New Report Shows ABM is Driving Greater Customer Success

Findings Show B2B Marketers Achieving Better Results as They Get More Sophisticated in their ABM Strategies
 

SAN FRANCISCO, CA and LEXINGTON, MA – November 28, 2018ITSMA, the B2B marketing leadership community that pioneered Account-Based Marketing (ABM) in the early 2000s, and ABM leader Demandbase, released today, in collaboration with the ABM Leadership Alliance (ABMLA), a research study titled ‘2018 ABM Benchmark Study’. The study found that 77 percent of B2B marketers believe ABM has driven greater success for their target accounts. ABM programs now account for more than a quarter of total marketing budgets, and ABM principles are influencing the way B2B firms go to market overall.

B2B marketers are deploying more sophisticated ABM strategies, as 46 percent target accounts across multiple tiers, up from 35 percent in 2017. These tiers include One-to-One, One-to-Few, and One-to-Many. However, the research also indicates that ABM is still relatively new to most marketers, as 52 percent of respondents have implemented ABM for less than a year.
 

ITSMA and Demandbase in collaboration with the ABMLA announce the 2018 ABM Benchmark Study, which highlights marketers’ success with ROI & customer success.
 

According to the research, ABM is fast becoming business as usual for B2B marketing organizations such as SAS, DXC Technology, and Fujitsu, with marketers reporting their ABM programs now account for 28 percent of their overall marketing budget. Investment in ABM is being driven by the value companies are receiving from their programs for revenue and beyond.

Approximately what percentage of your marketing budget is spent on ABM?

 
Marketers cite substantially greater ROI from their ABM programs compared to traditional marketing, which increases as companies gain experience. Overall, the study found that 99 percent of marketers get a greater ROI from their ABM programs than all other types of marketing programs. 45 percent of respondents with less than three years of ABM experience in their organizations are seeing at least double the ROI from ABM. That number skyrockets to 80 percent of companies with three years or more ABM experience.

Companies also experience higher levels of customer advocacy and innovation. Specifically, 66 percent of marketers said their ABM accounts are more likely to provide positive references and advocate for them than other accounts.

It doesn’t come as a surprise, therefore, that many marketers cited the backing of their C-suite to invest in ABM. However, while marketing and business leaders clearly believe the potential of ABM, understanding how best to implement and expand programs remains a challenge for many marketers.

How long have you had an ABM program?


Respondents listed their top five challenges in getting started with the strategy as:

  1. Getting the data and reports needed to track results (35 percent)
  2. Personalizing and tailoring marketing to the key contacts at each account (34 percent)
  3. Developing campaign assets that are mass customizable (30 percent)
  4. Getting adequate budget to support programs and resources (30 percent)
  5. Educating sales on the process and value of ABM (26 percent)

What are the top challenges your organization faces in your ABM programs?

“As the ABM category continues to explode, this research confirms the same trends that we are seeing in the market – that more and more companies are adopting ABM, and getting more sophisticated in their ABM strategies,” said Peter Isaacson, CMO, Demandbase. “But it’s important to remember we’re still in the early days of ABM expansion, and there is a lot more potential for marketers to drive their business results.”

As companies look toward 2019, the study highlights eight specific initiatives marketers should consider implementing to increase ABM impact and further elevate their programs as key contributors to corporate growth:

  1. Leveraging technology to support account-based approaches
  2. Increasing impact within each of the three types of ABM: One-to-One, One-to-Few, and One-to-Many
  3. Moving to a blended strategy with more than one type of ABM to scale programs, optimize investment and achieve greater key business outcomes
  4. Balancing coverage of new and existing accounts to use ABM for all of your accounts
  5. Getting the metrics right to focus on quality and prove success
  6. Investing in teams to ensure across a set of marketing resources the team has mastered the full complement of required skills to fulfill this different way of marketing
  7. Mastering storytelling to create relevant, compelling messaging and content at scale
  8. Orchestrating across different departments within the organization including continuing to strengthen the essential partnership with sales

“It’s encouraging to see so many marketers investing in ABM and beginning to reap substantial rewards,” said Rob Leavitt, SVP at ITSMA. “The focus is now shifting from why companies should implement an account-based approach to how marketing, sales, and business leaders can collaborate to ensure maximum benefit from this strategic discipline. Our hope is that B2B companies of all industries and sizes will look carefully at how they can further optimize their ABM programs in 2019 and beyond.”

The ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey questioned 207 B2B marketers at 190 ITSMA and ABM Leadership Alliance member companies via a web-based survey and qualitative interviews.

As a follow up to the joint research, Demandbase will host a joint ITSMA and ABMLA webinar titled ‘Believe the Hype: How to Win with Account-Based Marketing’ on Wednesday 5 December at 11.00am PT / 2.00pm ET, which will discuss the full survey report. For more information sign up for the webinar and download the full report.
 


About ITSMA
For more than 20 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships. ITSMA pioneered Account-Based Marketing in 2003 and today offers a broad portfolio of ABM research, events, consulting, training, and coaching services. In 2017, ITSMA leaders Bev Burgess and Dave Munn co-authored the book, A Practitioner’s Guide to Account-Based Marketing. Learn more at www.itsma.com or follow the company on Twitter @ITSMA_B2B.

About ABMLA
The ABM Leadership Alliance unites industry-leading technology partners to educate B2B marketers about how developing and deploying an ABM strategy can help them improve their reputation, strengthen relationships, close bigger deals with target accounts, and increase pipeline velocity. Members include Demandbase, Bizible, Certain, Engagio, PathFactory, Optimizely, Radius, Salesforce, Sigstr, PFL, and ON24.

About Demandbase
Demandbase is a leader in Account-Based Marketing (ABM). The company offers the only Artificial Intelligence-enabled, comprehensive ABM platform that spans Advertising, Marketing, Sales and Analytics. Enterprise leaders and high-growth companies such as Accenture, Adobe, DocuSign, GE, Salesforce and others use Demandbase to drive their ABM strategy and maximize their marketing performance. The company was named a Gartner Cool Vendor for Tech Go-To Market in 2016. For more information, please visit www.demandbase.com or follow the company on Twitter @Demandbase.

Media Contact:
Meg Rahner, SHIFT Communications
mrahner@shiftcomm.com

ITSMA 2018 Marketing Excellence Awards Honor Top B2B Marketing Programs

Cognizant, HCL Technologies, HP Inc., IBM, InfinityQS, Larsen & Toubro Infotech, Microsoft, and SPR take top honors in ITSMA’s annual awards program. Additional award winners include Avanade, Capgemini, Cisco Systems, Hexaware Technologies, NTT DATA, Perficient Digital (formerly Stone Temple), SAP, Snowflake, Tata Communications, and Vodafone

 

LEXINGTON Massachusetts, November 7, 2018

ITSMA, the leading source for B2B marketers in the connected economy, celebrated the 21 winners of its 2018 Marketing Excellence Awards last night during its 25th Annual Conference: Marketing Vision 2018, in Cambridge, Massachusetts.

“This year’s award winners included a dynamic mix of companies and programs, all demonstrating the increasing role and impact that marketers are having in supporting business transformation for their clients and their own firms,” said Dave Munn, President and CEO of ITSMA. “From new approaches to Account-Based Marketing and executive engagement to martech optimization, thought leadership, and measuring marketing value, the 2018 winners highlight the true potential of strategic marketing in the connected economy.”

 

Highlights from this year’s winners include:

  • An Account-Based Marketing program that engaged 77% of previously “cold, dead, and hostile” accounts in multi-touch campaigns, representing over a billion dollars in pipeline of net-new opportunities with 12% converted into won business.
  • A new VR-based program to bring new ideas and solutions to customers and prospects during briefing center and site visits improving the overall customer experience, brand positioning, and deal impact.
  • A 360° marketing plan to change the narrative around perceived challenges in digital disruption that helped to build $730M of pipeline potential, assisted in securing at least $90M of won revenue, and influenced 50+ new accounts.
  • A sales enablement program that helped account teams drive business outcome conversations and increased share of wallet by driving significantly larger deals and a higher win rate of 30 points with assets now widely available to drive digital transformation in all accounts.
  • An “ExpertAdvice” program for clients and prospects to participate in free, 30-minute consultations with a company subject matter expert (SME) on the topic of their choice, providing better engagement and leading to a 30+% increase in conversion rates.
  • A new marketing organization, post-acquisition and merger of three organizations, that was formed and redefined as a key collaborator and influencer to growth across the entire customer journey process, leading to increased interactions, pipeline, and revenue.

 

2018 Marketing Excellence Award Winners

The 2018 Marketing Excellence Awards focused on seven critical aspects of marketing for B2B services and solutions. In addition to the seven thematic categories, the program also included a focus on small and medium-sized businesses (SMB), with awards for the top SMB programs.

The jury, an international group of marketing executives and experts, selected the winners based on excellence in innovation, program execution, and business results. The awards honor outstanding marketing performance at two levels: diamond and gold.

 

Capitalizing on Marketing’s New Tools and Technologies

  • Diamond Award  HCL Technologies
  • Gold Award  Avanade
  • Gold Award  Vodafone

Deepening Engagement with Account-Based Marketing

  • Diamond Award  HP Inc.
  • Gold Award  Capgemini
  • Gold Award  HCL Technologies

Driving Business with Thought Leadership

  • Diamond Award  Cognizant
  • Gold Award  Vodafone

Enabling Sales to Accelerate Growth 

  • Diamond Award  Microsoft
  • Gold Award  Cisco Systems
  • Gold Award  IBM

Measuring and Communicating Marketing Performance

  • Diamond Award  SPR
  • Gold Award  Tata Communications

Strengthening Marketing’s Role in Customer Experience and Success

  • Diamond Award  IBM
  • Gold Award  NTT DATA
  • Gold Award  SAP

Transforming Marketing: Talent, Organization, and Culture

  • Diamond Award  Larsen & Toubro Infotech
  • Gold Award  Hexaware Technologies

Small and Medium-Sized Businesses

  • Diamond Award  InfinityQS
  • Gold Award  Perficient Digital (formerly Stone Temple)
  • Gold Award  Snowflake

 

For more information about the award winners, visit itsma.com/2018-mea-winners/.


About ITSMA

For more than 20 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships.

 

Global Solution Providers Have Captured the Early Lead for Mindshare with Enterprise Buyers for Digital Transformation Solutions

ITSMA’s new brand tracking study for providers of digital transformation services and solutions, Positioning for Digital Leadership, finds IBM, Accenture, and Cognizant as the brand equity leaders, with Deloitte, TCS, Capgemini, Wipro, and HPE not far behind.

 

LEXINGTON Massachusetts, October 9, 2018

New research from ITSMA’s Positioning for Digital Leadership: 2018 Digital Transformation Brand Tracking Study shows that nearly all large and 75% of midsized enterprise buyers in North America, Europe, Australia, Brazil, and India have advanced beyond the testing/piloting stage for digital transformation.

As forward-looking organizations accelerate investments in digital transformation, consulting, IT services, and tech solutions, providers are competing for brand awareness and preference. This new report documents what buyers are looking for most, which companies have staked out early leadership positions, and the enormous opportunities that still exist for challengers large and small.

ITSMA has a 20-year history of conducting similar brand tracking studies for technology services and solutions. According to Julie Schwartz, SVP, Research & Thought Leadership, ITSMA, “the goal of this study was to focus on the providers of digital transformation services and solutions to help marketing, sales, and business leaders understand buyer attitudes and beliefs, their company’s brand equity, market positions, and buyers’ perceptions of performance in this very critical market.”

IBM was revealed to be among the leaders in brand equity, along with Accenture and Cognizant. The next tier of ranked companies included Deloitte, TCS, Capgemini, Wipro, and HP/HPE, followed by PwC, EY, Atos, Infosys, and HCL.

ITSMA determines brand leadership by assigning each company a Brand Equity Index (BEI) score, which is calculated by weighting and summing individual firms’ ratings for first firm to call (or “top of mind” awareness), unaided awareness, aided awareness, familiarity, and favorability.

When asked which firms come to mind that provide digital transformation solutions (unaided awareness), executives named IBM and Accenture as top players, with Cognizant as a newcomer to the top rank. A number of firms, including IBM, Accenture, TCS, and Cognizant, are doing well with building brand equity around their digital transformation services while others need to focus and fine tune their marketing activities.

Accenture, HPE, IBM, PwC, and TCS were recognized as the digital transformation brand attribute leaders when rated on such attributes as working collaboratively, being easy to work with, and understanding buyers’ unique business needs.

When it comes to market positioning, only Accenture, Atos, IBM, and Infosys are perceived to be able to provide end-to-end digital transformation services for their clients: provide insight to help transform business models, partner to solve business problems and optimize infrastructure, and provide application development, technical support, and staff augmentation services.

Although seven companies have emerged as leaders for digital workplace/mobility and collaboration solutions, Dave Munn, President & CEO, ITSMA, noted that “no one has established clear leadership position with buyers in artificial intelligence and cognitive computing, cybersecurity, data analytics/big data, and process automation/robotics, so there’s opportunity for those providers that want to build their brand in these areas.”
 

Methodology

ITSMA interviewed 451 senior IT and business decision makers based in the US, Canada, UK, France, Germany, Switzerland, Austria, Nordics, Belux (Belgium & Luxembourg), Netherlands, Italy, India, Australia, and Brazil. Study respondents all held director, vice president, or C-level positions and represented organizations with revenue or operating budgets ranging from $300 million to over $1 billion. More than half of the respondents represented enterprises with $1 billion or greater in annual revenue, in seven major industries.

The report contains detailed ratings for 15 professional services and solutions firms, including Accenture, Atos, Capgemini, Cognizant, Deloitte, DXC, EY, Fujitsu, HCL, HP/HPE, IBM, Infosys, PwC, TCS, and Wipro.


About ITSMA

For more than 20 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships.

For more information on the study, contact Julie Schwartz at +1 781 862 8500, x112 or jschwartz@itsma.com or go to: https://www.itsma.com/research/positioning-for-digital-leadership-2018-digital-transformation-brand-tracking-study/.

 

ITSMA Announces Finalists for the 2018 Marketing Excellence Awards

B2B marketing leaders and innovators will be honored at ITSMA’s 2018 Marketing Vision Conference for standout performance driving growth and success with tech-related services and solutions

 

LEXINGTON Massachusetts, September 11, 2018

ITSMA, the leadership community for B2B marketers in the connected economy, today announced the finalists in its 21st Annual Marketing Excellence Awards Program.

The program honors the marketing programs, campaigns, and new initiatives that have demonstrated superior performance in the four most critical aspects of marketing success: strategy and planning, innovation, execution, and business results. The program focuses exclusively on marketing for B2B services and solutions, and highlights the most important dimensions of a strategic, comprehensive approach to marketing.

“Finalists for this year’s program are truly inspirational,” said Dave Munn, President and CEO of ITSMA. “B2B organizations are consumed with business transformation for the connected economy, and the 31 organizations that we are highlighting here are leading the way with strategic insight, guidance, and revenue acceleration.”

 

The 2018 ITSMA Marketing Excellence Awards categories and finalists are:

  • Capitalizing on Marketing’s New Tools and Technologies: Avanade, Cerner Corporation, Cisco Systems, Inc., HCL Technologies, Vodafone 
  • Deepening Engagement with Account-Based Marketing: Adobe, Capgemini, HCL Technologies, HP Inc., Infosys, QuEST Global
  • Driving Business with Thought Leadership: Centrica, Cognizant, Cognizant, DXC Technology, HCL Technologies, Vodafone
  • Enabling Sales to Accelerate Growth: Centrica, Cisco Systems, Inc., HP Inc., IBM, Microsoft
  • Measuring and Communicating Marketing Performance: SAP, Signify, SPR, Tata Communications
  • Strengthening Marketing’s Role in Customer Experience and Success: IBM, Juniper Networks, NTT DATA Services, SAP, Thomson Reuters
  • Transforming Marketing: Talent, Organization, and Culture: Globalization Partners, Grant Thornton, Hexaware Technologies, Larsen & Toubro Infotech, PwC

“Award finalists demonstrate tremendous innovation and impact across the most important aspects of strategic marketing,” said Munn. “In every category, our judges have been impressed with the creativity, agility, and results that continue to raise the bar for all of us engaged in B2B marketing.”

In addition to the seven thematic categories, the program also includes a focus on small and medium-sized businesses (SMB), with two special awards for the top SMB programs.

 

The finalists for the special awards to small and medium-sized businesses are:

  • Globalization Partners, InfinityQS, Silx, Snowflake Computing, SPR, Perficient Digital (formerly Stone Temple)

An international panel of marketing executives and experts will select the winners, who will be announced at a special awards ceremony during ITSMA’s Annual Marketing Conference: Marketing Vision 2018, on November 6th at The Charles Hotel in Cambridge, Massachusetts.

Some of the winners will also speak at the two-day conference, along with senior marketing executives and industry thought leaders from CGI, Deloitte, Harvard Business School, McKinsey & Company, Northwestern University, Panasonic, and TopRank Marketing, and senior executives from ITSMA.

For more information about ITSMA’s 2018 Annual Marketing Conference, visit: http://www.itsma.com/event/marketing-vision-2018/.


About ITSMA

For more than 20 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships.

 

2018 Marketing Excellence Awards—Call for Entries: Honoring the Best in B2B Services and Solutions Marketing

Award categories include Marketing Tools & Technologies, Account-Based Marketing, Thought Leadership, Enabling Sales, Marketing Performance, Customer Success, and Organizational Marketing Transformation; as well as special awards for best SMB organizations. Submission deadline June 8, 2018.
 

LEXINGTON Massachusetts, March 26, 2018

ITSMA, the leadership community for B2B services and solutions marketing in the connected economy, today launches the 2018 Marketing Excellence Awards program. The program honors standout performance in seven strategic and critical aspects of B2B marketing.

“The aggressive moves that B2B companies are making to transform their businesses to win in the connected economy puts great pressure but also provides great opportunities for B2B marketers to reimagine and redevelop their own organizations and programs for digital-era leadership,” said Dave Munn, President and CEO of ITSMA. “This year’s Marketing Excellence Awards program highlights seven key areas that B2B marketers are focusing on as they elevate the role of marketing and drive standout business results.”

The Awards Program, now in its twenty-first year, recognizes programs that demonstrate deep market insight, innovative marketing approaches, and substantial business impact with high value services and solutions. Last year’s winners included: Adobe, Cisco Systems, Cognizant, Computacenter, HCL Technologies, Hewlett Packard Enterprise, IBM, InfinityQS, NTT DATA, NIIT Technologies, Panasonic, PwC, SAP, Tata Communications, and Unisys.

The deadline for submissions is June 8, 2018.


2018 AWARD CATEGORIES

  • Capitalizing on Marketing’s New Tools and Technologies. Effectively leveraging marketing technology, tools, and analytics to improve the efficiency and effectiveness of marketing programs and business results. [New in 2018]
  • Deepening Engagement with Account-Based Marketing. Developing and implementing account-based marketing programs that change perceptions, deepen relationships, and accelerate measurable growth with targeted accounts; programs can include One-to-One, One-to-Few, and/or One-to-Many ABM.
  • Driving Business with Thought Leadership. Developing and executing high-impact thought leadership programs that connect with target audiences; elevate reputation with clients, prospects, and influencers; and deliver substantial, measurable results for the business.
  • Enabling Sales to Accelerate Growth. Improving sales capabilities and impact with programs, tools, training, and support, especially for new offerings, new markets, new types of buyers, and/or new areas for growth; programs can be marketing-led or sales-led if marketing plays a significant role.
  • Measuring and Communicating Marketing Performance. Selecting, tracking, managing, and communicating the right metrics and stories to demonstrate marketing’s impact on business outcomes and results. [New in 2018]
  • Strengthening Marketing’s Role in Customer Experience and Success. Developing and strengthening programs and initiatives across the customer lifecycle to improve customer satisfaction and loyalty and ensure customer value with new and existing services and solutions; programs can be marketing-led or led by other functions within customer success/service organizations where marketing plays a significant role.
  • Transforming Marketing: Talent, Organization, and Culture. Reshaping marketing’s role, organization, skills, and culture to ensure business leadership and impact in the digital future.

ELIGIBILITY AND AWARDS

The ITSMA Marketing Excellence Awards program is open to all companies that market and sell technology, telecom, and/or business services or solutions. Small and medium-sized businesses are especially encouraged to apply.

ITSMA awards two winners in each category:

  • Diamond: Best in class for the industry
  • Gold: Standout results in marketing impact

In addition to the two winners in each category, ITSMA will award two winners from small and medium-sized businesses. These awards will go to the strongest submissions from two companies with less than $500 million in annual revenue, regardless of category.

ITSMA will announce the winners at a special awards reception during ITSMA’s Annual Marketing Vision Conference on November 6, 2018 in Cambridge, MA.


SUBMISSION GUIDELINES

Visit ITSMA’s website at https://www.itsma.com/about-us/marketing-excellence-awards/ for detailed information, submission guidelines, and online entry forms.


About ITSMA

For more than 20 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships. Learn more at www.itsma.com.

Contact:
Rob Leavitt, ITSMA
+1 781 862 8500, x120
rleavitt@itsma.com

ITSMA 2017 Marketing Excellence Awards Honor Top B2B Marketing Programs

Cisco Systems, Cognizant, HCL Technologies, Hewlett Packard Enterprise, IBM, InfinityQS, PwC, and SAP take top honors in ITSMA’s annual awards program to recognize marketing innovation and impact with B2B services and solutions.

 

LEXINGTON Massachusetts, November 2, 2017

ITSMA, the leading source for B2B marketers in the connected economy, celebrated the 18 winners of its 2017 Marketing Excellence Awards last night during its 24th Annual Conference: Marketing Vision 2017, in Cambridge, Massachusetts.

“As the pace of transformation continues to accelerate in B2B marketing, this year’s award winners demonstrated the creativity, agility, and data-driven discipline that leaders need to drive substantial business impact in today’s hyper-competitive markets,” said Dave Munn, President and CEO of ITSMA. “From new approaches for Account-Based Marketing and digital brand experience to predictive analytics and customer success, the 2017 winners highlight the true potential of strategic marketing in the connected economy.”
 

Highlights from this year’s winners include:

  • An Account-Based Marketing “toolkit” approach to enterprise content marketing, with nearly 100 sales and marketing team members collaborating to accelerate more than $500M in revenue pipeline with 40 strategic accounts across six industries.
  • An innovative process to close the insight-to-action gap through a customer intelligence and predictive analytics “super forecasting” engine to anticipate customer needs based on data and insights.
  • A dynamic thought leadership campaign in the financial services industry to build interest and credibility in the fast-growing market for blockchain technology, estimated to reach $7.74 billion by 2024.
  • A comprehensive sales enablement program to help 25 clients allay challenges with new regulations, resulting in a total of $60 million worth of booked business with a potential of an additional $450 million in implementation work.
  • An inventive program to strengthen brand differentiation at a global event with a unique digital experience designed to convey the company’s leadership in mobile and AI through the world’s first cognitive sculpture.
     

2017 Marketing Excellence Award Winners

The 2017 Marketing Excellence Awards focused on seven critical aspects of marketing for B2B services and solutions. In addition to the seven thematic categories, this year’s program also included a focus on small and medium-sized businesses (SMB), with awards for the top SMB programs.

The jury, an international group of marketing executives and experts, selected the winners based on excellence in innovation, program execution, and business results. The awards honor outstanding marketing performance at two levels: diamond and gold.
 

Accelerating Growth with Account-Based Marketing

  • Diamond Winner: SAP
  • Gold Winners: Computacenter and NTT DATA

Closing the Insight-to-Action Gap

  • Diamond Winner: Hewlett Packard Enterprise
  • Gold Winners: Adobe and Tata Communications

Driving Business with Thought Leadership

  • Diamond Winner: Cognizant
  • Gold Winner: HCL

Enabling Sales for New Growth Opportunities

  • Diamond Winner: PwC
  • Gold Winner: Hewlett Packard Enterprise

Ensuring Customer Success

  • Diamond Winner: Cisco
  • Gold Winner: Unisys

Strengthening Brand Differentiation

  • Diamond Winner: IBM
  • Gold Winner: Panasonic

Transforming Marketing for Digital Leadership

  • Diamond Winner: HCL
  • Gold Winner: SAP

Small and Medium-Sized Businesses

  • Diamond Winner: InfinityQS
  • Gold Winner: NIIT Technologies

For more information about the award winners, visit itsma.com/2017-mea-winners/.


About ITSMA

For more than 20 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships.

ITSMA Announces Finalists for the 2017 Marketing Excellence Awards

B2B marketing leaders and innovators will be honored at ITSMA’s 2017 Marketing Vision Conference for standout performance driving growth and success with tech-related services and solutions

 

LEXINGTON Massachusetts, September 11, 2017

ITSMA, the leadership community for B2B marketers in the connected economy, today announced the finalists in its 20th Annual Marketing Excellence Awards Program.

The program honors the marketing programs, campaigns, and new initiatives that have demonstrated superior performance in the four most critical aspects of marketing success: strategy and planning, innovation, execution, and business results. The program focuses exclusively on marketing for B2B services and solutions, and highlights the most important dimensions of a strategic, comprehensive approach to marketing.

“Marketing leaders today are faced with incredible challenges as they move to transform their organizations and programs for the digital future. This year’s finalists provide great inspiration for the role that marketing can play in generating business success in this time of such great change,” said Dave Munn, President and CEO of ITSMA.

 

The 2017 ITSMA Marketing Excellence Awards categories and finalists are:

  • Accelerating Growth with Account-Based Marketing: Computacenter, Fujitsu, HCL, NTT DATA, O2, SAP
  • Closing the Insight-to-Action Gap: Adobe, FIS, HCL, HPE, Tata Communications
  • Driving Business with Thought Leadership: Cognizant, Grant Thornton, HCL, HCL, NTT DATA
  • Enabling Sales for New Growth Opportunities: Cognizant, HPE, PwC, SAP, Unisys
  • Ensuring Customer Success: Cisco, Juniper, NIIT Technologies, Unisys
  • Strengthening Brand Differentiation: Avanade, IBM, InfinityQS, Panasonic, PwC, Tata Consultancy
  • Transforming Marketing for Digital Leadership: Avanade, HCL, IBM, Microsoft, SAP

“Award finalists represent the best of the best in strategic marketing,” said Munn. “With Account-Based Marketing, Thought Leadership, Sales Enablement, and all the categories, we’re seeing tremendous innovation and results in the most important aspects of B2B marketing. And our newest category, Transforming Marketing for Digital Leadership, highlights the fundamental rethinking that more and more marketing leaders have undertaken to succeed in the connected economy.”

In addition to the seven thematic categories, this year’s program includes a focus on small and medium-sized businesses (SMB), with two special awards for the top SMB programs.

 

The finalists for the special awards to small and medium-sized businesses are:

  • BDNA, InfinityQS, NIIT Technologies, North Highland, Pivotal

An international panel of marketing executives and experts will select the winners, who will be announced at a special awards ceremony during ITSMA’s 24th Annual Marketing Conference: Marketing Vision 2017, on November 1st at The Charles Hotel in Cambridge, Massachusetts.

Some of the winners will also speak at the two-day conference, along with senior marketing executives and industry thought leaders from Cognizant, Demandbase, IBM, Memzy, Northwestern University, PwC, Salesforce, and senior executives from ITSMA.

For more information about ITSMA’s 2017 Annual Marketing Conference, visit: http://www.itsma.com/event/marketing-vision-2017/.

 

ITSMA and Demandbase Partner to Advance Account-Based Marketing

Collaboration Provides Research, Education, and Advisory Support to Accelerate Adoption of ABM

 

SAN FRANCISCO and BOSTON, September 6, 2017

ITSMA, the B2B marketing leadership community that pioneered Account-Based Marketing (ABM) in the early 2000s, and Demandbase, the leader in ABM technology, today announced a new partnership to advance ABM as a comprehensive strategy for all B2B marketers. The two organizations are joining forces to accelerate the next wave of ABM with integrated strategies and programs that span the three established approaches to ABM: one-to-one, one-to-few and one-to-many. This new blended approach will enable all B2B marketers to drive account-based impact with greater speed, efficiency and flexibility.

As part of the partnership, ITSMA and Demandbase, in collaboration with the ABM Leadership Alliance (ABMLA), have released a research study that found that the most successful B2B companies take a comprehensive approach to their ABM program. According to this research, 35 percent of ABM marketers today are implementing more than one type of ABM. But among high performing ABM marketers, 63 percent are implementing at least two types. Moreover, 71 percent of all ABM marketers plan to scale their programs in the next 12 months with 67 percent saying they will adopt a blended approach to do so. The need to understand the requirements of a blended approach underscores the importance of this partnership.

ITSMA and Demandbase

“This partnership with fellow ABM leader Demandbase is a natural step in the evolution of ABM as a strategic discipline for business and marketing leaders,” said ITSMA President and CEO David Munn. “We believe that B2B companies of all shapes and sizes can benefit from an account-based approach, and bringing the expertise of our two organizations together will allow all marketers to understand, implement and ultimately benefit from ABM.”

ITSMA coined the term “Account-Based Marketing” in 2003 and has worked since then to help B2B industry leaders drive growth and innovation with highly customized and targeted one-to-one and one-to-few ABM approaches. As ABM practitioners saw success with their initial programs, they sought scale to cover more accounts. In the 2010s, Demandbase developed the tools and technology to implement ABM at scale.

Today, the two companies bring together a sophisticated set of advisory, education, process, and technology capabilities that provide end-to-end support for sales and marketing teams looking to implement and scale ABM at their organizations. In addition to enabling marketers to better complement and integrate with sales and business leadership, the partnership will help companies design new strategies and programs, train their teams, implement new tools, and provide expert counsel on how best to pilot and grow all types of ABM programs.

 “ITSMA started the ABM revolution more than a decade ago, and in the past several years, Demandbase has helped accelerate the adoption of ABM across industries,” said Demandbase Chief Marketing Officer Peter Isaacson. “But there has always been a disconnect in the types of ABM that companies practiced. Our partnership with ITSMA will help more companies adopt ABM by mapping out a comprehensive approach to marketing and selling to target accounts.”

As a follow up to the joint research, ITSMA and Demandbase will release an e-book titled “Accelerating ABM Impact: A Three-Tiered Strategy,” which will launch at the Optimizing ABM Impact forum on September 12, 2017 in New York City. The e-book will highlight the considerations for and steps to getting the most out of an ABM program, with a primary focus on moving to a blended strategy.

Additionally, ITSMA and Demandbase are the only two organizations to offer ABM certification courses. ITSMA’s ABM Certification and Mentoring Program, launched in 2013, provides a comprehensive immersion in the methodology and skills that ABM marketers need to accelerate growth with their most important accounts. The program includes a two-day interactive workshop, four webinars, and on-the-job mentoring and coaching to create a robust ABM plan for a specific key account or cluster of accounts.

Demandbase’s ABM Certification Program offers a full-day “Foundations” course that is available in-person or online, and an “Advanced” course that is available in-person, focused on the fundamentals for scaling your ABM strategy. Demandbase has thus far trained and certified more than 1,200 B2B marketers since it was introduced in April 2016.  

“As a client of both ITSMA and Demandbase, and as a participant of both organizations’ ABM certification programs, we are pleased to see these two ABM thought leaders announce this partnership,” said Eric Martin, VP of Customer Experience Marketing at SAP North America.  “As we’ve evolved our ABM program to a comprehensive approach, ITSMA’s advisory and Demandbase’s products and services have been instrumental in our ability to drive success at all three levels.”

ITSMA and Demandbase will also present on this new, blended ABM approach at ITSMA’s Annual Marketing Vision Conference in Boston from October 31 to November 2, 2017.


About ITSMA

For more than 20 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships. ITSMA pioneered Account-Based Marketing in 2003 and today offers a broad portfolio of ABM research, events, consulting, training, and coaching services. In 2017, ITSMA leaders Bev Burgess and Dave Munn co-authored the book, A Practitioner’s Guide to Account-Based Marketing. Learn more at www.itsma.com.


About Demandbase

Demandbase is the leader in Account-Based Marketing (ABM). The company offers the only Artificial Intelligence-enabled, comprehensive ABM platform that spans Advertising, Marketing, Sales and Analytics. Enterprise leaders and high-growth companies such as Accenture, Adobe, DocuSign, GE, Grainger, Salesforce and others use Demandbase to drive their ABM strategy and maximize their marketing performance. The company was named a Gartner Cool Vendor for Tech Go-To Market in 2016. For more information, please visit https://www.demandbase.com or follow the company on Twitter @Demandbase.


Media Contacts:

Erica Perng
Demandbase
+1 415 704 4533
eperng@demandbase.com

Rob Leavitt
ITSMA
+1 508 654 7181
rleavitt@itsma.com

 

The Rise of Account-Based Marketing: How to Win With Key Accounts

NEW BOOK – A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts

Key accounts are the lifeblood of an organization. Along with a substantial share of corporate revenue and profit, they typically provide a company’s most important platform for market insight, influence, and innovation.

Marketing successfully to these accounts, however, is far from simple, especially when many of the world’s leading companies have annual revenues the size of some countries’ GDP. For businesses that provide solutions to such organizations, these accounts really do represent a global market and marketers need to treat them as markets of one.

As this realization has continued to grow, the number of forward-thinking companies embracing the principles of account-based marketing (ABM) has increased and transformed modern marketing practices for key accounts. Designed to move beyond traditional and generic sales pitches, ABM encourages marketers to focus on the long-term value of investing in customized programs for key clients with the potential of exceptional financial returns.

The dramatic rise of ABM in the last few years reflects growing recognition of its business impact. In a 2016 benchmarking survey conducted by the Information Technology Services Marketing Association (ITSMA), 84% of marketers measuring their ROI reported that ABM delivered higher returns than any other B2B marketing approach.

The challenge facing today’s marketers, therefore, is not whether ABM can work but how to ensure it does work in the contexts of their own companies.

Account-Based Marketing Book Highly practical and meticulously researched, A Practitioner’s Guide to Account-Based Marketing, the new book from Bev Burgess and Dave Munn, pulls together years of research, experience and lessons learned, to explore the development of ABM as a business practice. It presents a clear, step-by-step methodology for readers to develop their own ABM programs and accelerate growth in strategic accounts.

Written by the Senior VP and the President and CEO of ITSMA, A Practitioner’s Guide to Account-Based Marketing reflects ITSMA’s pioneering role in the development of ABM since the early 2000s, its dedicated focus on creating and inspiring innovative B2B solutions, and its 20+ years of experience in defining marketing excellence.

This book reveals the foundations required to manage and develop a successful ABM strategy, from getting key stakeholders on board and aligned with sales, to measuring metrics and the best technologies to invest in. It is the first book to be fully endorsed by ITSMA, which hosts the only formally accredited qualification on the subject.

The book provides readers with the opportunity to learn from the most successful ABM practitioners in the industry. Case studies include: BT, Cisco, Cognizant, Fujitsu, Hewlett-Packard, IBM, Juniper Networks, Microsoft, SAP and more, supported by a plethora of personal stories and advice from leading ABM professionals.

It is a practical guide for when inspiration is lacking, allowing marketers to strengthen relationships, build reputation, and increase revenues in their most important accounts.

“The undoubted leaders in ABM are ITSMA, led by the authors of this remarkable book. It is an evidence-based book, but is replete with practical advice about how to initiate, manage and profit from ABM. My hope is that everyone who really cares about customers will read it and act on it.” Professor Malcom McDonald, Emeritus Professor, Cranfield University School of Management

“Finally, a thoughtful map to help all executives create an impactful account-focused approach in the increasingly complex world of marketing. Grounded in common sense and case-based advice; a must read.” Larry Weber, Chairman & CEO, Racepoint Global and author of ‘The Digital Marketer’

About the authors: Bev Burgess is Senior Vice President at ITSMA, leading its Global Account-Based Marketing Practice and delivering consultancy and training on the design, development, and implementation of ABM programs. The first to codify this new B2B marketing strategy in 2003, she has personally helped companies around the world to accelerate account growth using ABM techniques. Today, Bev continues to evolve ABM as a business discipline, working with the members of ITSMA’s Global ABM Council.

Dave Munn has been the President and CEO of ITSMA since 2001, having led ITSMA’s global expansion to become the leading B2B marketing association for technology, professional services, and telecom companies. Prior to joining ITSMA in 1995, Dave held senior field positions with Oracle and Apple and started his career as a market research analyst at The Ledgeway Group, now part of Gartner.

About Kogan Page: Kogan Page is the leading independent global publisher of specialist professional books and content with over 900 titles in print. Its authors come from some of the world’s most prestigious academic institutions, international commercial organizations or professional associations in Leadership, Management, Marketing, Branding, Human Resources, Coaching, Logistics, Entrepreneurship and Careers. Follow@KPMktng for information about new books and business insights from author experts.

A Practitioner’s Guide to Account-Based Marketing – ISBN: 9780749479893, Price: $39.95 – is available from March 28th 2017. For a review copy, a by-lined article or to arrange an interview with the author, please contact Courtney Dramis: cdramis@koganpage.com or 929.362.7262.

US Office: 122 W 27th Street, 10th Floor, New York, NY 10001, USA 

Kogan Page

 

ITSMA Account-Based Marketing training and certification workshops

New ITSMA Account-Based Marketing training and certification workshops provide essential skills for B2B marketing leaders in US and Europe

 

LEXINGTON, Mass. – November 16, 2016

ITSMA, the leading source for B2B marketers in the connected economy and the pioneer of Account-Based Marketing in the early 2000s, is launching two new, in-depth training and certification programs to accelerate the development of essential ABM skills for marketing leaders and teams in technology, services, and other B2B sectors.

“Account-Based Marketing continues to be one of the hottest topics in B2B marketing, but many companies still struggle with how to create, launch, and scale ABM programs to fit their exact needs,” said Bev Burgess, Senior Vice President and ABM Practice Lead at ITSMA. “The reality is that there is a big gap between theory and practice with ABM. Driving real results, especially with your most strategic accounts, requires significant investment in new marketing approaches, tools, and organizational capabilities.”

ITSMA pioneered ABM in the early 2000s, and has worked since then with dozens of leading B2B technology, services, and other firms to design and execute ABM strategies and programs. We have also recognized the most effective ABM programs with our annual Marketing Excellence Awards for more than a decade, including our 2016 winners Juniper Networks, Adobe, and Fujitsu. Our approach, methodology, and practical experience are the best in the business, and we’ve trained hundreds of marketers from award-winning ABM programs for more than a decade.

Our industry-leading ABM Certification Program provides an intensive, 90-day immersion in the methodology and skills that ABMers need to succeed. The program includes a two-day kickoff workshop, three webinars, and on-the-job mentoring and coaching to create a robust ABM plan that’s ready to go. Upcoming programs will begin in December and March.

Upcoming Account-Based Marketing Certification Programs

December 6-7: Kickoff Workshop (Boston)
https://www.itsma.com/event/account-based-marketing-certification-program/

March 8-9, 2017: Kickoff Workshop (London)
https://www.itsma.com/event/abm-certification-programme/

For more information about our ABM research, consulting, training, and events, visit https://www.itsma.com/account-based-marketing-hot-topic/


About ITSMA

For more than 20 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships.

 

Contact
Rob Leavitt, Senior Vice President, ITSMA
rleavitt@itsma.com

ITSMA 2016 Marketing Excellence Awards Honor Top B2B Marketing Programs

Accelya, Avanade, Cognizant, HCL Technologies, IBM, Juniper Networks, Misys, and PwC take top honors in ITSMA’s annual awards program to recognize marketing innovation and impact with B2B services and solutions.

 

LEXINGTON Massachusetts, November 1, 2016

ITSMA, the leading source for B2B marketers in the connected economy, celebrated the 19 winners of its 2016 Marketing Excellence Awards today during its 23rd Annual Conference: Marketing Vision 2016, in Cambridge, Massachusetts.

“As the pace of marketing transformation continues to accelerate, this year’s award winners stood apart from their peers with innovative and inspiring programs that drove substantial impact on the business,” said Dave Munn, President and CEO of ITSMA. “From new approaches for Account-Based Marketing to transforming the customer experience, today’s winners have demonstrated the kind of leadership that companies in the connected economy need to succeed.”

Highlights from this year’s winners include

  • A strategic Account-Based Marketing program to co-create transformational new services with the firm’s top accounts, impacting significant long term business and retention.
  • An innovative recruitment branding program to increase awareness and preference that generated more than 22,000 job applications from the target audience of top students in India.
  • A dynamic thought leadership campaign to build interest, credibility, and $150+ million in new opportunities in the fast-growing market for robotic process automation.
  • A comprehensive sales enablement program with “client value pays” to drive interest in new IT solutions and a 50% increase in the share of a new pipeline.
  • A “fast track” process to accelerate time to market with high quality content to drive dramatic increases in client engagement, and contribute directly to 26% growth and $200 million increased revenue.

2016 Marketing Excellence Award Winners

The 2016 Marketing Excellence Awards focused on seven critical aspects of marketing for B2B services and solutions. In addition to the seven thematic categories, this year’s program added a new focus on small and medium-sized businesses (SMB), with awards for the top SMB programs.

The jury, an international group of marketing executives and experts, selected the winners based on excellence in innovation, program execution, and business results. The awards honor outstanding marketing performance at two levels: diamond and gold.

Accelerating Growth with Account-Based Marketing

  • Diamond Award  Juniper Networks
  • Gold Award  Adobe
  • Gold Award  Fujitsu

Delivering an Omnichannel Customer Experience

  • Diamond Award  Avanade
  • Gold Award Optum

Driving Business with Thought Leadership

  • Diamond Award  Cognizant
  • Gold Award  Infosys
  • Gold Award  PwC

Increasing Marketing Agility to Maximize Impact

  • Diamond Award  PwC
  • Gold Award  Cisco Systems

Building Brand Differentiation

  • Diamond Award HCL Technologies
  • Gold Award  IBM
  • Gold Award  Vodafone Group

Enabling Sales for Deeper Customer Engagement

  • Diamond Award  IBM
  • Gold Award  Dell Services

Ensuring Customer Success

  • Diamond Award  Misys
  • Gold Award  Cisco Systems

Small and Medium-Sized Businesses

  • Diamond Award  Accelya
  • Gold Award  North Highland

For more information about the award winners, visit https://www.itsma.com/2016-mea-winners/.


About ITSMA

For more than 20 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships.

 

ITSMA Announces Finalists for the 2016 Marketing Excellence Awards

 

Leading technology, telecom, and professional services firms will be honored at ITSMA’s 2016 Marketing Vision Conference for creating standout marketing programs for B2B services and solutions

 

LEXINGTON, Massachusetts—August 25, 2016—ITSMA, the leading association for business-to-business (B2B) marketers, today announced the finalists in its 19th annual Marketing Excellence Awards program.

The program honors the marketing programs, campaigns, and new initiatives that have demonstrated superior performance in the four most critical aspects of marketing success: strategy and planning, innovation, execution, and business results. The program focuses exclusively on marketing for B2B services and solutions, and highlights the most important dimensions of a strategic, comprehensive approach to marketing.

“I continue to be amazed by the quality of the submissions that we receive and the results that these marketers are delivering for their companies. The competition for this year’s program is deeper than it’s ever been, but this year’s finalists really separated themselves from the pack,” said Dave Munn, President and CEO of ITSMA.

The 2016 ITSMA Marketing Excellence Awards categories and finalists are:

  • Accelerating Growth with Account Based Marketing: Adobe, Cisco, Fujitsu, Juniper
  • Building Brand Differentiation: Deloitte, EY, HCL, IBM, Vodafone
  • Delivering an Omnichannel Customer Experience: Avanade, Cisco (2 programs), HCL, Optum
  • Driving Business with Thought Leadership: Cognizant (2 programs), Deloitte, Infosys, PwC, SITA
  • Enabling Sales for Deeper Customer Engagement: CSC, Dell Services, HCL, IBM (2 programs)
  • Ensuring Customer Success: Accelya, Cisco, Misys, SAP
  • Increasing Marketing Agility to Maximize Impact: Avanade, Cisco, CSC, Dell Services, PwC

“One of our newest categories, Increasing Marketing Agility, will help bring this emerging marketing mandate more to the forefront. The finalists in this category exhibited how marketing is reaping the benefits from adopting agile practices and approaches to improve marketing programs and business results,” said Munn.

In addition to the seven thematic categories, this year’s program includes a new focus on small and medium-sized businesses (SMB), with two special awards for the top SMB programs.

The finalists for the special awards to small and medium-sized businesses are:

  • Accelya, Datavail, North Highland, PM Solutions, TELUS

An international panel of marketing executives and experts will select the winners, who will be announced at a special awards ceremony during ITSMA’s 23rd Annual Marketing Conference: Marketing Vision 2016, on November 1 at The Charles Hotel in Cambridge, Massachusetts.

Some of the winners will also speak at the two-day conference, along with senior marketing executives and industry thought leaders from ANNUITAS, Harvard Business School, IBM, Inverta, Microsoft, Optum, Oracle, PwC, THINKstrategies, VAYOMAR, Xively by LogMeIn, 6sense, and senior subject matter experts at ITSMA.

For more information about ITSMA’s 2016 Annual Marketing Conference, visit: https://www.itsma.com/event/marketing-vision-2016/.

 

Contact:

Rob Leavitt
ITSMA
+1-781-862-8500, x120
rleavitt@itsma.com