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ITSMA Marketing Strategist

September 24, 2015

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Annual Marketing Conference

The Challenge of Scaling ABM Programs

By Nicole France, No comments yet

One of the biggest hurdles in any ABM program is increasing scale without diminishing effectiveness. Executing a well-developed plan is one key factor. Applying marketing technology effectively is another.

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How to Establish Marketing as a Strategic Business Function

By Julie Schwartz, No comments yet

B2B marketing departments are gaining credibility as strategic business functions, but more than half are still stuck in supporting roles. Changing your approach to reporting can help you build credibility and gain that strategic reputation.

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Research Highlight: Customer Experience Pushes Branding Aside

By Julie Schwartz, No comments yet

Customer experience and engagement seem to be overtaking brand communications in B2B marketing priorities.

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Ask ITSMA: Do cultural differences matter in NPS?

By Nicole France, No comments yet

A thought-provoking post on Net Promoter Community suggests that cultural differences across countries don’t exist. ITSMA’s view is more nuanced.

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Services Marketing News

For up-to-the-minute services marketing news, follow ITSMA on Twitter: @itsma_b2b.

Upcoming ITSMA Events

Enabling Sales and Extending SMEs for Deeper Customer Engagement
In-Person Event
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
In-Person Event
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
Online Training
October 6, 13, and 20, 2015
11:00 am–12:30 pm ET

Enabling Sales and Extending SMEs for Deeper Customer Engagement
Web Briefing
October 14, 2015
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)

ITSMA’s Annual Marketing Conference 2015
In-Person Event
November 3−4, 2015
One Bennett Street, Cambridge, MA 02138 United States

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

Recent ITSMA Thought Leadership

Reporting Like a Strategic Marketing Function: A Step-by-Step Guide

There’s a clear trend toward marketing departments becoming strategic business functions in the minds of executive management. Forty-five percent of B2B marketers today believe that their departments are viewed by executive leadership as strategic functions and core parts of the leadership team. That’s a huge increase from 10% only three years ago. But what if you’re not one of those marketing departments? How do you get there? The answer may well be reporting: what performance metrics you report on to which management teams in the company. For marketing departments trying to increase their influence and build credibility within their companies, reporting is a critical tool for shaping perception and demonstrating results. Use ITSMA’s step-by-step guide to address the methods and metrics you use in your reporting to accelerate your progress on the path to becoming a strategic business function. We offer a road map for changing attitudes and policies to create new reporting capabilities and to improve performance on key metrics.

Read more on this Marketing Tool.

ABM and Account Planning: Better Together

First, the good news. There is so much value to be gained from both Account Based Marketing (ABM) and Account Planning (AP) that it’s easy to make the case for doing them together. However, there is hard work required. And investment. And resources (that’s the bad news).

Read more on this Online Briefing.

ITSMA Online Survey: Communicating Marketing’s Impact and ROI to the C-Suite

Proving marketing impact and ROI is a challenge, but one that is more important than ever. B2B marketing organizations are undergoing a rapid and dramatic shift. Forty-five percent of B2B marketers report that their teams are now considered to be strategic functions by CEOs and executive leadership. This marks a huge jump from 10% just three years ago. That’s according to ITSMA’s survey of 67 senior marketing executives. The quantitative data and in-depth interviews with 12 of them show marketing results—and perceptions—are changing significantly. This report offers recommendations to help marketing organizations improve their reporting, increase trust in marketing data, and prove marketing impact. It also provides suggestions for building and reinforcing marketing’s perception as a strategic business function.

Read more on this Benchmarking Study.


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