Ezine Addin section – June 2009
Ask ITSMA: Can ABM Programs Be Reused with Other Accounts?
By Tammy Ribaudo, ITSMA
Does Account-Based Marketing always need to be one-to-one?
We have been collecting information from companies that are practicing various approaches to ABM. Some companies only support a one-to-one strategy (treating each individual client as a market of its own with a combined, comprehensive marketing and sales strategy specific to it). As we discovered in our ABM Benchmarking Study, others are having success with a one-to-few approach in which they identify a set of clients with very similar issues. They create an approach for the first client, then take those learnings and apply them to other accounts—like knocking down pins in a bowling alley.
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Upcoming ITSMA Events
To view all events, please go here.
Increasing Growth in Target Accounts: A Practical Approach to Account-Based Marketing
ITSMA Workshop
June 18, 2009
San Francisco Marriott
ITSMA’s Account-Based Marketing (ABM) methodology helps companies create a laser focus on a single account that helps accelerate revenue growth and improve customer retention, even in a down economy. In this one-day workshop, you will learn how to design an effective Account-Based Marketing program for your organization using our proven tools and methodology. (This workshop is for those who are relatively new to ABM or have less than one year of experience with it.)
Register here
Accelerating Your Solutions Business
ITSMA Partner Workshop
June 24, 2009
Cambridge, MA
Organized by one of ITSMA’s premier partners, Solutions Insights, this one-day workshop focuses on the the three things you need to do to sell solutions in a recession: create more distinctive and compelling offers, create more active conversations with customers, and move opportunities through the pipeline faster with more effective sales support. ITSMA members and Marketing Strategist readers are eligible for a substantial discount.
Learn more and register here
Marketing to the CIO’s Hotbuttons
Online Briefing
July 14, 2009
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)
(Free for ITSMA members)
Marketers who try to speak to all CIOs with a single voice are getting it (almost) all wrong. CIOs may be individuals, but they represent a composite of different roles, depending on their personal and professional backgrounds, the size and context of their companies, and the strategic importance of IT. Marketers need to segment their CIO audience and speak to each in the voice he or she needs to hear. Join ITSMA’s Chris Koch and a panel of outspoken CIOs and learn how to:
- Segment your CIO audience by role
- Engage CIOs by connecting them to one another
- Discover their buying needs
Get more information and register
ITSMA Research
Survey Insights: The Impact of the Economic Downturn on Developing and Selling Solutions
When times get tough, business buyers clamp down on all but the most essential spending. Providers of high-value solutions have to work twice as hard to develop the right offers, craft the right messages, connect with the right prospects, and sell the right value. This survey report captures the latest thinking and priorities among leading solution providers to help participants benchmark themselves against their peers and better understand recent changes in the solutions marketplace.
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ITSMA Account-Based Marketing Benchmarking Study
This ITSMA Benchmarking Study on Account-Based Marketing enables marketing and sales organizations to quantify ABM spending and ROI, hone their ABM processes, identify best practices, and compare their company’s performance with that of their industry peers as well as “best-in-class” companies. Armed with this data, marketing and sales executives can set realistic targets, seize the leadership role, and take their ABM efforts to the next level.
More information
Recent ITSMA Thought Leadership
How to Develop a Complex Solution: HP’s Data Center Transformation
When it began developing a solution for the huge task of revamping data centers in 2007, HP’s marketing team faced an equally monumental challenge: How could they package and sell something so big and complex? In this ITSMA Case Study, we examine eight steps that HP took to develop its Data Center Transformation solution.
Read it now
CSC: How to Integrate Marketing into the Portfolio Management Process
It seems a simple truth but one that many businesses still haven’t learned: Portfolio management and strategic marketing groups can provide great business value—but only when they are intimately linked to the selection of the products and services that receive investment dollars. As CSC has discovered, the portfolio management function needs to establish the senior executive relationships necessary to gain entry into the process, get funding for finding and investing in new ideas, and become change management experts to get skeptical businesspeople to support it.
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Why (and How) You Should Spend More on Marketing in a Downturn
To marketers, cutting marketing when sales are declining is counterintuitive, but to some in senior management, marketing is a logical target. In this Update, ITSMA lays out its views on how companies can achieve greater marketing and sales effectiveness despite the downturn.
Read it now
