Web Briefing

The View from the Other Side:
B2B Marketing Practices from Other Industries

June 12, 2008
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)
(Free for ITSMA members)

Registration Closed

Overview

Sometimes, the grass really is greener on the other side. As B2B marketers we can get so caught up in the particular issues of our vertical that we forget that there can be other ways to reach customers. The unique customer requirements in other verticals create sparks that can lead to true marketing differentiation when applied in B2B.

For example, the gnat-like attention spans of teenagers have led marketers in consumer apparel and footwear to create marketing programs that are essentially subscription services that keep the kids coming back—and make them brand loyal. This online briefing will look at this and other verticals beyond technology to discover tools and techniques to help us all improve.

This Briefing is complimentary for ITSMA members and $195 for nonmembers.

Presenter	[TOP OF PAGE]

Koch works closely with ITSMA’s leadership team, executive councils, business partners, and subject matter experts to develop and package compelling research on marketing and sales trends, solutions, and technology industry issues. An award-winning writer and editor, Koch brings over 20 years of experience in journalism, and more than 10 years covering information technology and business. Koch most recently served as executive editor for CIO, a trade magazine for chief information officers and other IT leaders. Before CIO, Koch was a communications manager in marketing for Computer Sciences Corporation, where he developed and wrote thought leadership content on business and IT strategy for internally-generated publications and the general press. He also helped edit and market The Discipline of Market Leaders, a best-selling book on business strategy.

General Information	[TOP OF PAGE]

ITSMA's Online Briefings offer recent research findings or survey results from thought leaders on a variety of services marketing topics. The Online Briefings can be viewed individually, or in groups composed of people within the same company. The briefings are available anywhere in the world that has telephone service and access to the Internet. A typical program runs 45 minutes followed by 15 minutes of questions and answers. The person making the online presentation speaks into a telephone and advances the visual portion of the presentation via their computer connected to the Internet. At the end of the presentation. and at the presenter's discretion, the listeners are invited to ask questions. Each listener with a question identifies him or herself and is listed in a queue and taken one at a time by the presentation monitor. The monitor also manages the question and answer session by giving each questioner access to the phone line to communicate with the presenter.

Technical Requirements	[TOP OF PAGE]

This briefing will be administered by BT Conferencing. All participants are required to test their browsers 24-48 hours prior to ensure compatibility. This test can be done by clicking here: Check your system. You will receive a pass code and dial in number three business days prior to the briefing.

The technical requirements for this ITSMA online briefing are:

• Direct or dial-up Internet connection of 56Kbps or higher.
• A separate telephone line to access the audio teleconference.
• If participating from your company, ask about your company’s Internet Firewall 48 hours prior to the event. This will enable your IT technician to reconfigure your connections if necessary to ensure access to the Internet portion of the briefing.
• No plug-ins or software downloads are required.
• System Requirements: Windows 2000 or higher, Internet Explorer 6.x or greater, Netscape 7.2 or later. The following operating systems will work with limitations: Windows 98 SE, NT Server or Workstation 4.0, Mac OSX 10.3 with Safari 1.2; Solaris 9 with Netscape 7.0 or Mozilla 1.4, Sun JVM 1.4.2.

Fees and Registration	[TOP OF PAGE]

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $195 per location for non-members.

Note: Registration is on a first-come/first-served basis. You must register by 5:00 pm ET, June 11, 2008.

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.