{"id":7434,"date":"2026-03-24T12:51:16","date_gmt":"2026-03-24T12:51:16","guid":{"rendered":"https:\/\/www.wizbrand.com\/tutorials\/executive-engagement\/"},"modified":"2026-03-24T12:51:16","modified_gmt":"2026-03-24T12:51:16","slug":"executive-engagement","status":"publish","type":"post","link":"https:\/\/www.wizbrand.com\/tutorials\/executive-engagement\/","title":{"rendered":"Executive Engagement: What It Is, Key Features, Benefits, Use Cases, and How It Fits in Demand Generation & B2B Marketing"},"content":{"rendered":"\n

Executive Engagement is the deliberate, measurable involvement of senior decision-makers\u2014both on your side and within target accounts\u2014throughout the buyer journey. In Demand Generation & B2B Marketing<\/strong>, it\u2019s the bridge between broad pipeline creation and the high-stakes conversations that actually turn complex deals into revenue.<\/p>\n\n\n\n

In modern Demand Generation & B2B Marketing<\/strong>, buying decisions are rarely made by one person. They\u2019re shaped by committees, risk concerns, budget cycles, and internal politics. Executive Engagement<\/strong> matters because it accelerates trust, clarifies value at the business level, and helps sales and marketing align on what \u201cqualified\u201d truly means\u2014especially for high-ACV, multi-stakeholder opportunities.<\/p>\n\n\n\n

What Is Executive Engagement?<\/h2>\n\n\n\n

Executive Engagement<\/strong> is a coordinated set of actions designed to attract, involve, and sustain attention from executives (C-level, VP, GM, or business unit leaders) who influence or approve purchases. It includes executive-to-executive outreach, tailored content and experiences, leadership-level events, and proof points tied to outcomes like growth, efficiency, and risk reduction.<\/p>\n\n\n\n

At its core, the concept is simple: executives engage differently than practitioners. They care less about feature depth and more about strategic impact, timing, governance, and tradeoffs. Executive Engagement<\/strong> meets them at that altitude with relevant insights, credible validation, and clear next steps.<\/p>\n\n\n\n

From a business perspective, Executive Engagement<\/strong> is not \u201cnice-to-have relationship building.\u201d It\u2019s a scalable motion that increases deal velocity, protects margins, and improves win rates by addressing executive concerns early. Within Demand Generation & B2B Marketing<\/strong>, it sits alongside account-based initiatives, sales development workflows, and lifecycle nurture\u2014often as a layer that improves conversion quality rather than raw lead volume.<\/p>\n\n\n\n

Why Executive Engagement Matters in Demand Generation & B2B Marketing<\/h2>\n\n\n\n

In Demand Generation & B2B Marketing<\/strong>, teams often optimize for activity metrics (MQLs, meetings, CTR) while revenue depends on late-stage factors: stakeholder alignment, business case approval, and perceived risk. Executive Engagement<\/strong> directly improves those late-stage factors.<\/p>\n\n\n\n

Strategically, it helps you:\n– Align to the real decision process<\/strong> by engaging economic buyers and influencers, not just end users.\n– Reduce deal friction<\/strong> by answering executive-level questions: \u201cWhy now?\u201d \u201cWhat\u2019s the risk?\u201d \u201cWhat changes operationally?\u201d\n– Differentiate beyond features<\/strong> with a narrative tied to outcomes, industry benchmarks, and competitive positioning.<\/p>\n\n\n\n

The business value is tangible. Strong Executive Engagement<\/strong> tends to improve pipeline conversion rates, stabilize forecasting, and reduce the probability that deals stall due to internal re-prioritization. It also creates a competitive advantage: many competitors can run ads and send email sequences, but fewer can consistently earn credible executive attention.<\/p>\n\n\n\n

How Executive Engagement Works<\/h2>\n\n\n\n

Executive Engagement<\/strong> is both a mindset and an operating system. In practice, it works through a repeatable workflow:<\/p>\n\n\n\n

    \n
  1. \n

    Input \/ Trigger<\/strong>\n – A target account enters an ICP-qualified segment (intent signals, firmographics, technographics).\n – A deal reaches a stage where executive sponsorship is needed (e.g., evaluation, procurement, legal).\n – A strategic event occurs (funding, leadership change, expansion, compliance deadline).<\/p>\n<\/li>\n

  2. \n

    Analysis \/ Preparation<\/strong>\n – Identify executive stakeholders: economic buyer, champion\u2019s boss, risk owner, operational sponsor.\n – Map executive priorities: growth targets, cost constraints, regulatory pressures, strategic initiatives.\n – Build an executive brief: hypothesis of value, proof points, and a clear \u201cask.\u201d<\/p>\n<\/li>\n

  3. \n

    Execution \/ Engagement<\/strong>\n – Deliver targeted executive content (short, outcome-led, credibility-heavy).\n – Create executive moments: roundtables, peer conversations, private demos focused on business impact.\n – Orchestrate sales + marketing: aligned messaging, timing, and follow-up responsibilities.<\/p>\n<\/li>\n

  4. \n

    Output \/ Outcome<\/strong>\n – Stronger mutual action plan, clearer success criteria, and stakeholder alignment.\n – Faster approvals, fewer late-stage objections, and higher deal confidence.\n – Longer-term: executive relationships that support renewals, expansions, and references.<\/p>\n<\/li>\n<\/ol>\n\n\n\n

    This is how Executive Engagement<\/strong> becomes operational inside Demand Generation & B2B Marketing<\/strong>\u2014not as one-off heroics, but as a system that reliably produces executive-level traction.<\/p>\n\n\n\n

    Key Components of Executive Engagement<\/h2>\n\n\n\n

    Effective Executive Engagement<\/strong> requires more than a charismatic outreach message. The strongest programs combine strategy, operations, and measurement:<\/p>\n\n\n\n

    Core elements<\/h3>\n\n\n\n
      \n
    • Account prioritization:<\/strong> tiering accounts by revenue potential and likelihood to buy.<\/li>\n
    • Persona intelligence:<\/strong> executive pains, KPIs, and language patterns by industry and role.<\/li>\n
    • Executive narrative:<\/strong> a concise story connecting your offer to business outcomes and risk management.<\/li>\n
    • Proof architecture:<\/strong> case studies, benchmarks, ROI models, security\/compliance artifacts, and references.<\/li>\n<\/ul>\n\n\n\n

      Processes and responsibilities<\/h3>\n\n\n\n
        \n
      • Governance:<\/strong> clear rules for when to involve executives, who approves messaging, and how follow-up happens.<\/li>\n
      • Sales-marketing orchestration:<\/strong> shared plays, defined handoffs, and consistent account notes.<\/li>\n
      • Enablement:<\/strong> templates for executive briefs, talk tracks, and objection handling.<\/li>\n<\/ul>\n\n\n\n

        Data inputs and measurement<\/h3>\n\n\n\n
          \n
        • CRM and pipeline data:<\/strong> stages, stakeholders, next steps, and conversion points.<\/li>\n
        • Engagement signals:<\/strong> event attendance, reply quality, meeting progression, intent surges.<\/li>\n
        • Attribution context:<\/strong> influence on velocity and win rate, not just top-of-funnel credits.<\/li>\n<\/ul>\n\n\n\n

          In Demand Generation & B2B Marketing<\/strong>, these components keep Executive Engagement<\/strong> consistent, compliant, and scalable.<\/p>\n\n\n\n

          Types of Executive Engagement<\/h2>\n\n\n\n

          While there aren\u2019t universal \u201cofficial\u201d types, there are practical distinctions that matter:<\/p>\n\n\n\n

          1) Outbound vs inbound executive engagement<\/h3>\n\n\n\n
            \n
          • Outbound:<\/strong> planned outreach to executives at target accounts with tailored value hypotheses.<\/li>\n
          • Inbound:<\/strong> executives engage after encountering leadership content, PR, analyst mentions, or events.<\/li>\n<\/ul>\n\n\n\n

            2) Pre-pipeline vs in-pipeline engagement<\/h3>\n\n\n\n
              \n
            • Pre-pipeline:<\/strong> aims to create awareness and credibility so deals start with executive air cover.<\/li>\n
            • In-pipeline:<\/strong> aims to de-risk and accelerate active opportunities (approval, procurement, expansion).<\/li>\n<\/ul>\n\n\n\n

              3) One-to-one vs one-to-few vs one-to-many<\/h3>\n\n\n\n
                \n
              • One-to-one:<\/strong> bespoke outreach and briefings for a single account\u2019s leadership team.<\/li>\n
              • One-to-few:<\/strong> curated executive roundtables with peers in similar roles or industries.<\/li>\n
              • One-to-many:<\/strong> thought leadership (webinars, reports) designed to attract executive attention at scale.<\/li>\n<\/ul>\n\n\n\n

                These approaches are often combined within a mature Executive Engagement<\/strong> strategy in Demand Generation & B2B Marketing<\/strong>.<\/p>\n\n\n\n

                Real-World Examples of Executive Engagement<\/h2>\n\n\n\n

                Example 1: Executive roundtable to accelerate stalled enterprise deals<\/h3>\n\n\n\n

                A SaaS company notices multiple opportunities stalling at \u201csecurity review + budget approval.\u201d Marketing and sales co-host a small, closed-door executive roundtable for CISOs and CFOs focused on risk reduction and ROI governance. The output isn\u2019t immediate lead volume; it\u2019s higher-quality re-engagement with deals already in-flight. Executive Engagement<\/strong> here directly improves late-stage velocity and confidence.<\/p>\n\n\n\n

                Example 2: Account-based executive brief for a new market entry<\/h3>\n\n\n\n

                A B2B services firm targets a new vertical. For Tier 1 accounts, they create a two-page executive brief: industry trends, a quantified value hypothesis, and three credible proofs (case study, benchmark, reference). Sales uses it to secure 20-minute executive discovery calls. In Demand Generation & B2B Marketing<\/strong>, this is a scalable \u201cone-to-one at scale\u201d play when paired with account tiering.<\/p>\n\n\n\n

                Example 3: Founder-to-founder outreach for strategic partnerships<\/h3>\n\n\n\n

                A growth-stage platform pursues partnerships where executive trust is decisive. The founder records short, personalized messages referencing a strategic initiative and proposing a peer-level conversation. Marketing supports with a partnership landing narrative and follow-up content. This Executive Engagement<\/strong> approach works because it matches the relationship dynamics of high-impact partnerships.<\/p>\n\n\n\n

                Benefits of Using Executive Engagement<\/h2>\n\n\n\n

                When done well, Executive Engagement<\/strong> improves both effectiveness and efficiency:<\/p>\n\n\n\n

                  \n
                • Higher win rates:<\/strong> executive alignment reduces internal objections and late-stage reversals.<\/li>\n
                • Faster sales cycles:<\/strong> clearer decision criteria and stronger sponsorship speed approvals.<\/li>\n
                • Better deal quality:<\/strong> stronger value framing helps protect pricing and reduce discounting.<\/li>\n
                • More predictable pipeline:<\/strong> executive touchpoints often correlate with reduced deal slippage.<\/li>\n
                • Improved customer experience:<\/strong> executives feel respected when communications are relevant, concise, and outcome-driven.<\/li>\n
                • Expansion and retention lift:<\/strong> executive relationships support QBRs, renewals, and multi-team adoption.<\/li>\n<\/ul>\n\n\n\n

                  These benefits compound inside Demand Generation & B2B Marketing<\/strong> because they improve downstream outcomes, not just upstream volume.<\/p>\n\n\n\n

                  Challenges of Executive Engagement<\/h2>\n\n\n\n

                  Executive Engagement<\/strong> also introduces real constraints and risks:<\/p>\n\n\n\n

                    \n
                  • Access and scarcity:<\/strong> executives have limited time; generic messaging gets ignored.<\/li>\n
                  • Personalization burden:<\/strong> true executive relevance requires research, not template swapping.<\/li>\n
                  • Misalignment risk:<\/strong> if marketing promises outcomes sales can\u2019t support, trust breaks quickly.<\/li>\n
                  • Measurement complexity:<\/strong> executive influence is often indirect, making attribution imperfect.<\/li>\n
                  • Governance and brand risk:<\/strong> executive communications must be accurate, compliant, and consistent.<\/li>\n
                  • Overuse:<\/strong> too many executive touches can feel intrusive and damage account relationships.<\/li>\n<\/ul>\n\n\n\n

                    Acknowledging these challenges helps teams design a sustainable Executive Engagement<\/strong> program rather than relying on ad hoc efforts.<\/p>\n\n\n\n

                    Best Practices for Executive Engagement<\/h2>\n\n\n\n

                    To operationalize Executive Engagement<\/strong> in Demand Generation & B2B Marketing<\/strong>, focus on disciplined fundamentals:<\/p>\n\n\n\n

                      \n
                    1. Define \u201cexecutive\u201d by buying role, not title.<\/strong> In some deals, a director is the economic buyer; in others, a VP is not a decision-maker.<\/li>\n
                    2. Tie messaging to business metrics.<\/strong> Lead with outcomes (revenue, margin, risk, time-to-value), then support with evidence.<\/li>\n
                    3. Build an executive brief template.<\/strong> Keep it short: context, hypothesis, proof, and a specific next step.<\/li>\n
                    4. Create \u201cexecutive moments\u201d in the journey.<\/strong> For example: post-discovery, pre-procurement, and pre-renewal.<\/li>\n
                    5. Coordinate timing across teams.<\/strong> Marketing air cover + sales follow-through should feel like one conversation.<\/li>\n
                    6. Use peer credibility.<\/strong> Benchmarks, customer stories, and executive references outperform product claims.<\/li>\n
                    7. Review and refine quarterly.<\/strong> Update narratives to reflect market shifts, new proof points, and objections trending in pipeline.<\/li>\n<\/ol>\n\n\n\n

                      Tools Used for Executive Engagement<\/h2>\n\n\n\n

                      Executive Engagement<\/strong> isn\u2019t dependent on a single platform, but it benefits from a connected toolset common to Demand Generation & B2B Marketing<\/strong>:<\/p>\n\n\n\n

                        \n
                      • CRM systems:<\/strong> stakeholder mapping, activity logging, stage tracking, and forecasting.<\/li>\n
                      • Marketing automation tools:<\/strong> segmentation, nurture streams, and triggered executive communications.<\/li>\n
                      • Account-based marketing platforms (or ABM workflows):<\/strong> account tiering, intent integration, and orchestration.<\/li>\n
                      • Analytics tools:<\/strong> cohort analysis, funnel conversion, velocity reporting, and content performance.<\/li>\n
                      • Ad platforms:<\/strong> account-targeted awareness and retargeting to support executive air cover.<\/li>\n
                      • Sales engagement tools:<\/strong> sequence management, call\/email analytics, and activity consistency.<\/li>\n
                      • Content and enablement systems:<\/strong> version control for executive briefs, talk tracks, and proof libraries.<\/li>\n
                      • Reporting dashboards:<\/strong> executive-level scorecards that connect engagement to pipeline outcomes.<\/li>\n<\/ul>\n\n\n\n

                        The goal is operational clarity: who engaged, when, with what message, and what changed in pipeline health afterward.<\/p>\n\n\n\n

                        Metrics Related to Executive Engagement<\/h2>\n\n\n\n

                        Measuring Executive Engagement<\/strong> requires both engagement and revenue indicators:<\/p>\n\n\n\n

                        Engagement quality metrics<\/h3>\n\n\n\n
                          \n
                        • Executive meeting rate:<\/strong> percent of target accounts with at least one executive-level meeting.<\/li>\n
                        • Reply quality:<\/strong> meaningful responses vs polite deferrals.<\/li>\n
                        • Event participation depth:<\/strong> attendance plus follow-up actions (meeting requests, referrals).<\/li>\n
                        • Stakeholder coverage:<\/strong> number of buying committee roles engaged per opportunity.<\/li>\n<\/ul>\n\n\n\n

                          Pipeline and revenue impact metrics<\/h3>\n\n\n\n
                            \n
                          • Stage-to-stage conversion rate:<\/strong> especially evaluation \u2192 procurement \u2192 closed-won.<\/li>\n
                          • Sales cycle length \/ velocity:<\/strong> time in stage before and after executive touchpoints.<\/li>\n
                          • Win rate for engaged vs non-engaged deals:<\/strong> a practical way to infer influence.<\/li>\n
                          • Average discount rate:<\/strong> executive alignment often reduces price pressure.<\/li>\n
                          • Expansion rate:<\/strong> presence of executive sponsors can correlate with higher growth.<\/li>\n<\/ul>\n\n\n\n

                            In Demand Generation & B2B Marketing<\/strong>, these metrics keep Executive Engagement<\/strong> accountable without pretending attribution is perfect.<\/p>\n\n\n\n

                            Future Trends of Executive Engagement<\/h2>\n\n\n\n

                            Executive Engagement<\/strong> is evolving as B2B buying and measurement change:<\/p>\n\n\n\n

                              \n
                            • AI-assisted research and personalization:<\/strong> faster account insights, better executive briefs, and more consistent messaging\u2014if teams validate accuracy and avoid generic outputs.<\/li>\n
                            • Signal-driven orchestration:<\/strong> increased reliance on intent, product signals, and pipeline triggers to time executive outreach precisely.<\/li>\n
                            • Privacy and measurement shifts:<\/strong> more emphasis on first-party data, CRM hygiene, and modeled influence rather than user-level tracking.<\/li>\n
                            • More peer-led experiences:<\/strong> curated communities and small-format roundtables that prioritize trust over scale.<\/li>\n
                            • Stronger alignment with revenue teams:<\/strong> executive programs increasingly sit within revenue operations governance to connect actions to outcomes.<\/li>\n<\/ul>\n\n\n\n

                              In Demand Generation & B2B Marketing<\/strong>, the winners will treat Executive Engagement<\/strong> as a repeatable capability\u2014not a personality-driven tactic.<\/p>\n\n\n\n

                              Executive Engagement vs Related Terms<\/h2>\n\n\n\n

                              Executive Engagement vs Account-Based Marketing (ABM)<\/h3>\n\n\n\n

                              ABM is an account-centric go-to-market approach spanning multiple stakeholders and channels. Executive Engagement<\/strong> is a focused layer within ABM (or alongside it) that targets senior decision-makers with executive-level narratives and experiences. ABM is broader; Executive Engagement<\/strong> is deeper at the leadership tier.<\/p>\n\n\n\n

                              Executive Engagement vs Sales Enablement<\/h3>\n\n\n\n

                              Sales enablement equips sales teams with content, training, and systems to sell effectively. Executive Engagement<\/strong> may use enablement assets (briefs, talk tracks), but it\u2019s specifically about creating and measuring leadership-level involvement and influence.<\/p>\n\n\n\n

                              Executive Engagement vs Thought Leadership<\/h3>\n\n\n\n

                              Thought leadership is content designed to build credibility and authority. Executive Engagement<\/strong> can be powered by thought leadership, but it adds targeting, orchestration, and pipeline impact measurement. Thought leadership builds perception; Executive Engagement<\/strong> builds decision momentum.<\/p>\n\n\n\n

                              Who Should Learn Executive Engagement<\/h2>\n\n\n\n
                                \n
                              • Marketers:<\/strong> to improve pipeline quality, align with sales outcomes, and design journeys that reflect how complex deals close.<\/li>\n
                              • Analysts and ops teams:<\/strong> to build scorecards that connect executive touchpoints to conversion, velocity, and retention.<\/li>\n
                              • Agencies and consultants:<\/strong> to offer higher-value programs beyond lead gen, especially for enterprise and ABM clients.<\/li>\n
                              • Business owners and founders:<\/strong> to scale credibility and reduce dependence on founder-only relationship selling.<\/li>\n
                              • Developers and marketing technologists:<\/strong> to implement tracking, routing, and data models that make Executive Engagement<\/strong> measurable and repeatable.<\/li>\n<\/ul>\n\n\n\n

                                Because it sits at the intersection of messaging, operations, and revenue, Executive Engagement<\/strong> is a high-leverage skill in Demand Generation & B2B Marketing<\/strong>.<\/p>\n\n\n\n

                                Summary of Executive Engagement<\/h2>\n\n\n\n

                                Executive Engagement<\/strong> is the structured practice of earning and sustaining leadership-level attention in target accounts and active deals. It matters because executives drive approvals, set priorities, and manage risk\u2014factors that determine revenue outcomes more than surface-level engagement.<\/p>\n\n\n\n

                                Within Demand Generation & B2B Marketing<\/strong>, Executive Engagement<\/strong> strengthens conversion, accelerates sales cycles, improves win rates, and supports expansion by aligning stakeholders around a credible business case. When treated as a system\u2014complete with governance, tools, and metrics\u2014it becomes a durable competitive advantage.<\/p>\n\n\n\n

                                Frequently Asked Questions (FAQ)<\/h2>\n\n\n\n

                                1) What is Executive Engagement in B2B marketing?<\/h3>\n\n\n\n

                                Executive Engagement<\/strong> is the coordinated effort to involve senior decision-makers through targeted messaging, executive-level experiences, and measurable touchpoints that influence deal progression and approvals.<\/p>\n\n\n\n

                                2) How do you measure Executive Engagement without perfect attribution?<\/h3>\n\n\n\n

                                Use a combination of indicators: executive meeting rate, stakeholder coverage, and comparisons of win rate and velocity for deals with executive touchpoints versus those without. Focus on directional impact and consistency over time.<\/p>\n\n\n\n

                                3) When should a team introduce Executive Engagement into the funnel?<\/h3>\n\n\n\n

                                Common moments include: after initial qualification, when the buying committee expands, before procurement\/security review, and ahead of renewal or expansion discussions.<\/p>\n\n\n\n

                                4) What content works best for executive audiences?<\/h3>\n\n\n\n

                                Short, outcome-led assets: executive briefs, benchmark summaries, business case slides, risk and compliance overviews, and concise customer proof tied to metrics\u2014not feature lists.<\/p>\n\n\n\n

                                5) How does Executive Engagement support Demand Generation & B2B Marketing goals?<\/h3>\n\n\n\n

                                In Demand Generation & B2B Marketing<\/strong>, Executive Engagement<\/strong> improves downstream performance\u2014higher conversions, faster cycles, and stronger deal quality\u2014so pipeline creation turns into predictable revenue.<\/p>\n\n\n\n

                                6) Can smaller companies do Executive Engagement without a large team?<\/h3>\n\n\n\n

                                Yes. Start with account tiering, a reusable executive brief template, and a simple playbook for when leadership outreach is triggered. Consistency matters more than scale.<\/p>\n\n\n\n

                                7) What are the most common mistakes with executive outreach?<\/h3>\n\n\n\n

                                The biggest mistakes are generic messages, unclear asks, over-personalization that lacks relevance to business priorities, and poor coordination between marketing and sales follow-up.<\/p>\n","protected":false},"excerpt":{"rendered":"

                                Executive Engagement is the deliberate, measurable involvement of senior decision-makers\u2014both on your side and within target accounts\u2014throughout the buyer journey. In **Demand Generation & B2B Marketing**, it\u2019s the bridge between broad pipeline creation and the high-stakes conversations that actually turn complex deals into revenue.<\/p>\n","protected":false},"author":10235,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1891],"tags":[],"class_list":["post-7434","post","type-post","status-publish","format-standard","hentry","category-demand-generation-b2b-marketing"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/7434","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/users\/10235"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/comments?post=7434"}],"version-history":[{"count":0,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/posts\/7434\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/media?parent=7434"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/categories?post=7434"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wizbrand.com\/tutorials\/wp-json\/wp\/v2\/tags?post=7434"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}