Title Executive Engagement Strategies
Subtitle How to Have Conversations and Develop Relationships that Build B2B Business
Author Bev Burgess
ISBN 9781789661927
List price GBP 29.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 264
Book size 152 X 235 mm
Publishing year 2020
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
About the book Send Enquiry


“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 comprehensive overview of how to approach a game-changing services marketing activity.”

Ian Hunter, Vice President, North West Europe Marketing, Fujitsu


“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


“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


“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


“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


“Packed with clear insights into the increasingly complex world of business-to-business marketing.”

Fiona Czerniawska, Joint Managing Director, Source Global Research


“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


“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


“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


“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


“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



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.

Key features at a glance:

  • Helps build a solid understanding of senior buyers and the issues they face, in order to make the best decisions about building sustainable engagement
  • Provides a step-by-step guide to engaging at each stage of the B2B buying process, using a combination of people, messages and communication channels
  • Is packed with fascinating case studies from around the world, with key takeaways at the end of every chapter to help put the ideas into action



About the author

About this book

Foreword by Jon Geldart


Chapter 1. Business buyers don’t behave like consumers Changing consumer behaviour • What’s different at work • Summary • Notes

Chapter 2. What is executive engagement? Deeming executive engagement • Why do you need it? • Who are these executives? • Designing an executive engagement strategy • Organizing an executive engagement programme • Summary • Note

Chapter 3. Understanding executives What do we need to know? • Basic profile information • Buyer personas • Psychological profiling • Technology that can help • A note on privacy • Summary • Notes

Chapter 4. Who should engage? The main players • A note on chemistry • Executive to executive • Briefing and debriefing • Personal and executive assistants • Key account managers and sales people • Subject matter experts • Delivery and customer experience teams • Marketing • Corporate social responsibility teams • Partners • Influencers • Summary

Chapter 5. Having something to say What do executives want to talk about? • Personalize! • The right format • The value you are adding • Thought leadership • Value propositions • Examples and case studies • Summary • Notes

Chapter 6. Knowing when to engage Engagement along the buying process • Epiphany • Awareness • Interest • Confidence • Loyalty • Trust • Summary • Notes

Chapter 7. Engaging with peer networks How are peer networks changing?Collaborating through research • Running engaging events • Building new, communities • A note on alumni • Summary • Notes

Chapter 8. Engaging small groups What activities do executives prefer to engage in? • Seminars and webinars • Innovation workshops • Advisory councils • Hospitality • Summary • Notes

Chapter 9. Engaging individuals Relationships and how to survive them • Engaging one-on-one • Engaging influencers • Tools that support individual engagement • Summary • Notes

Chapter 10. Measuring success Why engage? • Measuring outcomes • Strengthening relationships • Building reputation • Building a measurement dashboard • Summary • Note



About the Author:

Bev Burgess is an accomplished marketer and businesswoman. Her background includes senior roles at British Gas, Epson and Fujitsu. As managing director of ITSMA (Information Technology Services Marketing Association) in Europe, Bev headed the company’s learning and advisory activities in the region, and personally supported companies like Accenture, BT, CSC, Hewlett-Packard, IBM, Microsoft, Orange and Xerox.

Today, as Senior Vice President, Bev Burgess leads ITSMA’s Global ABM Council, and delivers consulting and training to companies around the world which are designing, developing and implementing ABM programmes. Bev is a Chartered Marketer and a Fellow of the Chartered Institute of Marketing, and has served as an international trustee.


Target Audience:

This book is a must-read for everyone who is interested in marketing and communications. An important book for top management, senior marketers, senior executives and students.

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