Growth insights, reports, and news for you

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.

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...

Generally B2B marketing organizations are taking one of three paths to marketing transformation: random acts, methodical and steady, or big bang.

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.

Momentum ITSMA’s 2018 State of the Marketing Profession: The year of relationships. Marketing that is more targeted, tailored, and personal.

Momentum ITSMA rolled out the new four Ps of content marketing last year: Personalized, Proactive, Peer Influenced, and Proven. This study proves the four Ps are more necessary now than ever...

Momentum ITSMA's Services Marketing Budget and Trends Study documents strategic and investment priorities for top B2B services and technology firms.