, says in the Forward, the book “codifies for the first time the random acts of interaction used by most companies today into a well-defined, comprehensive framework which we can all use.”
Burgess states, “My goal was to create an action-oriented resource that reflects how high-value business solutions are actually bought today. I explore how marketers can engage with senior executives to get their attention, spark their interest, and earn their trust. The book includes a step-by-step guide of how modern buyers want to engage at each stage of the buying process and uses real-life case studies to bring these concepts to life.”
About the Author
Bev Burgess is an industry expert in marketing business services, predominantly in the technology sector and wrote Marketing Technology as a Service, (Wiley) in 2010. She is best known as an authority on Account-Based Marketing (ABM) and in 2017, published A Practitioner’s Guide to ABM: Accelerating Growth in Strategic Accounts (Kogan Page).
In addition to running her own strategic marketing consultancy, Burgess B2B, and serving as SVP & Global ABM Practice Lead at ITSMA, Bev has held senior marketing roles at Fujitsu, British Gas, and Epson. Today, she delivers consulting, training, and coaching to ITSMA members and clients around the world that are designing, developing, and implementing Account-Based Marketing, Executive Engagement, Reputation Management, Sector Marketing, and Thought Leadership programs, among others.
Bev is passionate about the role of marketing in business and is a regular contributor through her speaking, training and writing. She holds an MBA in strategic marketing, incorporating an in-depth study of the implications of culture to perceptions of service quality. She also holds a BSc Honours degree in business and ergonomics. Bev is a Chartered Marketer and a Fellow of the Chartered Institute of Marketing and has served as an international trustee.
For more than 25 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships. Learn more at www.itsma.com.