Strengthening Executive Engagement: Four Keys to Building Trust

  • Author(s) Julie Schwartz
  • Published October 24, 2019
  • 291 Pages
  • Category Content & Communications, Engagement & Advocacy, Sales & Field Enablement
  • Type Member Research
  • 291 Pages
  • .PDF Format

B2B marketers have long aspired to build “trusted advisor” status with customers and prospects. The hard reality is that our customers have little time or inclination to allow more than a few service or solution providers to achieve that esteemed status.

Amid today’s ongoing market disruption, though, customers are looking for new sources of advice and guidance on the transformation issues that dominate the business landscape.

Strengthening Executive Engagement: Four Keys to Building Trust highlights four principles that B2B marketers can use to guide their efforts to broaden and deepen trusted relationships with senior-level buyers and influencers.

The study, based on international survey data from more than 400 senior business and IT executives, explores the types of content, events, and other activities that executives value most in their own search for useful guidance and support.

Specific highlights from this year’s study include:

  • The types of personalization required to connect
  • The continued importance of balancing online and offline engagement
  • Different ways to engage with millennial decision makers
  • The challenge of orchestrating engagement across multiple channels
  • The value of “engaging the innovators”

Study Methodology 

In Summer 2019, ITSMA conducted a web survey of 406  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, Canada, United Kingdom, France, Germany, Nordics, and Benelux.

Respondents were interviewed in the following vertical markets:

  • Financial Services
  • Manufacturing
  • Healthcare and Life Sciences
  • Communications
  • Energy/Utilities/Oil/Mining/Gas
  • Technology
  • Government/Non-Profit/Public Sector 
  • 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.
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