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Marketing Vision 2016
November 1-2

  • Conference
  • The Charles Hotel, Cambridge, MA

With pre-conference workshops on October 31
and Marketing Excellence Awards celebration on November 1

Workshops  |  Agenda  |  Awards Celebration  |  Fees & Hotel Info  |  Sponsors


ITSMA’s Annual Conference is the one industry event focused exclusively on marketing excellence for B2B services and solutions.

Our conference has long been recognized as an essential gathering of marketing leaders committed to exploring what’s new and what’s next for marketing in the services-led economy.

Marketing Vision 2016 continues the tradition with a deep dive into such issues as:

  • Making sense of digital transformation and big data
  • Responding to the latest trends in buyer behavior (with recommendations from ITSMA’s latest How B2B Buyers Consume Information study)
  • Accelerating the move to marketing agility and insight-led marketing
  • Sharing best practices about marketing in the as-a-service, connected world

Check out our speakers and agenda, including pre- and post-conference workshops, networking sessions, and the 2016 Marketing Excellence Awards.

What Marketing Vision 2015 Participants say:

Really great insights - love the elevated level of conversation and debate. ITSMA team rocks! And the pre-conference workshop was very enlightening.

Andrew Harris, Bizible

 


Pre-Conference Workshops: October 31, 1:00–4:30 pm

Start the learning early! Marketing experts will lead half-day workshops on Monday, October 31, from 1:00–4:30 pm. Each workshop will provide knowledge, examples, hands-on experience, and takeaways to help increase your knowledge and skills on important topics.

Building and Scaling a Successful Account Based Marketing Program
Bev Burgess & Jeff Sands, ABM Practice Co-Leads, ITSMA

Read more about the workshop

Account Based Marketing (ABM) is hotter than ever. It’s pervasive in B2B marketing conversations and planning these days because people know that ABM can deliver higher return-on-investment (ROI) than any other marketing initiative. Those interested in ABM want to get started and those already engaged want to scale their programs even further.

But most marketers also know that the creating and scaling successful ABM programs is not a simple proposition. Gaining strategic business value can require substantial investment in new approaches, plans, relationships, and skills.

This interactive workshop will dive into the latest ITSMA research, experience, and case studies to help participants understand the most important models, approaches, and tools for improved results from ABM, including:

  • Creating interest and alignment around ABM strategy across the business
  • Strengthening sales engagement and account-level consistency
  • Using technology to scale ABM
  • Balancing global and local needs in ABM program management
  • Measuring the impact of ABM initiatives

Developing and Using Persona-Based Value Propositions
Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA
Lisa Dennis, Senior Associate, ITSMA, & President, Knowledgence Associates

Read more about the workshop

Developing value propositions that resonate with buyers has never been more difficult. As custom demands continue to rise, crafting messages that are relevant, compelling, and differentiated requires significant insight, discipline, and creativity. The reality is that using market segmentation to drive value prop development is far from sufficient. These efforts often result in one-size-fits all value props that ultimately fit no one. Marketers that use buyer personas to guide their marketing and selling activities are seeing great results. However, many marketers struggle to develop personas that are truly useful and effective in the field. In this hands-on workshop, you’ll learn how to:

  • Move beyond buyer profiles and syndicated research to create personas based on how buyers actually make purchase decisions
  • Craft value propositions that speak directly to buyers, using their language and addressing their most important needs
  • Create messaging, sales tools, and collateral that bring value propositions to life with customers and prospects

Note: You can choose to work with your own personas or a set that we will provide. Either way, you’ll leave with a clear set of actions for making the most of this valuable asset.

Optimizing Campaigns with New Approaches and Tools
Kathy Macchi, Senior Associate, ITSMA & Vice President, Consulting Services, Inverta

Read more about the workshop

Marketers are bombarded daily with promotions for new tools and technologies that promise the moon: “Generate 10X more leads.” “Cut sales cycles by 30%.” “Increase revenue before lunch.”

You’re obviously skeptical, but you’re curious, too. There are some great new tools out there and you know that technology can help.

But with literally thousands of marketing solutions on the market, how do you decide where to look? Even more important, how can you assess what types of tools could be most helpful and what is required to bring them together in ways that truly move the needle?

This interactive workshop will use a case study approach to explore key challenges and best practices in using technology to optimize campaign effectiveness through the top, middle, and bottom of the sales funnel. Participants will review how one company upgraded its marketing technology stack and revamped processes to dramatically improve capabilities and results with highly targeted campaigns.

Based on this example, participants will then explore essential people, process, and technology issues, including:

  • Key criteria for evaluating new tools to improve campaign effectiveness
  • Process best practices for applying new technology to optimize campaigns
  • Changing roles and responsibilities for integrated campaign management


The Minis: 90 Power Minutes: November 2, 1:30–3:00 pm

We are also holding post-conference workshops, included in the Conference fee, led by ITSMA experts.

Prioritizing Opportunities in the Field: Building the Optimal Plan for Industries and Regions
Bev Burgess, Senior Vice President & ABM Practice Co-Lead, ITSMA

Read more about the workshop

Successful field marketing is a constant balancing act. You’re balancing the needs of customers and sales teams in the field with the strategy and demands of your corporate and capability market teams.

One approach is say yes to everything and try to respond to demands from every part of the business. But this can easily lead to a field marketing function stretched extremely thin – a team racing to react to immediate tactical requirements, under-supporting strategic priorities, and often confusing clients in the process.

In fact, it is rarely the case that companies can, or even should provide field marketing resources to support every offering across every industry in every geography.

Given limited resources, how do you decide where to focus and build an optimal marketing plan that puts you back into balance?

This workshop will explore proven techniques and examples of how you can prioritize your best opportunities and agree on them through a planning interlock with the key stakeholders across your business.

Participants will gain new perspectives and ideas on how to consider tradeoffs in field marketing and build alignment on the best path forward.

Maximizing Thought Leadership Impact: Best Practices for Market Engagement
Rob Leavitt, Senior Vice President, ITSMA

Read more about the workshop

Breaking through the noise with thought leadership marketing is no simple task.

Your markets are crowded with competitive initiatives. Customers and prospects have little time and little interest in materials that miss the mark. And even your own organization has difficulty taking full advantage of the content you create.

Maximizing thought leadership impact requires not only innovative and credible ideas and content, but also creative and effective ways to engage customers and prospects in ongoing conversation.

Three areas of work are especially critical:

  • Producing and packaging content in new and engaging ways
  • Using the right channels to connect
  • Training and supporting customer-facing colleagues for thought leadership conversation

This interactive workshop will highlight new and proven approaches to strengthening market engagement with thought leadership in all three areas, with best practice examples from ITSMA’s Marketing Excellence Awards and other industry leaders.

Participants will share experiences with colleagues, learn from industry best practices, and take away practical, new ideas to ensure maximum impact with thought leadership engagement.

Strengthening Stakeholder Management: The Science of Professional Relationship Management
Ariel Halevi, Founder & Co-Owner, VAYOMA

Read more about the workshop

Executing successfully on the vision of marketing involves more key stakeholders in a more complex ecosystem than ever before, both inside and outside the company. Building and managing those relationships is incredibly challenging, especially given the pace of change and the need for speed.

Regardless of your specific stakeholders, there is one universal pre-requisite for creating the collaborative relationships you need: Building TRUST.

This interactive workshop provides a hands-on approach to understanding and beginning to work on a highly practical stakeholder management methodology for building trust, including:

  • Four key principles for stakeholder management
  • The differences between being a “Provider,” a “Trusted Advisor,” and an “Opinion Leader”
  • Six relationship KPIs that determine our perceived value in the eyes of our key stakeholders
  • A Relationship Dashboard for managing the six KPIs over time

During the workshop, we’ll explore changes in key stakeholders for marketers today, review the methodology, and discuss how best to use the dashboard. Participants will walk away with a new perspective on stakeholder management, concrete and practical approaches to accelerate trust, and a simple but powerful dashboard to track progress in the months to come.


Who Should Participate & Why

Marketing Vision 2016 is designed for senior- and executive-level marketing, strategy, and business development professionals who want to learn from industry peers, stay at the top of their game, bring their marketing practices to the next level, and network with like-minded business leaders.

Over the two-days, 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 world-renowned authors, thought-leaders, and business advisors on the future of marketing
  • Get tips from successful marketers on how they are transforming their marketing organizations and activities
  • Learn about award-winning marketing programs and campaigns in the Marketing Excellence Award breakouts
  • Build new knowledge and skills in the pre- and post-conference workshops on storytelling, buyer personas, global/local marketing, account based marketing, and new campaign tools and technologies
  • Network with professional peers and fellow industry professionals at the Welcome Reception, Marketing Excellence Awards Reception, lunches, and breaks
  • Meet 1:1 with an ITSMA expert on a topic of your choice

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 Marketing Vision 2016. 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 teams’ 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 ReceptionMonday EveningOctober 31

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.


Platinum Sponsor


Demandbase, the leader in Account-Based Marketing, enables B2B companies to identify and target the accounts they value most, and then market to them across the entire funnel. The Demandbase B2B Data Cloud is the definitive B2B database and technology for targeting accounts and specific segments within those accounts. The B2B Data Cloud supports customers across their existing, full marketing technology stack and powers The Demandbase B2B Marketing Cloud, which is one of the only subscription-based ad targeting and web personalization solutions that lets marketers connect campaigns directly to revenue. The B2B Marketing Cloud is powered by patented technology, which allows companies to identify the accounts they value most and personalize their digital marketing efforts to them. With Demandbase, businesses can target, engage, convert and retain the customers that matter most to their bottom line. Enterprise leaders and high-growth companies such as Adobe, Salesforce.com, Box, CSC, DocuSign, Dell and others use Demandbase to drive Account-Based Marketing and maximize their marketing performance.


Production Sponsor


Cramer

Cramer creates experiences that fuel connections between brands and the people vital to their success. A 150-person strong marketing studio with a 30-year legacy of delivering results for global businesses.


 

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, Refund, and Photo Policies

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

Participants at this event agree to allow ITSMA to take photos during the event. Pictures captured by ITSMA’s photographer may be used in future promotional materials or presentations. For questions or concerns, please contact us at info@itsma.com.


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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Speakers
Agenda
Fees & Hotel Info
Speakers

With a rare opportunity to explore core strategic challenges with a select, invitation-only group of peers, our line up of speakers will challenge your thinking on today's most pressing topics and trends.

Saul Berman
Vice President & Partner, Chief Strategist, IBM Global Business Services
Beverley Burgess
Senior Vice President and ABM Practice Lead, ITSMA
Jeb Dasteel
Senior Vice President & Chief Customer Officer, Oracle
Lisa Dennis
Senior Associate & President, Knowledgence Associates, ITSMA
Paul Dunay
US Financial Services Marketing Leader, PwC
Chris Golec
Founder and CEO, Demandbase
Ariel Halevi
Founder & Co-owner, VAYOMAR
Bruno Hourdel
Global Head of Field & Partner Marketing, Misys, Misys
Ian Hunter
Vice President, Head of EMEIA Marketing, Fujitsu
Amanda Kahlow
CEO & Founder, 6sense
Jeff Kaplan
Managing Director, THINKstrategies
Rob Leavitt
Senior Vice President, ITSMA
Kathy Macchi
Senior Associate & Vice President, Consulting Services, Inverta
Adam Needles
Chief Strategy Officer & Principal, ANNUITAS
Jeff Sands
Senior Associate
Julie Schwartz
Senior Vice President, Research & Thought Leadership, ITSMA
Scott Snook
Senior Lecturer of Business Administration, Harvard Business School
Laura Whipple
Senior Vice President, Segment Marketing & Strategy, Optum
Agenda

MONDAY, OCTOBER 31

  • 1:00–4:30 pm

    Building and Scaling a Successful Account Based Marketing Program

    Bev Burgess & Jeff Sands, ABM Practice Co-Leads,

    Read more about this workshop

    Account Based Marketing (ABM) is hotter than ever. It’s pervasive in B2B marketing conversations and planning these days because people know that ABM can deliver higher return-on-investment (ROI) than any other marketing initiative. Those interested in ABM want to get started and those already engaged want to scale their programs even further.

    But most marketers also know that the creating and scaling successful ABM programs is not a simple proposition. Gaining strategic business value can require substantial investment in new approaches, plans, relationships, and skills.

    This interactive workshop will dive into the latest ITSMA research, experience, and case studies to help participants understand the most important models, approaches, and tools for improved results from ABM, including:

    • Creating interest and alignment around ABM strategy across the business
    • Strengthening sales engagement and account-level consistency
    • Using technology to scale ABM
    • Balancing global and local needs in ABM program management
    • Measuring the impact of ABM initiatives

    Developing and Using Persona-Based Value Propositions

    Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA

    Lisa Dennis, Senior Associate, ITSMA, & President, Knowledgence Associates

    Read more about this workshop

    Developing value propositions that resonate with buyers has never been more difficult. As custom demands continue to rise, crafting messages that are relevant, compelling, and differentiated requires significant insight, discipline, and creativity. The reality is that using market segmentation to drive value prop development is far from sufficient. These efforts often result in one-size-fits all value props that ultimately fit no one. Marketers that use buyer personas to guide their marketing and selling activities are seeing great results. However, many marketers struggle to develop personas that are truly useful and effective in the field. In this hands-on workshop, you’ll learn how to:

    • Move beyond buyer profiles and syndicated research to create personas based on how buyers actually make purchase decisions
    • Craft value propositions that speak directly to buyers, using their language and addressing their most important needs
    • Create messaging, sales tools, and collateral that bring value propositions to life with customers and prospects

    Note: You can choose to work with your own personas or a set that we will provide. Either way, you’ll leave with a clear set of actions for making the most of this valuable asset.

    Optimizing Campaigns with New Approaches and Tools

    Kathy Macchi, Senior Associate, ITSMA & Vice President, Consulting Services, Inverta

    Read more about this workshop

    Marketers are bombarded daily with promotions for new tools and technologies that promise the moon: “Generate 10X more leads.” “Cut sales cycles by 30%.” “Increase revenue before lunch.”

    You’re obviously skeptical, but you’re curious, too. There are some great new tools out there and you know that technology can help.

    But with literally thousands of marketing solutions on the market, how do you decide where to look? Even more important, how can you assess what types of tools could be most helpful and what is required to bring them together in ways that truly move the needle?

    This interactive workshop will use a case study approach to explore key challenges and best practices in using technology to optimize campaign effectiveness through the top, middle, and bottom of the sales funnel. Participants will review how one company upgraded its marketing technology stack and revamped processes to dramatically improve capabilities and results with highly targeted campaigns.

    Based on this example, participants will then explore essential people, process, and technology issues, including:

    • Key criteria for evaluating new tools to improve campaign effectiveness
    • Process best practices for applying new technology to optimize campaigns
    • Changing roles and responsibilities for integrated campaign management
  • 5:00-7:00 pm

    Welcome Reception and Pre-Registration

TUESDAY, NOVEMBER 1

  • 7:30 am

    Registration & ITSMA Continental Breakfast

  • 8:30

    Conference Kick-Off & Opening Remarks

    Dave Munn, President & CEO, ITSMA

  • 9:00

    The Changing Landscape for Customer Engagement: Highlights from ITSMA Buyer Research

    Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA

  • 9:45
    Networking Break
  • 10:15

    Digital Transformation and the New Customer Experience

    Saul Berman, Chief Strategist, Vice President & Interactive Experience Partner, IBM Global Business Services

  • 11:00

    Orchestrating Customer Success: Marketing’s Big Opportunity

    Jeb Dasteel, Senior Vice President & Chief Customer Officer, Oracle

    Read more about this topic

    We are in the middle of a revolution in business, and it’s called the Subscription Economy. Products across many different industries are being redesigned to be consumed “as needed” – as a service – and paid for through subscriptions instead of being purchased. The move to subscription is affecting professional services, as well, and certainly all of the B2B technology sector. If your services don’t deliver tangible business outcomes, customers will replace you quickly and find someone else’s services that do. This has created a once-in-a-generation opportunity for Marketing to play THE central role in defining what it means to market, sell, and deliver business outcomes: otherwise known as Customer Success.

  • 11:45
    Networking Lunch - Table Topics
  • 1:00 pm

    Practitioner Panel: Marketing Priorities for the Connected World

    Ali Hoballah, GM, WW Enterprise Services & Solutions Marketing, Microsoft

    Bruno Hourdel, Global Head of Field & Partner Marketing, Misys

    Ryan Lester, Director, IoT Strategy, Xively by LogMeIn

    Facilitator: Jeff Kaplan, Managing Director, THINKstrategies

    Read more about this panel

    As the world of B2B technology continues to shift toward cloud, IoT, and everything as a service, marketers are faced with a variety of new challenges and opportunities, including:

    • Bringing new and different types of offers and value propositions to market, often to unfamiliar buyers
    • Rethinking marketing budgets and priorities to work across the entire customer lifecycle
    • Collaborating across the organization to ensure consistent focus on customer experience, adoption, and success
    • Taking advantage of new data streams available from connected products and services

    Based on the diverse and extensive experience of the panelists, this session will highlight reports and lessons learned from the front lines of change. It’s a PowerPoint-free zone with primary focus on audience questions and discussion.

  • 1:45

    Predictive Marketing Here and Now: Lessons Learned from Data-Driven Leaders

    Amanda Kahlow, CEO & Founder, 6Sense

    Read more about this topic

    Too often, marketing has been viewed largely as a “pre-sales” discipline—separate and silo-ed from the majority of the sales process. With today’s advances in big data and predictive modeling, companies can now drive the critical “handshake relationship” between sales and marketing teams. In this session, Amanda Kahlow, founder & CEO at 6sense, will discuss how predictive marketing has the power to radically advance sales and marketing efforts at every stage of the funnel, pulling from first-hand insights and examples from companies that have successfully done so.

  • 2:30
    Networking Break
  • 3:00

    Breakout Discussion Sessions

    Account-Based Marketing

    Jeff Sands, Vice President & ABM Co-Practice Lead, ITSMA

    Lisa Dennis, Senior Associate, ITSMA, & President, Knowledgence Associates

    Thought Leadership Marketing

    Rob Leavitt, Senior Vice President, ITSMA

    Agile Marketing

    Julie Schwartz, Senior Vice President, Research & Thought Leadership, ITSMA

    Paul Dunay, Financial Services Marketing Leader, PwC

    Field/Vertical Marketing

    Bev Burgess, Senior Vice President & ABM Practice Co-Lead, ITSMA

    Ian Hunter, Vice President, International Services Marketing, Fujitsu

  • 3:45
    Networking Break
  • 4:00

    Character and Competence: What It Takes to BE(come) an Authentic Leader

    Scott Snook, Senior Lecturer of Business Administration, Harvard Business School

    Read more about this topic

    Fast-changing environments in business and marketing put a premium on authentic leadership at every level of the organization.

    Drawing upon Snook’s thirty-plus years of experience as a leader, teacher and researcher, this interactive session will help participants discover “What it Takes to BE(come) a World Class Leader.” Highlighting the emerging fields of positive psychology and authentic leader development, Snook demonstrates the potential of this novel approach with a set of video vignettes and personal stories exploring a range of interesting characters from “The Happy Greeter” to General Schwarzkopf, and from Simon Cowell to Michael Scott.

    Key points include:

    • Character and Competence:  What it takes to lead in the 21st Century (ownership/accountability)
    • Success is as much about “who you are” (character) as it is about “what you know” and “what you can do” (competence)
    • Self-Awareness, Situational Awareness, and Self-Regulation: The three central dimensions of authentic leader development
    • Find your Sweet Spot: The key to World Class Leadership and Performance
  • 5:30

    Day One Wrap-Up

    Dave Munn, President & CEO, ITSMA

  • 6:30
    Networking Reception
  • 7:00

    Light Dinner

    2016 Marketing Excellence Awards Ceremony

WEDNESDAY, NOVEMBER 2

  • 7:30 am

    ITSMA Continental Breakfast & Networking

  • 8:00

    Welcome Back & ITSMA Update

    Rob Leavitt, Senior Vice President, ITSMA

    Dave Munn, President & CEO, ITSMA

  • 8:30

    Digital Makes Marketing AGILE

    Mani Dasgupta, CMO, Capgemini

  • 9:15

    Insight-Led Marketing

    Laura Whipple, Senior Vice President, Segment Marketing & Strategy, Optum

  • 10:00
    Networking Break
  • 10:30

    Optimizing Demand: The CMO’s Next Frontier

    Adam Needles, Chief Strategy Officer, Principal, ANNUITAS

  • 11:15
    Transition Break
  • 11:30-12:00 pm

    Best Practice Cast Studies from 2016 Marketing Excellence

    Driving Business with Thought Leadership

    Delivering an Omnichannel Customer Experience

    Accelerating Growth with Account-Based Marketing

  • 12:10-12:40

    Best Practice Case Study Series Featuring 2016 Marketing Excellence Award Winners

    Ensuring Customer Success

    Building Brand Differentiation

    Enabling Sales for Deeper Customer Engagement

  • 12:45

    Conference Wrap-up, Networking Lunch, Prize Drawings

  • 1:30-3:00

    Topical 90-minute Power Workshop

    Prioritizing Opportunities in the Field: Building the Optimal Plan for Industries and Regions

    Bev Burgess, Senior Vice President & ABM Practice Co-Lead, ITSMA

    Kathy Macchi, Senior Associate, ITSMA & Vice President, Consulting Services, Inverta

    Read more about this workshop

    Successful field marketing is a constant balancing act. You’re balancing the needs of customers and sales teams in the field with the strategy and demands of your corporate and capability market teams.

    One approach is say yes to everything and try to respond to demands from every part of the business. But this can easily lead to a field marketing function stretched extremely thin – a team racing to react to immediate tactical requirements, under-supporting strategic priorities, and often confusing clients in the process.

    In fact, it is rarely the case that companies can, or even should provide field marketing resources to support every offering across every industry in every geography.

    Given limited resources, how do you decide where to focus and build an optimal marketing plan that puts you back into balance?

    This workshop will explore proven techniques and examples of how you can prioritize your best opportunities and agree on them through a planning interlock with the key stakeholders across your business.

    Participants will gain new perspectives and ideas on how to consider tradeoffs in field marketing and build alignment on the best path forward.

    Maximizing Thought Leadership Impact: Best Practices for Market Engagement

    Rob Leavitt, Senior Vice President, ITSMA

    Nicole France, Manager, Thought Leadership, Global Marketing, Cisco

    Read more about this workshop

    Breaking through the noise with thought leadership marketing is no simple task.

    Your markets are crowded with competitive initiatives. Customers and prospects have little time and little interest in materials that miss the mark. And even your own organization has difficulty taking full advantage of the content you create.

    Maximizing thought leadership impact requires not only innovative and credible ideas and content, but also creative and effective ways to engage customers and prospects in ongoing conversation.

    Three areas of work are especially critical:

    • Producing and packaging content in new and engaging ways
    • Using the right channels to connect
    • Training and supporting customer-facing colleagues for thought leadership conversation

    This interactive workshop will highlight new and proven approaches to strengthening market engagement with thought leadership in all three areas, with best practice examples from ITSMA’s Marketing Excellence Awards and other industry leaders.

    Participants will share experiences with colleagues, learn from industry best practices, and take away practical, new ideas to ensure maximum impact with thought leadership engagement.

    Strengthening Stakeholder Management: The Science of Professional Relationship Management

    Ariel Halevi, Founder & Co-Owner, VAYOMA

    Read more about this workshop

    Executing successfully on the vision of marketing involves more key stakeholders in a more complex ecosystem than ever before, both inside and outside the company. Building and managing those relationships is incredibly challenging, especially given the pace of change and the need for speed.

    Regardless of your specific stakeholders, there is one universal pre-requisite for creating the collaborative relationships you need: Building TRUST.

    This interactive workshop provides a hands-on approach to understanding and beginning to work on a highly practical stakeholder management methodology for building trust, including:

    • Four key principles for stakeholder management
    • The differences between being a “Provider,” a “Trusted Advisor,” and an “Opinion Leader”
    • Six relationship KPIs that determine our perceived value in the eyes of our key stakeholders
    • A Relationship Dashboard for managing the six KPIs over time

    During the workshop, we’ll explore changes in key stakeholders for marketers today, review the methodology, and discuss how best to use the dashboard. Participants will walk away with a new perspective on stakeholder management, concrete and practical approaches to accelerate trust, and a simple but powerful dashboard to track progress in the months to come.

Please note: ITSMA reserves the right to make changes or substitutions to this event.

Interact with ITSMA Subject Matter ExpertsSchedule a 1:1 Session

Interested in a side discussion on one of your strategic challenges? Let us know when you register and we’ll schedule a 30-minute informal meeting for you with an ITSMA expert during the Conference. Topics could include budget and strategic planning, account based marketing, moving to agile, thought leadership, customer engagement and loyalty, professional development for your team, or more.

Fees and Hotels

Pricing

    • Earlybird (Until August 31)
    • Advanced (Aug 31 - Sept 30)
    • Standard (Sept 30 - Nov 1)
    • Members
    • $1,695
    • $1,895
    • $2,195
    • Non members
    • $1,995
    • $2,295
    • $2,695
    • Earlybird (Until August 31)
    • Members$1,695
    • Non members$1,995

Pre conference workshops are included with conference registration, or available separately at a cost of $495 per member and $695 per non-member.

Conference fee includes handout materials, pre- and post-conference workshops, continental breakfasts, lunches, refreshments, receptions, and Awards ceremony.

Contact ITSMA for details about special discounts for three or more participants from your organization at cjefferson@itsma.com.

Accomodation

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. 

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.

The Charles Hotel, Cambridge
One Bennett Street, Cambridge, MA, 02138
Venue phone
+1-617-864-1200
Venue website
http://charleshotel.com/

Alternate Hotels & distance from The charles Hotel

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.

Dietary Restrictions

Please let us know in advance if you have any dietary restrictions so that we can plan accordingly and make your experience at the Conference a good one. Please enter the information in the appropriate space on the Registration Form or contact Carolyn Jefferson at cjefferson@itsma.com or +1-781-862-8500, Ext. 121.

International Travellers

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. Learn more here: Clarifying the e-Passport Requirement for Visa Waiver Program Travelers. U.S. Electronic System for Travel Authorization (ESTA) information: https://esta.us/

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