Growth insights, reports, and news for you
Latest posts
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C-Suite Marketing: The intersection of ABM and executive engagement
A recent discussion with Jennifer Jackson, VP at Teradata, shed light on how they are leveraging the relationships built through ABM to be relevant to their customers’ C-suites.
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Marketing's progress and purpose: Meaningful advances, not just happy talk!
Judging from the way Vodafone worked to identify the needs of their customers, the approach is not just happy talk, it’s strategic marketing.
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C-Suite Marketing: Doubling Down on “Considered Insight”
In this C-Suite Marketing podcast, Lee Demby talks about the importance of considered insight, especially as we move everything online.
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B2B brand building transitions to a new era
Now, brand building must be sensitive to the world’s desperate situation. B2B companies that are not in tune with the world’s afflictions are tuned out.
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HiPPOS are out. Code-herders, pied-pipers, storytellers, and kite-boarders are In.
A conversation with Andrew McAfee on harnessing our digital future. Inflate the opinions of analysts and trim back reliance on the gut instincts of senior executives...
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Five Ways to Engage Executives Virtually (Without Resorting to Carrier Pigeon)
What does a virtual executive engagement strategy look like? Here are five tips for engaging from an individual basis, through small group activities to networks of peers.
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Buyer behavior research and COVID-19
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.
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Next steps for marketing: Doubling down on ABM
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...
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Moving from random acts of executive engagement to an orchestrated program
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?
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Momentum ITSMA's 2020 research agenda: Five key focus areas
From a Momentum ITSMA perspective, we see five strategic initiatives that B2B marketing leaders should be investing in this year.
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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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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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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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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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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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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.