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Search Results for: research

Research Highlight: Customer Experience Pushes Branding Aside

Customer experience and engagement seem to be overtaking brand communications in B2B marketing priorities.

Research Highlight: Making Marketing Dashboards Meaningful

As more and more marketing organizations try to establish themselves as strategic parts of the business, the imperative to build compelling, functional performance dashboards gains importance.

Multiclient Brand Tracking Research: The Time Is Now

Assessing your brand is critical to determining how well your marketing initiatives are performing. ITSMA’s multiclient brand study offers many of the same benefits as a dedicated study with a smaller investment.

Research Highlight: Building Trust in Marketing Data

Today less than one-third of CEOs hold marketing accountable for its results. Nearly one-quarter of CFOs don’t even look at marketing performance data. ITSMA’s recent study shows how to build trust in marketing data.

Research Highlight: The Rise of Marketing as a Strategic Function

Marketing is finally being taken seriously as a strategic function. How we got here is the result of factors in the industry and internal corporate dynamics.

Research Highlight: Marketing Automation and the Sales-Marketing Gap

The relationship between sales and marketing is often characterized by some degree of tension, but as marketing automation becomes standard practice, close cooperation is more critical than ever.

ITSMA’s 2015 Research Agenda: From Technology to Engagement

We might not have an ITSMA crystal ball, but we do have a research agenda designed to help you make the most of all the changes happening in B2B marketing.

Research Highlight: Marketing Organizations Get Key Skills Any Which Way They Can

Getting access to critical skills – especially hot new ones – is key to marketing success. B2B marketing organizations are more likely to buy, hire, or train depending on the skill set in question.

Research Highlight: Think Cat Videos Trump White Papers? Think Again.

Despite popular belief, B2B buyers prefer interactive visualizations, slide decks, and even text-based reports to video.

Research Highlight: Buyers Look for Different Types of Content at Various Stages of the Purchase Process

This year’s How Buyers Consume Information survey zeroes in on the kinds of information buyers find most useful at each stage of the purchase process.

Member Research

Research is at the core of everything we do at ITSMA. We focus on providing marketing insight that will improve business results for our member organizations. Our objective is to […]

Research Highlight: For ABM to Deliver on Its Promise, It’s Time to Get Serious

Account Based Marketing (ABM) is a well-understood means of customer engagement, yet ITSMA research shows that it is still largely relegated to the status of marketing tactic.

Research Highlight: Customer Engagement Programs Help Keep Existing Customers and Win New Ones

Customer engagement programs are one of the power tools in the marketer’s toolbox, yet the majority of respondents to ITSMA’s recent survey said they were unsatisfied with the results of their programs. Attend the upcoming web briefing to hear how high achievers are making theirs a success.

ITSMA Research: Customer Engagement, Expansion, and Advocacy

What do marketers need to do to stay in the hearts and minds of existing customers?

Latest Research Shows Only 26% of Marketers can Determine the Value They Bring to the Business

85% Feel Increasing Pressure to Measure Marketing’s Value and Contribution   AUSTIN, Texas—May 27, 2014—According to the joint VisionEdge Marketing (VEM) and ITSMA 2014 Marketing Performance Management (MPM) Survey, only […]

Research Highlight: The Importance of Developing Effective Personas

Buyers are starting to implement personas, but are they seeing the results they expected?

Research Highlight: The Three Skills Marketers Want Most

The three skills marketers want most demonstrate the diverse field marketing has become. They span the art and science of marketing and the quality needed to pull together a disparate team of professionals: leadership.

Research Highlight: How Marketing’s Role Is Expanding

Marketing’s role is growing. As offerings and markets multiply, sales needs more support. And senior management is increasingly inviting marketing to help create strategy.

ITSMA’s 2014 Research Agenda: The Six Core Themes of B2B Services Marketing

ITSMA’s six research themes for 2014—data and analytics, content, metrics, personas, talent, and loyalty—capture the transformative wave sweeping over our profession.

Research Highlight: Marketing Doesn't Know What Buyers Want

In ITSMA’s How Buyers Consume Information study, we asked buyers what they wanted from sales reps. We compared the answers to what marketers said when we asked them earlier in 2013. The results were instructive—and shocking.