Bev Burgess, Senior Advisor to ITSMA and author of the book Executive Engagement Strategies: How to Have Conversations and Develop Relationships That Build B2B Business, talks to Rob about how to get started with an Executive Engagement program. Bev, an ABM pioneer who also wrote A Practitioner’s Guide to ABM: Accelerating Growth in Strategic Accounts, shares additional insights on the connections and the differences between account-based marketing and executive engagement programs, why it’s become so important for companies to connect with client executives, and the very good reasons for marketers to invest time and effort into creating an orchestrated approach executive engagement rather than continuing with disjointed tactics.

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