Four Principles to Guide Your 2020 Marketing Plans: Highlights from ITSMA’s 2019 How Executives Engage Study [Webcast]

This document is available free of charge
  • Author(s) Julie Schwartz
  • Published October 30, 2019
  • 44 Pages
  • Category Content & Communications, Engagement & Advocacy, Sales & Field Enablement
  • Type Member Research
  • 44 Pages
  • .PDF Format

Amid today’s ongoing market disruption, customers are looking for new sources of advice and guidance on the transformation issues that dominate the business landscape. So how can you achieve “trusted advisor” status? Start with seamless orchestration of personalized content from your senior executives, SMEs, delivery organization, product groups, sales, and marketing delivered via high-touch experiences.

In this webcast, Julie Schwartz, SVP, Research & Thought Leadership, shares key highlights from ITSMA’s 2019 How Executives Engage study, Strengthening Executive Engagement: Four Keys to Building Trust (our 21st annual), that includes survey data from more than 400 senior executives who recently purchased high-consideration services and solutions in North America and Europe. The research reveals executives’ priorities when engaging with solution providers, such as preferred channels, types of events, and executive engagement programs, and the benefits of personalization and account-based marketing (ABM).

Based on the data, ITSMA recommends four principles to guide your 2020 marketing plans:

  • Personalize with insight
  • Prioritize high-touch
  • Orchestrate engagement
  • Engage the innovators

It’s not too early to start thinking about your plans for next year. View the webcast or download the presentation slides to learn more. 

This document is available at no charge.
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