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Latest posts
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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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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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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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Updating the four Ps of content marketing
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...
