|
       |
| Account-Based Marketing | Digital Marketing | Solutions | Site Search |
| |
||
 |
Current Ezine | Ezine Archive | All Articles | Online Research Library | |
|
|||||
| The Steps to Vertical Market Leadership: ITSMA’s Vertical Maturity Model To help marketers find their place along the vertical market maturity path and develop appropriate marketing strategies for each stage, ITSMA has developed a conceptual framework. The framework gives companies an agreed-upon way to gauge progress of vertical market competence and perception and match the right marketing strategies and resources along the way. Type: | Author: Chris Koch | Published: Jul-08 |
|||||
|
|||||
|
|
|
|||
|
|||||
| Close the Loop: How to Build an Effective Lead-Nurturing Process For years, lead generation in B2B has been like making cream: Skim the best from the top and forget about the rest. Paul Dunay of consulting company BearingPoint is determined to change that. He has developed a process for retaining the people who aren’t hot sales leads and nurturing them until they heat up. Type: | Author: Chris Koch | Published: Jul-08 |
|||||
|
|||||
|
|
|
|||
|
|||||
| Elevating the Focus on Customers: Account-Based Marketing at Unisys ABM is an ambitious strategy that views a company’s most important customers each as a market of one. Though the concept is simple, the follow-through is not. As Unisys discovered, ABM implementation has significant challenges, including organizational change, shifting marketing competencies, and close coordination with sales. Though Unisys has not yet completed its ABM journey, it has used the principles learned in a customized ITSMA ABM training program to start along the path—and learned some valuable lessons along the way. Type: | Author: Chris Koch | Published: Jun-08 |
|||||
|
|||||
|
|
|
|||
|
|||||
| Beneath the Surface, a Dramatic Shift in Marketing Priorities In case you’re still wondering, the online marketing train has definitely left the station. But what’s more surprising is how the emergence of online has busted up marketing’s overall priorities. Behind the perennial mantras of differentiation and sales force enablement—which top the list of priorities this year as they almost always do—marketers have shifted their priorities dramatically. Type: | Author: Katie Gustin | Published: Jun-08 |
|||||
|
|||||
|
|
|
|||
|
|||||
| How to Penetrate New Accounts in Tough Times As economic fortunes tighten, the need for marketers to learn more about customers will become even more important. How can marketers warm up new accounts in these tough times? ITSMA’s Jeff Sands and Kathy Macchi offer some practical advice. Type: | Author: Chris Koch | Published: Apr-08 |
|||||
|
|||||
|
|
|
|||
|
|||||
| Why You Should Feature Competitors on Your Website If giving your competitors a place on your Website sounds like heresy, you’re right. It is. That’s why Gord Hotchkiss likes the idea. Type: | Author: Chris Koch | Published: Apr-08 |
|||||
|
|||||
|
|
|
|||
|
|||||
| Scaling Customer Advisory Boards Without Breaking the Bank Cisco needed to centralize its fragmented customer advisory board structure. Yet any attempts to centralize could be perceived as attempts by corporate to stultify a series of independent communications channels. If the existing structure were to be changed, it needed to be done carefully. Type: | Author: Chris Koch | Published: Apr-08 |
|||||
|
|||||
|
|
|
|||
|
|||||
| Can Account-Based Marketing Win New Business? Account-Based Marketing (ABM) is primarily used to make existing customer relationships even better. Yet it also has potential for gaining new business. The ABM approach takes away some of the subjectivity of new account selection by using tools to objectively score and rank potential targets. Type: | Author: Kerry Johnston | Published: Apr-08 |
|||||
|
|||||
|
|
|
|||
|
|||||
| Podcasting Goes High-Production: Cognos' BI Radio All of Cognos' BI Radio podcasts have one thing in common: high production values. There is a professional announcer, smooth mixing of sound elements like music, and quick-cut voice clips—even commercials. This high-quality strategy is a real departure from conventional thinking about podcasting—one that all marketers should consider. Type: | Author: Chris Koch | Published: Apr-08 |
|||||
|
|||||
|
|
|
|||
|
|||||
| Marketing in a Recession: Beyond the Obvious The avalanche of recession advice has begun. We at ITSMA decided to try to look beyond the standard advice and came up with ideas we haven’t seen everywhere else. Like these: Type: | Author: Chris Koch | Published: Apr-08 |
|||||
|
|||||
|
|
|
|||
|
|||||
|
|