Name: ITSMA's State of the Profession: Leading B2B Marketing through the Next Chapter
Start: 2021-03-31T15:00:00Z
End: 2021-03-31T15:00:27.000Z
Location: BrightTALK
Rating: 0

With a dedicated focus on services and solutions for the connected economy, our webcasts provide insight to help marketers strengthen reputation, increase revenue, and deepen customer relationships.

We are a world-leading B2B growth consultancy. As pioneers of account-based marketing (ABM), we enable you to embed a customer-first mindset, truly understand your markets, and build the right capabilities.


Take a first look at the findings from our Thought Leadership Benchmark Report and explore the implications for your organization.

98% of leaders say thought leadership contributes to revenue growth. So, this is an opportunity to gain insights into what marketing leaders are doing differently and how to make your thought leadership rise above the noise.

Our survey of 400 senior marketing and BD executives across the tech, professional services, and financial services sectors gives unparalleled insights into thought leadership, allowing us to benchmark best practices. Discover how strategic alignment, processes, capabilities, results, and innovations like Gen AI are critical to high-performing thought leadership.

What are leaders doing differently? Key findings we’ll be exploring:

• 53% of leaders can measure thought leadership impact on revenue very well, compared to only 7% of laggards

• On average, 8% of marketing budgets are dedicated to thought leadership for both leaders and laggards

• 90% of leaders say co-creating thought leadership improved the strength of their relationships with clients, partners, and experts, vs 51% of laggards

• 36% of leaders personalize thought leadership for individual accounts, compared to 18% of laggards

• 75% believe Gen AI will improve the quality of thought leadership, but 72% worry it will make it all the same

Speakers

Anna Bernasek is Global Head of Thought Leadership at State Street, where she has produced innovative and award-winning content. Prior to this she was at the McKinsey Global Institute where she developed some of the most respected thought leadership in the world.

Euan Davis is Vice President Growth Markets at Virtusa, which he recently joined after a 20-year career spanning the IT analyst industry and leading strategic messaging and thought leadership globally for Cognizant, raising the quality of client and prospect interactions to generate revenue, client, and market impact.

Supercharge 2024:The role of thought leadership in building trust and reputation

Want to harness the power of generative AI to revolutionize your account-based marketing (ABM) strategies? Join us and delve into the transformative impact of generative AI on content and its role in driving engagement metrics to new heights.

Many marketers face challenges in making their ABM efforts stand out amidst a sea of content. Is the solution leveraging innovative design and content creation approaches empowered by generative AI? Limited budgets, rigid brand guidelines, and a lack of awareness about the impact of design often hinder marketers from achieving optimal engagement. But in a landscape saturated with content, captivating your audience's attention is paramount, as highlighted in our recent report.

In this webinar, hosted by Momentum ITSMA and Turtl founder and CEO Nick Mason, our panel of B2B leaders including Shriya Sanjeev, Creative Brand Manager, Al Tamimi and Adam Bennington, Head of Consulting, Momentum ITSMA will explore the following themes

• The power of generative AI in content: Learn how integrating generative AI into your content creation can be a game-changer, enhancing engagement and differentiating your brand from competitors.

• Leveraging gen AI design for engagement optimization: Uncover strategies for tailoring content to align seamlessly with your audience's preferences and behaviors.

• Democratizing design with generative AI: Explore the democratization of design through digital platforms and scalable templates powered by generative AI, enabling marketers to create compelling content efficiently.

• Forecasting content trends for 2024: Gain insights into the emerging content trends that are reshaping the marketing landscape in the current year.

Don't miss this opportunity to gain invaluable insights and strategies that can propel your ABM efforts to new success. Reserve your spot today to unlock the full potential of generative AI in enhancing engagement and driving the effectiveness of your marketing campaigns.

Content mastery: Using gen AI to elevate content for ABM

In this showcase series, we’re celebrating our 2023 Marketing Excellence Awards finalists and winners. 

Join us as we delve into their submissions and explore the innovative strategies that made them best-in-class in their categories.

In this showcase, we hear from Advancing Thought Leadership Diamond Winner, Global Marketing, PwC. Anna-Louise Maloney shares insights into their groundbreaking global energy transition campaign: ‘Fueling our Future’. 

With a strategic, multi-faceted approach, PwC crafted comprehensive content, including in-depth reports, toolkits, and proprietary research, to deliver tangible value to clients and assist organizations across diverse sectors in navigating the dynamic energy landscape.

Hear how they:
• Reached over 3/4 million C-suite executives with 8% increase in awareness
• Drove over 100 high-value client conversations 
• Achieved 40% share of voice against competitors in traditional media
• Engaged 24% of priority accounts and delivered 240% ROI
• Galvanized 4,000 employees through their internal hydrogen academy

For 27 years, the Momentum ITSMA Marketing Excellence Awards have recognized ambitious sales and marketing leaders who drive business success and gain greater market share. Submissions for the 2024 program will be open soon. So, don't miss this chance to take a behind-the-scenes look at award-winning entries to inspire your own!

More information on the Marketing Excellence Awards 2024 - https://momentumitsma.com/excellence-awards-about/

Marketing Excellence Awards 2023 - Advancing Thought Leadership - PwC

Revolutionize your Account-Based Marketing (ABM) strategy with the power of generative AI. Join us for an exclusive showcase where you'll gain invaluable practical guidance and proven strategies for implementing this game-changing technology in ABM.

Alisha Lyndon, CEO, will unveil our brand-new Momentum ITSMA Generative AI Prioritization Model, designed to help organizations seamlessly incorporate gen AI into ABM strategies. Rebecca Miles, Senior Consultant and Technology Practice Lead, will reveal how forward-thinking marketers are combining gen AI with our industry-leading 7-step ABM framework that has enabled over 2,000 marketing leaders to create thousands of successful ABM programs.

Here's what you’ll discover:

• Real-world case studies offering actionable insights into successful AI-driven ABM programs
• Step-by-step guidance on navigating the transformative potential of AI in your marketing efforts
• Practical tips for shaping your ABM approach with actionable AI insights
• How to navigate the generative AI landscape and its impact on competition, buying cycles, and trust
• How to prioritize tools and overcome fear
• Strategies for prioritizing use cases and infrastructure to maximize AI impact
• Techniques for inspiring critical thinking and fostering continuous learning within your team through AI integration
• How to activate content strategies using Gen AI while balancing human interactions

Special guest, Jens Beier from Fujitsu Global Marketing, will also share insights into the practical implications of AI for the future of ABM technology.

Don't miss this opportunity to hear how generative AI, seamlessly integrated into Momentum ITSMA's proven framework for account growth, can revolutionize your ABM programs. 

Register now.

Supercharge 2024 Growth: Practical tips for Generative AI use in ABM

Join Christian Weiss, Director of ABM at Autodesk, and Guy Phillips, Partner at Momentum ITSMA and be part of an adventurous and multi-topic journey through the ABM evolution.    

Looking at the creation of an ABM program, Christian and Guy will discuss how to overcome challenges such as sales alignment, relationship building, and effective measurement: 

• Data insights 
• Evolution of teams 
• How to engineer a perfect solution 
• The impact of culture 
• Do people need structure? 
• Does a lack of structure help with creativity?    
• Workflows

Talking of workflows… while we've laid out a plan for this event, we don’t want to limit the conversation's spontaneity and creative potential. So, we’re ready to change direction as we need to – hopefully inspired by our guests in the chat.

We look forward to you joining us and sharing insights to help supercharge your account growth.

Supercharge 2024 Growth: Evolution of an ABM program

In 2024, the quest for growth calls for a fresh perspective. Enter the Momentum ITSMA Marketing Framework for Enterprise Accounts – a groundbreaking model designed to help you successfully navigate today’s complex market dynamics.

In the third installment of our webinar series – Supercharge 2024 Growth – we go beyond mere problem solving to redefine your approach to the growth challenge:

· Find out how to align resource allocation with strategic growth imperatives, for maximum impact on valuable accounts
· Uncover expert knowledge distilled from comprehensive benchmark data and best practices to supercharge your ABM programs
· Discover actionable strategies that empower you to shape the market by fostering innovation, leveraging established offerings, and adopting a robust go-to-market model
· Understand why a mature approach to ABM is essential to redefine the role of marketing in driving corporate growth
· Explore the need for a new, account-based GTM model, building a sustainable program that enhances reputation, relationships, and revenue

In a shifting landscape, it’s time to confront challenges head on and embrace new strategies for success:

· We'll address the inconsistency in ABM program results, particularly when scaling beyond key accounts and integrating with wider marketing efforts proves tricky
· We'll unpack the complexities of balancing performance and ROI in growth programs, highlighting the need for a nuanced approach marketing leadership
· We’ll delve into mastering the art of ruthless prioritization and effective resource allocation, in a competitive environment where agility and strategic focus are a must

We look forward to seeing you there!

Supercharge 2024 Growth: Rethinking account growth to outperform the market

The future of ABM in APAC has never looked brighter as the emergence of AI makes account-centric marketing more accessible than ever before. But is the local market ready to respond? Your teams still need to understand ABM fundamentals and how emerging technologies and tools can help you deliver quick wins in tough market environment. 

Join Cate Sutherland – APAC Consulting Director at Momentum ITSMA and Mari Kauppinen – award-winning marketing leader and advisor with 25+ years in the technology sector, as they discuss the key ingredients to drive performance in 2024. 

Takeaway some practical tips on how to prepare your organization for success with ABM, from learning & development, through to program design and go-to-market execution.

ABM in APAC for 2024: Key ingredients for delivering market-beating performance

“We’re struggling to hit our targets.” “I’m at maximum capacity.” “My team has been cut and morale is low.”

Burnout is on the rise. Marketers are faced with mounting pressure to deliver more with fewer resources while adjusting to organizational change and disruption.

How are you protecting yourself and your team?

Tamara Keserovic, Head of Marketing, Americas Region at Fujitsu and Robert Hollier, Partner at Momentum ITSMA, will share their thoughts on the rise of burnout in marketing and tips on how to tackle the insidious symptoms.

Hosted by Hannah Gresty, Senior Editor - Thought Leadership at Momentum ITSMA

This December webinar will help you prep for a more positive New Year and ensure your team returns from the holidays fired up and ready to tackle the next challenge.

From burnt out to fired up: How to energize your team

As we head into 2024, creating new pipeline has risen to the forefront of marketing priorities. In many cases, claiming the top spot.

In the second of our webinar series – Supercharge 2024 Growth – we’ll unveil exclusive insights for your strategic planning:

· Discover how marketing can deliver on this mission to create new pipeline and win in existing accounts
· Delve into fresh research shedding light on the buying behaviours of the world's leading organizations
· Uncover the robust case for investing in marketing, and learn how and where to direct that investment to accelerate your pipeline
· Gain clarity on the actions marketing leaders should be taking, and those they should leave behind

From your client's perspective, it's an uncertain world – often high on expectation but low on trust:

· We'll share valuable insights on navigating new complexities
· We’ll highlight where can marketing drive significant value
· We’ll give you a roadmap for marketing to most effectively support sales
· We’ll explain how to orchestrate your people and resources to maximum effect

We look forward to seeing you there!

Creating new pipeline and winning existing deals in your top accounts

Tired of the same old ABM echo chamber? Ready for a fresh perspective? We certainly are, and can’t wait to share it with you. We’re kicking off our webinar series – Supercharge 2024 Growth – to give exclusive insights for your planning.

 The missing ingredients: Why 8 out of 10 ABM programs aren't delivering real growth:

- When buying is becoming harder for clients, sales and marketing leaders are feeling the pressure to generate pipeline, accelerate live opportunities, and secure those big deals.
- ABM is a proven strategy, but it only delivers real impact when it’s done well. The 2023 Global State of Account-Based Marketing report reveals that while ABM programs are performing, there's a big gap when it comes to driving substantial impact where it matters most: revenue growth.
- Discover why your ABM program needs to be more than just a personalized campaign and learn how to bridge the demand-generation chasm.

ABM is a strategy that channels full marketing power to accounts. We’ll discuss why:

- In most organizations, ABM becomes a stop-and-start effort, influenced by leadership changes and a short-term focus.
- ABM programs should play a central role in building long-term reputation and driving year-round sales.
- Generative AI is a catalyst for change, but success depends on aligning the organization and the strategy.
- Marketing leaders must direct marketing at strategic clients and focus on impacting the three Rs – reputation, relationships, and revenue – over time.

We look forward to seeing you there!

Key ingredients to market-beating performance from your ABM program

Key highlights from Momentum ITSMA’s annual Client Buying Index (CBX) research, and the
implications of buyer behaviors and preferences for APAC.

Momentum ITSMA's latest Client Buying Index gives insights into how marketing and sales
can address the challenge of cautious and risk-averse buying teams inside the world’s
largest organizations. In this session, we’ll focus on the key differences surfaced by APAC
participants and the implications for collaborating with fellow decision-makers in North
America and Europe.

Join Cate as she shares key highlights, including:

- The enterprise buying landscape: Key trends across buying cycles in 2023

- What’s working? Where are sales and marketing teams winning?

- Buyer friction: What are your clients facing?

- Where are buying cycles heading, and what can marketing leaders do about it?

- How do you navigate buyer complexity?

Meeting the Cautious Buying Team with Confidence & Conviction in APAC

Understand buyer behavior and preferences through key highlights from Momentum ITSMA's annual Client Buying Index Research.

Meeting the Cautious Buying Team with Confidence & Conviction

In a volatile world, partnerships are a vital driver of growth for B2B solution providers. But what do companies need to do to collaborate effectively on go-to-market with their partner ecosystem? How do you move from a transactional channel to a collaborative ecosystem? What are the implications in terms of programs, processes, organization, platforms. etc.?

Join Momentum ITSMA's Phil Brown and Tom Stevenson, along with special guest Simon Downham, Director, Partner Marketing EMEA, Equinix, for this webcast where they will discuss how the proliferation of partner business models and the nature of partnering has become increasingly multi-dimensional and challenging—offering insights into how to address these new complexities.

Driving GTM Success Through Your Partner Ecosystem

ABMers have made great strides in recent years. Business leaders no longer question whether to invest in ABM. Now, they debate account coverage, scale, and optimization.

But ABM leaders still struggle with sales alignment, campaign customization, and keeping up with constant disruption. While ABM programs deliver significant improvements in engagement and revenue, the full potential is far from realized. How can we change that?

The 6th annual ABM Benchmark Study from Momentum ITSMA and the ABM Leadership Alliance provides great insight into the current state of program development and what sets successful campaigns apart from the rest.

Join Rob Leavitt and Adam Bennington for a deep dive into the new study and to learn the six key initiatives ABMers should emphasize in 2023 and beyond.

They will discuss:

- Program objectives and budgets
- Business metrics and impact
- Top tactics and challenges
- Priorities for 2023 and keys to longer term success with account-based growth

Building on ABM Success: Six Keys to Long-Term Success

Momentum ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we both awarded and shortlisted in 2022 for best performance in marketing B2B services and solutions in categories including, Advancing Marketing’s Digital Transformation, Collaborating with Sales, Deepening Engagement Through Thought Leadership, Embedding ABM Programs, Optimizing ABM Campaigns, and Strengthening and Differentiating the Brand.

Join Megan Ronquillo, Marketing Manager for Epcon Franchising for this second presentation of our complimentary Marketing Excellence Awards webcast series.

Learn about Epcon Franchising's 2022 Diamond winning program, 10 Challenges Campaign, in the Small and Medium Business category.

Momentum 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 2023 MEA Program is now open for submissions through May 5. Apply here: https://momentumitsma.secure-awards.com/a

Epcon Franchising's 10 Challenges Campaign

Momentum ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we both awarded and shortlisted in 2022 for best performance in marketing B2B services and solutions in categories including, Advancing Marketing’s Digital Transformation, Collaborating with Sales, Deepening Engagement Through Thought Leadership, Embedding ABM Programs, Optimizing ABM Campaigns, and Strengthening and Differentiating the Brand.

Join Hamish Lardi, Health and Public Service Marketing Leader from Accenture for this first presentation of our complimentary Marketing Excellence Awards webcast series.

Learn about Accenture's 2022 finalist program, Accenture Tackles Diversity National Security Podcast, in the Strengthening and Differentiating the Brand category. 

Momentum 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 2023 MEA Program is now open for submissions through May 5. Apply here: https://momentumitsma.secure-awards.com/a

Accenture Tackles Diversity National Security Podcast

Join Momentum ITSMA's Robert Hollier and Lori Weiner on this webcast with special guests from CRB, Fredrik Winterlind, Vice President, Marketing & Communications, and Kristine Thorpe, Director of Sales Services, who will share insights into how they structured a Client Experience Program by modernizing their Customer Satisfaction Program and adding a Client Loyalty Program that focuses on C-level executive relationships.
 
Learn how the research has equipped CRB senior management with critical data and insight to help improve key account satisfaction and loyalty, strengthen relationships, increase advocacy, and accelerate growth.
 
CRB is a leading provider of sustainable engineering, architecture, construction and consulting solutions to the global life sciences and food & beverage industries.

Keys to Improve the Client Experience and Deepen C-level Executive Relationships

ABMers have made great strides in recent years. Business leaders no longer question whether to invest in ABM. Now, they debate account coverage, scale, and optimization.

But ABM leaders still struggle with sales alignment, campaign customization, and keeping up with constant disruption. While ABM programs deliver significant improvements in engagement and revenue, the full potential is far from realized. How can we change that?

The 6th annual ABM Benchmark Study from Momentum ITSMA and the ABM Leadership Alliance provides great insight into the current state of program development and what sets successful campaigns apart from the rest.

Join Rob Leavitt and Adam Bennington for a deep dive into the new study and to learn the six key initiatives ABMers should emphasize in 2023 and beyond.

They will discuss:

- Program objectives and budgets
- Business metrics and impact
- Top tactics and challenges
- Priorities for 2023 and keys to longer term success with account-based growth

This webcast will take place on Thursday 15th December at 11:00 ET / 16:00 GMT. It will be hosted on BrightTALK and available on-demand afterwards.

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.

One of the brightest spots of the survey is the fact that marketing is valued. When we asked marketing leaders about how the pandemic changed their leadership’s perception of marketing, more than three quarters said that it improved and marketers are perceived as valuable to the business.

Now, the question is: how can marketers leverage this momentum and make even greater strides in 2021? 

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/

ITSMA's State of the Profession: Leading B2B Marketing through the Next Chapter

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