1. The Three Keys to Engaging
C-Suite Executives
January, 2007
© 2006-2007 Customer Engagement Strategies, Inc.

2. True or False
• My company could have stronger relationships with customer C-
Suite executives
• My company could do a better job of providing customer C-Suite
executives with strategic insight and information that they can use to
be more successful
• My company could have more success attracting customer C-Suite
executives to meetings and events
• My company could do a better job of understanding how our brand
promises align with our customer C-Suite executives experience
• My company could use a more robust process for developing,
planning, implementing and measuring programs designed to
engage customer and prospect C-Suite executives
© 2006 Customer Engagement Strategies, Inc.

3. What Attracts C-Suite Execs?
• Peers
• World-class thought leaders
• True value in exchange for time, effort and
expense
• Unique, peak experiences
© 2006 Customer Engagement Strategies, Inc.

4. Three Keys to Attracting C-Suite Executives
• Stimulate the intellectual
– Peers
– World-class thought leaders
– Time for reflection
• Stimulate the emotional
– Peers
– Time for relaxation
• Create a peak experience
– World-class venues
– World-class activities
© 2006 Customer Engagement Strategies, Inc.

5. C-Suite Engagement Programs Deliver
• Target and deliver C-level executives exclusively and
repeatedly
• Strengthen corporate brand and credibility
• Drive new revenue
• Accelerate pipeline opportunities
• Enhance existing relationships
• Build customer loyalty
• Deliver demonstrable ROI and ROO for marketing
dollars
• Increase customer life-time value
© 2006 Customer Engagement Strategies, Inc.

6. How It Works
ROI & ROO ROI & ROO
projections measurement
Final Final
Information Goals & Implement Assess
Program Report &
Gathering Objectives Program Program
Definition Briefing
How will audience be How was audience transformed
transformed by experience by experience and/or
and/or relationship? What will relationship? Did audience
audience think, feel and do? think, feel and do as planned?
© 2006 Customer Engagement Strategies, Inc.

7. Why It Works
• Creates an exclusively branded, must-attend
platform
• Builds a network of peers
• Creates an educational, problem-solving
environment
• Re-combines the emotional and intellectual
• Earns you the right to go for the close
• Delivers measurable ROI and ROO
© 2006 Customer Engagement Strategies, Inc.

8. Oracle Case Study
• 150 C-level customers
• 2 Days of activities at Ritz Carlton Half Moon
Bay
• Speakers:
– Henry Kissinger
– Gerald Ford
– Larry Ellison
• Partner:
– Callaway
• Gift Certificate
• Free fittings & class
© 2006 Customer Engagement Strategies, Inc.

9. Oracle Success
• $40 Million of Business Directly Attributed to
Executive Summit
• High Customer Satisfaction
• Business Relationships Strengthened
• Now Committed To Quarterly Targeted
Customer Engagements
© 2006 Customer Engagement Strategies, Inc.

10. Oracle – Take Two
• 260 CIOs from Fortune 1000
companies
• 2 days of activities
• Ritz Carlton Half Moon Bay
• Targeted prospects
representing $75 Million in new
revenue generation and
pipeline acceleration
• Senator George Mitchell;
Chuck Phillips, Morgan Stanley;
John Madden, Monday Night
Football; Larry Ellison, Oracle
• Success - $75 Million goal
achieved
© 2006 Customer Engagement Strategies, Inc.

11. Thank you.
For more information:
www.customerengagement.com
hklein@customerengagement.com
781-559-8202
© 2006 Customer Engagement Strategies, Inc.