ITSMA

Leslie Taylor, Global Director of Marketing at architecture and design firm Gensler, talks to Rob about thought leadership, corporate purpose, diversity and agility in design, and more. Gensler’s global work and clientele ranges widely across “the built environment,” from airports, offices, and hospitals to shopping malls, stadiums, and schools. The impact of the pandemic and the new urgency of addressing social challenges has offered Gensler a unique opportunity to collaborate with clients in new and important ways. In this conversation, Leslie dives into the importance of practical, applicable thought leadership when communicating with executives, the need to find a strong and authentic voice, the leadership role that companies can play on social issues, and why she’s having more fun in marketing today than ever.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

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.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Julie Schwartz, Senior Vice President, Research & Thought Leadership at ITSMA, talks to Rob about what she’s seen in nearly 25 years of researching how executives engage with B2B marketers. They discuss the evolution of executive engagement over time, the dramatic changes in 2020, the changing requirements for thought leadership, the importance of persona research and sales enablement for executive engagement, and what it takes to build trusted relationships.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

In this “quick hit,” Leslie Taylor, Global Director of Marketing, Gensler, and Jonathan Copulsky, Senior Lecturer and Executive Director of Spiegel Research Center, Northwestern University, weigh in on corporate purpose and the importance of companies having a voice on social issues.

This clip is a brief segment from our Marketing Vision 2020 conference held in October, where I hosted a panel session on Content for Post Covid Conversation: Thought Leadership Among Constant Disruption. Our discussion seems even more relevant now as companies are taking a deeper look at their role as corporate citizens in the wake of the November US election and its aftermath.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Mark Larwood, Head of ABM, Advocacy and Industry Marketing at O2, talks to Rob about how he's orchestrating executive engagement at O2. He discusses the intersection of executive engagement and account-based marketing, the makings of a robust Customer Advisory Board, how to get your own senior executives to commit to the program, the importance of thought leadership, and how he's tracking not just the revenue but also the growth of reputation and relationships to measure the success of the program.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

In this “quick hit”, Polly Kruse, Vice President, Executive Engagement and Programs at Citrix, describes how Citrix is leveraging its executive briefing centers to stay connected and consistently engage with its executive clients.

This clip is a brief segment from our Marketing Vision 2020 conference held in October, where I hosted a panel session on Innovating Executive Engagement: Next Steps for C-Suite Marketing. If you’re interested in how to engage executives in today’s environment, I highly recommend that you view the entire discussion.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

In this “quick hit” Katharyn White, SVP & Chief Marketing Officer at T-Systems, talks about how her team quickly shifted an executive advisory board into more of a network approach during the early stages of the pandemic and how the pivot has actually turned into an advantage.

This clip is a brief segment from our Marketing Vision 2020 conference held in October, where I hosted a panel session on Innovating Executive Engagement: Next Steps for C-Suite Marketing. If you’re interested in how to engage executives in today’s environment, I highly recommend that you view the entire discussion. You also may want to go back and listen to my full interview with Katherine on this C-Suite Marketing podcast.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Erica Fensom, Director, Executive Marketing and Customer Communications, and Heidi Eisenstein, formerly the Head of Enterprise ABM Field Marketing for the Americas at Adobe, talk to Rob about how they integrate ABM and Executive Engagement, the concerns of the CMO in today's world, tips for designing the executive experience, and when it makes sense to incorporate executive engagement with ABM.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Erin Rogers, Head of Marketing, Commercial Banking, at HSBC Canada talks to Rob about what’s been awesome during the pandemic, the differences – and the surprising similarities – of marketing to executives in a product-led industry vs. a services industry, marketing’s role in breaking down company silos, how marketing can keep its seat at the table, and what she, as a marketing executive herself, looks for when marketers at vendor companies try to cut through the clutter.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.

Jennifer Jackson, Vice President, Marketing Strategy and Operations at Teradata, talks to Rob about Teradata’s strategic initiative to reach the C-suite, the intersection of ABM and executive engagement, and three keys to success: Making sure that marketing and sales are on the same page; investing in research to really understand your audience; and meeting your audience where they are with relevant content.

C-Suite Marketing is sponsored by Boardroom Insiders, a business intelligence platform that makes executive engagement easier than ever. Boardroom Insiders helps you close bigger deals, faster.