Growth insights, reports, and news for you

Momentum ITSMA experts explore the marketing studies and trends that have caught their eye – for better or worse – in Q1 of 2022.

For B2B tech firms, focusing go-to-market activities around key verticals isn’t a new approach, but significant market trends are making it an increasingly important one.

With the market getting more crowded, how can you stand out in a market that might be booming but is arguably reaching supply-side saturation?

In this blog, we look at the key considerations you need to evaluate when deciding what level of verticalisation is right for you.

So what is a Campaign-in-a-Box, why have they become so popular, and how do you ensure that yours hit the mark?

Adobe's Martin Smith shares his views on how to get the most from your partner marketing program by capitalizing on strong synergies.

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.

These top business priorities—profitability, productivity, innovation—point to growth. But what role does marketing play in driving that growth?

Not all through-channel marketing campaigns are equal, and it can be all too easy to get things wrong. So what are the pitfalls to avoid?

Through-channel marketing is a fast-changing area and an increasingly vital one for vendors to get right. So, what’s driving its growing importance?

With both buyer and seller teams working remotely in a virtual world, and with so many parts of the buying process now automated, the landscape of enterprise sales today is unrecognizable to that of a decade ago.

Working deep in the global 2,000 gives us a unique insight into how each of these firms operate, their unique context, and, most critically, how they navigate buying cycles for large investment decisions.

It is not enough to develop good products and competitive pricing. Companies need to deeply understand their clients and what they need... Hear from renowned author and competitive intelligence expert Leonard Fuld.

The findings from Momentum ITSMA's latest CBX® revealed the anxieties plaguing C-suite leaders following a year of reactive technology purchases and organizational pivots...

Understanding the distinction between a buyer profile and a buyer persona is a good start and will provide a competitive advantage.

Mark Kurtz who leads partnerships between Microsoft and Adobe talks about how to build a partner program, some of the challenges involved along the way, and shared some key tips to get the best out of your partner ecosystem.

In our recent eGuide, The Power of Verticals, we highlighted the growing importance of vertical specialization as a way to differentiate and protect margins. 

The pressure for financial services to deliver has never been greater. But how can tech vendors help make this happen? How can they strengthen resilience while accelerating transformation?

If there is one finding from the latest wave of our CBX™ that has resonated more than any other, it's this: the average size of a buying team for a $3m+ technology investment is 14 people. Find out who is buying and how to communicate with them.

Momentum ITSMA's Vincent Rousselet answers the question of how to refocus on brand-building after your attention has been averted for a while.

Dowshan Humzah, Independent Board Director and Transformation Specialist, joins us on the ABM Podcast as a part of the Momentum ITSMA CBX™ series.

Former CTO at Lloyd’s Banking Group and Zürich Insurance Group and now CTO Cyberfort Group, Andy Simpson-Pirie joins us on the ABM Podcast as a part of the Momentum ITSMA CBX™ series.

Carrie Holmes, Director of Strategic Marketing at Microsoft, on the ways her team are transforming how they engage customers.

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