Hugh Macfarlane, Founder & CEO of, writes…

Is there a failsafe way to engage executives as prospects in B2B marketing strategies? We talked about selling to crazy-busy people when we reviewed Jill Konrath’s presentation titled to that effect, but it’s definitely a topic that B2B marketing professionals are drawn too. This is why I’m confident that Adrian Ott’s presentation will be a welcome addition to the DemandCon agenda. So what will Adrian have to say about the matter?

Adrian has promised to cover the “new rules for engaging today’s 24-Hour Executive”:

  • How much time executive decision-makers actually spend in the buying process;
  • 8 triggers that engage buyers to today;
  • 3 sure-fire ways to gain traction for repeat business; and
  • B2B case studies demonstrating how to harness limited executive time and attention to your advantage.

The crux of her argument being that executives are “overwhelmed, overworked, and overstressed”, making it a challenge for any vendor to get through to them. And based on her bio, I believe Adrian will bring some strong ideas to the DemandCon audience.

Adrian is CEO of Exponential Edge Inc., and author of The 24-Hour Customer: New Rules for Winning in a Time-Starved, Always-Connected Economy. Her book has received numerous awards, and she chairs the Strategy and Growth Roundtable for the Harvard Business School Alumni Association. I will be paying close attention to her strategy insights, as they should prove fruitful in any Funnel Plan.

In our B2B Marketing Training Workshop, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.