How Executives Engage: Connecting with Customers at Every Stage of the Relationship Lifecycle—Highlights from 2018 Buyers Study [Webcast]

  • Author(s) Julie Schwartz
  • Published November 16, 2018
  • 41 Pages
  • Category Content & Communications, Engagement & Advocacy, Sales & Field Enablement
  • Type Member Research
  • 41 Pages
  • .PDF Format

ITSMA’s 2018 How Executives Engage study highlights a number of both opportunities and challenges for B2B markets trying to reach the C-suite with executive engagement programs. The study, which includes survey data from more than 400 senior business and IT executives, digs deep into how executive-level buyers connect with the content, events, experts, and programs that providers promote to gain mindshare, accelerate sales, and build customer loyalty. 

This ITSMA webcast, led by SVP Julie Schwartz, presents essential data and insight to guide marketers in their content and executive engagement strategies through every stage of the customer lifecycle. The good news is that buyers want our ideas and points of view on how they can innovate and thrive in the connected economy. The main challenge is that the bar for engagement keeps rising as those same buyers tune out all but the most relevant and compelling approaches.

The main takeaway is that marketers need to focus even more on both personalization and a personal touch in every aspect of C-suite engagement: More focus on content and initiatives tied to specific customer industries, roles, and specific business challenges…provided with an omnichannel approach that lets buyers engage on their own terms, their own time, and with their most preferred formats and channels.

Download and explore the webcast to learn more about the advantages of incumbency with existing customers, the fallacy of the magic bullet, and the growing importance of investing in executive-level innovation programs as an increasingly central component of C-level engagement.

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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