Associate Program

To be successful in B2B Marketing today, you need to keep your finger on the pulse of the industry, your customers, and all the latest marketing strategies, tactics, and techniques. This isn’t an easy task when you work in a marketing department with limits on its budget and resources. But ITSMA can make it easier.

Associate Program Overview

As a marketer charged with growing the business with limited resources at your disposal, you are faced with a number of challenging realities:

The industry is becoming more and more competitive, forcing you to differentiate your firm from competitors large and small
Traditional marketing and sales approaches are less effective, forcing you to continuously search for new ways to connect with customers
Customers are less loyal and more skeptical of provider claims, demanding greater proof of business value before making any IT-related investments

To help you meet your marketing goals in today’s hyper-competitive climate, ITSMA’s Associate Program is specifically designed for smaller and emerging firms.

Download the application form PDF (0.2MB)

Associate Program Benefits

Associate Member Benefits include:

Insight—Stay on top of the latest marketing and sales practices, as well as buyer preferences and priorities, through ITSMA’s ongoing research with industry leaders such as Avaya, Cisco, Cognizant, Dell, EMC, GE Healthcare, HP, IBM, Microsoft, Oracle, SAP, Siemens, Sun Microsystems, and Xerox, among others.
Community—Meet, network, and compare experiences with other services and solutions marketers at ITSMA events

By focusing specifically on the unique requirements for marketing services and solutions, ITSMA membership goes far beyond the more generic approaches of most marketing advisors and associations.

Insight

Associate Members have access to ITSMA’s research and insight on marketing and sales practices. Specific benefits include:

Unlimited organizational access to ITSMA’s online research library of more than 250 reports, briefings, and tools on a wide range of marketing and sales issues
Ongoing insight into buyer perspectives and behavior for services and solutions through research such as ITSMA’s annual How Customers Choose study
Ongoing coverage of marketing and sales best practices and trends
Annual give-to-get benchmark research on marketing budgets and priorities, as well as sales performance

Community

Associate Members benefit from numerous networking opportunities with marketers in IT, Professional Services, and Telecommunications. Opportunities to network and connect with ITSMA’s community of seasoned services and solutions marketers include:

Unlimited access to ITSMA Client Briefings
Membership rates for ITSMA workshops and conferences*
Member rates for multiclient research studies*

Add-On Services

In addition to client activities, Associate Program clients take advantage of a variety of add-on services, including:

Unlimited subscriptions to the monthly ITSMA newsletter, Marketing Strategist
Access to custom research, consulting, and training
Speaking opportunities
Event sponsorships
Access to ITSMA’s Professional Diploma in Marketing for Business Services & Solutions

Who Benefits?

The Associate Program benefits the entire organization via unlimited access to ITSMA briefings, marketing tools, research library, and client rates for add-on services.

Primary beneficiaries typically include senior marketing executives, marketing directors and managers, and individual practitioners.

The program also benefits related functions, such as sales, service delivery, and training.

Program Priorities

Program activities are focused on the challenges identified by clients each year as most essential to services and solutions success. The program is focused on the following issues:

Transforming the Marketing Organization: What are the new models, functions, practices, and skills
Building the Idea Organization: How to use thought leadership to build brand preference, generate leads, and engage clients
Learning to Love the Data Explosion: Realizing the promise of analytics for improved targeting, lead management, and decision-making
Preparing for the B2B Social Buyer: Determining the right marketing balance for traditional buyers and the new social buyer
Sales Channel Enablement: Improving the impact from your portfolio of enablement activities across direct and indirect sales channels
Next Generation Account-Based Marketing: Optimizing the model, mix, and staffing across the entire sales and delivery cycle

Eligibility

Technology companies with revenues of less than $100 million are eligible to become Associate Program Members.

More Information

Contact Dirk Mullenger, Director, Client Engagement at +1-661-298-0015 or dmullenger@itsma.com.

*Additional fees required.

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, and Japan. Learn more at www.itsma.com.