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B2B buyers in an uncertain world
ITSMA members gathered in-person this week to explore the findings from the latest Customer Buying IndexTM (CBX), and hear from special guest Parliamentary Digital Service's Tim Youngs.
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Taking an old-school approach to new ABM Training
Guy Phillips joined ITSMA in April 2022 to head up the Learning and Development service. Before he came on board, he jotted down some notes about why he took the role...
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Marketing Leadership Forum: 21 “Aha!” moments from B2B marketers
In just two short days, we heard from nearly 20 speakers who gave their takes on the hottest topics in growth strategies today.
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12 takeaways from the ITSMA Marketing Leadership Forum
When a group of B2B marketing leaders from some of the world’s most influential companies gathered in Napa, CA, we explored some of the most important topics to marketers today.
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The Impact of the Great Resignation on Hiring and Retaining B2B Marketing Talent
There’s a lot of interest in what’s happening in talent strategy right now. But how much of it is speculation and how much of it is science?
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Why the Marketing Leadership Forum is Special to Me
Why is the Marketing Leadership Forum so special to me? It’s a reset button, of sorts. Read further to hear Dave’s thoughts on why it's so special.
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B2B Marketers See the Importance of Deepening Customer Relationships
Marketing’s priorities are more balanced across the three Rs now, with customer relationships coming in second and building brand, third.
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Should I Stay or Should I Go? Understanding Marketing Talent Trends in 2022
Marketing talent trends in 2022 - we’ve been talking with marketing leaders about what’s important to them as they build their teams.
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How Kyndryl’s Marketing Organization is Driving Growth
The Kyndryl marketing team went from idea to a fully-formed organization that partners with a complex business to be a catalyst for growth.
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How to Implement an ABM Program that Sizzles Rather than Fizzles
Standardization and centralized program management, are essential to developing an ABM program that will mature and consistently deliver results.
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2022: The Year of Marketing Enablement
At this year’s State of the Marketing Profession Address, we predicted that 2022 will be the year of Marketing Enablement. Here’s why.
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Top 10 B2B Marketing Content in 2021
Top 10: Marketing Content in 2021. What resonated most with members last year? ABM, executive engagement, and other strategic growth drivers.
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State of the Marketing Profession: A 10-year Retrospective
To prepare for the 2022 State of the Marketing Profession, I decided to look back at the pressing issues in 2012 to see what’s changed.
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Sales Enablement in a Hybrid World: Marketing’s Role
Alisha Lyndon, Founder & CEO, Momentum and Liz Harrison, Partner, McKinsey & Company, discuss B2B marketing as a strategic business driver, with specific emphasis on how sales enablement is evolving and where it's headed.
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What will Marketing’s Role in Sales Enablement be in 2022?
Three concrete ways B2B Marketers can help sales accelerate the pipeline and close deals according to ITSMA’s sales enablement survey.
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Measuring Executive Engagement: Taking a Strategic Approach
It can be a challenge to measure how deep a business relationship is. That’s why ITSMA developed the Measuring Executive Engagement Tool.
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CMOs Weigh In: Where is Marketing Increasing its Value?
Where do you think marketing is increasing its value to the business? Three top marketing superstars share their thoughts.
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Do’s and Don’ts for Building a Successful Strategic ABM Program
Do's and Don'ts of building a successful strategic ABM Program, based on results from the annual Account-Based Marketing benchmark study.
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Don’t Ask an Executive “What Keeps You Up at Night?”
Want to know what keeps C-level executives up at night? The CXO Dashboard provides timely insight into the current business priorities of Fortune 500 C-suite executives.
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Ten Elements of Marketing’s Game Plan for Growth
These top business priorities—profitability, productivity, innovation—point to growth. But what role does marketing play in driving that growth?