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| Have You Given Your Employees Permission to Use Social Media? The demographic heavies—the 35-49 age group—are adopting social media. B2B marketers need to position themselves as resources for helping social media newbies, and they need to create clear policies for social media use. Here are two important prerequisites for marketers. Type: | Author: Chris Koch | Published: Apr-09 |
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| Use Marketing to Reduce the Cost Per Order Dollar What many companies do not seem to realize is that investing in marketing during a downturn can have a more pronounced positive impact on revenue generation than adding salespeople. Type: | Author: Julie Schwartz | Published: Apr-09 |
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| Case Study: How CSC Integrated Strategic Marketing into the Portfolio Management Process Part of businesses’ reluctance about “inviting marketing to the table” is that it’s not clear what they will receive in return for giving up the elbowroom. In CSC’s case, it’s clear: They can evaluate their solutions from a portfolio perspective and have someone to manage the long and difficult process of developing the overall product and service portfolio. Type: | Author: Chris Koch | Published: Apr-09 |
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| It's Time to Rethink Thought Leadership Everyone has his or her own idea of what constitutes new and innovative. And frankly, few of our companies have much new to say on a regular basis. To compensate, we focus on trying to make everything we do sound new and innovative. But that just leads to jargon and fluff. Worse, it alienates our customers. They want us to offer insights about things that matter to them. This is the essence of good thought leadership marketing. Type: | Author: Chris Koch | Published: Mar-09 |
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| How to Balance Reuse and Customization in Marketing ITSMA research has revealed eight areas where marketers can be efficient while still giving customers and prospects the levels of individualized attention they seek. (We’ll be looking at reuse as part of our in-depth series of workshops on Account-Based Marketing (ABM) coming up later this spring; you can get more information here.) Type: | Author: Jeff Sands, Ajit Maira | Published: Mar-09 |
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| The Next Frontier in Differentiation: Know Your Clients How high is the bar for differentiation in IT services today? So high that providers can afford few mistakes. They must deliver on the promises they make, and they must demonstrate a clearer understanding of a client’s business. (This story includes a link to a free summary of ITSMA’s IT Professional Services: 2008 Brand Tracking Study.) Type: | Author: Julie Schwartz | Published: Mar-09 |
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| Take Advantage of the Epiphany Phase We’ve just released an important new piece of thinking, in which we describe a new phase of the buying process, what we call the epiphany phase. It occurs before the awareness phase, before buyers have even articulated a business need. Marketers need to understand the benefits of the epiphany phase and how to take advantage of them. (ITSMA program clients can skip right to the full report here.) Type: | Author: Chris Koch | Published: Feb-09 |
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| The Best Way to Qualify Leads: Have Them Do It Themselves Focusing only on filling the sales funnel reduces the efficiency of sales and is one of the reasons that 60–80% of leads simply fall by the wayside. Marketers need to create a lead-nurturing process in which prospects qualify themselves. For marketers, it’s a way to save money, resources, and frustration and to earn accolades from the sales organization. Type: | Author: Jeff Sands | Published: Feb-09 |
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| The End of the Boondoggle: Customers Want Business Content in Their Events Customers and prospects don’t want those three-day junkets to the Caribbean or celebrity meet-and-greets at the golf tournament. Here’s why and what they want instead. Type: | Author: Julie Schwartz | Published: Feb-09 |
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| Buck the Budget Trend: Can You Save Your Marketing Programs? We are in the middle of one of the most important budget cycles in marketing history. In this interview, ITSMA President and CEO Dave Munn discusses ways to justify preserving important marketing programs in the face of unprecedented budget pressure. He’ll also be presenting findings from ITSMA’s annual Marketing Budgets and Trends Survey at our Online Briefing, ITSMA's 2009 State of the Marketing Profession Address: Making the Right Choices in Uncertain Times, on January 22. Type: | Author: Chris Koch | Published: Jan-09 |
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