The Marketing Strategist

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How Do You Budget for Your Marketing Spend? Benchmark Your Organization Against the World’s Best Marketers

ITSMA’s annual study on B2B marketing budgets and trends, now in the field, provides marketing leaders with vital data and insight. This annual “give-to-get” survey features questions that pertain specifically to marketers of B2B services and solutions. Don’t miss your opportunity to benchmark your marketing plans and budget!

by Julie Schwartz December 23, 2019 Read more
  • NPS Benchmarks: Are You Delivering a Truly Great Experience?

    “How likely are you to recommend our organization to a friend or colleague?” This question, which drives the Net Promoter Score (NPS), has been shown to be the highest predictor of customer loyalty than any other question in a Voice of the Customer study. The growth and popularity of NPS across the technology industry, among many others, means that industry benchmarks are available to gauge relative performance and set targets for improvement.

    by Donna Thach January 15, 2020 Read more
  • How Do You Budget for Your Marketing Spend? Benchmark Your Organization Against the World’s Best Marketers

    ITSMA’s annual study on B2B marketing budgets and trends, now in the field, provides marketing leaders with vital data and insight. This annual “give-to-get” survey features questions that pertain specifically to marketers of B2B services and solutions. Don’t miss your opportunity to benchmark your marketing plans and budget!

    by Julie Schwartz December 23, 2019 Read more
  • Another ABM Benchmark Report?

    Why pay attention to Moving to ABM Maturity, the third benchmark study from ITSMA and the ABM Leadership Alliance? Four reasons: (1) It’s a broad-based look at ABM objectives, spending, tools, tactics, metrics, and results from almost 200 ABM programs from large and smaller firms. (2) It includes a detailed review of differences in how companies are implementing the three types of ABM: One-to-One, One-to-Few, and One-to-Many. (3) It’s filled with actionable insight on the hallmarks of the most experienced and most effective ABM programs. (4) It provides essential guidelines for 2020 focused on program maturity, investing in insight, collaborating with sales, mastering multichannel campaigns, and moving to a blended ABM strategy. Learn more.

    by Rob Leavitt December 12, 2019 Read more
  • Client Advocacy Drives Business Growth at Unisys

    Buyers choose providers with stellar track records, knowledgeable experts, and third-party validation. Executives want proven solutions. Client references and advocacy are powerful ways to do exactly that. The Unisys Client Success Program has been strategically positioned to accelerate the company’s growth. In addition to the successful implementation of a closed-loop process that drives continuous improvement and innovation, it has evolved to emphasize stories, told by Unisys clients, about how Unisys helps them deliver value to their own customers.

    by Donna Thach December 9, 2019 Read more
  • ABM

    Five ABM Predictions for 2020

    In 2019, ABM continued to be a force for marketing leaders looking to innovate new solutions, enter new markets, connect with new buyers, and change perceptions with key accounts. With an eye on 2020, ITSMA’s Bev Burgess, SVP & ABM Practice Lead, shares her top five predictions for ABM.

    by Bev Burgess December 5, 2019 Read more
  • ITSMA 2019 Marketing Excellence Awards Honor High Impact B2B Marketing Programs

    ITSMA, the leading resource for B2B marketers in the connected economy, celebrated the 21 winners of its 22nd Annual Marketing Excellence Awards last night during its Marketing Vision 2019 conference in Cambridge, Massachusetts.

    by IT Services Marketing Association October 16, 2019 Read more
  • Marketing’s Four Paths to Strategic Growth

    How should marketing balance its traditional tactical roles with new strategic responsibilities? The golden opportunity is for marketing to step up, influence others, and drive change. A subset of marketing leaders has done just that. These leaders have earned a voice (and a seat) at the boardroom table and are driving strategic growth for their organizations.

    by Julie Schwartz October 2, 2019 Read more
  • HP Inc. and ABM: Bringing “Cold, Dead, and Hostile” Accounts to Life

    Account-based marketing (ABM) not only helps organizations create seamless collaboration between sales and marketing, it can also serve as the centerpiece of a dedicated business strategy to capture new business and drive revenues from previously impenetrable accounts. HP Inc.’s success with ABM drove impressive revenue and earned new respect for marketing and ABM across the organization.

    by Julie Schwartz September 12, 2019 Read more
  • ABM

    The Case for Top Account ABM: Lessons from Red Hat, HCL Technologies, and SAP

    Strengthening relationships and collaborating more closely with top accounts is more important than ever. Not only do our top-tier existing accounts provide a disproportionate share of revenue (which we need to defend!), they are typically our primary partners in developing new solutions, providing valuable references, and giving us deep insight into fast-changing market trends and priorities.

    by Rob Leavitt August 13, 2019 Read more
  • To Make Marketing More Personal, Follow the Leaders

    B2B marketers report that the importance of personalization in their marketing will double over the next two years. Thirty-six percent (36%) told us that personalization is critical for their business today, but that percentage will rise to 78% two years from now. Why is personalization so important? Two reasons. First, buyers want and expect it. And second, personalization, when done right, delivers results. There are a variety of ways to personalize marketing.

    by Julie Schwartz July 10, 2019 Read more
  • Marketing Metrics: You’ve Come a Long Way!

    Modern marketers certainly have more technology at their disposal, but does this mean we are better able to use marketing metrics to improve performance and prove market’s impact on the business? What KPIs really matter? Have we made the shift from tracking vanity metrics to business outcomes? What challenges remain?

    by Julie Schwartz June 24, 2019 Read more
  • Introducing New ABM Measurement Framework and Dashboard

    We’re excited to reveal a new ABM measurement framework and dashboard developed in partnership with ABM specialists, Agent3. Tracking and reporting on the impact of their programs remains one of the top challenges facing ABM leaders, and this collaboration brings together the best of ITSMA’s research and insight with Agent3’s experience and technical capabilities to help meet that challenge.

    by Dave Munn June 20, 2019 Read more

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