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Why Executive Engagement May Not Be the (only) Key to Success

Executive engagement is held up as the gold standard, but in my view executive engagement is not as important as decision-maker engagement.

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C-Suite Marketing: How SAP’s ABM Team Approaches Executive Alignment and Orchestration

Eric Martin of SAP explains how his team of ABMers approaches executive alignment and orchestration as they work across the C-suite.

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New Research Shows Executive Buyers Once Again Focus on Growth

After more than a year of managing through a crisis and tending to workforce concerns, executives have turned their attention back to growing the business.

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Account-Based Marketing Experts Offer Advice for New ABM-ers

The second edition of A Practitioner’s Guide to Account-Based Marketing, Accelerating growth in strategic accounts, combines the best of theory and practical application for ABM.

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Marketing Vision 2021: Helping B2B Marketers Navigate Today’s Choppy Waters

The goal of Marketing Vision 2021 holds steady: we want to help B2B marketers understand what’s working and what’s next for B2B strategy.

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Six Tips to Gain an Executive’s Trust

What does it take to build trust with the C-suite, and how do you turn that aspiration of trusted advisor into practical action?

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Building Marketing’s Growth Muscles

Marketing's prowess with brand has been steadily expanding over the past decade and marketers are now more directly involved in driving revenue.

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ABM: A Coming-of-Age Story

Is ABM finally growing up? Moving from uncertain adolescence to more mature adulthood? Rob Leavitt talks with Alisha Lyndon about the evolution of ABM.

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IT has a Strategic Role in Resilient Organizations

Our research with CIOs and CTOs identified five areas where business leaders should focus to build resilient organizations.

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Building the ABM Team of the Future

The ABM team of the future. How are ABM leaders developing, expanding, and scaling organizational models to support their ABM programs?

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Using ABM for Executive Engagement: Five Keys to C-Suite Success

Engaging C-suite executives is often a top priority for ABM programs. ITSMA's Rob Leavitt summarizes some of our research and lessons learned in five keys to C-suite success.

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What Skills do You Need to be Successful in ABM?

ABM leaders agreed at ITSMA's ABM Forum in June that these are the top four universal skills necessary for ABM-ers to be successful.

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ITSMA and Momentum: What to Expect Going Forward

The response to the recent news of ITSMA joining Momentum has sparked interesting conversations with members, clients, and friends across the B2B community.

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C-Suite Marketing: Carmen Simon on brain science, B2B marketing, and memorable communication

Rob Leavitt talks to Dr. Carmen Simon about the brain on marketing and how B2B marketers can create memorable business messages.

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Buyer Behavior has Changed. Marketers Need to Catch Up.

When I spoke with Alisha Lyndon, Founder and CEO of Momentum, on the ABM podcast, she asked me a question that really got me thinking: What has been my biggest learning in the last 10 years?

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Ask ITSMA: Research-Based Thought Leadership

Is it necessary for solution providers to partner with industry analysts or publishers to do research-based thought leadership?

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Three Important Ways B2B Buyer Behavior Has Changed

In ITSMA’s most recent How Executives Engage Survey (2021, Wave 1), collaborative innovation tops the list of how solution providers earn executives’ confidence.

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And Now This! ITSMA Joins Momentum

Today, as we look to support the next phase of innovation and expansion for our members and friends, we're thrilled to announce that we're joining Momentum, the growth consultancy.

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Ask ITSMA: When Will In-Person Events Return?

Humans are social creatures, and everyone is looking forward to getting back to in-person events and meetings. But when will that happen?

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C-Suite Marketing: Four Key Learnings on Digital Executive Engagement with Fujitsu

Four key takeaways on digital executive engagement and the importance of collaboration and connecting with the customer.