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ITSMA Marketing Strategist

April 21, 2016

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Agile Marketing Survey

ITSMA is studying the move to marketing agility. Please take our brief survey on how your organization is dealing with the agility challenge and we’ll provide survey findings next month.


ABM on Fire but Still Early Days: New Research Highlights Three Paths for Growth

By Julie Schwartz, No comments yet

Account Based Marketing (ABM) is one of the hottest trends in B2B marketing for a very simple reason. It works. Some 84% of companies engaged in ABM say the return on investment is higher for it than for other types of marketing, according to new ITSMA survey data.

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A Third Wave in Services Marketing?

By Rob Leavitt, No comments yet

When ITSMA was founded in 1994, technology firms were just beginning to focus on services marketing. More than 20 years later, we’ve entered a third wave of services marketing amid the transformations in technology, services, and marketing itself.

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Scaling Strategic ABM at SAP: Eight Keys to Success

By Rob Leavitt, No comments yet

Like most technology firms, SAP is undergoing a fundamental transformation, and Strategic Account Based Marketing is playing a central role. Amy Craven highlights eight keys to success with strategic ABM.

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Calling All Marketers: Showcase Your Best with 2016 Marketing Excellence Awards

By Nicole Martins, No comments yet

ITSMA recently launched the 2016 Marketing Excellence Awards program and is now accepting submissions for the awards in seven strategic and critical aspects of B2B services and solutions marketing.

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Net Promoter Scores: Are You Getting the Right Data?

By Donna Thach, No comments yet

ITSMA’s new Net Promoter Scores (NPS) data for B2B technology services providers provides a new opportunity to benchmark your NPS scores against industry leaders with a specific focus on the “people who matter.”

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Ask ITSMA: Social Selling and Thought Leadership

By Julie Schwartz, No comments yet

I am intrigued by your article “Thought Leadership Selling: Not an Oxymoron?” Do you know of any salespeople who have invested in their own thought leadership and used it to perform well year over year?

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Upcoming ITSMA Events

Introduction to Account Based Marketing
Online Training
Sessions: May 3, 10, and 17, 2016
11:00 am – 12:30 pm ET (Find your local time)

ITSMA’s 2016 Marketing Leadership Forum
In-Person Event
May 24-25, 2016 – Napa, CA

Accelerating the Move to Agile Marketing
Web briefing
June 14, 2016
8:00 am Pacific – Find your local time – (Duration: One hour)

ITSMA’s Next Generation Account Based Marketing Forum: The Rise and Rise of ABM
In-Person Event
June 21, 2016 – London, UK

ITSMA Account Based Marketing Certification Program
In-Person Training Kickoff
June 21-22 – Boston, MA
September 28-29 – Berkshire, UK

To view all events, please see our online events calendar.


Recent ITSMA Thought Leadership

Scaling Account Based Marketing Programs for Improved Results with New Models, Approaches, and Tools
ITSMA’s Bev Burgess and Andrea Clatworthy, Head of Account Based Marketing at Fujitsu, discuss new ITSMA research on scaling ABM and dig into program development, challenges, and success at Fujitsu.

Fueling the Account Based Marketing Fire
ITSMA’s new study, based on market survey data and interviews with ABM leaders, documents the rapid growth of ABM, the development of three distinct ABM approaches, and the challenges of scaling ABM programs beyond the initial pilot phase.

Charting a New Course for Marketing in a Product as a Service World
As marketing leaders grapple with the simultaneous transformations of technology, services, and marketing, this briefing with Dell and Amdocs highlights three strategic beacons to guide organizational, investment, and programmatic focus.

Beyond the Corporate Blur: Creating Simple, Powerful Messages in Complex Organizations
As companies roll out new offers and reposition themselves in fast-changing markets, Kate Manasian explains why and how to radically simplify your core corporate story.


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