Executive Engagement Strategies

Review

"A comprehensive overview of how to approach a game-changing services marketing activity." ― Ian Hunter, Vice President, North West Europe Marketing, Fujitsu

"Packed with clear insights into the increasingly complex world of business-to-business marketing." ― Fiona Czerniawska, Joint Managing Director, Source Global Research

"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

"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

"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

"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

"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

"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

"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

"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

"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

"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

"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

Product Description

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 t