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ITSMA Marketing Strategist

August 27, 2015

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Buyer Personas: Now What?

By Nicole France, 1 comment

Once you’ve developed a strong set of buyer personas based on primary research, the next step is incorporating them into everything you do. The team at marketing technology provider idio shows you how.

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Register Today: ITSMA’s Annual Conference Is November 2-4, 2015

By Nicole Martins, No comments yet

This year’s conference, Marketing Vision 2015, delves into the three key characteristics of successful marketing organizations: data driven, technology enabled, customer centric.

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Research Highlight: Making Marketing Dashboards Meaningful

By Julie Schwartz, No comments yet

As more and more marketing organizations try to establish themselves as strategic parts of the business, the imperative to build compelling, functional performance dashboards gains importance.

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Ask ITSMA: Engaging with customers when Senior Management is in the way

By Bev Burgess, No comments yet

We have a customer that we’ve tried to engage more closely several times. We managed to progress well on the managers’ level, but every time it gets to senior management, they block us. It seems like they are very connected to their existing vendors. We are considering using a tool such as a survey to conduct interviews to understand the issues they have with our firm [as a service provider]. Do you have any recommendations based on your past experience?

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Services Marketing News

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

 


Upcoming ITSMA Events

Communicating Marketing Impact and ROI to the C-Suite
In-Person Event
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
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
30 September–1 October, 2015
The Chartered Institute of Marketing, Cookham, Berkshire, UK
Also in Cambridge, MA (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 EDT

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


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. Of B2B marketers, 45% 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.

Buyer Personas in Practice: The Case of idio

Buyer personas in practice are far more valuable than those that sit on the proverbial shelf gathering dust. Many marketing teams have already built a set of personas derived from interviews with actual buyers. The next question for most of them is what to do next. Our take? Rethink everything you do as a marketing team, and beyond, to consider how personas should reshape what you’re doing. The team at marketing technology provider idio recently put personas at the center of everything they do, not just marketing. The results are more effective marketing and sales—and shorter lead cycles.

Read more on this Case Study.

ABM: The Top 3 Ways It Can Deliver for You

There is so much hype and confusion in the marketplace about Account Based Marketing (ABM). What’s real and what’s not? We at ITSMA would like to help clarify. While this isn’t quite the CrossFit crash course, it’s definitely a fast-paced walk through what ABM really is and what benefits it delivers. Think ABM is reverse IP lookup? Not sure if it really generates value? Wondering if it can help you achieve your strategic goals? Join us to see if ABM can deliver for you. Leading the session are ABM black belts Bev Burgess and Jeff Sands. These two have guided marketing leaders to material ABM results at global powerhouses, including Avanade, Fujitsu, and SAP, to name just a few.

Read more on this Online Briefing.


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