Learn about HP’s 2018 diamond award-winning program Deepening Engagements and Accelerating Growth among Cold, Dead, and Hostile Accounts in the Deepening Engagement with Account-Based Marketing category. Hear about their Account-Based Marketing program that engaged 77% of previously “cold, dead, and hostile” accounts in multi-touch campaigns, representing over a billion dollars in pipeline of net-new opportunities with 12% converted into won business.
April 2, 2019 Read moreITSMA has launched a new Marketing Excellence Awards (MEA) webcast series, showcasing programs we have awarded for best performance in marketing B2B services and solutions in categories including account-based marketing, […]
March 21, 2019 Read moreB2B companies are demonstrating innovation in ABM to get even better returns. The ABM program at the digital workflows enterprise, ServiceNow, is a good example. ServiceNow, recently ranked first in the 2018 Forbes Most Innovative Companies list, is integrating a multi-layered ABM approach into the very heart of their customer success-led corporate strategy.
March 4, 2019 Read moreJoin ITSMA’s SVP, Rob Leavitt, as part of Drift’s panel of pros in this webcast to discuss three of the hottest demand gen channels in B2B marketing today: ABM, intent data, and conversational marketing.
February 12, 2019 Read moreAccording to our Raising the Game with ABM: 2018 ABM Benchmark Study, done in conjunction with the ABM Leadership Alliance, 77% of respondents saw a 10% or more return on investment (ROI) from their ABM programs compared to more traditional marketing activity. For some, it had an even bigger impact: 45% replied that ROI had more than doubled. The study finds that implementing ABM produces broader business benefits as well, including greater customer success, more advocates, and a surge in innovation.
November 5, 2018 Read moreWhat will be the potential impact of powerful economic, technological, and social trends on how we operate? We recently brought together a group of senior executives from companies with advanced ABM programs, including Accenture, BT, DXC Technology, Fujitsu, Microsoft, and O2, to brainstorm ABM’s future.
October 11, 2018 Read moreSocial media is now an essential part of nearly every marketer’s tool box. But what’s the role for social specifically in account-based marketing (ABM)? ITSMA’s Rob Leavitt explores how companies are using social media to get closer to top priority customers—and accelerate ABM development and results.
May 11, 2018 Read moreITSMA podcast, Practicing ABM, jointly produced with MomentumABM, digs into the opportunities and challenges of using social media to strengthen account-based marketing, with discussion on issues including account selection, engaging with key accounts, training for social media, metrics, and more.
April 10, 2018 Read moreLatest research publications from ITSMA, including ITSMA’s Marketing Transformation Maturity Model, webcast on customer experience and success, 2018 services marketing budget study, Malcolm Frank viewpoint on AI and marketing, and case study on IBM’s “new work of marketing.”
March 28, 2018 Read moreWith little debate about whether account-based marketing (ABM) is worth the investment, the current discussion among B2B marketers focuses mostly on which type of ABM is right for their organizations and how best to move forward from initial program development. ITSMA’s new eBook with Demandbase, Accelerating ABM Impact, makes the case that ABM practitioners today should focus on moving to a blended strategy.
October 10, 2017 Read moreITSMA’s new benchmark study of account-based marketing, Driving Growth with Three Types of ABM, conducted in partnership with the ABM Leadership Alliance, adds a wealth of data and insight to help companies move from initial experimentation to a more robust program with strategic impact on the business.
September 20, 2017 Read moreITSMA infographic highlights the value of emphasizing the “three R’s” of account-based marketing (ABM) – Reputation, Relationships, and Revenue, the improvements ABM-ers are driving in each area, and key metrics to consider.
September 11, 2017 Read moreSubscribe to our newsletter for the latest insight, research and event news.
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