Podcast
One to One: Back to the future of ABM
To celebrate the launch of Alisha Lyndon's book, The ABM Effect, she's joined by contributor and best-selling author, Don Peppers, on our latest podcast.
B2B Marketing
Blog
What the latest client buying research means for partner marketing teams
Momentum ITSMA’s latest Client Buying Index (CBX) research reveals some fascinating insights about how the B2B buying landscape is evolving, with cautious buyers demanding more innovation and greater collaboration from their suppliers.
Blog
ABM: Beyond the buzzwords
In the world of B2B marketing, few strategies have gained as much traction as ABM. This highly personalized approach has not only transformed the way businesses connect with their most valuable customers but also ushered in a new era of marketing sophistication.
Blog
Talking inclusion is simple, making it real is tough
Inclusivity isn’t just a buzzword – it needs deliberate actions and even seemingly small gestures can have a profound impact.
Podcast
State Street: Talking inclusion is simple, making it real is tough
Childhood lessons of inclusion often fade as we grow. However, Katelyn Sullivan, State Street's VP of Marketing, stresses its importance in adulthood. In this Breaking The Bias Podcast, she discusses the challenges and mentors that fueled her passion for diversity.
Podcast
NTT DATA and IBM: There’s no off-the-shelf solution for diversity
In this Breaking the Bias Podcast, recorded live at the Marketing Leadership Forum in Napa Valley, we talk to Mona Charif, NTT DATA and Sharon Driscoll, IBM, to explore the complexities and the power of diversity.
Blog
AI-as-a-Team-Member: How Integrating Generative AI Creates Long-Term Value
Here at Momentum ITSMA, we’re on a mission to create long-term client advantage by blending human and artificial intelligence, particularly Generative AI.
Blog
There’s no off-the-shelf solution for diversity
While one person’s definition of diversity may differ from another’s, we’re united in our collective responsibility for fostering equity and inclusion in the workplace – and beyond.
Blog
ESG and DEI are in the spotlight
One fascinating finding from the latest Momentum ITSMA Client Buying Index (CBX), that has stimulated a lot of attention, is the data around ESG (Environmental Social Governance) and DEI (Diversity Equity Inclusion).
Blog
Partner Ecosystems Come of Age
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.
Blog
Highlights from Momentum ITSMA’s 23rd Marketing Leadership Forum
When marketing leaders and industry experts from across the world come together, there’s sure to be an abundance of insights, dynamic conversations, and inspiration for growth. And this year’s Marketing Leadership Forum was no exception.
Blog
Lawn mowers go on holiday
We're sending our lawn mowers on holiday! Our thinking started with this startling fact: over the past 20-years, the UK’s insect population has plummeted by 60%.
Case Study
Collaborative ABM as a Business Accelerator
Google Cloud revamped its ABM approach to become a trusted partner in a customer’s digital transformation journey and elevated its reputation in just six months.