Growth insights, reports, and news for you

Has buyer behavior changed due to the virus? Absolutely. Momentum ITSMA is on a mission to understand the impact on B2B buyer behavior for services and solutions.

Now that we’re past the immediate reaction stage of the current crisis, marketers are starting to look more strategically at priorities and investments for the coming months and into 2021...

You may know that one way of becoming one of your client's 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?

From a Momentum ITSMA perspective, we see five strategic initiatives that B2B marketing leaders should be investing in this year.

Valerie Beaulieu at Microsoft thinks marketing is the best job, and her excitement for marketing’s leadership role in digital transformation is contagious!

The transition from one decade to the next always allows for a period of reflection. Here is a closer look at those clients who have been leading the charge over the last decade.

This ABM benchmark report is a broad-based look at ABM objectives, spending, tools, tactics, metrics, and results from almost 200 ABM programs.

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...

When did the enterprise buying cycle become so complex? Long gone are the days of taking the CFO out for dinner and the deal is done.

Account-Based Marketing can be the centerpiece of a dedicated business strategy. HP’s success with ABM drove revenue and earned new respect for marketing.

Thirty-six percent of B2B marketers tell us that marketing personalization is critical for their business, that number will double over the next two years...

You want to start a conversation and build a relationship with an executive based on the value you know you can offer, not just sell your product or solution.

A graduate of ITSMA’s Account-Based Marketing Certification program, Kathryn McGinney, Sr. Manager, Account-Based Marketing for Splunk Inc. explains the impact that participating in the program has had on her career.

There is still a gap between marketing’s view of the value it brings to the business and the perceived view of senior management of that value.

B2B companies are demonstrating innovation in ABM to get even better returns. The ABM program at the digital workflows enterprise, ServiceNow, is a good example.

As we stand on the threshold of the New Year, here are some lessons from the seven categories of winners of ITSMA’s 2018 Marketing Excellence Awards.

O2 decided to raise its profile as a communications provider in the B2B space. The approach was underpinned by a passionate belief in the power of ABM.

Companies see higher levels of customer success and advocacy - 66% said their ABM accounts are more likely to provide positive references.

To achieve a balance of solutions and services growth across countries, paying attention to cultural change and the personal touch is as important as leading-edge digital knowledge management.

As investments in digital transformation continue to mount, a handful of global solution providers have taken a lead in the minds of senior executive buyers.

Momentum ITSMA's brand tracking study for providers of digital transformation services and solutions, Positioning for Digital Leadership, finds IBM, Accenture, and Cognizant as the brand equity leaders.

Jonathan Copulsky explains why conversational marketing is destined to become a top digital priority for B2B marketers and offers tips for getting started.

As B2B marketers shift ever more resources toward positioning themselves as leaders in digital transformation, keeping up with the actual state of the market is essential.

Momentum ITSMA provides 5 ways in which the most effective thought leadership programs stand apart in building executive engagement for marketing and sales success.