B2B marketing leaders are moving aggressively to transform their organizations for the digital future. To win in the connected economy, they’re expanding the role of marketing, investing in new tools and analytics, sharpening thought leadership and content marketing, and often reshaping the entire organization.
New ITSMA research highlights six critical areas that marketing leaders are addressing as part of their transformation initiatives.
Hosted by Julie Schwartz, ITSMA SVP of Research and Thought Leadership, this briefing and discussion will explore key findings from the ITSMA research, review our new Marketing Transformation Maturity Model, and highlight best practice industry examples and practical tips that marketers can use to accelerate transformation in their own organizations. Joining Julie will be Wyatt Urmey, Program Director, IBM Mobile Content, who will speak on what IBM is doing to improve the buyer’s journey and experience through mobile and digital content. Wyatt will share his team’s approach to digital and data-driven marketing focused on compelling experiences and stories. With renewed focus on IBM’s overall approach to the CIO, he is working to improve executive engagement and customer experience, and produce compelling lead-driving tactics. Wyatt will also share high-level details around his work in an agile marketing team, and how it is inspired by IBM’s New Work of Marketing transformation. Adding to the discussion will be Amy Gross, Founder and CEO of VineSleuth, the only company which uses sensory science and predictive analytics to match shoppers with the right wine for them, every time.
This webcast is complimentary for ITSMA member companies and $195 for non-members.
Julie has originated and manages ITSMA research including benchmarks, models, frameworks, and assessments on a wide range of subjects such as Thought Leadership, Account Based Marketing, Customer Engagement, Marketing Performance, Marketing Technology, Sales Enablement, Brand Positioning, and Customer Loyalty to name a few. She also pioneered ITSMA’s widely regarded annual study, How Buyers Consume Information.Full bio
Program Director, IBM CIO and Mobile Enterprise Marketing
Wyatt Urmey has worked in marketing, advertising, consulting, creative direction, and sales for over 20 years, mostly at IBM -- both in US and international markets, including Switzerland, the Netherlands and Emerging Markets. He is currently part of the global CIO marketing team, leading content marketing for mobile and cloud after managing Social Business industry vertical marketing.Full bio
CEO & Founder, VineSleuth
Amy Gross is the Founder and CEO of VineSleuth/ Wine4.Me, the only company which uses sensory science and predictive analytics to match shoppers with the right wine for them, every time. Full bio
ITSMA Webcasts provide research-based insight, best practice examples, and new approaches to address a wide range of strategic challenges in marketing B2B services and solutions. Join the conversation during live presentations, or view replays on-demand from the ITSMA Research Library.
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