B2B marketers rely heavily in thought leadership to engage at the executive level but breaking into the C-suite is extremely challenging. ITSMA research highlights five specific ways in which the most effective thought leadership programs stand apart in building and strengthening executive engagement for marketing and sales success.
Latest 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.”
B2B marketing leaders gathered at ITSMA’s 2017 Marketing Leadership Forum highlighted five keys to accelerating marketing transformation for the digital future, including: Slowing down to speed up, orchestrating the full customer experience, scaling account-based marketing, making marketing memorable, and meeting the leadership challenge beyond marketing.
As B2B business models continue to shift toward subscription and as-a-service, marketers are paying much more attention to customer experience and value throughout the customer lifecycle. A recent ITSMA conversation with marketing leaders from Amdocs, Cisco, and Oracle highlighted some of the new approaches and priorities.