Leadership communications

Executive communications that make your B2B strategy understood, trusted and acted on

For Chief Commercial, Business and Marketing Officers who have set the strategy and now need the market, the board and their own people to understand it, trust it and act on it.

Last updated: 21 October 2026

Executive communications, also called leadership communications, helps B2B leaders explain strategy to customers, boards and employees. An executive communications strategy defines the narrative, audiences, channels and measurement. Vias Digital develops and runs these programmes across DACH and the US, using weekly market intelligence and tracking engagement, relevant conversations and attributable commercial signals.

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What a leadership communications programme covers

Executive visibility: your positioning, your voice and a LinkedIn presence we write from your own ideas
One leadership narrative: the strategy told the same way by the CEO, the leadership team and sales
Internal and change communications across countries, languages and acquisitions
Employee advocacy: the people closest to your customers carry the message, credibly
B2B brand strategy and AI search visibility, so buyers, journalists and AI assistants describe you the same way
Weekly market and competitor intelligence that decides what to say, and when
A KPI dashboard that reports communication against pipeline, reputation and engagement goals

Why the second year in the role is the moment

A growth or modernisation agenda the whole organisation has to carry
An acquisition or integration that needs one story inside and outside
A strong, profitable business with a quiet public voice
AI on the agenda, and no AI team to make it real

The first months in a commercial leadership role are for mapping what works. By the second year the questions change. The board wants evidence of impact. The market is louder. AI is changing how buyers find and judge suppliers. And the strategy has to be carried by people who will never read the slides. That is when communication stops being a support function and becomes part of how the strategy gets delivered.

Where we are typically brought in

A US or new-country market entry, where buyers have never heard of you and your leaders are the fastest way in
An acquisition or carve-out, where two companies, brands and leadership teams need one story by a fixed date
A technology-led modernisation of an engineering or services business, where customers and staff need to see the new direction
A new portfolio or pricing model, where the sales force, distributors and partners must tell the same story
A new commercial leader in year two, whose strategy is set and whose market has not heard it yet

What the research says

75% of B2B buyers and C-suite leaders in Edelman and LinkedIn's 2024 study said a piece of thought leadership had led them to research a product or service they had not been considering.
Executives surveyed by Weber Shandwick estimate that their CEO's reputation contributes 45% of their company's reputation and 44% of its market value.
Gallup puts global employee engagement at 20% in 2025, with manager engagement down from 27% to 22% in one year.
In McKinsey's survey, where senior managers communicated openly across the organisation about a transformation's progress, respondents were 8.0 times as likely to report it as successful.

How Vias Digital runs it

One senior lead and one programme instead of four agencies. We write from your ideas and in your voice. An AI-native team does the research, monitoring and production, so output starts in the first week, not after months of discovery. Every month you see what moved: reach among the people who matter, conversations started, engagement inside the company and the pipeline it touched.

See the market intelligence behind every programme

Leadership communications, corporate communications and PR

Corporate communications runs the company's channels and reputation. PR earns coverage. Leadership communications starts with the people who lead the strategy: what they stand for, how they say it and how the organisation carries it. It draws on both, and it is measured on business outcomes rather than on output.

Corporate communications agency: a buyer's guide

Three ways to work together

Executive: one leader, a voice the market listens to
Leadership: the CEO and two to three executives, one joined-up story
Transformation: the whole organisation, through the acquisition or the change

Monthly retainers scoped to the mandate, with a six-month minimum and a money-back first month.

Executive thought leadership

Speak directly with the founder

Raluca Baciu founded Vias Digital in Zurich after 15 years in communications for complex B2B and technology companies. You speak with her, not a sales team.

A short video call, in English
You describe the situation: an acquisition, a new market, a positioning question
You leave with a clear next step, whether or not we work together

Or write to raluca@vias-digital.com

Questions

What should an executive communications strategy include?

Five parts: the business goals it serves, one narrative the leadership team shares, the audiences that matter (buyers, the board, employees and partners), the channels and rhythm for each leader, and the measures you will report, such as engagement from target accounts, conversations started and opportunities influenced.

What is leadership communications?

Leadership communications is the discipline of making a company's strategy understood, trusted and acted on through its leaders: their personal visibility, the story the leadership team tells together, internal and change communications, and the brand that carries it.

Who is it for?

Chief Commercial, Business and Marketing Officers, Heads of Corporate Communications and CEOs of established B2B companies with 500 to 5,000 people, usually 12 to 30 months into the role, when a growth, modernisation or integration agenda has to land inside and outside the company.

How do you measure business impact?

We agree the commercial goals first, then report monthly against them: reach and engagement among target decision-makers, conversations and meetings started, employee engagement with leadership messages, and the opportunities the programme touched in your CRM.

Is the content written by AI?

No. We write, from your ideas and in your voice, and nothing is published without your approval. AI supports research, monitoring and production.

Do you work in German?

Yes. Programmes run in English and German for companies in Switzerland, Germany and Austria, and in English for the US.

How fast does it start?

Kickoff and interviews in the first week, with one agreed output delivered that week. Weekly reviews to day 30, then a monthly review against your goals.