Article
Help Wanted: How Executives Engage with Solution Providers in 2021
As a result of the disruption caused by the pandemic, we discovered that buyers want help more than ever and are turning to solutions providers for that help...
Go to market
Article
Three Important Ways B2B Buyer Behavior Has Changed
In ITSMA’s most recent How Executives Engage Survey (2021, Wave 1), collaborative innovation tops the list of how solution providers earn executives’ confidence.
Article
C-Suite Marketing: How SAP’s ABM Team Approaches Executive Alignment and Orchestration
Eric Martin of SAP explains how his team of ABMers approaches executive alignment and orchestration as they work across the C-suite.
Article
What will Marketing’s Role in Sales Enablement be in 2022?
Three concrete ways B2B Marketers can help sales accelerate the pipeline and close deals according to ITSMA’s sales enablement survey.
Article
Sales Enablement in a Hybrid World: Marketing’s Role
Alisha Lyndon, Founder & CEO, Momentum and Liz Harrison, Partner, McKinsey & Company, discuss B2B marketing as a strategic business driver, with specific emphasis on how sales enablement is evolving and where it's headed.
Article
Give buyers the right marketing content at the right time
Marketers need to understand not just how customers want to engage with content, but when. The trickiest part? It changes throughout the buying cycle...
Article
The 2022 Momentum ITSMA Customer Buying Index (CBX) – Wave 2
'Forging a Clear Path for Growth' outlines all of the findings survey and offers recommendations for solution providers and B2B marketers who seek to drive sustained growth.
Event
The Rise of the Third R: Relationships
Momentum ITSMA’s 2018 State of the Marketing Profession: the year of relationships. Marketing that is more targeted, tailored, and personal.
Event
Momentum ITSMA’s 2022 State of the Profession Address
As B2B Marketers expand their influence on the business, Momentum ITSMA’s State of the Profession provides insight into marketing trends and priorities we can expect to see in 2022 and beyond.
Blog
Elephants, Unicorns, and ABM in Challenging Financial Times
Change is good for ABMers – especially agile ones. While recent economic changes aren’t necessarily positive, they are a reality every organization is facing. Here are some considerations for your team as you address this new reality.
Blog
How Skybox Security Enabled Account Based Everything
Claire Darling, CMO at Skybox Security says her company’s marketing and business strategy is 100% account based, however it is not the typical one-to-one ABM approach...
Press Release
Finalists Announced for the 2022 Marketing Excellence Awards
B2B marketing leaders will be recognized on October 25 for standout performance across marketing programs at this year's Marketing Vision conference on October 24-26.
Article
Kyndryl’s account-based growth journey
Kyndryl’s Clara Belalcazar, CMO, Americas, reveals why account-based marketing is key to helping this billion-dollar company fulfil ambitious growth plans.