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ITSMA’s 19th Annual Marketing Conference

December 4, 2012 @ 12:00 am - December 5, 2012 @ 12:00 am EST

Marketing's New Value Proposition

Agenda | Sponsors | Fees & Hotel Info



Marketing is changing, and it’s changing fast. We see fast-multiplying marketing channels, volumes of unstructured data, information-empowered buyers, and emerging geographic marketing—all in an environment of budget constraints. This means marketers can no longer rely on incremental change. Marketers need to make big, bold moves if they are going to continue to bring value to the business.But what is marketing’s value proposition? And how do marketers become trusted business leaders? We’ll address these questions and more at ITSMA’s 19th Annual Marketing Conference.Tandy Quote

Some of our fantastic speakers include:

Participate in a Mini Workshop

This year, we will be holding workshops, included in the conference fee, led by ITSMA experts on Account Based Marketing, Relationship Marketing, and Thought Leadership Marketing on the afternoon of December 5. Be sure to sign up for one of these 90-minute workshops when you register!Workshop leaders:
  • Delivering Value through Account Based MarketingJeff Sands, Vice President & ABM Practice Lead, ITSMA
  • Deepening Customer Relationships: A Relationship Marketing FrameworkLisa Dennis, Senior Associate, ITSMA
  • How Marketing Can Build a Thought Leadership Engine That Drives BusinessJulie Schwartz, Senior Vice President of Research and Thought Leadership at ITSMA, and Pauline Weger, Senior Associate at ITSMA and founder of Signature Thinkers

Interact with ITSMA Subject Matter Experts – Schedule  a 1:1 Session

We are offering 30-minute, one-to-one meetings with ITSMA Subject Matter Experts on an area of your interest. Meeting times are limited, so let us know what you want to talk about. A sampling of some of the topics you might consider includes:
  • Any of ITSMA’s research, including 2012 Services Marketing Budget Allocations and Trends
  • Account Based Marketing
  • Brand Positioning & Differentiation
  • Client Engagement/Advocacy/Loyalty Programs
  • Digital & Social Marketing
  • Industry Marketing
  • Lead Generating & Nurturing
  • Marketing Automation
  • Marketing Metrics & Measurement
  • Relationship Marketing
  • Sales Enablement
  • Solutions Marketing
  • Thought Leadership Marketing
Not exactly a fit with your area of interest? No problem. Let us know what you want to discuss, and we’ll do our best to find the appropriate expert to meet with you. Take advantage of this opportunity when you register!

Who Should Attend & Why

Video Presentation Conference 2011ITSMA’s Annual Marketing Conference is designed for senior- and executive-level marketing and business development professionals who want to learn from industry peers, stay at the top of their game, bring their marketing strategy to the next level, and network with like-minded business leaders.Over the two-day Conference, you’ll have the opportunity to:
  • Challenge your thinking with stimulating presentations from B2B marketing practitioners on today’s most pressing topics and trends
  • Listen to what world-renowned thought-leaders and business advisors have to say about the industry
  • Get tips from several examples of successful marketing and sales initiatives, tools, and tips from best practice case studies
  • Learn about award-winning marketing innovations and programs
  • Network with professional peers and fellow industry professionals at the Welcome Reception, Marketing Excellence Awards Reception, lunches, and breaks.
And, in this day of restricted travel, why not take advantage of this opportunity and get together with your team? In addition to sharpening the skills of your team, here are some ways you can make the most of the Conference:
  • Convene at the conference. Virtual meetings are convenient, but face-to-face time is priceless. Take advantage of this unique opportunity and wrap a team strategy and planning session around the conference. You’ll hear plenty of new ideas to discuss, thanks to the fresh content at the conference.
  • Develop the skills of your people. Want your team to learn new skills or elevate their perspective? There’s never been a better way.
  • Reward and recognize your team’s hard work. The conference is a great way to invest in your top talent, recognize the team’s successes, and motivate them to keep looking at new and different ways to approach their marketing challenges.
  • Get personal, one-on-one advice. If you take advantage of a 1:1 meeting, you can start to discuss the advice and plan ways that the team can work together to solve your critical business issues.

Welcome Reception – Monday Evening – December 3

Eat, drink, and enjoy. Kick off your Conference experience at the Welcome Reception and meet like-minded professionals and discuss new directions for future success. Join us after your long day of business or travel to relax, enjoy complimentary hors d’oeuvres and beverages, and meet with old friends and new acquaintances.


5-7:00 pmWelcome Reception
7:30 amRegistration & Continental Breakfast
8:30Conference Kick-Off & Opening RemarksDave Munn, President & CEO, ITSMA
9:00What’s Changing in Marketing Malcolm Frank, Executive Vice President, Strategy & Marketing at Cognizant
10:30Networking Break
11:00Beyond the Brand: Increasing Customer and Employee LoyaltyMonique Bonner, Vice President, Americas Marketing, Dell[spoiler intro=”Read more about the presentation”] It is tough out there for companies who want to grow their business in in today’s competitive markets. How can your brand compete with larger, more established, and perhaps better funded brands? How do established brands stay relevant to customers? How marketers quantify and justify investing in the brand? And how does a “purpose-driven brand” keep employees, especially Gen-Y, engaged and committed to your company’s success? Monique Bonner, Dell’s Vice President of Americas Marketing, will tell how Dell is navigating these choppy waters as it transforms its brand to help customers, employees and communities #DoMore. [/spoiler]
11:45 pmNetworking Lunch – Table Topics
1:15Give Buyers What They WantResults from ITSMA’s How Buyers Consume Information SurveyJulie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA[spoiler intro=”Read more about the presentation”]In 2011, ITSMA’s “How Buyers Consume Information Survey” introduced the B2B social buyer, who consumes information voraciously and from a variety of sources, including solution provider sites, online communities and social media. We also learned that solution provider websites are among the most preferred and relied on sources of information. This surprising data challenged marketers to rethink the way they reach and engage with today’s buyer.ITSMA’s 2012 version of the survey, which is currently in the field, digs deeper and Julie Schwartz will be presenting the “hot off the presses” research during her presentation on How Buyers Consume Information. She will cover topics such as the types of information buyers are looking for on solution provider websites, whether buyers’ needs are being met, what is the desired role of the sales person during the purchase process. Based on the survey data, she will offer recommendations to marketers so they can stay relevant to buyers.[/spoiler]
2:15Translating Marketing Understanding Into Results: Getting Close to the RevenueDmitri Shiry, Partner, Deloitte LLP[spoiler intro=”Read more about the presentation”]As the Partner responsible for both sales and marketing at Deloitte LLP, Dmitri Shiry has led multiple efforts to improve field alignment between sales and marketing and to help marketers get “closer to the revenue.” This has involved changes to the marketing function’s structure and organization and marketing activities and tactics that are undertaken, as well as enhancing marketing skills and capabilities. Dmitri will share details on this journey along with his views on other areas that are critical for marketing to succeed.[/spoiler]
3:00Networking Break
3:30Agile Marketing and the Rise of the Marketing Technologist Scott Brinker, President & Chief Technology Officer, Ion Interactive, and author of the award-winning Chief Marketing Technologist blog[spoiler intro=”Read more about the presentation”]Marketing lives in a perpetual state of disruptive innovation these days. How can marketing departments become better at adapting to an environment of constant change? Two organizational innovations can provide this capability in a more foundational way. First, adopting agile management methodologies in marketing, an approach known as “agile marketing.” Second, embedding more technical talent directly into the marketing team, technical-marketing hybrids known as “marketing technologists.” Together, they enable marketing to act and react at high-speed in a technology-powered landscape where the only constant is change. This agility is a big part of marketing’s new value proposition.[/spoiler]
4:30Day One Wrap-UpDave Munn, President & CEO, ITSMA
6:00Networking Reception
6:30Light Dinner
7:30Marketing Excellence Awards Ceremony
7:30 amContinental Breakfast & Networking
8:00Welcome Back & ITSMA UpdateJeff Sands, Vice President & ABM Practice Lead, ITSMA
8:30Insight-led, Relationship-driven Marketing Neil Blakesley, Vice President, Marketing, BT Global Services[spoiler intro=”Read more about the presentation”]With global markets constricting and growth elusive, how does marketing provide sales with the right customer insight, customer relationships and propositions to stand apart from their competitors? Find out how BT Global Services created a suite of sales engagement tools that have made a real and measureable difference to the company’s sales efforts in a difficult economic climate.[/spoiler]
9:15Marketing from the Outside-InKieron Monahan, EVP, Global Planning Director & Global Technology Practice Lead, Arnold Worldwide[spoiler intro=”Read more about the presentation”]In this talk, Kieron Monahan will share the view of a creative agency. What does an agency see when they—on the outside—look into the world of their B2B clients? Through stories, a case study, and research, Kieron will show how this outsider perspective can bring clarity and simplicity to a vague and complex situation and add value to a client’s marketing organization.[/spoiler]
10:00Networking Break
10:15Marketing Leaders Panel Facilitated by Pauline Weger, Senior Associate, ITSMA
  • Julie Johnson, Executive Director, Industries & Marketing, KPMG US
  • Paula Laughlin, Sr Director, Global Services Marketing, EMC
  • Matt Preschern, Vice President, North America Marketing, IBM Global Business Services
11:15Networking Break
11:30Best Practice Case Study Series from 2012 Marketing Excellence Award Winners
  • Enabling Sales Channels
  • Marketing with Social and Interactive Media
  • Driving Business with Thought Leadership
12:00Best Practice Case Study Series from 2012 Marketing Excellence Award Winners
  • Generating and Nurturing Leads
  • Marketing with Social and Interactive Media
  • Strengthening Client Relationships and Building Loyalty
12:30Conference Wrap‐up, Prize Drawings, Networking Lunch
1:30-3:00Topical Workshops
Delivering Value through Account Based Marketing [spoiler intro=”Read more about the workshop”]Account Based Marketing has become very successful in helping companies expand revenue and relationship with key clients. It requires careful planning, account specific tailoring, a close working relationship between sales and marketing, and sustained investment. So if you are new to Account Based Marketing, at the early stages, or looking to formalize and scale your program, you could benefit from attending this workshop.Jeff Sands, ITSMA Vice President and ABM Practice Head, will be the workshop leader and will cover the following:•   An introduction to Account Based Marketing•   The different contexts for Account Based Marketing•   The Four Phases of ABM Adoption: Pilot, Build, Standardize, and Scale•   The drivers for each phase of adoption•   Industry examples and keys to success [/spoiler]Deepening Customer Relationships: A Relationship Marketing Framework [spoiler intro=”Read more about the workshop”]Both sales and marketing are charged with building mutually beneficial and strong business relationships with customers. They are also driving to the same goals: improved customer satisfaction and experiences, better communication of product and service value, mutual trust and loyalty, and—hopefully—more business. But with today’s myriad of communication options, it is often difficult to decide what the right balance of marketing and sales activities should really be and who owns different tasks to move the relationship forward.Relationships also have stages, and not every relationship that your organization engages in is at the same stage, or moves to the next stage at the same rate. While this may seem obvious, we tend to market and sell to customers like they are all at the same stage. In order to apply a relationship-based approach to our prospects and customers, we have to recognize where they are. As marketers and sellers, we can participate in that journey by tailoring our strategies and tactics to fit the relationship stage the prospect or customer is in, and earn their trust and commitment to move to the next stage.In this session, ITSMA Senior Associate, Lisa Dennis, will provide insight and guidance on how to develop and execute successful relationship marketing programs and strategies.Specifically, participants will learn:• Relationship Marketing for new client acquisition, within key accounts, or both• Defining relationship stages in your market segments• Selection criteria for best-fit customer participation• Assessing and benchmarking individual/account relationships• Developing your customized relationship marketing framework• Real world examples of relationship marketing• Best practices and pitfalls[/spoiler]How Marketing Can Build a Thought Leadership Engine That Drives Business  [spoiler intro=”Read more about the workshop”]During this workshop, Julie Schwartz, Senior Vice President of Research and Thought Leadership at ITSMA, and Pauline Weger, Senior Associate at ITSMA and founder of Signature Thinkers, will dive into the leading practices and latest thinking on thought leadership.Today’s Marketing professionals have an opportunity to strengthen their role as strategists and business catalysts, as they have the “outside in” perspective and are experts at helping leaders bring ideas to market in ways that build the brand and grow the business.Drawing on thought leadership and buyer behavior research, examples from this year’s Marketing Excellence Awards, and their experience in helping leaders become visible experts in their field, Julie and Pauline will help you sharpen the focus and define the future of thought leadership at your company.Here’s what you’ll learn during the workshop:
  1. Why thought leadership is so important
  2. Why Marketing MUST lead thought leadership
  3. Why your thought leadership program needs  business themes
  4. Tips for creating an idea culture and thought leadership engine
  5. How to identify, develop, support and incent your visible experts [/spoiler]
spacerPlease note: More details will follow and ITSMA reserves the right to make changes or substitutions to this event.

Display Sponsors

CFO Magazine CFO Publishing LLC is the leading business-to-business media brand focused on the information needs of senior finance executives. The business consists of CFO magazine, CFO.com, CFO Research Services, and CFO Conferences. CFO’s award-winning editorial content and loyal, influential audience make it a valued resource for its readers as well as an effective marketing partner for a wide range of blue-chip companies.  CFO has long-standing relationships with more than a half-million financial executives across industries, region, and company size.Consensus Point Consensus Point© is revolutionizing market research and business intelligence with Huunu™, prediction market software, for marketers to improve the efficiency of innovation, market research, and research & development. Huunu uses crowd-sourcing, gaming techniques, and its prediction market algorithm to engage the wisdom of the crowd and provides more reliable results in a more efficient manner than many traditional methods. Consensus Point offers its Huunu cloud-based SAAS platform exclusively through its partners, including consulting and professional services companies, to integrate into your solution portfolios. Whether your clients have market research or business intelligence needs, Consensus Point and the Huunu platform provide an innovative technology to predict future events and market preferences. For more information, contact Consensus Point at info@consensuspoint.com.VisionistaHow many b2b content marketing and production companies truly understand brand strategy, complex value propositions and industrial-strength messaging? At least one. Meet Visionista, an agency built on proven best practices, fused with cutting-edge content campaigns, thought leadership creation, video and documentary production, design and storytelling. We are experts in creating original and differentiated b2b content – from high-end video productions to stand out sales presentations, service line value propositioning and messaging frameworks to customer case studies and animated video whitepapers. And most importantly, we create content that is compelling, memorable and shareable.Built on experience from some of the world’s leading B2B companies and government departments including: BNP Paribas, Better Homes and Gardens Real Estate, TIAA-CREF, BearingPoint, Deloitte, EDS, Toshiba, Compaq Computer, the US Navy, the US Department of Health and Human Services, HP/EDS, Oracle, SAP – we understand your market challenges and have innovative ideas to solve them.Our people bring the best of Fortune 100 corporate experience together with award-winning creative execution led by a team of cinematographers, writers, photographers, designers and infographic artists who bring your story to life.  www.visionista.tv

Fees and Hotel Information

Event Date:December 4-5, 2012
thru 11/1611/17–12/3Onsite
Fees include conference materials, continental breakfasts, lunches, refreshments, and receptions.
*Contact ITSMA for details about special discounts for three or more participants from your organization at cjefferson@itsma.com
Event Location:The Charles Hotel, One Bennett Street, Cambridge, MA 02138http://charleshotel.com/
Phone: +1-617-864-1200  Toll free: 800-882-1818 Fax: +1-617-864-5715 Booking Hours: Monday – Friday: 8 am to 7 pm ET; Saturday: 9 am to 4 pm ET
Reservations:Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Charles Hotel. Please call the hotel directly for room reservations. To receive the discounted rate, please identify yourself as an attendee of ITSMA’s Annual Marketing Conference.
 Room rates:$289 King Deluxe Room, Single or Double Hotel accommodations are the responsibility of the registrant. ITSMA has reserved a block of rooms on a first-come, first-served basis at The Charles Hotel. To receive the discounted rate, please identify yourself as an attendee of ITSMA’s Annual Marketing Conference. Rate is available until December 1.
Hotel Information:The Charles Hotel experience reflects the eclecticism that is Cambridge. An urban oasis, The Charles offers something for everyone who is visiting the Boston area. Guests can soak in their academic surrounding by attending a lecture at Harvard, relax with a stroll along the Charles River, explore downtown Boston or dine at some of the Boston and Cambridge area’s finest restaurants, including The Charles’ own Henrietta’s Table and Rialto. In addition, The Charles is home to a thriving jazz club, the Regattabar a popular cocktail bar, Noir, and an ice-skating rink during the winter months.
Special Requests:If there is anything we can do to make your participation in this event easier, please complete the appropriate space on the Registration Form or contact Carolyn Jefferson at cjefferson@itsma.com or +1-781-862-8500, Ext. 121.
International Travelers:Effective January 20, 2010 inbound travelers to the United States from Visa Waiver Program countries may be denied boarding by the airlines if they don’t have ESTA authorization, and by March 2010, the old I-94 entry form is expected to be a thing of the past. Here’s what you need to know. U.S. Electronic System for Travel Authorization (ESTA) information: https://esta.us/

Sponsorship Opportunities

Sponsoring ITSMA’s Annual Conference is a great way to showcase your brand strength and gain visibility with senior-level marketing and sales executives. Several opportunities are available to meet your needs and budget. Contact Dirk Mullenger at dmullenger@itsma.com for more information.

Cancellation and Refund Policy

Cancellations and substitutions must be in writing and forwarded to ITSMA via email to cjefferson@itsma.com.
  • Full refund or future event credit given 30+ days prior to the event
  • $250 cancellation fee 15-29 days prior to the event
  • No shows will incur the full event fee
  • Substitutions approved by ITSMA are permitted

Satisfaction Guarantee

ITSMA guarantees your complete satisfaction with this event. If you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.

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