Automation, digital transformation, cloud and SaaS are causing business disruption. Global economic headwinds are driving consolidation and retrenchment. Technology marketers are rising to the challenge of crafting a response to these forces and emerging as key drivers of business impact. Better, creative application of technology is resulting in newer and better ways of doing business and transforming the customer experience. A new type of executive is rising at the core of this transformation – the efficient marketer, someone who harnesses technology and business knowledge to improve the business impact of marketing.
ITSMA is pleased to sponsor and participate in the Great Indian IT Marketing Summit & Awards 2017 alongside a dynamic group of partners and marketing executives. As part of a deep dive into the theme of “the efficient marketer,” ITSMA’s Rob Leavitt will lead two highly interactive sessions.
Account-Based Marketing 2.0: An Integrated Approach to Growth and Innovation
Account-Based Marketing (ABM) is pervasive in B2B marketing today because people know that ABM can deliver higher ROI than any other marketing initiative. The recent evolution of ABM (“ABM 2.0”), including the development of three distinct approaches, also means that marketers can now apply ABM principles far beyond their most strategic accounts.
This interactive workshop will dive into the latest ITSMA research, experience, and case studies to help participants understand how to develop an integrated approach to ABM across multiple tiers of accounts. Workshop topics include:
- Understanding the three types of ABM – Strategic ABM, ABM Lite, and Programmatic ABM
- Defining and aligning ABM strategy
- Strengthening sales engagement
- Using technology
- Managing ABM programs
- Measuring ABM impact
Marketing Priorities for the Connected Economy: Keys to Success in 2017 and Beyond
The rise of the connected economy is challenging B2B marketers to transform strategy, organization, and culture as we all address new customers, competitors, obstacles, and opportunities. This session will highlight three keys to near-and longer-term success, including marketing innovation, agility, and integration.
Featured speakers for the entire summit also include:
- Peter Yorke, CEO, Yorke Communications
- Apurva Chamaria, Vice President & Head, Corporate Marketing, HCL Tech
- Jessie Paul, CEO, Paul Writer
- Krishnan Chatterjee, Head of Marketing, Indian Subcontinent, SAP
- Sumit Virmani, Senior Vice President and Head Marketing and Communications, Infosys
The summit also will highlight winners of the 2017 winners of the Marketing Excellence in IT awards.
Rob is a big picture thinker and strategist who lends his extensive experience in thought leadership, brand positioning, and solutions marketing to clients in developing new approaches to build market leadership. He is responsible for ITSMA’s global membership community that brings together senior marketing leaders to advance the knowledge and practice of strategic B2B marketing. Full bio
To learn more about the forum and to register online, visit http://paulwriter.com/GIMS_IT_2017/
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