Breakfast Briefing:
Niche by Niche: Growing the Business with Micro- and Account-Based
Marketing
March 9 , 2005 7:30-9:30
am
Boston Marriott Newton, Newton, MA
Overview
As buyers continue to demand more business return on their technology
investments, marketers are feeling increasing pressure to carve out
smaller niches within which they can deliver measurable value. Rather
than promoting broad, undifferentiated offers, marketers therefore
increasingly need to identify narrower segments and individual accounts
for which they can create specialized cases.
Succeeding with the new niche marketing relies especially on four
core initiatives:
Deepening market and client intelligence to identify the most
valuable segments and prospects
Crafting the right offers and solutions to deliver the right
value for those prospects
Creating targeted campaigns and value propositions
Working effectively with sales teams, delivery staff, and partners
to build strong relationships and move each client towards
purchase and repurchase
Join ITSMA’s Steve Hurley, vice president, learning and
performance excellence, and Rob
Leavitt, vice president of marketing and member advocacy, for an
exploration of best practices in micro- and account-based marketing.
Steve and Rob will share ITSMA research and insight on why and how
leading technology and services companies are building niche marketing
strategies, which techniques are most effective, and how marketers
can move ahead with this powerful approach.
Special Guest Speaker: Peter Mahoney, Vice President, Worldwide
Marketing for ScanSoft's SpeechWorks Division, will discuss the use
of Micro Websites and other online tools to accelerate the sales
cycle with targeted clients and prospects.
ITSMA briefings
provide members and others a vital opportunity to review
ITSMA's latest research, discuss key challenges with
industry and marketing experts, and network with peers.
The breakfast briefing is complimentary for ITSMA members
and $95 for nonmembers.
About ITSMA
ITSMA specializes in helping companies market and sell services and solutions.
As a membership organization, we work with the world's leading technology,
communications, and professional services firms to generate new business, strengthen
customer loyalty, and increase brand differentiation. Through research, consulting,
training, and community we provide the insight companies need to improve marketing
impact, sales performance, and business results. ITSMA is based in Lexington,
Massachusetts, and has offices in the United States, the United Kingdom, and
Japan. Learn more at www.itsma.com.
7:30-9:30
am 
