Executive engagement is one of those elusive areas for marketers: We know it’s important, we invest heavily in programs to reach the C-suite, and we’re constantly looking for creative new approaches. But what stands out from the crowd? What really works? And how are we pulling it all together in a planned strategy?
To answer these questions, and help you move from random acts of engagement to an orchestrated program, ITSMA’s Bev Burgess has authored Executive Engagement Strategies: How to Have Conversations and Develop Relationships That Build B2B Business.
Bev’s latest book serves as a comprehensive guide to engaging with senior professionals who make critical buying decisions, imparting crucial insight into winning sustainable, long-lasting business. It provides easy-to-follow advice that helps professionals interact at each step of the B2B buying process, using a combination of people, messages, and communication channels.
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Executive Engagement Strategies is filled with global case studies and examples from organizations including Accenture, Deloitte, Fujitsu, IBM, and O2 to help marketers know what to say, and when and how to say it, in order to build trust and win business.
With key takeaways at the end of each chapter and clearly actionable guidelines and instructions, it has everything you need to build truly customer-focused engagement with core decision makers.
Senior Vice President and ABM Practice Lead, [email protected]
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.