Executive engagement: Enterprise marketing; Microsoft

Abstract

The project focused on profiling CEOs of TOP 64 Enterprise Customers in India in order to yield actionable insights about the CEOs so as to develop an executive engagement plan for the next 12-18months. The process involved identifying opinion leaders, speakers, key events, publications targeted towards this audience. It was also necessary to analyze customers, competition, media and industry associations through secondary and primary research. The deliverables of the project were to identify top 20-30 key opinion leaders from the CEO audience, topics of interest to the community, events they attend regularly, ~opj:rtitJns about the role of technology in business and their relationship with their CIOs and methods which can be employed to gain mindshare.