ITSMA’s key research and event themes for 2016 – insight, digitalization, agility, innovation, Account Based Marketing (ABM), and strategy – capture the new vision for marketing. They focus on how marketers can drive revenue, engage with customers, and design the customer experience.
IBM’s thought leadership initiatives set the gold standard. Find out what Eric Lesser, research director of the IBM Institute for Business Value, recommends other companies do to raise their game and stand out.
How does your organization convey its brand’s message? Kate Manasian, managing director of strategic brand consultancy Manasian and Co., believes that the essence of effective branding is boiling complex, fragmented messages down to a simple story and then telling that story well.
B2B buyers of high-consideration solutions rely on their solution providers’ account executives and other salespeople to help them navigate complex buying decisions. What about marketing? Do buyers rely on it? Does it add value? The answer is no – or at least not yet. But all this is about to change.
When infographics first came out, it was a wonderful opportunity to take a world of data overload and to boil it down concisely into a very compelling graphic. Recently, I’ve been looking at a lot of infographics that tend to scroll on and on for four or five pages. Can you give us the best practice for delivering the best infographic?
Services Marketing News
- The 9 Best Data Visualization Examples from 2015
- 5 Lessons Marketers Can Learn from College Football
- 5 Reasons Most Content Marketing Is FAR Behind Where It Needs To Be
- Managing the B2B Customer Experience
For up-to-the-minute services marketing news, follow ITSMA on Twitter: @itsma_b2b.
Upcoming ITSMA Events
Charting a New Course for Services in Product-centric Companies
February 23, 2016
8:00 am Pacific – Find your local time – (Duration: One hour)
ITSMA’s 2016 Marketing Leadership Forum
May 24–25, 2016
To view all events, please see our online events calendar.
Recent ITSMA Thought Leadership
ABM Account Intelligence Checklist
You’ve selected the accounts to include in your ABM pilot or existing program. Your ABM resources have been identified and assigned to specific accounts. What’s the next step? Account intelligence. Use this account intelligence checklist to guide you as you identify what you already know about your account and what you need to find out.
Read more about this Marketing Tool.
Many marketing departments struggle to measure marketing and demonstrate business impact. 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.
See this Infographic here.
Results from ITSMA’s 2015 How Buyers Consume Information Study: Moving Towards an Omnichannel Experience
During the purchase process for high- consideration solutions, buyers expect a seamless, personalized experience across channels. Contrary to popular belief, the buying process is not entirely digital. Your salespeople are not obsolete and your subject matter experts are the most credible sources of information throughout the buyers’ journey.
Read more about this Focus Report.
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