Collaborative innovation is hot! Most large B2B providers invest significant resources in thought leadership and solution innovation programs, and marketers view them as among the most effective ways to engage and influence their most important clients and prospects. According to ITSMA benchmark research, marketers are prioritizing a wide range of innovation-related programs, including joint thought leadership, peer exchange networks, hackathons, co-design and development workshops, executive innovation centers, and more.
Executive-level buyers, according to ITSMA’s most recent How Executives Engage survey, have responded enthusiastically. For example, 89% of survey participants visited at least one innovation or briefing center as part of their latest solution purchase process. On average, executives visited at least three.
The challenge for marketers now is to optimize the process. If your competitors have similar programs and your buyers are making this a standard part of their approach, how can you ensure your program creates standout experiences that provide true value, deepen relationships, and accelerate growth?
Listen to ITSMA’s Rob Leavitt and special guests Janet Balis (EY), Rudy Dillenseger (Microsoft), and Elena Branet (Vodafone Business) as they explore both sides of the executive innovation agenda: How providers are strengthening their programs, and how executive-level buyers are responding. The webcast highlights ITSMA research on marketing priorities, buyer perceptions, and best practice approaches, along with case studies of collaborative innovation in action at three industry leaders:
- EY wavespace: Acceleration through collaboration
- Account-based engagement at Microsoft
- Collaborative innovation at Vodafone Business