Transforming Marketing for the Digital Future [Webcast]

  • Author(s) Julie Schwartz, Amy Gross, Wyatt Urmey
  • Published October 10, 2017
  • 35 Pages
  • Category Strategy & Planning, Content & Communications, Marketing Operations, Sales & Field Enablement
  • Type Member Research
  • 35 Pages
  • .PDF Format

B2B marketing leaders are moving aggressively to transform marketing 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.

This ITSMA briefing, led by Julie Schwartz, ITSMA SVP of Research and Thought Leadership:

  • Presents key findings from the ITSMA research, including the development of our Marketing Transformation Maturity Model
  • Reviews the six critical areas for marketing transformation included in the model
  • Highlights best practice industry examples and practical tips that marketers can use to accelerate transformation in their own organizations

The briefing also includes a presentation by Wyatt Urmey, Program Director, IBM Mobile Content, on IBM’s effort to improve the buyer’s journey and experience through mobile and digital content. Wyatt shares his team’s approach to digital and data-driven marketing which focused on compelling experiences and stories, executive engagement, and lead-driving tactics. Wyatt provides insight into his work in an agile marketing team, and how it is inspired by IBM’s New Work of Marketing transformation. 

Finally, the briefing also includes discussion with 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 document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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