Engaging in high-quality B2B marketing and building genuine brand authority isn’t just about having a product or service that stands out. It’s about having voices that resonate. 

With the rise of events and conferences as essential venues for thought leadership, the spotlight increasingly falls on company executives. The way they present, engage, and represent their brand can significantly impact a company’s B2B marketing, brand building, and engagement efforts.

Executive appearances can be a powerful element in your B2B marketing strategy. The opportunity to position your leadership on a stage, both literal and figurative, can tremendously enhance your brand’s presence, reach, and credibility.

joins host Danielle O’Neil for a deep dive into creating a winning events strategy for executives in this episode of Agents of Change. 

Finding Your Niche: Leveraging Thought Leadership

Katy underscored the essence of targeted thought leadership, suggesting, “It’s having an opinion and being forward thinking.” Katy emphasized the importance of niche specialization, explaining that while many claim to be thought leaders on popular topics like AI, the real differentiation comes when you “look a little narrower.” By focusing on a specific intersection, like “AI in marketing” or “AI in real estate,” you carve a unique space for your brand.

However, being a thought leader goes beyond mere specialization. Katy shared that it’s about “being on stage, creating content, being on podcasts, and having a social presence.”

The idea is to be present where your audience is and to leverage multiple channels to spread your message. This approach gives people the feeling that “this person has this platform, and they’re out there speaking about it.”

Partner Up: Amplifying Your Message

For senior B2B marketers striving for better account-based marketing, there’s wisdom in Katy’s approach. It’s about being as strategic as possible in positioning your executives. Remember that “In general, it’s being well rounded” in your approach, says Katy. 

Your leadership should have a presence across a variety of platforms and formats while always adding valuable insights to the larger conversation.

This approach can be very effective, even if your executive isn’t from a megacap player like Apple or Adobe. 

“One thing we love to do is to look at who we can partner you with on stage.” By collaborating with renowned figures—or even competitors—you can elevate your brand’s presence. It’s not just about the immediate audience; it’s about the amplified reach. As Katy puts it, “We always look at how do we go outside the room at an event?”

When the Spotlight Fades: Post-event Engagement

Post-event engagement is equally crucial. Katy aptly points out that while it’s beneficial to have many in the audience during the event, the real power lies in amplifying that message outside the room. “What if you could go outside the room and reach 1000 people, 10,000 people?” Katy posits. 

The key lies in smart content strategy post-event. Create content that summarizes “your perceptions of what happened at the event.” Katy suggests leveraging video content from the event, noting its potential for myriad applications and its SEO benefits. “You can, you know, pull out certain quotes and put that on LinkedIn. And, you know, even make a series of that,” she recommends. 

Additionally, executives should remain engaged even after their speech. By discussing other sessions and sharing insights, they can showcase their genuine interest in the industry’s growth. As Katy mentions, this can be beneficial for those unable to attend, giving them a pulse of “what’s happening, trend-wise.”

Fitting In: Understanding Your Audience

Katy’s advice is a reminder to dig deep into events. “Do a deep dive into the event and and what’s important to [the organizers and attendees] and, you know, sort of tailor your topics accordingly.” This requires understanding the event’s past speakers and key themes and ensuring your proposed speakers align with its level.

Executive appearances at events are more than just a slot on a schedule. As Katy Boos articulates, it’s about strategy, specialization, collaboration, and post-event amplification. It’s a holistic approach to B2B marketing that senior marketers can leverage for enhanced brand building and engagement. 

In the age of information overload, specialization and strategy are your allies. And your B2B company’s leadership is an incredible resource for elevating your brand perception, engaging with the industry, and positioning your business as authoritative and trustworthy.

Ready to get started with event and post-event marketing on social? Let’s talk!