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ITSMA’s 2020 Research Agenda: Five Key Focus Areas

From an ITSMA perspective, we see five strategic initiatives that B2B marketing leaders should be investing in this year. They’re not all appropriate for everyone, and five is probably too many for any one organization to truly prioritize, but the list is a good guide for folks checking their own agendas against what global leaders collectively see as most important.

by Dave Munn March 12, 2020 Read more
  • Moving From Random Acts of Executive Engagement to an Orchestrated Program

    You may know that one way of becoming one of your clients most trusted suppliers is through ABM, but what if you’re not ready for it or you’ve gone as far as you can with it? You can employ an executive engagement strategy, but to be most effective you need to move from random acts of engagement to an orchestrated program. Learn more from Bev Burgess’ new book, Executive Engagement Strategies.

    by Bev Burgess March 18, 2020 Read more
  • 3 ABM Metrics for Long-Term Growth: Why 3 R’s Matter

    A recent interview with ITSMA’s Rob Leavitt, SVP, Consulting and Diana Daia from Accutics on how to measure account-based marketing with key metrics and success tactics, focusing on the importance of the three R’s: Reputation, Relationships, and Revenue.

    by Rob Leavitt Read more
  • ITSMA’s 2020 Research Agenda: Five Key Focus Areas

    From an ITSMA perspective, we see five strategic initiatives that B2B marketing leaders should be investing in this year. They’re not all appropriate for everyone, and five is probably too many for any one organization to truly prioritize, but the list is a good guide for folks checking their own agendas against what global leaders collectively see as most important.

    by Dave Munn March 12, 2020 Read more
  • Never Lose Sight of What Marketing is All About: A Conversation with Larry Weber

    A conversation between Dave Munn, President & CEO of ITSMA, and Larry Weber, Chairman and CEO of Racepoint Global, reflects on how the role of marketing has evolved over the 25 years of their friendship, and how it’s surprising to discover that despite the seismic shifts in technology and buyer behavior the essence of marketing hasn’t actually changed.

    by Dave Munn February 27, 2020 Read more
  • Marketing Transformation: The Case of Microsoft

    Valerie Beaulieu, Chief Marketing Officer, Microsoft US, Microsoft Corporation thinks Marketing is the best job. Despite challenging times for Chief Marketing Officers (CMOs), her excitement for marketing’s leadership role in digital transformation is contagious. Valerie offers the key pillars for Microsoft’s transformation despite the challenges her team faced in transforming marketing at Microsoft.

    by Julie Schwartz February 19, 2020 Read more
  • Clay Christensen: Lessons Learned in Marketing and in Life From the Father of Disruption Innovation

    Professor Christensen was intrigued by the question, “What is it that kills successful companies?” If you look at business history, he mused, almost every company that at one point was widely regarded as unassailably successful is, just a few short decades later, either in the middle of the pack or at the bottom of the heap. Why is this? After studying the phenomenon, Christensen reached the odd conclusion that it is actually the paradigms of good management that were taught at the Harvard Business School that sowed the seeds of every company’s ultimate demise. In other words, “If you’re wildly successful, you’re doomed.”

    by Dave Munn February 4, 2020 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

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