Not surprisingly, there is one area of the marketing budget that is flourishing in 2019: digital. A significant 63% of respondents in our latest Services Marketing Budget Allocations and Trends study increasing digital marketing budgets for this financial year. Not one is planning any decreases.
For most companies, digitizing the business is not enough. In this ITSMA Viewpoint excerpt, Saul Berman, Chief Strategist at IBM Global Business Services, discusses the urgency of full-scale digital reinvention and why companies are not moving fast enough.
Building trusted relationships with senior executives is a top priority for Cognizant’s Banking and Financial Services practice; the team has had great success with a three-pronged approach: executive focus and insight, integrated thought leadership campaigns, and account leadership development.
ITSMA interviews John Gallagher, IBM’s Vice President of Digital Marketing, for the latest thinking from IBM on current and emerging priorities, the benefits of “digital first,” and how best to keep up with digital innovation.
ITSMA’s annual Marketing Leadership Forum provides a great opportunity for senior marketing executives to share ideas about the incredible changes washing over the B2B technology and services marketing landscape. Last month’s Forum in Napa, CA, was certainly no exception. Here are my key takeaways…