Executive Engagement Strategies For Large Accounts

July 13th, 2023

Nora Conklin Principal Analyst

Kelvin Gee Principal Analyst

Matt Steffen

With contributors:

Steven Casey , Nicky Briggs , Jenna Santos , Robert Peterson , Emily Wen , Arianne Burnette

Summary

For most organizations, a limited number of large accounts offer the most substantial current and future revenue potential. Consequently, a program to engage the executives at large accounts can aid in generating new opportunities, hastening pipeline progress, and fostering existing customer relationships. This report provides guidance for an account-based marketing (ABM) team, working in tandem with sales, to develop custom strategies to effectively engage executives from large accounts; it also outlines technology tools and a class of specialized vendors that support such initiatives.

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