Web Briefing

Account Based Marketing: Four Steps to Adopting and Optimizing a Successful ABM Program

March 20, 2012
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)

(Free for ITSMA members)

Overview

Account Based Marketing (ABM) is a powerful strategy for building deeper relationships with top accounts. ABM helps you achieve long-term influence with your clients, moving you from a vendor to a trusted advisor.  It can also help B2B marketers generate more revenue for their companies.

ITSMA has worked with companies to develop and implement key account marketing strategies for more than a decade. With the ITSMA ABM approach, marketing and sales work side-by-side to look at key business issues facing target accounts, then tailor campaigns to address those issues and fully integrate them into the sales account plan.

In addition to our client work, ITSMA has done extensive research on ABM. We have found that ABM requires a strong partnership between sales and marketing, a commitment to building new levels of relationships with customers, and strong support from sales and marketing leadership. That kind of change takes time and effort.

In this ITSMA briefing, Jeff Sands, Vice President and ABM Practice Lead, ITSMA, draws from experience and research to identify the four steps for ABM adoption and shows you how to optimize and scale your ABM program for better results.

This Briefing is complimentary for ITSMA members and $195 (€160) for non-members.

Presenter

Jeff Sands Vice President and ABM Practice Lead ITSMA Learn More >

General Information

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.

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.

Technical Requirements

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

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $195 (€160) per location for non-members.

Note: Registration is on a first-come/first-served basis.

Inner Circle Meeting

Building the Idea Organisation: How Sustainable is Thought Leadership in Client Engagement, Lead Generation and Building Brand Preference?

22 February 2012
6–9 pm London Time
Venue: Greig’s, 26 Bruton Place, Mayfair, London (by invitation only)

Overview

With up to 88% of buyers* now saying thought leadership is critical to their buying decision, and executives searching online for answers, before they have figured out what the problem is, getting—and keeping—buyers’ attention requires the participation of the entire company—not just marketing.

During recent years, thought leadership research, content dissemination and discussion has had plenty to offer the CEO and CMO, but what is the value of thought leadership to the business?

Idea organisation challenges

What do we mean by the idea organization?  ITSMA sees that to be an idea organisation is a strategic challenge for marketers; to lead the transition for the entire company, to transfer one big idea into compelling storytelling, to combine business themes with research and publishing techniques aligned to the buying cycle of your target audience.

Your host Richard Seymour, ITSMA Europe MD, will facilitate a discussion to hear your views, experiences and thinking concerning thought leadership challenges, the impact of on the company and how you can make your long lasting ideas translate into revenue.

Some of the challenges we will consider around the idea culture range from regional differences and internal collaboration (or control) to whether research is integrated into your thought leadership development and dissemination processes, and more;

• Business themes – is your thought leadership focused on selling what you have or meeting customers’ needs?  Have you adequately researched your target audience’s needs?
• Development and dissemination – do you have a proactive editorial calendar process?  Are you disseminating your content broadly enough across channels?
• Centre of expertise – do you have enough resources in place to adequately support your thought leaders? Are you providing enough training to your SMEs?
• Metrics – are there areas of your business that would benefit from more brand recognition? Can you tell when a consumer of your thought leadership is ready to speak to a salesperson?

Putting your reputation on-line

30% of buyers* said that they would be more likely to choose a provider that helped them through the epiphany stage of the buying cycle.  So, if thought leadership is about influencing and engagement starts on-line, then relating customer needs with what the company does and building social connections goes beyond just the marketing function.

It seems marketing’s new challenge is to facilitate the role of Marketing Business Partner inside the organisation, influencing strategic direction and offerings, finding ways to enhance the corporate reputation and helping SMEs keep the customer dialogue alive.  What role do you think thought leadership plays in the future of profitable relationships?

* The Rise of the B2B Social Buyer: Results from the ITSMA How Buyers Consume Information Survey, 2011

To join in this lively executive sponsor discussion and leave with key “takeaways” to consider for your organisation, please email tfahmy@itsma.com or telephone +44 (0)118 9036117.  Members will be charged one credit for one seat from their membership credit account for attendance at this event.

Contact: Tina Fahmy, ITSMA Europe, Member Services Manager, tfahmy@itsma.com or telephone +44 (0) 118 9036117

Training – Virtual Course

The Unique Considerations of Marketing Business Services and Solutions

8 May 2012

Overview

By the end of this 12 week Virtual course, delegates should be able to:

• Evaluate the sophistication of an organisation in designing, marketing, selling and delivering business services and solutions and consider the activities required to develop its sophistication to thenext level.
• Critically review the status of a company’s reputation among its key stakeholders and use corporate branding techniques to create a desired reputation, competitively positioning that company and its portfolio.
• Utilise a range of techniques to create and communicate compelling, differentiated value propositions to customers and prospects.
• Recognise the significance of complex, relationship-based sales processes and the role that marketing can play in developing customer relationships.
• Utilise end-to-end marketing processes applied to key accounts in order to win, grow and defend those accounts and accelerate business results.

This course is available as a unique standalone course for B2B Services and Solutions Marketers who already hold the CIM Professional Diploma in Marketing and can demonstrate the required level of three years industry experience and knowledge.  ITSMA have developed this course with CIM (Chartered Institute of Marketing) and delegates will receive the CIM/ITSMA Certificate Award, ‘The Unique Considerations of Marketing Business Services and Solutions’.

Download the May 2012 schedule here (PDF)

Enrol now

To enquire about eligibility, enrolment, or other queries complete this form and we’ll contact you, or email marketinguk@itsma.com or call the UK office on +44 (0) 118 9036117.

To apply for a place on these courses, please download and complete the application forms i) application to study for CIM Academy and ii) Application to Study, and return to us with a copy of your career CV (curriculum Vitae) or resume.

To complete your registration, payment can be made by company purchase order and invoice, or by company or personal credit card.

Contact us

ITSMA Europe, Atlantic House
Imperial Way, Reading, RG2 0TD
Phone: +[44] (0)118 903 6117
Fax: +[44] (0)118 919 7777
Email: marketinguk@itsma.com

More about the Chartered Institute of Marketing (CIM)

The Rise of the Social Buyer

24 January 2012
7:30 am – 9:00 am
Hosted by Capgemini
London, UK

ITSMA members only

Overview

Where do buyers of large B2B solutions get information on solution providers?  For years, the answer was “my peers.” However, according to ITSMA’s 2011 “How Buyers Consume Information” Survey, peers are no longer the most influential source of information for buyers of large B2B solutions.

We are seeing the rise of the B2B “social buyer”, who consumes information voraciously and from a variety of sources, including solution provider sites, online communities and social media. Yet, “traditional buyers” still look to their peers and even to print-based marketing materials first.

What’s a marketer to do? At this Breakfast Briefing, Richard Seymour, ITSMA Europe MD, will share highlights from ITSMA’s latest 2011 global “How Buyers Consume Information” Survey, take a close at the changes in buyer behaviour and consider what this means for your organisation in 2012.

Register here

This ITSMA Breakfast Briefing brings the latest research insights in a presentation and discussion based forum.  Briefings are for marketers of all levels and stages of their career. So, if you are seeing changes in your buyer’s behaviour, this briefing is for you to takeaway and review with your peers back at the office.

To attend, please email tfahmy@itsma.com or marketinguk@itsma.com or telephone Tina Fahmy on +44 (0)118 9036117. Full joining instructions will be provided upon registering. Members will be charged 0.5 credit from their membership account for attendance at this event.

Training – Virtual Course

The Unique Considerations of Marketing Business Services and Solutions

5 December 2011

Overview

By the end of this 12 week Virtual course, delegates should be able to:

• Evaluate the sophistication of an organisation in designing, marketing, selling and delivering business services and solutions and consider the activities required to develop its sophistication to thenext level.
• Critically review the status of a company’s reputation among its key stakeholders and use corporate branding techniques to create a desired reputation, competitively positioning that company and its portfolio.
• Utilise a range of techniques to create and communicate compelling, differentiated value propositions to customers and prospects.
• Recognise the significance of complex, relationship-based sales processes and the role that marketing can play in developing customer relationships.
• Utilise end-to-end marketing processes applied to key accounts in order to win, grow and defend those accounts and accelerate business results.

This course is available as a unique standalone course for B2B Services and Solutions Marketers who already hold the CIM Professional Diploma in Marketing and can demonstrate the required level of three years industry experience and knowledge.  ITSMA have developed this course with CIM (Chartered Institute of Marketing) and delegates will receive the CIM/ITSMA Certificate Award, ‘The Unique Considerations of Marketing Business Services and Solutions’.

Enrol now

To enquire about eligibility, enrolment, or other queries complete this form and we’ll contact you, or email marketinguk@itsma.com or call the UK office on +44 (0) 118 9036117.

To apply for a place on these courses, please download and complete the application forms i) application to study for CIM Academy and ii) Application to Study, and return to us with a copy of your career CV (curriculum Vitae) or resume.

To complete your registration, payment can be made by company purchase order and invoice, or by company or personal credit card.

Contact us

ITSMA Europe, Atlantic House
Imperial Way, Reading, RG2 0TD
Phone: +[44] (0)118 903 6117
Fax: +[44] (0)118 919 7777
Email: marketinguk@itsma.com

More about the Chartered Institute of Marketing (CIM)

Web Briefing

ITSMA’s 2012 State of the Marketing Profession Address

January 24, 2012   (DATE CHANGE)
6:00 am Eastern – 12:00 pm Central Europe – 4:30 pm India

Also on January 25, 2012
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)

(Free for ITSMA members)

Note: The same session is being offered at two different times to accommodate our global audience. Choose the session that is most convenient for you.

Overview

In 2010, ITSMA called for a marketing transformation, and marketers have gained ground and delivered wins in numerous areas. In 2011, we’ve seen a need to drive more relevance and intimacy across all of marketing, improving relevancy earlier in the buying process and building more client intimacy after the deal is closed. What does 2012 have in store for marketers? How is the marketing budget changing? How does the rise of the social buyer impact the marketing mix? Do you have the right content and customer engagement programs in place to drive revenue?

In this Online Briefing, Dave Munn and Julie Schwartz will share their views on marketing’s priorities, including new marketing skills, organizational alignments, and investments. Dave and Julie will also share trends and highlights from ITSMA’s 2012 Marketing Budgets & Trends Survey to give marketers insights and recommendations on how to take advantage of the changes that await in the year ahead.

Specifically this briefing will explore such issues as:

• What are the top priorities for marketers in 2012 and how does that compare with 2011?
• What new marketing models, structures, practices, and skills are emerging?
• What is changing most in the marketing mix and marketing staffing?
• How are marketers addressing the rise of the B2B Social Buyer and balancing marketing programs between traditional buyers and the new social buyer?
• How are marketers realizing the promise of data driven marketing?
• Are companies investing in the right thought leadership vehicles to build brand preference, generate leads, and engage clients?
• What are leading companies doing to take advantage of the next wave of opportunity and get ahead of competitors?

This Briefing is complimentary for ITSMA members and $195 (€160) for non-members.

Presenters

David C. Munn President and CEO ITSMA Learn More >

Julie Schwartz Senior Vice President, Research and Thought Leadership ITSMA Learn More >

General Information

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.

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.

Technical Requirements

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

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $195 (€160) per location for non-members.

Note: Registration is on a first-come/first-served basis.

Web Briefing

ITSMA’s 2012 State of the Marketing Profession Address

January 25, 2012
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)

Also on January 24, 2012 (DATE CHANGE)
6:00 am Eastern – 12:00 pm Central Europe – 4:30 pm India

(Free for ITSMA members)

Note: The same session is being offered at two different times to accommodate our global audience. Choose the session that is most convenient for you.

Overview

#Marketing2012

In 2010, ITSMA called for a marketing transformation, and marketers have gained ground and delivered wins in numerous areas. In 2011, we’ve seen a need to drive more relevance and intimacy across all of marketing, improving relevancy earlier in the buying process and building more client intimacy after the deal is closed. What does 2012 have in store for marketers? How is the marketing budget changing? How does the rise of the social buyer impact the marketing mix? Do you have the right content and customer engagement programs in place to drive revenue?

In this Online Briefing, Dave Munn and Julie Schwartz will share their views on marketing’s priorities, including new marketing skills, organizational alignments, and investments. Dave and Julie will also share trends and highlights from ITSMA’s 2012 Marketing Budgets & Trends Survey to give marketers insights and recommendations on how to take advantage of the changes that await in the year ahead.

Specifically this briefing will explore such issues as:

• What are the top priorities for marketers in 2012 and how does that compare with 2011?
• What new marketing models, structures, practices, and skills are emerging?
• What is changing most in the marketing mix and marketing staffing?
• How are marketers addressing the rise of the B2B Social Buyer and balancing marketing programs between traditional buyers and the new social buyer?
• How are marketers realizing the promise of data driven marketing?
• Are companies investing in the right thought leadership vehicles to build brand preference, generate leads, and engage clients?
• What are leading companies doing to take advantage of the next wave of opportunity and get ahead of competitors?

This Briefing is complimentary for ITSMA members and $195 (€160) for non-members.

Presenters

David C. Munn President and CEO ITSMA Learn More >

Julie Schwartz Senior Vice President, Research and Thought Leadership ITSMA Learn More >

General Information

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.

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.

Technical Requirements

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

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $195 (€160) per location for non-members.

Note: Registration is on a first-come/first-served basis.

Social Media Update and Metrics

23 November 2011
12:00 – 3:00 pm London time
London

Overview

If you hesitate to experiment with social media, you will be left behind.

ITSMA research indicates that half your competitors have moved beyond experimentation and are using social media to successfully manage brand awareness and website traffic to nurture leads.  With only half of companies using social media as part of their lead nurturing process, what more can we do to get you started with social media?  Whatever steps you have taken, this Update will ensure you are informed of all Social Media best practice and ready for a fully integrated marketing approach in 2012: with business results.

ITSMA invites you to attend the next Roundtable on Wednesday 23^rd November 2011 from 12 noon to 3.00 p.m. in Central London.  We will be discussing how practices are evolving, why social media is important, hear case studies on practical application, have a lively debate throughout, and time to enjoy a light buffet lunch over networking with your peers.

Challenges

Facilitated by your host Richard Seymour, ITSMA Europe MD, we will be providing insight into the social media transition phase: how to transform B2B practices, so that social media becomes part of the marketing strategy and an effective communications and relationship channel.  Supported by member case studies and implementation techniques developed by ITSMA European members, we will consider;

• The Five Pillars of Social Media: how ideas can be generated and disseminated, how sales and marketing teams can successfully work together to implement social media with real business and relationship results
• How a Social Media Framework can be introduced or incorporated into “business as usual” activities with metrics and benefits
• Skills for social media: how to extend and enhance conversations, tried and tested techniques providing hands on expertise for instant success.

Format

The format of ITSMA Roundtables is a blend of presentation and case study material, together with peer discussion and interaction. The Roundtable is limited to 20 invited guests, is by invitation only, and a light buffet lunch is included over networking with peers.

Register here

ITSMA Roundtables are discussion based events for marketing practitioners at all levels and stages of their career.  So, whether your social media practices are getting started or already established, you will takeaway tips to implement or review back at the office.

To attend, please email tfahmy@itsma.com or marketinguk@itsma.com or telephone (0)118 9036117.  Full joining instructions will be provided upon registering. Members will be charged 0.5 credit from their membership account for attendance at this event.

For information on ITSMA training or research services, go to www.itsma.com/europe or call (0) 118 9036117 and make us an essential part of your professional development plan in 2012.

The Changing Ecosystem of Marketing

20 October 2011
5 – 7.30 pm GMT
TCS, London

Overview

ITSMA will hold its annual Thought Leader seminar on 20th October 2011, hosted by TCS at 33 Grosvenor Place, London, SW1X 7HY, UK, from 5pm to 7.30pm.  Open to both members and non-members of ITSMA, this event is for senior strategic executives and services and solutions marketing practitioners at all levels.

Be the first to hear from global technology industry leaders from Telecommunications, IT Services and Enterprise Solutions organisations regarding the drivers for change that have affected their B2B marketing operations, what they have done to manage that change, and their strategies and tactics for future success.

Richard Seymour, ITSMA Europe MD, will host this event where you can: network with like minded professional marketers; question our keynote speakers and panel guests; reflect on what you need to do differently to achieve your marketing goals and objectives in ever changing times; and takeaway key learning points for your organisation.

What are the key drivers affecting change in the B2B marketing industry and how will you manage the impact in 2012 and beyond?

During the evening we will explore the following drivers for change and hear from a number of speakers who will share their own perspectives on how theses drivers and others are affecting change in the marketing industry:

• GLOBALISATION: Globalisation of buyers’ needs and the globalisation of business operations is often linked with global economic and population growth.  With population expansion and the need to educate and grow professionalism of the workforce, globalisation drives the needs of buyers to provide global solutions profitably.
  
  Where localised solutions are still needed, how do these two opposing issues interrelate? What are the core and non-core skills and functions retained internally, or outsourced externally geographically or to creative agencies, that ensure delivery at a profit?

• TECHNOLOGY AND THE INTERNET: With the continuous increase in the use of the internet, and its related effects such as social media and internet search, buyers now obtain information in a different way than they used to. The whole system of information delivery is changing, and this in turn has changed the way buyers obtain information they need to make buying decisions.
  
  How is Cloud computing, pay as you go services, globalisation, and social media communication channels changing the way customers choose? What do marketers need to do to respond to these changes? Is there a need for relationships as we know them?

• BUSINESS MODELS: As business models mature and change, influenced by changing buyer behaviours, new technology or the need to develop and support new markets, the need to partner with others is growing. Either way, the “channel” has become a critical part of most business models and the way we interact with it has changed beyond recognition in recent times.
  
  What role does your marketing organisation play, if any, in the relationship management of channels?  Which channels could you use to go to market?  How do you include channels in your wider marketing programmes?

• THE MATURING ECOSYSTEM: As the IT Industry matures, the need to develop a strong Brand and to communicate it in an effective way in the B2B marketing environment is growing in importance.  Brand is a key part of any business: the need to differentiate and to create competitive advantage and to generate long-term momentum.
  
  Does your brand management meet today’s business challenges? If Brands aspire to business success based on the power of their perception and performance, what does it take to achieve true Brand awareness and at what cost?

Keynote speakers

Keynote speakers will address the Infrastructure of Marketing and how it responds to business demand, and the Changing buyer and how information is consumed and decisions made.  Speakers include;

• Laurie Young, a strategic marketing consultant and author specialising in services, focusing on professional services and technology.  Laurie will share his research and analysis on the overall impact of the drivers affecting change.
• Hugh Wilson is Professor of Strategic Marketing and Director of the Customer Management Forum at Cranfield School of Management, and an influential author, speaker and consultant in marketing and IT. Hugh will address the “Changing Buyer Behaviour” paradox: how customers are searching and sourcing for themselves, how the buying cycle and the need for relationships is changing.
• Jerry Daniels, Managing Director, (Technology, Media and Telecoms) of Norman Broadbent has built upon his understanding of evolving, digital, brand-led customer relationships to add value to clients, working with them to identify the right talent to lead their business through change.  Jerry will share the changes seen in the international recruitment market and the impact on the Infrastructure of Marketing.
• Chris Ellis, Head of Customer Marketing at Orange Business Services, a global telecommunications provider offering a range of flexible business solutions for voice and data services. Chris will share real examples from his recent experience leading global brand communications and the difference effective campaigns can have.
• Guest panelists will join Keynote speakers for questions in the plenary session.

How to Register

European Members:

Register early to ensure you are allocated a place by contacting Tina Fahmy, Member Services Manager on email tfahmy@itsma.com or call +44 (0) 118 9036117.  ITSMA Europe members can attend this event for a membership credit of 0.5.per place.

Non-members:

For ITSMA non-members, you and your colleagues can register at €385 per person, or for a multiple booking discount of more than three people, just contact Tina Fahmy, Member Services Manager on email tfahmy@itsma.com or call +44 (0) 118 9036117.

Cancellation and Refund Policy

Any cancellations or substitutions must be in writing. Please send any notices to ITSMA, email to Tina Fahmy at tfahmy@itsma.com.

Cancellations received less than 15 days before the seminar are subject to a cancellation fee equal to 25% of the event fee and cancellations received less than 10 days before the seminar will be subject to no refund.  Substitutions approved by ITSMA are permitted up to the start of the event.

Does Your Brand Management Meet Today’s Business Challenges?

15 September 2011
6–9 pm London Time
Venue: Central London, by invitation only

Overview

Strong Brands are still the cornerstone of successful marketing programs.  Marketers have been using Branding for decades for a multitude of reasons; to differentiate their companies from competitors, to understand and respond to buyer attitudes and beliefs, to help build their company’s value, to achieve acceptance in new markets and accelerate adoption in others.  But what does it take to achieve true Brand awareness and at what cost?

Brand challenges

With global marketing organisations and budgets under increasing pressure to achieve more with less, host Richard Seymour – ITSMA Europe MD – and guest speaker – Geoff Dodds, ITSMA Senior Brand Strategist – will explore the new challenges and how they impact on Brand management and how you can make your Brand into a more effective competitive weapon.  Some of the challenges include;

• Whose remit is the Brand; the CEO or CMO?  Why is ownership and leadership so important?
• Does the marketing structure help or hinder building strong Brand recognition?  Should Brand be managed apart from marketing?  Which comes first, Brand or Business Strategy?  How much influence does one have over the other?  How well is the Brand executed and do you know if you are achieving the right outcome?
• Do your PR and communication channels support your Brand?  Are you “losing control” of the message due to the rise of social media?
• How well does B2B use Brand personality to help differentiate?  Is the whole business behind the Brand idea and engaging employees in a “living the Brand” experience?
• With plummeting trust levels, what role do company values and ethics play in Brand management?  How do you attain a position of trusted Brand? Does Brand development necessarily equate to high marketing spend?  Can the Brand’s profile and reputation be built through other means?

Persistent Brand positioning

If Brands aspire to business success based on the power of their perception and performance, then ITSMA is still surprised by how few companies take a comprehensive approach to understanding their Brand positioning and reputation.   So, back to the Boardroom; think about last time you took the opportunity to assess your stakeholder’s Brand perceptions, identify your company aspirations and express your Brand values clearly in order to meet your customer business challenges?

Guest speaker – Geoff Dodds

Geoff is a Brand, marketing and business development specialist who has managed global Brands in blue-chip consumer goods, retail, professional and financial services organisations – most recently as Head of Brand at Lloyd’s of London and Global Brand Director of PwC Consultancy.  He is now an independent Brand consultant and Senior Brand Consultant to ITSMA.

To join in this lively executive sponsor debate and leave with key “takeaways” to consider in your organisation, please email tfahmy@itsma.com or telephone (0)118 9036117.  Members will be charged one credit for one seat from their membership credit account for attendance at this event.

Contact: Tina Fahmy, ITSMA Europe, Member Services Manager, tel +44 (0) 118 9036117