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.
Eric Martin, Vice President Marketing SAP North America, and one of the “magnificent seven” ABM leaders featured in ITSMA’s book, A Practitioner’s Guide to Account-Based Marketing, recounts his entry into an ABM career and provides advice for new ABM-ers.
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…
SAP’s account based marketing (ABM) program demonstrates a novel way to improve recognition, build relationships, and increase sales in a large organization. This well thought out program highlights the value of a comprehensive approach, including organization, planning, tactics, and measurement.