Overview

Win the attention of high-level decision makers in large corporations; spark their interest and earn their trust to achieve long-term, sustainable mutual value. When it comes to buying and selling complex, high value products and services, people buy from people. Big businesses and public sector organizations rely on solutions to keep their essential services running - things like payroll, IT, property maintenance and communications technology. For the companies that provide those services, winning the business can mean huge, multi-year, multi-million contracts. Executive Engagement Strategies is a comprehensive guide to engaging with the senior professionals making the buying decisions - to win sustainable, long-lasting business. It provides an easy-to-follow guide that will help professionals interact at each step of the B2B buying process using a combination of people, messages and communication channels. Highly practical, Executive Engagement Strategies provides a clear, step-by-step process to capture the attention of busy c-suite executives, and keep them engaged and motivated throughout the lengthy buying process. Filled with global case studies and examples, it will help readers know what to say, and when and how to say it, to build trust and win the business. With key takeaways at the end of each chapter and clearly actionable guidelines and instructions, it is the only resource you'll need to build truly customer-centric engagement with core decision makers.

Full Product Details

Author:   Bev Burgess
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 16.30cm , Height: 2.30cm , Length: 24.00cm
Weight:   0.615kg
ISBN:  

9781789661941

ISBN 10:   1789661943
Pages:   264
Publication Date:   03 March 2020
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Chapter - 01: Business buyers don’t behave like consumers; Chapter - 02: What is executive engagement?; Chapter - 03: Understanding executives; Chapter - 04: Who should engage?; Chapter - 05: Having something to say; Chapter - 06: Knowing when to engage; Chapter - 07: Engaging with peer networks; Chapter - 08: Engaging small groups; Chapter - 09: Engaging individuals; Chapter - 10: Measuring success;

Reviews

A comprehensive overview of how to approach a game-changing services marketing activity. --Ian Hunter, Vice President, North West Europe Marketing, Fujitsu Compelling writing, terrific case studies, and action-oriented advice. A great companion piece to her book on account-based marketing! --Jonathan Copulsky, former CMO, Deloitte Consulting and Lecturer of Marketing, Northwestern University Packed with clear insights into the increasingly complex world of business-to-business marketing. --Fiona Czerniawska, Joint Managing Director, Source Global Research The book reinforces the client-focussed messages for every element of executive engagement, demonstrating that the client journey and experience can be strategically managed to influence success in building relationships and directly supporting the sale. --Nigel Pyke, Head of EMEA Marketing & Communications, Cushman & Wakefield This clear and easy to follow book is essential reading for managers seeking to create and sustain business relationships and successfully engage with key business stakeholders. An important book for top management, senior marketers and students. --Adrian Payne, Professor of Marketing, University of New South Wales, Australia and visiting Professor in Marketing Cranfield University, UK This is a vital and urgently needed book. If you only read one book at marketing or business this year, make it this one. --Joel Harrison, Editor-in-Chief, B2B Marketing Will help anyone looking for new ideas, great examples, and a structured process for developing successful business relationships with target executives in today's hyper-competitive market. --Barbara Robidoux, Senior Vice President, Marketing, Dell Technologies A successful business relationship demands a strategic, disciplined, structured and intelligent approach. Bev Burgess' latest 'how to' is accessible, compulsive and bang on the money. --Allan Evans, Global Head of Business Development and Marketing, BDO International Limited A fantastic source of thoughtful guidance and practical approaches. Bev Burgess has set out a complex subject with great clarity and purpose. --Steve Andre, CEO and founder of Spirit AI Burgess provides a wealth of ideas, practical insight, industry research, and real-world examples on the critical aspects of orchestrated executive engagement. Whether you are looking to up your company's game around executive engagement or your own personal success, this book is a must-read. --Keith Pranghofer, Director of Account Based Marketing & Engagement, Microsoft Bev Burgess has a talent for breaking down the complex and sharing pragmatic advice that anyone can follow. If you're serious about building great relationships with your customers, this book is a great place to start. --Stella Low, Chief Communications Officer, Cisco Systems Bev Burgess demonstrates that selling successfully to businesses need not be a matter of chance. Rather, by understanding how to engage with senior executives, it can be the result of a carefully considered and controllable marketing strategy. --David Sharp, CEO, International Workplace Bev Burgess has the rare talent of being able to unravel complex topics and spell out a practical way forward. This book is about how to build relationships with the most senior prospects. She writes brilliantly and with great clarity, and has filled a major gap in our knowledge. --Malcolm McDonald, Emeritus Professor, Cranfield University School of Management

Compelling writing, terrific case studies, and action-oriented advice. A great companion piece to her book on account-based marketing! --Jonathan Copulsky, former CMO, Deloitte Consulting and Lecturer of Marketing, Northwestern University The book reinforces the client-focussed messages for every element of executive engagement, demonstrating that the client journey and experience can be strategically managed to influence success in building relationships and directly supporting the sale. --Nigel Pyke, Head of EMEA Marketing & Communications, Cushman & Wakefield Packed with clear insights into the increasingly complex world of business-to-business marketing. --Fiona Czerniawska, Joint Managing Director, Source Global Research Will help anyone looking for new ideas, great examples, and a structured process for developing successful business relationships with target executives in today's hyper-competitive market. --Barbara Robidoux, Senior Vice President, Marketing, Dell Technologies This clear and easy to follow book is essential reading for managers seeking to create and sustain business relationships and successfully engage with key business stakeholders. An important book for top management, senior marketers and students. --Adrian Payne, Professor of Marketing, University of New South Wales, Australia and visiting Professor in Marketing Cranfield University, UK This is a vital and urgently needed book. If you only read one book at marketing or business this year, make it this one. --Joel Harrison, Editor-in-Chief, B2B Marketing A comprehensive overview of how to approach a game-changing services marketing activity. --Ian Hunter, Vice President, North West Europe Marketing, Fujitsu Bev Burgess has the rare talent of being able to unravel complex topics and spell out a practical way forward. This book is about how to build relationships with the most senior prospects. She writes brilliantly and with great clarity, and has filled a major gap in our knowledge. --Malcolm McDonald, Emeritus Professor, Cranfield University School of Management A successful business relationship demands a strategic, disciplined, structured and intelligent approach. Bev Burgess' latest 'how to' is accessible, compulsive and bang on the money. --Allan Evans, Global Head of Business Development and Marketing, BDO International Limited Burgess provides a wealth of ideas, practical insight, industry research, and real-world examples on the critical aspects of orchestrated executive engagement. Whether you are looking to up your company's game around executive engagement or your own personal success, this book is a must-read. --Keith Pranghofer, Director of Account Based Marketing & Engagement, Microsoft Bev Burgess demonstrates that selling successfully to businesses need not be a matter of chance. Rather, by understanding how to engage with senior executives, it can be the result of a carefully considered and controllable marketing strategy. --David Sharp, CEO, International Workplace Bev Burgess has a talent for breaking down the complex and sharing pragmatic advice that anyone can follow. If you're serious about building great relationships with your customers, this book is a great place to start. --Stella Low, Chief Communications Officer, Cisco Systems A fantastic source of thoughtful guidance and practical approaches. Bev Burgess has set out a complex subject with great clarity and purpose. --Steve Andre, CEO and founder of Spirit AI

Author Information

Bev Burgess is an industry expert in marketing business services, predominantly in the technology sector. She is Senior Vice President at the Information Technology Services Marketing Association (ITSMA), leading its Global Account-Based Marketing Practice and delivering consultancy and training on the design, development, and implementation of account-based marketing programmes.

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