Trending...
- Charmaine Thompson Turns Pain Into Purpose Through Woman of Power Charmcare
- Phinge Exposes Massive AI Security Risks, Claiming Its Patented Hardware-Verified Architecture Is The Only Safeguard Against Surveillance Capitalism
- Dana Flanagan Expands the Authority Architect, Bringing a Nontraditional Approach to Executive Authority, Strategic Access and Business Growth
Author Bev Burgess explores the growing importance of executive engagement and how marketers can move from fragmented initiatives to an orchestrated program.
LEXINGTON, Mass. - PennZone -- When it comes to marketing and selling complex, high value products and services in today's digital world, how you engage with buyers has never mattered more. Leading B2B marketing expert, Bev Burgess, explores this theme in her third book, Executive Engagement Strategies: How to have conversations and develop relationships that build B2B business. The book was published by Kogan Page on March 3, 2020 in the UK and is being released today in the US.
In this follow-up to her highly successful, A Practitioner's Guide to ABM: Accelerating Growth in Strategic Accounts, co-authored with ITSMA President & CEO Dave Munn in 2017, Burgess explains that while consumer buying behavior is moving increasingly online, business purchases rely much more on deeper and more ongoing relationships. Executives purchasing business solutions still buy from people, but it's how we engage with them that makes all the difference.
The book, written in Burgess' clear, pragmatic style, distills her many years of practical experience in B2B marketing to create an insightful playbook on executive engagement. As Jon Geldart, Director General of the Institute of Directors, says in the Forward, the book "codifies for the first time the random acts of interaction used by most companies today into a well-defined, comprehensive framework which we can all use."
More on The PennZone
Burgess states, "My goal was to create an action-oriented resource that reflects how high-value business solutions are actually bought today. I explore how marketers can engage with senior executives to get their attention, spark their interest, and earn their trust. The book includes a step-by-step guide of how modern buyers want to engage at each stage of the buying process and uses real-life case studies to bring these concepts to life."
Executive Engagement Strategies by Bev Burgess is available from:
Kogan Page (http://bit.ly/31vVUVR) and Amazon (https://amzn.to/2JuOslr)
About the Author
Bev Burgess is an industry expert in marketing business services, predominantly in the technology sector and wrote Marketing Technology as a Service, (Wiley) in 2010. She is best known as an authority on Account-Based Marketing (ABM) and in 2017, published A Practitioner's Guide to ABM: Accelerating Growth in Strategic Accounts (Kogan Page).
More on The PennZone
In addition to running her own strategic marketing consultancy, Burgess B2B, and serving as SVP & Global ABM Practice Lead at ITSMA, Bev has held senior marketing roles at Fujitsu, British Gas, and Epson. Today, she delivers consulting, training, and coaching to ITSMA members and clients around the world that are designing, developing, and implementing Account-Based Marketing, Executive Engagement, Reputation Management, Sector Marketing, and Thought Leadership programs, among others.
Bev is passionate about the role of marketing in business and is a regular contributor through her speaking, training and writing. She holds an MBA in strategic marketing, incorporating an in-depth study of the implications of culture to perceptions of service quality. She also holds a BSc Honours degree in business and ergonomics. Bev is a Chartered Marketer and a Fellow of the Chartered Institute of Marketing and has served as an international trustee.
LinkedIn: https://www.linkedin.com/in/bevburgess/
Twitter: @BurgessBev
About ITSMA
For more than 25 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships. Learn more at www.itsma.com.
In this follow-up to her highly successful, A Practitioner's Guide to ABM: Accelerating Growth in Strategic Accounts, co-authored with ITSMA President & CEO Dave Munn in 2017, Burgess explains that while consumer buying behavior is moving increasingly online, business purchases rely much more on deeper and more ongoing relationships. Executives purchasing business solutions still buy from people, but it's how we engage with them that makes all the difference.
The book, written in Burgess' clear, pragmatic style, distills her many years of practical experience in B2B marketing to create an insightful playbook on executive engagement. As Jon Geldart, Director General of the Institute of Directors, says in the Forward, the book "codifies for the first time the random acts of interaction used by most companies today into a well-defined, comprehensive framework which we can all use."
More on The PennZone
- LCC Asia Pacific Sponsors CubeSatPlus 2026 at UNSW Sydney
- Kellyn Endorses National Push to Expand Food is Medicine
- LATO AI Automates Customer Communication to Help CSide Sports Academy and BAT 24 Nation Grow
- Real Estate Syndication Attorney Tilden Moschetti Releases The Real Estate Private Equity Blueprint
- 5X Gross Margin Improvement to Beat EPS Consensus; $54.6 Million 10-Year Contract Award Puts Cybersecurity Leader on Path to a $30 Million Run Rate
Burgess states, "My goal was to create an action-oriented resource that reflects how high-value business solutions are actually bought today. I explore how marketers can engage with senior executives to get their attention, spark their interest, and earn their trust. The book includes a step-by-step guide of how modern buyers want to engage at each stage of the buying process and uses real-life case studies to bring these concepts to life."
Executive Engagement Strategies by Bev Burgess is available from:
Kogan Page (http://bit.ly/31vVUVR) and Amazon (https://amzn.to/2JuOslr)
About the Author
Bev Burgess is an industry expert in marketing business services, predominantly in the technology sector and wrote Marketing Technology as a Service, (Wiley) in 2010. She is best known as an authority on Account-Based Marketing (ABM) and in 2017, published A Practitioner's Guide to ABM: Accelerating Growth in Strategic Accounts (Kogan Page).
More on The PennZone
- Tina Hasselbusch, Turnstone Creative Co-founder and Chief Executive Officer, Named to LVB 300
- Pittsburgh Family Law Attorneys at Pollock Begg Earn Top Honors in 2027 Best Lawyers Guide
- Independent Colbert Packaging Thrives Amid Industrywide Consolidation
- Free Commercial Glass Estimating and Code Compliance Tools Launched by Landmark Construction - The Leading Glass Company in Los Angeles
- Tallahassee Million-Dollar Home Sales Rise in 2026 as Median Selling Time More Than Doubles
In addition to running her own strategic marketing consultancy, Burgess B2B, and serving as SVP & Global ABM Practice Lead at ITSMA, Bev has held senior marketing roles at Fujitsu, British Gas, and Epson. Today, she delivers consulting, training, and coaching to ITSMA members and clients around the world that are designing, developing, and implementing Account-Based Marketing, Executive Engagement, Reputation Management, Sector Marketing, and Thought Leadership programs, among others.
Bev is passionate about the role of marketing in business and is a regular contributor through her speaking, training and writing. She holds an MBA in strategic marketing, incorporating an in-depth study of the implications of culture to perceptions of service quality. She also holds a BSc Honours degree in business and ergonomics. Bev is a Chartered Marketer and a Fellow of the Chartered Institute of Marketing and has served as an international trustee.
LinkedIn: https://www.linkedin.com/in/bevburgess/
Twitter: @BurgessBev
About ITSMA
For more than 25 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships. Learn more at www.itsma.com.
Source: ITSMA
Filed Under: Marketing
0 Comments
Latest on The PennZone
- GGILabs Expands Local SEO Services to Help Businesses Compete in AI-Driven Search
- Sara Viteri, Turnstone Creative Senior Producer, Named to Lehigh Valley Business' Forty Under 40
- Boyertown Mechanic Travels to Nashville to Learn How AI Is Changing Auto Repair
- Colonial Nissan Earns Capital One Top Performing Dealership Award
- BlazeHive's AI SEO Agent Outranks Human Writers on 500+ Google Top-3 Results in 5 Months, on Autopilot
- Logistics Expert Asks A Question Biology Has Overlooked: How Evolution Assembles Coordinated Novelty
- Phinge Exposes Massive AI Security Risks, Claiming Its Patented Hardware-Verified Architecture Is The Only Safeguard Against Surveillance Capitalism
- Phinge & CEO Robert DeMaio Publicly Declare Cash Settlements or Judgments Alone Cannot & Will Not Remedy the Deep Public Harm of Infringing Its IP
- Dana Flanagan Expands the Authority Architect, Bringing a Nontraditional Approach to Executive Authority, Strategic Access and Business Growth
- Phinge's Netverse: Reclaiming the Digital Frontier For Everyone Through CEO Robert DeMaio's Vision of a True App-less, User Data Sovereign World
- DuraFast Label Company Launches Seiko SLP850 2" Thermal Printer with Free Label Promotion
- Scientific Figure Releases Free Layout Template Libraries for Graphical Abstracts and Research Posters
- Permian Museum announces the addition of an Ancient Alien Artifacts photo gallery
- Philly Tailgates Announces Full 2026 Eagles Season Schedule, Opening With Back-to-back Events
- The Golden Jazz Fest Shuttle Returns for 2026
- KeysCaribbean Resorts Offer Savings On Vacations Through Aug. 31, Preview Exceptional Select Fall Rates of Less Than $200/Night
- Fit Body Boot Camp Launches Nationwide 'Fit Body Forever' Workshops to Help Adults 60+ Rebuild Strength and Prevent Falls
- Canadian Aerospace Defence Talent Expo (CADTE) Launches National TalentThread Initiative to Strengthen Canada's Future Workforce
- 5.6 Million EUR in Q1 Project Awards for Integrated IoT Solutions / Data Analytics Subsidiary of Smart City Developer: Affluence (Stock Symbol: AFFU)
- Merger Advancement For Embodied AI Co in Robotic Systems Serving High Value Hospitality, Gaming & Real Estate Sectors: MBody AI Corp. (NAS DAQ: MBAI)