Executive Engagement Strategies

How to Have Conversations and Develop Relationships That Build B2B Business
1. Auflage 2020
ISBN: 978-1-78966-192-7
Verlag: Kogan Page

Buch, Englisch, 264 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 599 g

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.

Autoren/Hrsg.

Burgess, Bev

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management

Inhaltsverzeichnis

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;

Über Autor(innen)

Burgess, Bev
Bev Burgess, based in Kent, UK, is Founder and Managing Principal at Inflexion Group. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Since she codified ABM in 2003, she has personally helped over 40 of the world's most influential firms accelerate account growth using ABM techniques through her consulting, training and thought leadership.

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.