Ask ITSMA: How Can We Stop Random Acts of Executive Engagement?

Ask Momentum ITSMA is a member benefit in which Momentum ITSMA experts address urgent marketing questions to help improve strategy and performance.

B2B firms have invested heavily in programs to engage and build relationships with C-suite decision makers at key clients and prospects in recent years. Without strategic coordination of executive engagement activities, though, marketers risk duplicating efforts internally and creating a disconnected and unsatisfying experience for the executives that matter most.

To help ensure integrated and effective programs, Momentum ITSMA’s strategic framework for orchestrating executive engagement helps marketing leaders assess, align, and improve overall performance and impact.

Watch me introduce the framework in answering this Ask Momentum ITSMA question: How can we stop random acts of executive engagement?

The Momentum ITSMA framework for orchestrating executive engagement begins with a centralized approach to strategy planning and governance. Then, within that orchestrated approach, there are five elements to consider.

First, you need to conduct research to identify, understand, and provide insight into the executive audience you’re trying to reach.

Second, you need to create relevant content to support the conversations you’re looking to have with your senior-level customers.

Third, you need to give your own salespeople and executives the data and insight they need to connect and have conversations.

Fourth, you need to ensure that you’re running the right set of programs and activities to create the experiences and build the longer-term, executive-level relationships.

Finally, of course, is measurement. You need to measure your progress and decide how you’re going to use that information to improve the overall impact of your program.

These steps require a couple of additional overarching principles: B2B marketers need to look at the content and activities not from your own perspective but through the lens of the executives who are experiencing it.

And the most important aspect of a successful executive engagement program is teamwork and collaboration across your own organization.

Want to learn more?

• Register for our upcoming webcast, Virtualizing Executive Engagement: C-Suite Marketing for the New Normal