Executive visibility is not a vanity metric—it's a strategic imperative. In fact, 81% of global executives agree external CEO engagement is now a mandate for building your company's reputation.
One key component of a comprehensive executive visibility program is public speaking, a surefire way to boost your company's profile and establish your executives as industry thought leaders.
At JONES, we've helped numerous large B2B tech brands increase executive visibility through strategic speaker programs. And, with decades of experience under our belts, we can tell you that not every available speaking opportunity is a good fit for your executive or your company.
In fact, I would go so far as to say, “The only thing worse than no speaking engagements is participating in the wrong ones—those that make your executive feel out of place.” This can diminish the executive's stature among peers and make that executive question the value of speaking.
It’s truly the quickest way to ensure your executive declines future speaking opportunities—even when they are ideal.
Here are six key questions to ask before presenting a speaking opportunity to your executive.
This should be your first consideration. Look closely through the conference materials to learn the audience members' demographics and job titles. Don't hesitate to ask the event organizer for detailed audience information. It’s also important to have the event organizer estimate the expected number of people likely to attend the proposed session. (You don’t want your executive speaking to a bunch of empty chairs).
Your job is to make sure the people listening to your executive’s speech fit your ideal customer profile and could contribute to potential business opportunities.
If the audience doesn't align with your target market, the speaking opportunity may not be worth your executive's time, regardless of how prestigious the event may seem. In many cases, smaller, more targeted audiences can be more valuable than a larger, general one.
Choose opportunities that place your executive alongside peers of similar stature. The last thing you want is for your CEO to end up on a panel with product managers. How do you avoid getting into this position?
At JONES, we've developed a comprehensive Speaker Evaluation Form over decades of experience managing executive speaking programs for major B2B tech companies. This form serves as a critical tool for gathering all necessary information and negotiating optimal placement.
Once you've secured interest from a conference organizer, don't simply celebrate and forward the invitation to your executive. Instead, reach out to the event organizer to make sure the opportunity is right and gather as much information as possible. You should ask:
Who are the other confirmed speakers? Are any invited but unconfirmed?
Are any competitors speaking? If so, when are their sessions scheduled?
Where does your executive's session fall in the overall agenda?
What's the specific format of the speaking opportunity?
Remember, it's not just about securing a speaking slot—it's about securing the right speaking slot. This level of diligence enables you to position your executive in the best possible way at key events.
You may think a podium spot on the big stage is the only way to go, but that depends on the executive’s personality, speaking style and experience. A keynote requires not only deep industry insight but also the ability to deliver a compelling speech that resonates with a large, diverse audience. It demands stage presence, polished delivery and, often, the integration of multimedia elements to engage attendees effectively.
Are you positive your executive can command the room with both his content and delivery? If not, there are better options.
A fireside chat allows for a more forgiving, conversational approach. It’s great for executives who enjoy a smaller venue and the give-and-take of a discussion. This format can showcase your executives’ ability to think on their feet and engage in meaningful dialogue.
For less experienced speakers, a panel discussion may be ideal. The executive won't be the sole focus of attention and will have more time to formulate responses as others speak. This can be a great way to introduce your executive to the speaking circuit.
Remember, 98% of leaders must work to develop an executive presence—they aren’t born with this critical skill. The right format can help showcase your executives’ strengths while they continue to develop their skills.
Aim for earlier slots—both earlier in the day and earlier in the conference. This ensures a fresher audience and more opportunities following the speech for your executive to connect with audience members, answer questions and engage in valuable networking. This extended interaction time can lead to meaningful business conversations and potential leads.
Additionally, speaking before competitors can provide a strategic advantage. By presenting ahead of the competition, your executive can:
Introduce cutting-edge ideas and innovative solutions before competitors, establishing your company as a trendsetter.
Frame key industry issues from your perspective, potentially influencing how attendees interpret later presentations.
Establish thought leadership by being the first to address emerging trends or challenges.
Create a benchmark against which other speakers may be measured, subtly positioning your executive as the pacesetter in your industry.
Remember, it’s your job to negotiate for a prime position, such as immediately following the keynote address. You don’t want your executive to speak during the last timeslot on the last day of the conference. And, if you don’t negotiate (and other top pros are negotiating on behalf of their executive), that’s exactly what you’ll get.
Media presence can significantly amplify the impact of a speaking engagement. Investigate which media will be represented at the event. Consider inviting key members of the media to attend your speaking session and schedule a 1:1 interview immediately following the session.
Ask the conference coordinator for free passes that you can share with members of the media that you invite to attend your executive’s session.
Of course, once you know that information, your executive visibility team must work like crazy to line up one-on-one interviews during the event.
Don't limit your focus to traditional media. Find out if there will be industry bloggers, podcasters, or social media influencers in attendance. These can be valuable channels for extending your executive's reach and message.
Even if members of the media can’t attend, it’s worth scheduling media interviews before, during and after the event to discuss the topic of the presentation (surely it’s interesting enough to warrant further conversations). One option for ensuring the topic of your presentation is media-worthy is to incorporate original research into the talk.
Finally, inquire about the event's own promotion of the speakers. Will sessions be recorded? Is there an official event photographer or videographer? Can you gain access to this content for your executive’s session? How will the speakers be promoted on social media and other marketing channels?
Strategic media engagement can amplify your executive's voice long after the applause fades, turning a fleeting stage moment into lasting industry influence.
A speaking engagement's value extends far beyond the time on stage—it's a prime opportunity for them to connect with potential customers, partners and industry influencers. To maximize ROI, evaluate the full spectrum of networking opportunities available at the event and beyond.
For instance, consider having your executives invite important prospects to attend their speaking sessions and then schedule 1:1 meetings the same day. This direct, in-person engagement with potential customers before or after a speaking session can dramatically accelerate the sales cycle because it allows prospects to interact with a top executive. Meanwhile, your executives can address concerns and answer questions while providing insightful information about the company.
This personalized approach not only resonates with prospective customers but also creates another pathway for successful client relationships. For existing customers, attending an executive’s speaking session helps them feel more connected to the company, its innovation and your executive, strengthening their decision to continue the partnership. This aspect of speaking events can play a crucial role in customer retention.
Also encourage your executives to make time to network with other attendees. Perhaps there’s a closed door event, private reception or after-hours gathering where decision makers gather to mingle and exchange ideas. These interactions lay the groundwork for new business opportunities and strategic partnerships.
Importantly, the networking shouldn't end when the event does. Remind your executives to connect with key contacts on LinkedIn, referencing specific conversations from the event. Schedule follow-up phone calls or video meetings to continue discussions started at the event.
By fully leveraging networking opportunities—before, during and after the event, both in-person and digital—you can transform a one-time speaking appearance into a powerful business driver.
Remember, the true value of a speaking engagement often lies in these surrounding interactions and the relationships cultivated thereafter, making them an integral part of your executive visibility strategy.
When you take time to carefully vet speaking opportunities, you will be setting up your executives for success. Their visibility will grow, their reputations will rise, and so too will your company’s visibility and reputation. Settling for “good enough” sells everyone short.
Download our comprehensive Speaking Evaluation Form designed to help you thoroughly vet each speaking opportunity, ensuring it aligns with your executive visibility goals and provides maximum value for your organization. By using this form, you'll be equipped to negotiate the best possible placement and set your executives up for success.
If you could use some agency support for executive visibility opportunities, let’s talk. JONES offers comprehensive executive visibility services, including strategic speaker placement, speech writing, media relations, media training, executive coaching, speaker training, social media and awards.
Our team of experts can help you identify, evaluate and maximize speaking opportunities as part of a holistic approach to building your executives’ profiles.
Book a meeting on my calendar to discuss your challenges, objectives and how we can take your executive visibility program to the next level.