As investments in digital transformation continue to mount, a handful of global solution providers have taken a clear lead in the minds of senior executive buyers at large enterprises, according to ITSMA’s 2018 Digital Transformation Brand Tracking Study.
ITSMA research with B2B marketing leaders worldwide finds a wide range of maturity levels with regard to marketing transformation for the digital future, and the six critical areas of change: the role of marketing, thought leadership and content, sales relationship, technology infrastructure, data, analytics, and insight, and organization and culture.
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.
Budgets are on the rise for B2B services marketing in 2017 with companies reporting an average increase of 4.4% this year, according to ITSMA’s latest Marketing Budget and Trends study. The average increases mask important differences across organizations, however.
When some of the best and brightest technology and services marketers gathered in Napa for ITSMA’s recent Marketing Leadership Forum, a longstanding, common challenge quickly emerged: How best to organize and align the various elements of field marketing with their corporate marketing cousins that drive the company’s go-to-market model?