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Rethinking Relevance: Making Content Count Amid Overwhelming Uncertainty

Content marketing is never easy even in the best of times. B2B audiences have little time, little tolerance for anything but the most relevant and compelling material, and timing is everything (i.e., if it’s not the right time, don’t bother me!).

Today, of course, we’re not exactly living through the best of times. Amid the onoing pandemic, B2B buyers are dealing with extreme market disruption and a fundamental rethink of where their businesses go next. Every industry and every account is different but overwhelming uncertainty is everyone’s new normal.

In this context, how can we develop and deliver content that counts? What are our customers and prospects looking for, how can we know, and how can we be most helpful in this most stressful of times? We’ve already pivoted to deal with the lockdown; how should we think about content marketing for the rest of this year and beyond?

Join ITSMA’s Rob Leavitt, along with special guests Danny Nail, Senior Director, Account-Based Marketing, SAP and Meredith Fuller, Managing Director, Buyer Engagement, Quarry, on this BrightTALK Summit presentation to explore what’s working now and what’s next for content marketing as we begin to shift from immediate responses to the COVID-19 crisis to the “next normal” of ongoing uncertainty. Rob, Danny, and Meredith will discuss the most urgent challenges today in creating, customizing, and delivering relevant content, as well as longer term guidelines for successful content marketing in a constantly changing environment.
Recorded May 13 2020 61 mins
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Presented by
Rob Leavitt, SVP, ITSMA; Danny Nail, Sr. Director, ABM, SAP; Meredith Fuller, Managing Director, Buyer Engagement, Quarry
Presentation preview: Rethinking Relevance: Making Content Count Amid Overwhelming Uncertainty

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  • How the Rise of ABM is Changing Marketing Recorded: Jun 16 2021 122 mins
    Dave Munn & Rob Leavitt, ITSMA
    The rise of ABM has transformed B2B marketing in recent years. CMOs and marketing teams have shifted go-to-market strategies and campaigns to be more targeted and personalized with key executives in the accounts that matter most. They worked more closely with sales, created content for conversation, integrated new technologies, and leveraged behavioral and intent data to improve engagement and experiences.

    The disruptions of the last year accelerated the shift as we redoubled efforts to retain, grow, and innovate with our most important customers and prospects. We’re all living in an ABM world now.

    But the transformation is far from complete, and many of us are still in early stages of working through the strategic and organizational investments required for greater marketing personalization.

    ITSMA’s 2021 ABM Forum will explore the big questions facing CMOs, ABM program leaders, and other key stakeholders as we continue to shift toward ABM-centric strategies:

    -How and where have ABM programs changed the most as a result of the pandemic?
    -What is the best approach to scaling ABM to cover more accounts?
    -What will ABM teams need to do to handle the growing demand for greater account coverage?
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    ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2021 MEA Program is open for submissions through May 21.
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    ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2020 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, driving strategic growth, executive engagement, sales collaboration, and thought leadership.

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    ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2021 MEA Program will be open for submissions on March 2.
  • SAP's Digital Account Intelligence Center Recorded: Apr 6 2021 32 mins
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    ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2020 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, driving strategic growth, executive engagement, sales collaboration, and thought leadership.

    Join ITSMA’s Vincent Rousselet, Senior Associate, as he introduces guest speaker, Bill Doyle, Global Digital Account Insights Program Lead, SAP, for the fourth presentation in our series.

    Learn about SAP's 2020 diamond award-winning program, SAP's Digital Account Intelligence Center: Listening to Customer's Greatest In-Moment Needs To Deliver Experiences That Resonate, in the Transforming Marketing with Data, Analytics, & Insight category. Hear about the creation and launch of SAP's innovative digital listening engine designed to more deeply understand their customers and markets to ensure the best customer experience in the industry at every touch.

    ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2021 MEA Program is open for submissions through May 21.
  • ITSMA's State of the Profession: Leading B2B Marketing through the Next Chapter Recorded: Mar 31 2021 27 mins
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    ITSMA’s 2021 State of the Marketing Profession briefing provides a critical look at the impact of the COVID-19 pandemic on marketing, and the marketing trends and priorities for 2021.

    The briefing is based on ITSMA research, including results from the 2021 B2B Marketing Trends Survey, which reflects responses from more than 60 senior marketing leaders from our member community.

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    Attend this special briefing for ITSMA's BrightTALK audience. If you are interested in learning more from our broader State of the Profession Address that took place in January, please visit our website: https://www.itsma.com/research/2021-state-of-the-profession-address-marketing-trends-and-priorities-webcast/
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    ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2021 MEA Program is now open for submissions through May 21.
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  • B2B Earthquakes: Building Strategy and Plans to Bend, Not Break Recorded: Oct 14 2020 50 mins
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    CMOs understand that even the most carefully developed plans rarely survive intact when their teams hit the inevitable bumps in the road. But the industry earthquakes of 2020 are something else entirely. Pre-pandemic priorities went out the window as CMOs scrambled to shift focus, budgets, and teams, and the aftershocks are likely to continue for quite some time.

    So, what now?

    Join this panel of all-star marketing leaders for an inside look at strategy and planning amid our profoundly unsettled environment. We'll tackle the tough questions we've all been grappling with over the past year, including:
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    - How can we guide our teams to adapt and evolve in the face of continued uncertainty?

    Speakers:
    Moderator - Rob Leavitt, SVP - Consulting (ITSMA)
    Jennifer Jackson, VP Strategy and Execution (Teradata)
    Marianna Kantor, CMO (Esri)
    Tim Minahan, CMO (Citrix)
    Debbie Murphy, CMO (Gibraltar Industries)
  • ITSMA's 2020 Marketing Excellence Awards Ceremony Recorded: Oct 14 2020 42 mins
    Dave Munn, President & CEO, ITSMA and Rob Leavitt, Senior Vice President, Consulting, ITSMA
    And the winner is… Announcing the 2020 Marketing Excellence Awards. Our annual awards honor programs that demonstrate excellence in the four most critical components of marketing success: customer-centric strategy and planning, program innovation, efficient execution, and measurable business results. In keeping with 2020 being an unprecedented year, this year’s Awards Ceremony is being held virtually the week before our annual Marketing Vision conference, which previously had been the venue where we recognize our award winners. Join us in celebrating this year’s best in B2B marketing excellence, and learn more about what’s working and what’s next.
  • Rethinking ABM for the Next Normal: Assessing Your Program for Long-Term Success Recorded: Jun 22 2020 19 mins
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    Amid the dramatic disruptions of 2020, Account-Based Marketing has become an even more important B2B strategy than before to reinforce customer relationships, collaborate closely with sales, and personalize campaigns for your most important prospects and sectors.

    But early 2020 ABM approach may not be sufficient for our new environment of largely virtual engagement, remote work, and tremendous business uncertainty. Optimizing ABM impact for the rest of 2020 and beyond requires a fundamental review of all aspects of your ABM strategy, including account focus, sales alignment, staffing, tools, tactics, and more.

    ITSMA’s ABM Adoption Model provides a practical framework to assess the seven critical dimensions of ABM program success, evaluate program strengths and gaps, and identify priority investments and initiatives for the new road ahead.

    Join ITSMA’s Rob Leavitt and Louise Jefferson for a brief introduction to the adoption model and how you can use it to benchmark your program against industry peers, explore recommendations and best practices with an ITSMA expert, and prioritize near- and longer-term initiatives to strengthen your program for the next normal.
  • Rethinking Field Marketing & ABM: Learning from KPMG, Pure Storage, & Red Hat Recorded: May 19 2020 53 mins
    Bev Burgess, ITSMA | Kristi Remick, KPMG | Regina Soller-Gould, Pure Storage | Eileen Egan-Cammarata, Red Hat
    The rapid rise of ABM in recent years has transformed not only field marketing but companies’ go-to-market strategies overall. Now, amid the radical disruption of the pandemic and its economic aftershocks, ABM and field marketing programs are on the front lines of change as teams rethink programs, resources, and campaigns on a daily basis.

    ABM and field marketing programs are closest to the customer and hold tremendous promise for strengthening critical relationships, forging new types of collaboration with sales, and providing deep customer insight back to the rest of the business. But what’s the appropriate focus and balance right now? How should we rethink plans for the rest of 2020 and beyond? What might ABM and field marketing look like when we get to the next normal?

    Join veteran ABM-ers and field marketers from KPMG, Pure Storage, and Red Hat for a fast-paced discussion of adjusting programs on the fly, what’s working today, and what are the most important questions to consider in rethinking programs for the months and years to come.

    Bev Burgess, SVP & ABM Practice Lead, ITSMA
    Kristi Remick, Senior Director, Key Account Marketing, KPMG
    Regina Soller-Gould, Senior Director, Americas Marketing, Pure Storage
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  • Lessons from the Front Lines of Uncertainty: CMO Perspectives Recorded: May 19 2020 60 mins
    Rob Leavitt, ITSMA | John Gallagher, IBM | Suzanne Kounkel, Deloitte US | Arthur Filip, HCL Technologies
    CMOs don’t typically ascend to their roles without substantial experience in the trenches responding to unforeseen circumstances and rapid changes in business priorities. More typically, though, they can adjust plans and programs to succeed in the new context.

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    Moderator: Rob Leavitt, SVP, Consulting, ITSMA
    John Gallagher, Chief Marketing Officer, IBM Services, IBM
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    How are B2B marketing leaders responding to the myriad challenges triggered by the COVID-19 pandemic? Beyond the obvious – e.g., canceling events, moving to virtual engagement, contextualizing content, mothballing campaigns, launching new ones, and forgoing travel – how else are marketers re-prioritizing work and adjusting to the economic disruption, health care crisis, and teams working remotely?

    As a membership community that brings together marketing leaders from the world’s top B2B technology, telecom, and professional services firms, ITSMA provides a valuable platform to explore what’s working, what’s changing, and what’s next across the marketing leadership landscape.

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    The session will highlight broad trends and concrete examples on essential topics including current marketing priorities, organizational agility, the shift to virtual events and digital-only engagement, and planning horizons amid extreme uncertainty.

    Moderator: Dave Munn, President & CEO, ITSMA
    Julie Schwartz, SVP, Research & Thought Leadership, ITSMA
    Vincent Rousselet, Vice President, ITSMA
    Jonathan Copulsky, Former Chief Content Officer & Principal, Deloitte; Lecturer, Northwestern University
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    Rob Leavitt, ITSMA, Clara Belalcázar, Grace Neve, and Ken Robertson, IBM
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    ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2020 MEA Program will be open for submissions in early March.
  • Rethinking Relevance: Making Content Count Amid Overwhelming Uncertainty Recorded: May 13 2020 61 mins
    Rob Leavitt, SVP, ITSMA; Danny Nail, Sr. Director, ABM, SAP; Meredith Fuller, Managing Director, Buyer Engagement, Quarry
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    Today, of course, we’re not exactly living through the best of times. Amid the onoing pandemic, B2B buyers are dealing with extreme market disruption and a fundamental rethink of where their businesses go next. Every industry and every account is different but overwhelming uncertainty is everyone’s new normal.

    In this context, how can we develop and deliver content that counts? What are our customers and prospects looking for, how can we know, and how can we be most helpful in this most stressful of times? We’ve already pivoted to deal with the lockdown; how should we think about content marketing for the rest of this year and beyond?

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    Join ITSMA’s Vincent Rousselet, Vice President, and guest speaker Tonya Parsons, Sr. Insights Strategist, Customer & Market Insights, HPE for the final presentation in this series.

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    ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2020 MEA Program is open for submissions in early March--more information will be provided in the webcast!
  • Cognizant’s Staying Human: An AI Interview Series Recorded: Apr 30 2020 32 mins
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    Join ITSMA’s Rob Leavitt, SVP, Consulting, and guest speakers Nick Sabatino, Director—Digital Operations, Field Marketing and Jennifer Casey, Global Senior Director, AI & Analytics, Cognizant for the sixth presentation in this series.

    Learn about Cognizant’s 2019 gold award-winning program, Staying Human: An AI Interview Series, in the Building Reputation Through Brand and Differentiation category. Hear about their Staying Human “Late Night” interview series with more than 20 thought leaders and external subject matter experts to promote the benefits of AI and Automation in cutting cost, lowering risk, and improving revenues and efficiency.

    ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2020 MEA Program is open for submissions in early March--more information will be shared on the webcast!
  • The Unisys Client Success Program Recorded: Mar 24 2020 36 mins
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    Join ITSMA’s Donna Thach, Manager, Research, Data, and Analytics, and guest speaker Judy Jones, Director, Client Success, Unisys for the fourth presentation in this series.

    Learn about Unisys' 2019 gold award-winning program, Unisys Client Success Program, in the Strengthening Marketing's Role in Customer Experience and Success category. Hear how their Client Success Program effectively contributed to the company’s revenue growth by developing and promoting client advocates that were critical to attracting new clients and growing business with existing ones.

    ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2020 MEA Program will be open for submissions in early March.
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  • Title: Rethinking Relevance: Making Content Count Amid Overwhelming Uncertainty
  • Live at: May 13 2020 3:00 pm
  • Presented by: Rob Leavitt, SVP, ITSMA; Danny Nail, Sr. Director, ABM, SAP; Meredith Fuller, Managing Director, Buyer Engagement, Quarry
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