Many clients and members are talking to us about orientating their marketing teams on the highest growth segments, cutting back on investing in lower tiers of accounts. What does this mean for the role of marketing: how you’re organized, the sales collaboration, and the use of insights?

Join Momentum ITSMA’s Rob Leavitt who will step you through our Strategic Client GTM Maturity Framework and assess your readiness to focus your go-to-market strategy.

We’ve spent the past three months working across the martech stack to better understand what’s getting deployed, what the vendors want you to know, and how best to consider tech in your martech strategy.

Join Momentum ITSMA’s Adam Bennington for an exploration into how to think about martech in ABM: the roles platforms play, key considerations, and what’s ahead.

There are few firms in the professional services, financial services, or tech space that do not use thought leadership within the marketing mix. Thought leadership, done well, drives reputation, revenue, and relationships.

Demand is also increasing. 60% of the senior executives we spoke to recently said their need for it has increased over the last 12 months. They want help with their decision-making, and not just on our terms. Great individual pieces of thought leadership are no longer enough. Leaders need to think strategically, embed thought leadership, and use it as the focal point of their marketing efforts.

Join Momentum ITSMA’s Andy Rogerson for this session where he will draw on our recent survey of 225 thought leadership professionals worldwide to explore the barriers and enablers to achieving thought leadership maturity and the full benefits that can bring.

Agenda topics include:

• Driving a theme-based marketing calendar
• Customizing for buyers and accounts
• Co-creating with clients and partners
• Innovating with thought leadership

Join Momentum ITSMA’s Paige Johnson for this session where she will explore the opportunities to enhance ABM plans and programs with the utilization of AI through enhancing our our insights, efficiency, and processes.

Paige will share where AI integration is possible within the Momentum ITSMA 7 Step Methodology and how AI may be the missing piece and partner we never had!

Earlier this year in Wave 1 of our annual CBX (Client Buying Index) Research, we provided recommendations to meet cautious buyers with confidence and conviction based on three key insights:

• Finesse your engagement to address ROI imperatives
• Drive ESG & DEI narratives that now enhance your chance of sales success
• Continue to invest in programs that are inherently collaborative

Looking ahead to Wave 2 of our flagship research, we’ll learn how these insights have changed or shifted, how buyer behavior is changing ABM strategies and GTM approaches—and what new trends and priorities have bubbled to the surface.

Join Momentum ITSMA’s Brad Bortner and Adam Bennington for an examination of our latest research findings on client buying preferences and behaviors.

A follow-on to our CBX research highlights, this session offers real world insight into buyer behavior and also addresses:

• What works with sales and marketing
  • …and what doesn’t: what’s different now?
• How are partner ecosystems showing up

Facilitated by Momentum ITSMA’s Adam Bennington.

Momentum ITSMA introduced its new Strategic Client GTM Maturity Framework a few months ago and we’re experiencing a strong trend amongst marketing leaders to move away from investing in lower tiers of accounts.

Momentum ITSMA’s Rob Leavitt will facilitate this presentation on how bringing focus on client segments can have a positive effect on marketing—shifting away from a “long tail of accounts approach” to focus on “big bets” and using a different strategy for marketing to service lower-tier accounts.

With over 11,000 martech solutions in the marketplace, where do we invest our budgets, what have we learned over the years, and what’s next?​  ​

Join martech guru Scott Brinker, VP, Platform Ecosystem, HubSpot and editor of chiefmartec.com, for his thoughts on the current state of martech in an emerging AI world: what impact does it have on martech stacks/strategy? Scott’s presentation will also focus on martech vs sales tech and explore this idea of ecosystems in more detail​.

Hear from marketing leaders on their approach to being client-focused and:

• How it differs from having an ABM program
• What marketing teams need to do more…or less of
• Any risks or challenges​

​Choose from one of these three 45-minute, deep-dive sessions on topics that include leveraging client insights, ABM as a team sport, and the power of executive engagement.

Thought leadership has long been recognized as one of the key weapons for executive engagement in the marketer’s armory. But competitors know this as much as you do, and only the cream will rise to the top.

In this interactive session, we will reveal insight on where thought leadership provides most value, what the C-suite want from thought leadership, where they go to find it, and what they do next – helping you to understand the topics, formats, and channels that will help your thought leadership rise above the rest.

We will take you through some of the key findings from our research on this topic, which included interviews with senior executives from 400 enterprise firms in the US, Europe, MENA, and Asia. We will explore some of the key trends since the study was last undertaken and discuss what they mean for the future.

There will also be analysis of how the current economic environment is affecting thought leadership.

Agenda topics include:

• Understanding the C-suite
• Thought leadership in the current environment
• The qualities needed to cut through
• The best channels for amplification

Hear the new research findings from Momentum ITSMA’s 2023 ABM Benchmark study, conducted in partnership with the ABM Leadership Alliance, facilitated by Momentum ITSMA’s Rob Leavitt and Brad Bortner.

You’ll learn about the key pillars of our research: what ABM program leaders are doing well, the challenges they’re facing, and how ABM is performing for their organizations. This session will help anyone looking to the build business case for implementing an ABM strategy or expanding their program.

Join Momentum ITSMA’s Adam Bennington and our panel of sales leaders to gain a perspective from the sales side on the current shifts in enterprise selling.

This session will also focus on:

• What’s working in the marketing partnership
• The evolution of marketing from the sales point of view
• Key pressures sales leaders are under
• How to apply the “magic wand”

What progress have we made over the past year to advance diversity, equity, and inclusion? What more can be done to make an impact? How do your values impact how you operate and think about DEI?

Join Momentum ITSMA’s Alisha Lyndon, as you enjoy your boxed lunch, to ponder these questions and participate in this discussion on DEI. Alisha will be recording her conversation with guest speaker, Kim Boucher, Technology Executive, Social Enterprise Activist, & MIT Lecturer, for a future Breaking the Bias podcast.