This year’s annual conference once again captured the speed and scale of the major changes happening in B2B marketing. It also highlighted the evolving role of marketing, from shaping the brand and driving revenue to helping deepen relationships with customers.
Subject matter experts (SMEs) are one of the most valuable resources in B2B marketing and sales. While SMEs are extremely valuable, they are also limited resources. How can marketing make the most effective use of their time to ensure that every engagement counts?
Regardless of whether you are starting an Account Based Marketing (ABM) program, increasing its size and scope, or managing a mature one, account selection has a major impact on potential success. Stack the deck in your favor to ensure that you have the greatest likelihood of meeting your objectives for ABM.
Today’s buyers want a seamless buying experience across multiple channels. Based on buyers’ rising expectations, B2B marketers will have to take integrated marketing campaigns to the next level—from integrated channels to omnichannel.
I have heard you and others at ITSMA say that it can take three to five years to dramatically change brand perceptions. Can you point me to an authoritative source for a similar data point or quote, or would you be willing to be quoted?
Services Marketing News
- 8 Rockin’ Account-Based Marketing Tweets from #ITSMA15
- Quantifying the Impact of Marketing Analytics
- How One Company Is Measuring What Really Matters
- The State of Marketing Work
- Vision Quest 2015: Charting a New Path for Modern Marketing
For up-to-the-minute services marketing news, follow ITSMA on Twitter: @itsma_b2b.
Upcoming ITSMA Events
November 19, 2015
8:00 am Pacific – 11:00 am Eastern – 16:00 GMT (Duration: 30 minutes) ITSMA Account-Based Marketing Certification Program
December 15−16, 2015
One Bennett Street, Cambridge, MA 02138 United States Charting a New Course for Services in Product-Centric Companies
December 17, 2015
8:00 am Pacific – 11:00 am Eastern – 16:00 GMT (Duration: One hour)
To view all events, please see our online events calendar.
Recent ITSMA Thought Leadership
Regardless of whether you are starting an Account Based Marketing (ABM) program, increasing its size and scope, or managing a mature one, account selection has a major impact on potential success. Stack the deck in your favor to ensure that you have the greatest likelihood of meeting your objectives for ABM. How? By making sure that the accounts you select have the best potential to achieve your ABM goals. This Marketing Tool for ABM account selection will help you through the process.
Read more about this Marketing Tool.
The widespread adoption of ABM by some of the largest technology companies in the world (and ITSMA members) is a testament to its success. A recent ITSMA member survey revealed that 84% of marketers who measure return on investment describe ABM as delivering higher returns than any other marketing approach. Half of those described it as delivering significantly higher returns. In any company that generates significant revenue from existing customers, ABM can be a powerful strategic initiative.
Read more about this Update.
Subject matter experts. Buyers consider them the single most credible and trustworthy source of information in the buying process, as ITSMA’s annual How Buyers Consume Information survey has consistently shown. That makes SMEs one of the most valuable resources in B2B marketing and sales, but SME time is in short supply. So what can marketing do to make sure SME time is put to the most effective use? That every SME engagement counts? That we’re extending SMEs effectively without overextending them? The first step is to understand the roles SMEs play and when.
Read more on this Online Briefing.
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