Most B2B companies have ramped up investment in thought leadership programs in recent years, and executive-level innovation programs are not far behind. Now that such executive engagement efforts are commonplace, however, the challenge is how best to stand out from the crowd, break through the noise, and connect in meaningful ways with the executives that matter most.
Indeed, ITSMA’s 2018 How Executives Engage study showed that the vast majority of buyers already participate in innovation programs with vendors – and typically they’re showing up at your competitors during the same buying cycle even as they’re checking you out, too. And this year’s follow-on study showed that breaking into that coveted “trusted advisor” status is harder than ever.
In this webcast with ITSMA’s Rob Leavitt and special guests Pradeep U.N., Director, Customer & Field Experiences at Microsoft and Mary Healy, VP Strategy–Insights & Analytics at Opus, we dig into the latest and greatest in executive engagement strategies and programs by sharing highlights from ITSMA’s latest research, looking closely at Microsoft’s award-winning Services Executive Board program, and exploring the very latest in experiential marketing at the executive level with Opus.
Key takeaways include:
- Four guidelines for executive engagement: Personalize with insight, prioritize high-touch, orchestrate engagement, and engage the innovators
- Amid the rush to digital, high-touch events remain key to executive engagement, but the experience is everything: Make them active, personal, and connected
- With executive engagement, don’t pretend you have all the answers: Execs know better and the “art of being vulnerable” can improve relationships and trust