You want to start a conversation and build a relationship with an executive based on the value you know you can offer, not just sell your product or solution. B2B marketers have an ideal opportunity to get into the C-suite by offering some big thinking and innovative ideas. Senior executives need help as they grapple with the impact of the digital, connected economy on their business models. They are hunting out new ideas and looking for guidance to what can be a fundamental rethinking of their approach to market. Read on for five useful guidelines to follow to create marketing to engage the C-suite that is both personalized and personal.
B2B marketers rely heavily in thought leadership to engage at the executive level but breaking into the C-suite is extremely challenging. ITSMA research highlights five specific ways in which the most effective thought leadership programs stand apart in building and strengthening executive engagement for marketing and sales success.
With thousands of the world’s top executives clamoring to participate in World Economic Forum meetings, Davos has become the most sought-after platform for marketers working to improve C-suite engagement. Five best practices have guided WEF success.
Building trusted relationships with senior executives is a top priority for Cognizant’s Banking and Financial Services practice; the team has had great success with a three-pronged approach: executive focus and insight, integrated thought leadership campaigns, and account leadership development.
Executive engagement has never been easy for B2B marketing and sales but the rise of the connected economy has added an important new twist to this longstanding challenge. New business strategies and opportunities have made it even more important to sell at the executive level but we have two new imperatives, as well: Reaching a whole new set of executive decision makers and doing it with digital.