Marketers routinely use customer data and examples to build credibility with their thought leadership. For the most part, though, we’re still creating thought leadership for our customers, not with them. New ITSMA research will explore best practices and new approaches to engage customers early in the development process to strengthen innovation, relevance, and credibility.
Most companies understand the importance of customer feedback and gather data to help improve customer satisfaction and loyalty. Many struggle, however, to take full advantage of the data and drive real change in the business. Based on our own long experience working with ITSMA members and clients, here are five things to keep in mind.
Account Based Marketing (ABM) is one of the hottest trends in B2B marketing for a very simple reason. It works. Some 84% of companies engaged in ABM say the return on investment is higher for it than for other types of marketing, according to new ITSMA survey data.
How is marketing different in faster-growing B2B tech companies? According to ITSMA research, marketing leaders from high-performing companies ranked customer insight as their top priority while all others ranked it 20th.
ITSMA’s key research and event themes for 2016 – insight, digitalization, agility, innovation, Account Based Marketing (ABM), and strategy – capture the new vision for marketing. They focus on how marketers can drive revenue, engage with customers, and design the customer experience.
B2B buyers today are raising the bar. They expect a coordinated, seamless, personalized experience that goes well beyond an integrated, multichannel marketing campaign. To deliver an experience, you’ll need technology. More importantly, you’ll need processes to support an omnichannel marketing approach.
Today’s buyers want a seamless buying experience across multiple channels. Based on buyers’ rising expectations, B2B marketers will have to take integrated marketing campaigns to the next level—from integrated channels to omnichannel.
Not all B2B purchases are created equal. Buyers use different sources of information to help them make decisions depending on the type of solution they’re evaluating.
Customer experience and engagement seem to be overtaking brand communications in B2B marketing priorities.
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.
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.
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.
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.
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.
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.
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.
Despite popular belief, B2B buyers prefer interactive visualizations, slide decks, and even text-based reports to video.
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.
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 […]
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.