Deloitte has long been a leader in developing and promoting thought leadership. Competing for clients at the highest levels of consulting and professional services, firm leadership has remained committed to significant investment in thought leadership for more than 20 years.
In 2013 SITA leadership realized that company’s ambitious three-year business plan and 2020 vision called for a significant step up in sales capability to drive growth. Although the company had been achieving sales objectives and retaining most of its contracts, they were facing a challenge winning the level of new business required.
HCL’s recent branding campaign, “The Relationship Beyond the Contract,” provides a great case study in how companies can develop and execute a B2B brand message that goes far beyond a high-level tag line and rallying cry. The Awards Program judges were especially impressed with HCL’s use of LinkedIn as both a platform and a source of sponsorship, as well as the extensive use of employees as a channel to ensure message consistency.
When ITSMA was founded in 1994, technology firms were just beginning to focus on services marketing. More than 20 years later, we’ve entered a third wave of services marketing amid the transformations in technology, services, and marketing itself.
Like most technology firms, SAP is undergoing a fundamental transformation, and Strategic Account Based Marketing is playing a central role. Amy Craven highlights eight keys to success with strategic ABM.
ITSMA’s just-launched Thought Leadership Council brings together a select group of senior-level marketing executives responsible for shaping, managing, and driving results with their company’s thought leadership initiatives.