Marketing's New Value Proposition

Agenda | Sponsors | Fees & Hotel Info



Marketing is changing, and it’s changing fast. We see fast-multiplying marketing channels, volumes of unstructured data, information-empowered buyers, and emerging geographic marketing—all in an environment of budget constraints. This means marketers can no longer rely on incremental change. Marketers need to make big, bold moves if they are going to continue to bring value to the business.

But what is marketing’s value proposition? And how do marketers become trusted business leaders? We’ll address these questions and more at ITSMA’s 19th Annual Marketing Conference.

Tandy Quote

Some of our fantastic speakers include:

Participate in a Mini Workshop

This year, we will be holding workshops, included in the conference fee, led by ITSMA experts on Account Based Marketing, Relationship Marketing, and Thought Leadership Marketing on the afternoon of December 5. Be sure to sign up for one of these 90-minute workshops when you register!

Workshop leaders:


Interact with ITSMA Subject Matter Experts – Schedule  a 1:1 Session

We are offering 30-minute, one-to-one meetings with ITSMA Subject Matter Experts on an area of your interest. Meeting times are limited, so let us know what you want to talk about. A sampling of some of the topics you might consider includes:

Not exactly a fit with your area of interest? No problem. Let us know what you want to discuss, and we’ll do our best to find the appropriate expert to meet with you. Take advantage of this opportunity when you register!

Who Should Attend & Why

Video Presentation Conference 2011ITSMA’s Annual Marketing Conference is designed for senior- and executive-level marketing and business development professionals who want to learn from industry peers, stay at the top of their game, bring their marketing strategy to the next level, and network with like-minded business leaders.

Over the two-day Conference, you’ll have the opportunity to:

And, in this day of restricted travel, why not take advantage of this opportunity and get together with your team? In addition to sharpening the skills of your team, here are some ways you can make the most of the Conference:

Welcome Reception – Monday Evening – December 3

Eat, drink, and enjoy. Kick off your Conference experience at the Welcome Reception and meet like-minded professionals and discuss new directions for future success. Join us after your long day of business or travel to relax, enjoy complimentary hors d’oeuvres and beverages, and meet with old friends and new acquaintances.


5-7:00 pm Welcome Reception
7:30 am Registration & Continental Breakfast
8:30 Conference Kick-Off & Opening Remarks
Dave Munn, President & CEO, ITSMA
9:00 What’s Changing in Marketing
Malcolm Frank, Executive Vice President, Strategy & Marketing at Cognizant
10:30 Networking Break
11:00 Beyond the Brand: Increasing Customer and Employee Loyalty
Monique Bonner, Vice President, Americas Marketing, Dell
Read more about the presentation Show
11:45 pm Networking Lunch – Table Topics
1:15 Give Buyers What They Want
Results from ITSMA’s How Buyers Consume Information Survey
Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA
Read more about the presentation Show
2:15 Translating Marketing Understanding Into Results: Getting Close to the Revenue
Dmitri Shiry, Partner, Deloitte LLP
Read more about the presentation Show
3:00 Networking Break
3:30 Agile Marketing and the Rise of the Marketing Technologist 
Scott Brinker, President & Chief Technology Officer, Ion Interactive, and author of the award-winning Chief Marketing Technologist blog
Read more about the presentation Show
4:30 Day One Wrap-Up
Dave Munn, President & CEO, ITSMA
6:00 Networking Reception
6:30 Light Dinner
7:30 Marketing Excellence Awards Ceremony
7:30 am Continental Breakfast & Networking
8:00 Welcome Back & ITSMA Update
Jeff Sands, Vice President & ABM Practice Lead, ITSMA
8:30 Insight-led, Relationship-driven Marketing 
Neil Blakesley, Vice President, Marketing, BT Global Services
Read more about the presentation Show
9:15 Marketing from the Outside-In
Kieron Monahan, EVP, Global Planning Director & Global Technology Practice Lead, Arnold Worldwide
Read more about the presentation Show
10:00 Networking Break
10:15 Marketing Leaders Panel
Facilitated by Pauline Weger, Senior Associate, ITSMA

  • Julie Johnson, Executive Director, Industries & Marketing, KPMG US
  • Paula Laughlin, Sr Director, Global Services Marketing, EMC
  • Matt Preschern, Vice President, North America Marketing, IBM Global Business Services
11:15 Networking Break
11:30 Best Practice Case Study Series from 2012 Marketing Excellence Award Winners

  • Enabling Sales Channels
  • Marketing with Social and Interactive Media
  • Driving Business with Thought Leadership
12:00 Best Practice Case Study Series from 2012 Marketing Excellence Award Winners

  • Generating and Nurturing Leads
  • Marketing with Social and Interactive Media
  • Strengthening Client Relationships and Building Loyalty
12:30 Conference Wrap‐up, Prize Drawings, Networking Lunch
1:30-3:00 Topical Workshops
Delivering Value through Account Based Marketing 
Read more about the workshop Show
Deepening Customer Relationships: A Relationship Marketing Framework 
Read more about the workshop Show
How Marketing Can Build a Thought Leadership Engine That Drives Business  
Read more about the workshop Show
spacer Please note: More details will follow and ITSMA reserves the right to make changes or substitutions to this event.

Display Sponsors

CFO Magazine CFO Publishing LLC is the leading business-to-business media brand focused on the information needs of senior finance executives. The business consists of CFO magazine,, CFO Research Services, and CFO Conferences. CFO’s award-winning editorial content and loyal, influential audience make it a valued resource for its readers as well as an effective marketing partner for a wide range of blue-chip companies.  CFO has long-standing relationships with more than a half-million financial executives across industries, region, and company size.

Consensus Point Consensus Point© is revolutionizing market research and business intelligence with Huunu™, prediction market software, for marketers to improve the efficiency of innovation, market research, and research & development. Huunu uses crowd-sourcing, gaming techniques, and its prediction market algorithm to engage the wisdom of the crowd and provides more reliable results in a more efficient manner than many traditional methods. Consensus Point offers its Huunu cloud-based SAAS platform exclusively through its partners, including consulting and professional services companies, to integrate into your solution portfolios. Whether your clients have market research or business intelligence needs, Consensus Point and the Huunu platform provide an innovative technology to predict future events and market preferences. For more information, contact Consensus Point at


How many b2b content marketing and production companies truly understand brand strategy, complex value propositions and industrial-strength messaging? At least one. Meet Visionista, an agency built on proven best practices, fused with cutting-edge content campaigns, thought leadership creation, video and documentary production, design and storytelling. We are experts in creating original and differentiated b2b content – from high-end video productions to stand out sales presentations, service line value propositioning and messaging frameworks to customer case studies and animated video whitepapers. And most importantly, we create content that is compelling, memorable and shareable.

Built on experience from some of the world’s leading B2B companies and government departments including: BNP Paribas, Better Homes and Gardens Real Estate, TIAA-CREF, BearingPoint, Deloitte, EDS, Toshiba, Compaq Computer, the US Navy, the US Department of Health and Human Services, HP/EDS, Oracle, SAP – we understand your market challenges and have innovative ideas to solve them.

Our people bring the best of Fortune 100 corporate experience together with award-winning creative execution led by a team of cinematographers, writers, photographers, designers and infographic artists who bring your story to life.

Fees and Hotel Information

Event Date: December 4-5, 2012
thru 11/16 11/17–12/3 Onsite
$1,795 $1,995 $2,195
$2,195 $2,495 $2,695
Fees include conference materials, continental breakfasts, lunches, refreshments, and receptions.
*Contact ITSMA for details about special discounts for three or more participants from your organization at
Event Location: The Charles Hotel, One Bennett Street, Cambridge, MA 02138
Phone: +1-617-864-1200  Toll free: 800-882-1818 Fax: +1-617-864-5715 Booking Hours: Monday – Friday: 8 am to 7 pm ET; Saturday: 9 am to 4 pm ET
Reservations: Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Charles Hotel. Please call the hotel directly for room reservations. To receive the discounted rate, please identify yourself as an attendee of ITSMA’s Annual Marketing Conference.
 Room rates: $289 King Deluxe Room, Single or Double Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Charles Hotel. To receive the discounted rate, please identify yourself as an attendee of ITSMA’s Annual Marketing Conference. Rate is available until December 1.
Hotel Information: The Charles Hotel experience reflects the eclecticism that is Cambridge. An urban oasis, The Charles offers something for everyone who is visiting the Boston area. Guests can soak in their academic surrounding by attending a lecture at Harvard, relax with a stroll along the Charles River, explore downtown Boston or dine at some of the Boston and Cambridge area’s finest restaurants, including The Charles’ own Henrietta’s Table and Rialto. In addition, The Charles is home to a thriving jazz club, the Regattabar a popular cocktail bar, Noir, and an ice-skating rink during the winter months.
Special Requests: If there is anything we can do to make your participation in this event easier, please complete the appropriate space on the Registration Form or contact Carolyn Jefferson at or +1-781-862-8500, Ext. 121.
International Travelers: Effective January 20, 2010 inbound travelers to the United States from Visa Waiver Program countries may be denied boarding by the airlines if they don’t have ESTA authorization, and by March 2010, the old I-94 entry form is expected to be a thing of the past. Here’s what you need to know. U.S. Electronic System for Travel Authorization (ESTA) information:

Sponsorship Opportunities

Sponsoring ITSMA’s Annual Conference is a great way to showcase your brand strength and gain visibility with senior-level marketing and sales executives. Several opportunities are available to meet your needs and budget. Contact Dirk Mullenger at for more information.

Cancellation and Refund Policy

Cancellations and substitutions must be in writing and forwarded to ITSMA via email to

Satisfaction Guarantee

ITSMA guarantees your complete satisfaction with this event. If you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.


ITSMA specializes in helping companies market and sell services and solutions. As part of our annual client program 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, India, and Japan. Learn more at


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