Growth insights, reports, and news for you

Over the last few years, the B2B tech industry has been buzzing with discussions about the shift from transactional partner channels to collaborative partner ecosystems. While the hype has often outpaced the reality, evidence suggests the concept is finally translating into tangible changes on the ground.

Julie Schwartz, Senior Vice President, Research at Momentum ITSMA, gets to know her new colleague, Phil Brown, Momentum ITSMA's Head of Go-To-Market (GTM) Consulting.

Our experts offer their perspectives on five major areas where B2B growth leaders should focus their efforts.

The truth is, nobody really likes a sales pitch. But what is a B2B marketer supposed to do when their whole job description is to lead people to buy what their company offers?

Marketers need to understand not just how customers want to engage with content, but when. The trickiest part? It changes throughout the buying cycle...

During our recent panel discussion, members enjoyed exclusive insights on the evolution of marketing in a post-pandemic world, courtesy of guests Sarah Alspach from EY, and Joachim Box from Fujitsu.

Forging a Clear Path for Growth, The Momentum ITSMA Customer Buying Index 2022, Wave 2 examines changes in enterprise buyer behavior during a time of economic uncertainty and marketplace disruption.

'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.

In this report, we draw on the latest findings of Momentum ITSMA's [CBX® Research Study] to examine how these shifts are impacting your most important accounts.

People want to do business with people who are passionate. Even if it’s B2B, sharing a passion makes you more human. Here are ways marketers can drive growth during chaos...

In this article we will look at why there’s always opportunity for tech challengers and how they can thrive alongside the giants.

Buyer persona intelligence can equip you and sales with more objective and authoritative insights. Here are five things you should know about your enterprise buyer.

Myron Hrycyk of the Cabinet Office tells us what it’s like bridging the gap between public and private sector, and the unique challenges both sides face.

Find out more about how we used data from the spring 2022 wave of our Customer Buying Index (CBX) research to provide pointers to successfully navigating an economic downturn.

In our recent eGuide, The Power of Verticals, we highlighted the growing importance of vertical specialisation as a way to differentiate and protect margins. The IT channel is at the forefront of this trend. Over half of MSPs now specialise their services for specific industries, with healthcare, finance and legal being the most popular.(1) In this article we look at what is driving this shift and why it’s essential that vendors get aligned.

More B2B marketers are looking to influencer marketing to cut through the clutter with compelling and differentiated content. But, what is influencer marketing? 

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?