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ITSMA B2B Marketing

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  • LTI: No Marketer Left Behind
    LTI: No Marketer Left Behind
    Donna Thach, Manager, Research, Data, and Analytics, ITSMA & Peeyush Dubey, Chief Marketing Officer, LTI Recorded: Apr 30 2019 48 mins
    Join ITSMA’s Donna Thach, Manager, Research, Data, & Analytics and guest speaker Peeyush Dubey, Chief Marketing Officer, Larsen & Toubro Infotech (LTI) for the fifth presentation in our Marketing Excellence Awards webcast series. Learn about LTI's 2018 diamond award-winning program No Marketer Left Behind in the Transforming Marketing: Talent, Organization, and Culture category. Hear how their marketing team went through a holistic transformation to reduce dependence on limited channels, expand their global presence, induct new agency partners, and improve their overall perception as just a support function. The resulting benefits included increased digital revenue, with website traffic quadrupling, social media feeds becoming more engaging, and an impactful, influencer relations program improving the company’s awareness and perception.

    In a nutshell, Peeyush will share 20 things he’s learned in 20 years as a marketer…to not be left behind!
  • Cognizant Answers the Question...What To Do When Machines Do Everything?
    Cognizant Answers the Question...What To Do When Machines Do Everything?
    Rob Leavitt, Senior Vice President, ITSMA & Karen McCall, Associate Director of Marketing, Cognizant Recorded: Apr 18 2019 34 mins
    Join ITSMA’s Rob Leavitt, SVP and guest speaker Karen McCall, Associate Director of Marketing, Center for the Future of Work, Cognizant for the fourth presentation in our Marketing Excellence Awards webcast series. Learn about Cognizant's 2018 diamond award-winning program Cognizant Answers the Question...What To Do When Machines Do Everything? in the Driving Business with Thought Leadership category. Hear about their 360° marketing plan to change the narrative around perceived challenges in digital disruption that helped to build $730M of pipeline potential, assisted in securing at least $90M of won revenue, and influenced 50+ new accounts.
  • IBM's ExpertAdvice Program
    IBM's ExpertAdvice Program
    Vincent Rousselet, Vice President, ITSMA & Clara Belalcázar, Vice President, Performance Marketing & Digital Channels, IBM Recorded: Apr 11 2019 38 mins
    Join ITSMA’s Vincent Rousselet, Vice President and guest speaker Clara Belalcázar, Vice President, Performance Marketing & Digital Channels, IBM for the third presentation in our Marketing Excellence Awards webcast series. Learn about IBM's 2018 diamond award-winning program IBM's ExpertAdvice Program in the Strengthening Marketing’s Role in Customer Experience and Success category. Hear about their “ExpertAdvice” program for clients and prospects to participate in free, 30-minute consultations with a company subject matter expert (SME) on the topic of their choice, providing better engagement and leading to a 30+% increase in conversion rates.
  • Turbocharging ABM: Optimizing the Tech Stack for Account-Based Acceleration
    Turbocharging ABM: Optimizing the Tech Stack for Account-Based Acceleration
    Rob Leavitt (ITSMA), John Dering (Demandbase), Sandra Freeman (Engagio), and Elle Woulfe (PathFactory) Recorded: Apr 10 2019 50 mins
    Account-Based Marketing (ABM) has taken the B2B world by storm. Marketers are building out programs and ABM ROI is higher - often double or more - than any other type of marketing. But most of us are still just getting started and figuring out the ABM tech stack is no simple task. How do I build the right foundation? Manage the data? Create compelling experiences? Tap into the power of AI? Orchestrate marketing and sales collaboration?

    Dig into what’s working and what’s next for ABM tech with a dynamic panel of experts on ABM strategy, execution, and integration. We’ll share the latest benchmark data on ABM tools and tech, practical lessons learned from years in the ABM trenches, and strategic guidelines to optimize investments and accelerate ABM impact.

    Speakers:
    Rob Leavitt, SVP, ITSMA (Moderator)
    John Dering, Sr. Director, ABM Technology & Strategy, Demandbase
    Sandra Freeman, Head of Strategic Marketing, Engagio
    Elle Woulfe, VP, Marketing, PathFactory
  • Deepening Engagements & Accelerating Growth among Cold, Dead, & Hostile Accounts
    Deepening Engagements & Accelerating Growth among Cold, Dead, & Hostile Accounts
    Julie Schwartz, Senior Vice President, ITSMA & Scott Cannon, Senior Manager, US Commercial Marketing, HP Recorded: Apr 2 2019 42 mins
    Join ITSMA’s Julie Schwartz, SVP, Research & Thought Leadership and guest speaker Scott Cannon, Senior Manager, US Commercial Marketing, HP for the second presentation in our Marketing Excellence Awards webcast series. Learn about HP's 2018 diamond award-winning program Deepening Engagements and Accelerating Growth among Cold, Dead, and Hostile Accounts in the Deepening Engagement with Account-Based Marketing category. Hear about their Account-Based Marketing program that engaged 77% of previously “cold, dead, and hostile” accounts in multi-touch campaigns, representing over a billion dollars in pipeline of net-new opportunities with 12% converted into won business.
  • ITSMA's 2019 State of the Marketing Profession
    ITSMA's 2019 State of the Marketing Profession
    David Munn, President & CEO, ITSMA and Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA Recorded: Mar 22 2019 40 mins
    As marketing continues on its transformation journey, we see that increasingly marketing is being recognized for its impact on revenue growth and value to the business. Marketing’s influence is on the rise and it’s more than influence on pipeline and revenue. Marketing is on the path to become a strategic growth driver, forging new relationships, collaborating across traditional silos, and helping their companies to become more customer centric.

    ITSMA’s 2019 State of the Profession briefing provides critical data and insight on the rise of marketing influence as a leading trend for B2B marketers this year. The briefing, led by ITSMA’s Dave Munn and Julie Schwartz, highlights the growing investments that leading B2B marketers are making to play a more strategic role and contribute to growth. The data shows how the scope of B2B marketing responsibilities continues to expand with a greater role in strategy and execution, and as well as continued emphasis on strengthening relationships through engagement and advocacy.

    In addition, the briefing provides a broader look at key findings from ITSMA’s 2019 Marketing Budgets and Trends Survey. Using the findings from the study, Dave and Julie explore such issues as:

    - Marketers’ strategic priorities for 2019 and how these have changed in recent years
    - Marketing budget growth and allocation changes
    - The gap between how marketers and senior management perceive marketing performance
    - The balance of digital and offline marketing tactics
    - The need to improve marketing agility
    - Continued focus on account-based marketing
    - Marketing skills in greatest demand

    Along with data from our recent research, the briefing provides marketing leadership examples from companies including LTI, Vodafone, HCL, Microsoft, and Tata Communications.
  • Microsoft: Enabling Sales with Account-Based Engagement
    Microsoft: Enabling Sales with Account-Based Engagement
    Bev Burgess, SVP & ABM Practice Lead, ITSMA & Rudy Dillenseger, Director, Worldwide Account-Based Engagement, Microsoft Recorded: Mar 21 2019 37 mins
    Please join ITSMA's Bev Burgess and guest speaker, Rudy Dillenseger, Director of Worldwide Account-Based Engagement, Microsoft, to learn about Microsoft's 2018 diamond award-winning program Enabling Sales with Account-Based Engagement in the Enabling Sales to Accelerate Growth category. Hear how this sales enablement program helped account teams drive business outcome conversations and increased share of wallet by driving significantly larger deals and a higher win rate of 30 points with assets now widely available to drive digital transformation in all accounts. 
  • Connecting with Executives: What Really Works?
    Connecting with Executives: What Really Works?
    Rob Leavitt, SVP, ITSMA & Julie Schwartz, SVP, ITSMA Recorded: Feb 6 2019 59 mins
    Content marketers have made great strides in recent years, but connecting effectively with senior executives remains one of the toughest challenges. C-suite and other top executives at our customers and prospects are absolutely interested in new ideas, new ways of doing business, and innovative solutions… so long as they are truly relevant, credible, and timely. Executive standards are really high and breaking through the competitive noise is no simple task.

    Join ITSMA’s Rob Leavitt and Julie Schwartz to review new research on executive preferences for content and engagement, and five guidelines to orient content marketing to what really works to connect with the executives that matter most.
  • Reaching the C-Suite: Engaging Executives with Ideas and Innovation
    Reaching the C-Suite: Engaging Executives with Ideas and Innovation
    Rob Leavitt, Senior Vice President, ITSMA Recorded: Aug 8 2018 59 mins
    B2B marketers have long invested in thought leadership content to demonstrate expertise, fuel issue-based campaigns, and equip sales for higher level conversations.

    All too often, however, we still struggle to reach the C-suite. Senior executives are more important than ever for B2B marketers, but they are notoriously the toughest audience to engage. Their time is short, their BS meters are on high alert, and they ignore all but the most compelling content.

    The good news, however, is that senior executives are anxious for new ideas, and they’re happy to engage when approached in the right way. Join ITSMA’s Rob Leavitt to explore highlights of five specific ways in which leading companies stand apart from the rest in developing and using thought leadership content to engage at the executive level and drive reputation, relationships, and revenue.
  • ABM and the Three R’s: Measuring What Matters Most
    ABM and the Three R’s: Measuring What Matters Most
    Rob Leavitt, Senior Vice President, ITSMA Recorded: Jun 7 2018 62 mins
    The rise of ABM has inspired an important rethink of how best to measure marketing impact. Rather than focus on activities, outputs, and marketing-qualified leads, ABM-ers are shifting to account-based revenue metrics, such as pipeline contribution, funnel velocity, win rates, and deal size. But not all revenue is created equal.

    Driving growth with new types of solutions, marquee accounts, and top priority markets can be especially significant to achieve strategic corporate objectives. To move ABM from revenue contributor to strategic growth driver, ABM-ers need to focus on all three R’s of strategic marketing: Reputation, Relationships, and Revenue.

    Join ITSMA SVP Rob Leavitt to explore how the most effective ABM programs are bringing the 3 R’s down to the account level and using them to drive long-term corporate innovation, growth, and success.

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