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Latest posts
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Marketing Transformation: The case of microsoft
Valerie Beaulieu at Microsoft thinks marketing is the best job, and her excitement for marketing’s leadership role in digital transformation is contagious!
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Account-Based Marketing in 2020: What's next in a new decade? | Forbes
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.
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Another ABM benchmark report?
This ABM benchmark report is a broad-based look at ABM objectives, spending, tools, tactics, metrics, and results from almost 200 ABM programs.
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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...
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Easy as ABM: Unpacking the complexity of B2B buying | Forbes
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.
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Hp Inc. and ABM: Bringing 'cold dead and hostile' accounts to life
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.
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To make marketing more personal, follow the leaders
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...
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Connecting with Executives: What Really Works?
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.
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Account-Based Marketing Certification: Setting up for success
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.
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Do CEOs appreciate marketing's contribution?
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.
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Innovation in ABM: ServiceNow tells us how
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.
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Award-Winning Lessons from Marketing Leaders
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.
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O2: Cracking the B2B market with ABM
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.
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New report shows ABM is driving greater customer success
Companies see higher levels of customer success and advocacy - 66% said their ABM accounts are more likely to provide positive references.
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Finding the right cultural balance
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.
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Global Providers Dominate in Brand Leadership for Digital Transformation
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.
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Global solution providers have captured the early lead for mindshare with enterprise buyers for digital transformation solutions
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.
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Creating personalized customer experiences with conversational marketing
Jonathan Copulsky explains why conversational marketing is destined to become a top digital priority for B2B marketers and offers tips for getting started.
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Keeping Up with Digital Transformation: New Data for Marketers
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.
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Using Thought Leadership to Engage the C-Suite
Momentum ITSMA provides 5 ways in which the most effective thought leadership programs stand apart in building executive engagement for marketing and sales success.
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A strategy for ABM partnerships
Planning to work with a strategic alliance partner to develop an ABM plan for one of your key accounts? Consider these things before you get started...
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Three Paths to Marketing Transformation
Generally B2B marketing organizations are taking one of three paths to marketing transformation: random acts, methodical and steady, or big bang.
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IBM embraces the New Work of Marketing
The New Work of Marketing initiative is changing the way IBM’s marketers work. Success is based on understanding the buyers’ role, challenges, and behavior.
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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.