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ITSMA Research Results: Personalizing Content on a Budget

You’ve always suspected that your marketing content needs to be personalized to your buyers. Here’s proof that you’re right.

Author: Katie Espinola | Published: Tuesday, June 8th, 2010
 
 

Social Media: Marketing’s Need to Lead

In our recent ITSMA social media survey, we asked if marketing is the catalyst for social media being used by others in the company (product development, HR, etc.). Sixty-eight percent of our respondents said yes.

Author: Chris Koch | Published: Tuesday, May 4th, 2010
 
 

The New Vision for Marketing Explained

New Visions for Marketing

Author: Dave Munn | Published: Tuesday, May 4th, 2010
 
 

How Do You Compare in Social Media?

Use the Metrics Board’s Web 2.0 marketing maturity assessment tool to see where you stand compared to your peers.

Author: Chris Koch | Published: Tuesday, May 4th, 2010
 
 

ITSMA Featured Research: It’s Not Only About the Content

In ITSMA’s recent social media survey, a paltry 16% of respondents say that they have a good understanding of their target audience’s social media behavior. Additionally, only about 26% are currently researching their target audience’s usage of social media to discover where they hang out.

Author: Katie Espinola | Published: Tuesday, May 4th, 2010
 
 

How Xerox Global Services Used Social Media to Enable Sales

Social media tools expand the possibilities of competitive intelligence by driving collaboration. XGS used social media tools and principles to create Competipedia, a wiki-based tool where salespeople can go to find and share competitive intelligence.

Author: Chris Koch | Published: Tuesday, April 6th, 2010
 
 

Marketing Transformation 3: How IBM Created a Fact-Based Decision Culture Supported by Analytics

If we’re going to turn marketing into a content engine, we must support it with an automated, closed-loop process for tracking where all that content goes. If we don’t have an analytics strategy, we’ll never be able to make the connection between business strategy and increased sales.

Author: Julie Schwartz | Published: Tuesday, April 6th, 2010
 
 

Social Media So Far—and What’s Next

Back in February, we held an ITSMA Inner Circle meeting in London where some of our European services marketing members revealed their progress (and, occasionally, lack thereof) in social media.

Author: Kerry Johnston | Published: Tuesday, April 6th, 2010
 
 

ITSMA Featured Research: ITSMA Social Media Survey: It’s Not About the Tools

Marketers need to do more research on their target audiences if they hope to be successful with social media in 2010.

Author: Katie Espinola | Published: Tuesday, April 6th, 2010
 
 

Avoiding the Social Media Silo

We’re analyzing the results of our recent social media survey as we prepare for this month’s series of ITSMA briefings on social media. Working with our sponsor, social media consultancy Digital Influence Group, we’ll focus on two major themes: integrating social media with your overall marketing strategy and “activating” your marketing content with buyers and C-level executives through social media. We feel passionately about these two issues because we think there’s a danger of creating content-poor social media silos in our marketing organizations.

Author: Chris Koch | Published: Wednesday, March 10th, 2010
 
 

Bringing Rigor to the Services Development Process

Bev Burgess, longtime authority on services marketing and the former managing director of ITSMA Europe, with her co-author Laurie Young who teaches on the executive education programme at Wharton, ask a compelling question: Why don’t we apply the same level of effort and rigor in developing services as we do to products?

Author: Bev Burgess | Published: Wednesday, March 10th, 2010
 
 

Marketing Transformation 2: Create an Automated, Integrated Closed-Loop Lead-Management Process

Last month, we urged you to start thinking about transforming your marketing organization. This month, we wrote a report outlining the three steps in this transformation in detail. One of the elements of the transformation is lead management. If we’re going to transform marketing into a content engine, we need to support it with an automated, closed-loop process for tracking where all that content goes.

Author: Julie Schwartz | Published: Wednesday, March 10th, 2010
 
 

ITSMA Featured Research: The Keys to Marketing Transformation

Our research shows that marketers are beginning to tackle some of the key areas of transformation in 2010.

Author: Katie Espinola | Published: Wednesday, March 10th, 2010
 
 

2010: The Year of Marketing Transformation

Marketing budgets as a percentage of revenue are at an all-time low. We can’t spend another year doing more with less. We can’t continue waiting for good times to return so that we can go back to what we used to do. If marketing is to maintain relevance, we must transform. Read on to download a free PDF summary of the research and the strategic changes you need to make in 2010.

Author: Julie Schwartz | Published: Monday, February 8th, 2010
 
 

The Key to Success in Social Media: Emphasize Learning

There is only one objective in social media and it is common across all companies—even across the infamous divide between B2B and B2C: Create learning networks.

Author: Chris Koch | Published: Monday, February 8th, 2010
 
 

ITSMA Featured Research: The Rise of Thought Leadership

Not only is developing new and more targeted thought leadership one of marketers’ top priorities for 2010, but it is also becoming more important to their marketing strategy.

Author: Katie Espinola | Published: Monday, February 8th, 2010
 
 

Five B2B Marketing Trends for 2010

We’re prepared to bet on the growth of these five trends in 2010. We’ll be discussing these and other ideas at our online briefing on January 26, New Routes to Marketing Innovation: ITSMA’s 2010 State of the Profession Address.

Author: Chris Koch | Published: Wednesday, January 6th, 2010
 
 

Case Study: How Fujitsu Services Uses Segmentation to Prioritise Sales Opportunities

The goal of the effort was simple: Win bigger deals more often by focusing on the most important opportunities and by building longer-term relationships with a target group of 30–40 companies.

Author: Chris Koch | Published: Wednesday, January 6th, 2010
 
 

ITSMA Featured Research: Will the Cycle Begin Again?

Looking back on services revenues for the past decade, we see a mirror image of the trends that occurred in the marketing function: a drastic drop at the beginning of the decade, followed by a gradual – though limited – recovery through 2006.

Author: Katie Espinola | Published: Wednesday, January 6th, 2010
 
 

Why Marketers Need a Publishing Process

To fulfill an ever-increasing demand for marketing content, you need a process. The magazine publishing process is a good model because relevance to readers is the primary measure of its success.

Author: Chris Koch | Published: Thursday, December 10th, 2009
 
 

Marketing and Sales Need to Share a Leader

In ITSMA’s recent survey, Sales Enablement Practices and Trends: Increasing Marketing’s Impact, we found that marketing and sales not only don’t share the same metrics, they don’t even understand each other’s goals and metrics. We have an answer for that: shared leadership.

Author: Julie Schwartz | Published: Thursday, December 10th, 2009
 
 

How to Get Ahead in the Recovery

In terms of budget priorities in 2010, our recent ‘Market Pulse’ survey found some big winners and some big losers. Marketers who come out ahead will be those who go against the grain and invest in areas where their competitors aren’t investing. Here are some opportunities.

Author: Dave Munn | Published: Thursday, December 10th, 2009
 
 

What Will B2B Buyers Do in a Recovery?

Despite a difficult economy, IT buyers are focused on innovation and globalization, according to ITSMA’s 2009 How Customers Choose Survey. Marketers need to be ready with trend- and idea-based thought leadership to stand apart from competitors when the recovery begins.

Author: Chris Koch | Published: Wednesday, November 11th, 2009
 
 

Marketing Imperatives for 2010

How should marketers position themselves for the recovery? We offered five imperatives for marketing during our Annual Marketing Conference in Boston, October 27-28.

Author: Chris Koch | Published: Wednesday, November 11th, 2009
 
 

Case Study: Lawson Global Support: How to Use Research to Develop Improved Offerings

When Lawson, an enterprise software company, was considering making major changes to its support offerings in 2007, the company’s executives knew they could not afford to make decisions based on what competitors were doing or on anecdotal evidence from customers and employees. Lawson needed reliable, objective research and a method for converting that research into insight and action.

Author: Chris Koch | Published: Wednesday, November 11th, 2009
 
 
 

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