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.
For B2B marketing and sales, reaching the C-suite is more important than ever. ITSMA research highlights the growing importance of executive engagement in the connected economy and the six ways in which leaders stand apart from their peers.
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.
As marketing leaders push to strengthen growth, engagement, and differentiation in 2017, they have an enormous opportunity to expand their roles and impact as we move into the digital future. In this context, ITSMA’s 2017 research and community agenda responds directly to the most urgent challenges that marketing leaders are facing today, including transforming the organization, closing the insight-action gap, driving customer experience and success, strengthening executive engagement, and optimizing account-based marketing.