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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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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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  • B2B Earthquakes: Building Strategy and Plans to Bend, Not Break Recorded: Oct 14 2020 50 mins
    Rob Leavitt, Jennifer Jackson, Marianna Kantor, Tim Minahan, & Debbie Murphy
    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:
    - What matters most when disruption lurks around every corner?
    - How flexible can plans be while still retaining clear focus and direction?
    - 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
    Rob Leavitt, Senior Vice President, Consulting, ITSMA & Louise Jefferson, Senior Associate, ITSMA
    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
    Eileen Egan Cammarata, Sr. Director, Global ABM, Vertical & Strategic Partner Marketing, Red Hat
  • 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.

    The challenge today seems a bit more daunting: Extreme uncertainty as far as the eye can see. So how do you plan when so much is unknown?

    Join CMOs from IBM, Deloitte, and HCL Technologies as they share lessons learned from their own front lines of the COVID-19 crisis. The session will dig into the strategies and scope of their recent pivots, priorities for keeping teams aligned and productive, new approaches to planning, and new types of sales collaboration as their firms raced to support larger social, commercial, and governmental responses to the pandemic.

    Moderator: Rob Leavitt, SVP, Consulting, ITSMA
    John Gallagher, Chief Marketing Officer, IBM Services, IBM
    Suzanne Kounkel, Chief Marketing Officer, Deloitte US
    Arthur Filip, EVP & Global Head of Marketing and Sales Transformation, HCL Technologies
  • Leading Marketing through the Pandemic: ITSMA Insight on Near-Term Priorities Recorded: May 19 2020 59 mins
    Dave Munn, ITSMA | Julie Schwartz, ITSMA | Vincent Rousselet, ITSMA | Jonathan Copulsky, Deloitte
    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.

    Join senior leaders from ITSMA as they share and discuss the very latest news and insight from the community with ideas and examples to help all of us work our way through the coming months and beyond.

    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
  • IBM’s Driving More Pipeline with a Client Centric & Always-On Digital Engine Recorded: May 14 2020 31 mins
    Rob Leavitt, ITSMA, Clara Belalcázar, Grace Neve, and Ken Robertson, IBM
    TSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2019 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, customer success, driving strategic growth, marketing personalization, sales enablement, and thought leadership.

    Join ITSMA’s Rob Leavitt, Senior Vice President, Consulting, and guest speakers Clara Belalcázar, Vice President, Performance Marketing & Digital Channels, Grace Neve, Worldwide Paid Media Leader, Global Technology Services, and Ken Robertson, Program Director, Digital Marketing, IBM for the fifth presentation in this series.

    Learn about IBM's 2019 gold award-winning program, Driving More Pipeline with a Client Centric, Intelligent, and Always-On Digital Engine, in the Personalizing Marketing with Digital Tools, Data, and Approaches category. Hear about their program to improve the digital client experience in order to compete for attention and engagement in a crowded space, and to grow the digital marketing source pipeline by 60%+ YtY to deliver the required return on the annual marketing investment.

    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
    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.
  • HPE’s Dynamic Micro-Segment Targeting for Precision Planning Recorded: May 5 2020 34 mins
    Vincent Rousselet, VP, ITSMA and Tonya Parsons, Sr. Insights Strategist, Customer & Market Insights, HPE
    ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2019 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, customer success, driving strategic growth, marketing personalization, sales enablement, and thought leadership.

    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.

    Learn about HPE’s 2019 gold award-winning program, Dynamic Micro-Segment Targeting for Precision Planning: Finding the Right Tree in the Forest, in the Enabling Sales to Accelerate Growth category. Hear how they developed a micro-segmentation targeting tool to enable HPE to have a more dynamic means for identifying and matching the right opportunities across a complex matrix of customers, from the smallest startups to the largest enterprises, in multiple countries, with a multilayered solutions portfolio. 

    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
    Rob Leavitt, ITSMA, Nick Sabatino, Cognizant and Jennifer Casey, Cognizant
    ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2019 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, customer success, driving strategic growth, marketing personalization, sales enablement, and thought leadership.

    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
    Donna Thach, Manager, Research, Data, and Analytics, ITSMA & Judy Jones, Director, Client Success, Unisys
    ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2019 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, customer success, driving strategic growth, marketing personalization, sales enablement, and thought leadership.

    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.
  • PwC's Digital Workforce Transformation Recorded: Mar 3 2020 37 mins
    Rob Leavitt, SVP, Consulting, ITSMA & Stephanie Feldman, Digital Services Marketing Leader, PwC
    ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2019 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, customer success, driving strategic growth, marketing personalization, sales enablement, and thought leadership.

    Join ITSMA’s Rob Leavitt, SVP, Consulting, and guest speaker Stephanie Feldman, Digital Services Marketing Leader, PwC for the third presentation in this series.

    Learn about PwC’s 2019 gold award-winning program, Digital Workforce Transformation, in the Engaging Executives with Thought Leadership and Innovation category. Hear about their innovative executive engagement program that deployed a first-of-its kind, interactive hologram designed to reinforce the need for upskilling as a means to energize digital workforce transformation.

    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. Our 2020 MEA Program will be open for submissions on the same date—so more information will be shared on the webcast!
  • HPE's Gold Dust: Mining Value Through Insights Recorded: Feb 20 2020 34 mins
    Vincent Rousselet, Vice President, ITSMA & Mohan Mullagiri, Analytics Manager, CMI, Marketing Strategy & Business Ops, HPE
    ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2019 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, customer success, driving strategic growth, marketing personalization, sales enablement, and thought leadership.

    Join ITSMA’s Vincent Rousselet, Vice President, and guest speaker Mohan Mullagiri, Customer Analytics and Insights Leader, HPE for the second presentation in this series.

    Learn about HPE’s 2019 diamond award-winning program, Gold Dust: Mining Value Through Insights, in the Driving Strategic Growth category. Hear about their Gold Dust program, an intelligent account pursuit framework, developed to enable HPE sales teams to proactively engage customers with contextual insights that address customer’s relevant industry challenges, transformation requirements and growth opportunities.

    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.
  • Content that Connects: Accelerating Demand with C-Suite Content Recorded: Feb 12 2020 61 mins
    Rob Leavitt, SVP, Consulting, ITSMA & Leslie Cozatt, Sr. Director, Integrated Marketing, C-Suite Audience Engagement, Optum
    Absent compelling content, the most carefully designed campaigns fall flat. The challenge, of course, is that our customers and prospects are inundated with content and tune out all but the most timely and relevant material. And the C-suite audiences we all want to engage are the toughest of all.

    Marketers obsess over the newest tools and channels (TikTok, anyone?) but what we say is at least as important as how we say it. Yes, we’re all moving to more video and interactive (as well as back to direct mail), but how can we ensure that the core of our campaigns is substantive content that our audiences actually care about?

    Crafting compelling content, especially for executive-level audiences, is no simple task. Join ITSMA’s Rob Leavitt and Optum’s Leslie Cozatt to explore what the most skeptical buyers are looking for and how the most successful marketers are developing and using C-suite thought leadership content to accelerate demand in the most challenging markets.
  • IBM's Driving Deep Brand Differentiation Through Global Cause Marketing Recorded: Jan 30 2020 42 mins
    Donna Thach, ITSMA, Wyatt Urmey, IBM, Joshua Carr, IBM, and Katie McWilliam, IBM
    ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2019 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, customer success, driving strategic growth, marketing personalization, sales enablement, and thought leadership.

    Learn about IBM's 2019 gold award-winning program, Influencing the Critical Influencers Global Call for Code, Code and Response, Driving Deep Brand Differentiation Through Global Cause Marketing, in the Building Reputation Through Brand and Differentiation category. Hear about their global cause marketing program that includes Call for Code, a collaboration with the David Clark Cause as the founding partner of this global initiative, and the launch of Code and Response, which provides a platform to create and deploy open source technologies to tackle some of the world’s biggest challenges.

    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. Our 2020 MEA Program will be open for submissions in early March.
  • Transforming the Business: How CMOs Can Lead Recorded: Oct 9 2019 44 mins
    Lauren Sallata, CMO, Panasonic NA, Jarrett Wendt, EVP, Smart Mobility, Panasonic NA & Rob Leavitt, SVP, Consulting, ITSMA
    CMOs have worked for years to demonstrate marketing’s value not only in driving brand and demand, but in truly leading strategic change for the business. Today, with virtually every company doubling down on innovation and business transformation, CMOs have an enormous opportunity to rise to the strategic occasion.

    Panasonic, which just celebrated its 100th anniversary as one of the world’s leading innovators of consumer technology, illustrates the opportunity in high definition. Far beyond its consumer tech roots, Panasonic in 2020 is staking its claim in North America as a provider of industry leading B2B solutions in such areas as smart mobility, next gen food retail, sustainable energy, and immersive entertainment.

    Join Panasonic’s Lauren Sallata and Jarrett Wendt and ITSMA’s Rob Leavitt for a lively discussion of how one CMO is tackling the challenge, what transformative business leaders need from marketing, and how CMOs can balance the parallel priorities of delivering the marketing goods today while preparing the organization for longer term growth and change.
  • Effective Storytelling for B2B Marketing Recorded: Sep 18 2019 57 mins
    Vincent Rousselet, ITSMA, Andy Philp, VMware EMEA, and Jeff Barak, Amdocs
    Faced with a deluge of content, a war for the attention of B2B buyers is being waged. In a Martini world of “any time, any place, anywhere” marketing, this struggle has become ferocious.

    For B2B marketers, it sometimes feels as if all of the team’s energy has gone to managing the complexity of omni-channel, data-driven marketing, rather than coming up with engaging content that talks to buyers as people.

    Because storytelling engages audiences, it can help win this battle for attention.

    That’s easy to say, but harder to execute: while marketers typically spend 60-80% of their day writing, they aren’t always good at telling stories. And ITSMA’s annual survey of critical marketing skills continues to show storytelling as a top 10 competency that is valued by B2B organizations.

    Like with all skills, the more you use it, the better you get at it. But how do you get going? And what are the experts’ favorite tips?

    During this webcast, three practitioners will share their experiences:
    -Vincent Rousselet, VP, ITSMA, will provide a simple and practical toolkit for storytelling, as well as a few secret sauce ingredients marketers can get started with.
    -Andy Philp, Solution Product Marketing Lead, VMware EMEA, will share how storytelling is being used in communicating, highly effectively, one of the company’s key offerings.
    -Jeff Barak, Corporate Editor, Amdocs, and former editor-in-chief of the Jerusalem Post, will describe the role and value of a corporate editor in a B2B context, and the cross-over with journalism.


    (There were intermittent audio issues during this webinar, if you encounter this on demand please be assured that the issues were temporary and we advise you to skip on 5-10 seconds each time it occurs).
  • LTI: No Marketer Left Behind Recorded: Apr 30 2019 48 mins
    Donna Thach, Manager, Research, Data, and Analytics, ITSMA & Peeyush Dubey, Chief Marketing Officer, LTI
    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? Recorded: Apr 18 2019 34 mins
    Rob Leavitt, Senior Vice President, ITSMA & Karen McCall, Associate Director of Marketing, Cognizant
    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 Recorded: Apr 11 2019 38 mins
    Vincent Rousselet, Vice President, ITSMA & Clara Belalcázar, Vice President, Performance Marketing & Digital Channels, IBM
    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.
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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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