There’s a big change afoot in B2B marketing – and it may not be the one you think. Marketing is finally becoming a strategic function in the minds of corporate executives.
There are buyer personas and there’s “not exactly.” If you have a set of so-called personas that aren’t based on primary research with actual buyers, you’re missing the big wins.
Assessing your brand is critical to determining how well your marketing initiatives are performing. ITSMA’s multiclient brand study offers many of the same benefits as a dedicated study with a smaller investment.
Today less than one-third of CEOs hold marketing accountable for its results. Nearly one-quarter of CFOs don’t even look at marketing performance data. ITSMA’s recent study shows how to build trust in marketing data.
We are trying to ascertain where marketing/communications departments sit organizationally, specifically to whom the CMO reports (e.g., CEO). We are looking for information on how our peers (e.g., large consumer products, B2B technology and consulting companies) approach this issue. Does ITSMA have any research on this or any advice that you can share?
Services Marketing News
- Holiday Inn Targets “Lookalike”
- Creating Demand for Products, Services, and Ideas That Have Little to No Existing Search Volume
- Myth Busting 101: Insights into the B2B Buyer Journey
- Sales vs. Marketing: We Are All B2B Social Selling
For up-to-the-minute services marketing news, follow ITSMA on Twitter: @itsma_b2b.
Upcoming ITSMA Events
Account Based Marketing & Account Planning: Better Together
August 11, 2015
8:30 am Pacific – 11:30 am Eastern – 16:30 London (Duration: 30 minutes)
Communicating Marketing Impact and ROI to the C-Suite
September 16, 2015
6:00 pm–9:00 pm GMT
One Alfred Place, London, WC1E 7EB UK
Enabling Sales and Extending SMEs for Deeper Customer Engagement
September 29, 2015
12:00 pm–2:00 pm CDT
Dallas/Addison Marriott Quorum, Dallas, Texas
Also in Palo Alto, CA (10/1) Basking Ridge, NJ (10/7) London, UK (10/29)
ITSMA Account Based Marketing Certification Programme
September 30–October 1, 2015
The Chartered Institute of Marketing, Cookham, Berkshire, UK
(Also in Cambridge, MA, USA – Kickoff on December 15–16, 2015)
Introduction to Account Based Marketing
October 6, 13, and 20, 2015
11:00 am–12:30 pm ET
Enabling Sales and Extending SMEs for Deeper Customer Engagement
October 14, 2015
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)
To view all events, please see our online events calendar.
Recent ITSMA Thought Leadership
Communicating Marketing’s Impact and ROI to the C-Suite
Marketing has made big strides in the last three years and is increasingly viewed as a strategic function. To build trust and support in the boardroom for this new strategic role, marketers need to go beyond data to tell a compelling story about the outcomes they’re delivering for the business. But where does return on investment fit in? That depends. In this Online Briefing, ITSMA’s Julie Schwartz discusses the results of our latest research on measuring and communicating marketing impact. She covers the major factors leading to marketing’s increasingly strategic role, the main trends in reporting marketing metrics, and the major challenges B2B marketers still face in demonstrating marketing impact. She is joined by Lise af Ekenstam, global lead for digital and marketing effectiveness at Avanade, who shares the benefit of her firsthand experience on the journey toward a strategic marketing function.
Read more on this Online Briefing, http://www.itsma.com/research/communicating-marketings-impact-roi-c-suite/.
Code Halos and Marketing in the Digital Age
In an increasingly online world, our digital selves—our Code Halos—speak volumes about our opinions, preferences, and intentions. This sets the scene for massive disruption in many B2B organizations; it’s up to marketers to show the way in this new age. Malcolm Frank, Cognizant’s executive vice president of strategy and marketing, gives us some insights into Code Halos from the book he recently co-authored with colleagues Paul Roehrig and Benjamin Pring. The digital world is driving a new technology paradigm—the SMAC (social, mobile, analytics, and cloud) stack—causing businesses to redefine business strategy and marketing initiatives. Frank contends that given this degree of change in the industry today, corporate survival is not guaranteed. Today’s market leaders are unlikely to still be leaders a few years from now. The Code Halos that give insights into our opinions, preferences, and intentions are changing not just marketing but the way that business is being done. In Frank’s view, B2B marketers have a critical role to play in helping their organizations navigate this new environment.
Read more on this Viewpoint: http://www.itsma.com/research/code-halos-marketing-digital-age/.
Thought Leadership Maturity Model: ITSMA’s Four Stages
There’s a reason thought leadership has become such a popular approach to marketing and selling in B2B organizations: it works. Three-quarters of buyers say that thought leadership influences their choice of service provider. But many organizations struggle to make thought leadership more than occasional, one-off publications. For thought leadership to be truly effective, it should be a central, programmatic part of marketing. ITSMA has developed its Thought Leadership Maturity Model to help companies evaluate their current level of maturity and identify the key steps to take to build on their maturity. Effective thought leadership programs are about much more than publishing white papers; they are closely tied to building the company’s reputation and supporting the sales process. While thought leadership undoubtedly contributes to building an organization’s reputation, it can also be a strategic tool in building customer relationships that ultimately drive revenue. Setting interim goals on the path to thought leadership mastery helps advance thought leadership capabilities while improving program impact as it develops.
Read more on this Update: http://www.itsma.com/research/four-stages-thought-leadership-itsmas-maturity-model/.
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