Building an Executive Engagement Program (EEP) is the pinnacle of Account-Based Marketing (ABM). It matters because high-value deals in Australia aren't just won on product features; they are won on trust, shared vision, and the strength of the relationship between leadership teams.
When your executives engage directly with their counterparts at strategic accounts, you move from being a 'vendor' to a 'partner.' This guide will show you how to architect a program that secures long-term loyalty and unlocks multi-million dollar opportunities.
Prerequisites
Before you begin, ensure you have:- A defined list of 5–10 high-value strategic accounts.
- Internal executive buy-in (CEO, CMO, or Head of Sales).
- A basic CRM setup (Salesforce, HubSpot, etc.) to track interactions.
- A clear understanding of your value proposition for the C-suite.
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Step 1: Identify Your Executive Sponsors
Not every executive is suited for every account. Start by auditing your internal leadership team. Look for commonalities between your leaders and the target account's C-suite. What you should see: A spreadsheet listing your executives, their strengths (e.g., technical, financial, visionary), their alma maters, and their professional interests.Step 2: Segment Your Strategic Accounts
You cannot provide executive-level attention to everyone. Select your 'Tier 1' accounts—those with the highest lifetime value or strategic importance to your Australian market share. Ensure these accounts have an active ABN and a stable corporate structure.Step 3: Map the Account's Decision-Making Unit (DMU)
Identify the key players at the target account. You aren't just looking for the 'Economic Buyer'; you need the 'Champion,' the 'Influencer,' and the 'User Buyer.' Screenshot Description: In your CRM, you should see an Org Chart view with lines connecting your Executive Sponsor to their counterpart (e.g., your CTO to their CIO).Step 4: Define the 'Executive Value Exchange'
Why should a busy CEO at a Top 100 ASX company talk to your executive? It shouldn't be for a sales pitch. Define what value you are bringing. This could be:- Exclusive industry benchmarking data.
- Early access to product roadmaps.
- Invitations to private 'Chatham House Rule' roundtables.
Step 5: Develop Personalised Outreach Tracks
Generic sequences won't work here. Work with your marketing team to ghost-write highly personalised outreach for your executives. Reference specific challenges the target company mentioned in their latest annual report or a recent interview their CEO gave to the Australian Financial Review.Step 6: Create an 'Executive Playbook'
Your executives are busy. Provide them with a 1-page brief before any interaction. This should include:- The account's strategic goals for the year.
- Past relationship history.
- Key 'talking points' and 'questions to ask.'
- The specific 'ask' or next step.
Step 7: Launch 'Peer-to-Peer' Networking Events
Move beyond Zoom. Organise small, high-end experiences. In Australia, this might be a private dinner at a renowned restaurant in Sydney's CBD or a box at the MCG for the footy. The goal is relationship building, not a PowerPoint presentation.Step 8: Establish a Communication Cadence
Executive engagement isn't a one-off event. Set a schedule for 'check-ins.' This might be a quarterly business review (QBR) where executives meet to discuss the strategic direction of the partnership, rather than tactical day-to-day issues.Step 9: Align Marketing and Sales (The 'Pod' Model)
Create a 'pod' for each strategic account consisting of an Account Executive, a Marketing Manager, and the Executive Sponsor. They should meet fortnightly to discuss progress and adjust the strategy.Step 10: Track 'Relationship Health' Metrics
Traditional KPIs like 'leads' don't apply here. Instead, track:- Executive Breadth: How many C-level contacts do we have?
- Executive Depth: How many interactions have occurred this quarter?
- Sentiment: Are we seen as a strategic partner or a cost centre?
Step 11: Formalise the Feedback Loop
When your CEO speaks to their CEO, they will hear things the sales team won't. Ensure there is a formal process to feed this intelligence back into the product and marketing teams to optimise your offering.Step 12: Review and Scale
After 6 months, review the data. Which executive pairings worked best? Which value exchanges drove the most revenue? Refine your approach before rolling the program out to the next tier of accounts.---
Pro Tips for Success
- The 'Golden Rule': Never let an executive go into a meeting without a 'handler' or a detailed briefing note.
- Leverage LinkedIn: Encourage your executives to engage with the target's social posts. A simple 'Like' or insightful comment from a CEO carries massive weight.
- Think Long-term: Executive engagement is about the 'long game.' Don't expect a deal to close the week after a dinner.
Common Mistakes to Avoid
- The 'Pitch Trap': If your executive starts pitching products, the relationship will likely degrade. Keep it to strategy and vision.
- Inconsistency: Starting an engagement program and then disappearing for six months is worse than not starting at all.
- Ignoring the Gatekeepers: Executive Assistants (EAs) are your best friends. Treat them with the same respect as the executives themselves.
Troubleshooting
- Executive is 'Too Busy': Shift the workload. Marketing should do 90% of the prep work, so the executive only needs to 'show up and be brilliant.'
- No Response from Target: Your 'Value Exchange' might be too weak. Re-evaluate what you are offering. Is it truly valuable to them, or just beneficial to you?
- Alignment Issues: If Sales and Marketing aren't talking, the executive will get conflicting information. Use a shared Slack channel or Trello board for the account pod.
Next Steps
- Identify your top 3 'Must-Win' accounts for this financial year.
- Assign an internal Executive Sponsor to each.
- Draft your first 'Executive Briefing' document.
If you need help mapping your strategic accounts or training your team on ABM tactics, contact the experts at Local Marketing Group.