How Executives Engage: Connecting with Customers at Every Stage of the Relationship Lifecycle

  • Author(s) Julie Schwartz
  • Published November 30, 2018
  • 312 Pages
  • Category Content & Communications, Engagement & Advocacy, Sales & Field Enablement
  • Type Member Research
  • 312 Pages
  • .PDF Format

ITSMA’s 2018 How Executives Engage study highlights a number of both opportunities and challenges for B2B marketers trying to reach potential buyers and influencers. The study, which includes survey data from more than 400 senior business and IT executives, digs deep into how executive-level buyers connect with the content, events, experts, and programs that providers promote to gain mindshare, accelerate sales, and build customer loyalty. 

The report provides essential data and insight to guide marketers in their content and executive engagement strategies through each stage of the customer lifecycle. The good news is that buyers want our ideas and points of view on how they can innovate and thrive in the connected economy. The main challenge is that the bar for engagement keeps rising as those same buyers tune out all but the most relevant and compelling approaches.

The main takeaway from the study is that marketers need to focus even more on both personalization and a personal touch in every aspect of target audience engagement: More focus on content and initiatives tied to buyers’ specific industries, roles, and unique business challenges…provided with an omnichannel approach that lets buyers engage on their own terms, their own time, and with their most preferred formats and channels.

Also included in the report: the advantages of incumbency with existing customers, the fallacy of the magic bullet, and the growing importance of investing in executive-level innovation programs as an increasingly central component of executive engagement.

Study Methodology 

In Fall 2018, ITSMA conducted a web survey of 410  business and IT executives from companies that purchase technology or consulting solutions for individual contracts over $500,000. These respondents represented larger enterprises, with 70% having $1 billion USD or more in annual revenue from seven different countries/regions: United States, United Kingdom, France, Germany, Nordics, and Benelux.

Respondents were interviewed in the following vertical markets:

  • Financial Services
  • Manufacturing
  • Communications
  • Government/Nonprofit/Public Sector
  • Healthcare and Life Sciences
  • Energy/Utilities/Oil/Mining/Gas
  • Consumer Goods and Retail
  • Other

Respondent Characteristics

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
Add to cart
Become a member and gain access to all our tools and resources!

Want to gain free access to all our tools and resources?

Become a member and get access to the latest insight from ITSMA.



Account-Based Marketing Brand & Reputation Buyer Personas Customer Success Thought Leadership