While the theme of this year’s Marketing Leadership Forum was “delivering incomparable value,” what came through is just how important the job before us really is. Whether it’s redefining the way we do marketing or reimagining our company business strategy, adapting to new technology tools or helping our companies prepare for change, there are big opportunities—and some significant hurdles—for all of us.
If you’ve ever wondered why it seems so hard to advance a thought leadership program beyond the ad hoc, it’s because there are so many dimensions that influence how effective your program can be. ITSMA’s Thought Leadership Maturity spells them out.
ITSMA’s Thought Leadership Maturity Assessment is an easy-to-use tool that allows you to quickly benchmark your organization’s thought leadership practices against best practice.
We’d really like to start building a solid set of buyer personas—based on direct interviews—to drive all of our marketing efforts, but one of the initial obstacles we face is our own sales team. They don’t want to let us near “their” customers. What should we do?
Services Marketing News
- Marketing Chiefs Need To Embrace Technology
- Why ROI Is Often Wrong For Measuring Marketing Impact
- Content Marketing: Measuring Results, Tracking ROI and Generating Leads
- Six Tactics for Successfully Marketing to Millennials
- Ending the War Between Sales and Marketing
For up-to-the-minute services marketing news, follow ITSMA on Twitter: @itsma_b2b.
Upcoming ITSMA Events
Top 3 Ways ABM Can Deliver for You
Free ABM Online Session
June 30, 2015
8:00 am Pacific – 11:00 am Eastern – 4:00 pm GMT (Duration: 30 minutes)
Leading Change in My Organization; Managing the Change in Me
July 2, 2015
12:00 pm–3:00 pm GMT
One Alfred Place, London, WC1E 7EB UK
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
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
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 ROI 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 first-hand experience on the journey toward a strategic marketing function.
Listen 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 on 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 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/
The Four Stages of Thought Leadership: ITSMA’s Maturity Model
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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