How meaningful business conversations connect brands with the right decision-makers

When businesses face changing customer needs, rising competition or new market challenges, internal strategies may not always provide all the answers. Organisations also need fresh perspectives and opportunities to engage with people who understand their industries.

This is where ET Partner With Us offers brands opportunities to connect with relevant business audiences through executive roundtables, signature properties and digital platforms. These engagements help brands share expertise, exchange ideas and build relationships with industry leaders and decision-makers.

The need for meaningful engagement is growing. According to McKinsey's 2024 B2B Pulse Survey, business buyers use an average of 10 interaction channels during their buying journey. For brands, this highlights the importance of engaging decision-makers across multiple touchpoints rather than relying on a single communication channel.

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Why the right business conversation matter?

Bringing the right people together can help businesses exchange ideas, understand industry challenges and explore potential opportunities. However, meaningful engagement requires a clear objective, a relevant audience and a platform that can bring them together.

Through ET Executive Roundtables, brands can engage with senior leaders and decision-makers in focused discussions shaped around specific business objectives. ET helps define the discussion, curate relevant participants, facilitate the dialogue and extend the engagement through agreed editorial, video and social formats.

The value of sharing expertise is also reflected in the 2025 Edelman–LinkedIn B2B Thought Leadership Impact Report, which examines how thought leadership influences business buyers' perceptions and helps brands demonstrate their value.

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Connecting brands with decision-makers

ET Executive Roundtables involving Bosch, Atlassian and Snowflake demonstrate how these engagements can address specific business and technology priorities.

Bosch

The roundtable brought together senior technology, engineering and manufacturing leaders from large enterprises and GCCs with more than 1,000 employees. CIOs, CTOs, CDOs, heads of engineering, and IT directors discussed smart manufacturing, Industry 4.0, AI and enterprise automation.

Atlassian

The Atlassian engagement connected the brand with technology, DevOps and cloud leaders across Fortune 500 companies, unicorns and BFSI enterprises.

Snowflake

The Snowflake engagement brought the brand into discussions with senior technology and business leaders working on enterprise data modernisation and AI adoption.

These examples show how focused executive engagements can connect brands with audiences relevant to their business priorities.

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Executive roundtables are one part of the wider opportunities available through ET Partner With Us, which offers brand solutions, signature properties, digital platforms and executive engagement formats. Businesses can explore options based on their goals, target audiences and communication needs.

For brands looking to strengthen their industry presence, the right partnership can create opportunities to share knowledge, engage decision-makers and build relationships beyond conventional marketing.