Executive Engagement Strategies by Burgess, Bev -- Read -- Imperial Library of Trantor

Index

Cover Endorsements Titlepage Dedication Content List of Figures List of Tables About the author About this book Foreword by Jon Geldart Acknowledgements 01 Business buyers don’t behave like consumers

Changing consumer behaviour What’s different at work? Summary Notes

02 What is executive engagement?

Defining executive engagement Why do you need it? Who are these executives? Designing an executive engagement strategy Organizing an executive engagement programme Summary Note

03 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

04 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

05 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

06 Knowing when to engage

Engagement along the buying process Epiphany Awareness Interest Confidence Loyalty Trust Summary Notes

07 Engaging with peer networks

How are peer networks changing? Collaborating through research Running engaging events Building new communities A note on alumni Summary Notes

08 Engaging small groups

What activities do executives prefer to engage in? Seminars and webinars Innovation workshops Advisory councils Hospitality Summary Notes

09 Engaging individuals

Relationships and how to survive them Engaging one-on-one Engaging influencers Tools that support individual engagement Summary Notes

10 Measuring success

Why engage? Measuring outcomes Strengthening relationships Building reputation Growing profitable revenue Building a measurement dashboard Summary Note

Index Copyright

← Prev
Back
Next →

← Prev
Back
Next →