Name: Why competitive intelligence is the missing ingredient in your ABM program
Start: 2021-03-19T23:35:00Z
End: 2021-03-20T00:17:47.000Z
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.


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.

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

Marketing to the C-Suite is more important than ever amid the continuous disruptions of the post-pandemic economy. 
 
Executive-level decision makers are moving faster and shifting strategic focus in ways that require solution providers to keep up or get out of the way. But many organizations struggle to connect and build trusted relationships at the CXO level, thus limiting their ability to achieve the trusted partner status that clients value most.
 
Join Rob Leavitt for a deep dive on executive engagement that builds on Momentum’s extensive research with CXO decision makers and hands-on experience with executive engagement programs at some of the world’s leading B2B firms. The session will explore practical approaches to strengthening executive engagement in five critical areas for C-Suite success:
 
*Identifying and understanding the executives that matter most
*Creating content that speaks to executive priorities
*Enabling sales to engage at the executive level
*Designing the right mix of executive-level activities and experiences 
*Measuring performance for continuous improvement

Deepening Executive Engagement: Accelerating Demand with C-Suite Connections

ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2021 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 Rob Leavitt, SVP, Advisory & Training, Momentum, as he introduces guest speaker, Leslie Cozatt, Head of B2B Corporate Marketing at Optum for this third presentation of our complimentary Marketing Excellence Awards webcast series.

Learn about Optum’s 2021 diamond award-winning entry, C-Suite Persona Thought Leadership Program, in the Advancing Thought Leadership category. Hear about Optum’s persona-driven approach to C-Suite communications that has been enormously effective, primarily because the content and its delivery truly aligns with the needs, pressures, and tensions of each of the three targeted C-suite roles. Statistically, the C-Suite Persona Thought Leadership Program is one of the most successful engagement programs to date at Optum with over 18,000 net new and newly engaged C-suite contacts and 95% of C-suite subscribers interacting with content.

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 2022 MEA Program is now open for submissions through May 20.

Optum's C-Suite Persona Thought Leadership Program

ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2021 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 Julie Schwartz, Senior Vice President, Research & Thought Leadership, as she introduces guest speakers, Monica Koedel, Senior Director, Digital Customer Experience, and Julie Andrews, Director, Digital Lifecycle Management from Cisco for this second presentation of our complimentary Marketing Excellence Awards webcast series.

Learn about Cisco's 2021 diamond award-winning program, Cisco Ignites Growth & Customer Success with Partners During 'Year of Scale,' in the Driving Strategic Growth category. Hear about Cisco's partner-focused digital engagement program that delivered unprecedented scale and growth to partners, doubling the number of partners enrolled to more than 6,000 worldwide and closing nearly $1 billion in digital bookings in fiscal year 2021.

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 2022 MEA Program is now open for submissions through May 20.

Igniting Growth & Customer Success (MEA-Winning Case Study by Cisco)

Join us for a stimulating discussion on the marketing studies and trends that have caught our eye – for better or worse – in Q1 of 2022. 

Experts from The Momentum Group will take a critical look at the latest research from Harvard Business Review, Gartner, and McKinsey in this laid-back fireside chat. They will also examine the key themes for our hotly anticipated Customer Buying Index surveys. 

B2B marketing veteran Robert Hollier, Partner & Head of Consulting at Momentum, will be joined in conversation by Diane Borska, SVP, Market Insights, a specialist in competitive intelligence; and Julie Schwartz, SVP, Research & Thought Leadership, head of ITSMA's renowned studies on B2B services and solutions marketing. 

What marketing trends and topics have caught your attention this year? Send your suggestions prior to the event and join our experts in conversation.

Marketing trends 2022: what’s hot and what’s not

ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2021 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 Julie Schwartz, Senior Vice President, Research & Thought Leadership, as she introduces guest speaker, Navin Rammohan, Vice President, Segment Head Marketing, Infosys for this first presentation of our Marketing Excellence Awards webcast series.

Learn about Infosys' 2021 gold award-winning program, Hyperscale ABM, in the Driving Strategic Growth category. Hear about Infosys' efforts to transform their marketing execution engine and hyperscale ABM in an ABM Center of Excellence (CoE) to drive long-term growth that influenced a sales pipeline of $7.5 billion at their ABM accounts.

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 2022 MEA Program is open for submissions through May 20.

Hyperscale ABM (Marketing Excellence Award-Winning Case Study by Infosys)

True leadership knows no boundaries.

Yet another generation of women will have to wait for global gender parity, according to the World Economic Forum. As a female-owned business brimming with incredible female talent, Momentum is actively striving to close the gender gap. In celebration of International Women’s Day 2022, we are hosting a virtual panel event on Breaking the Bias: Stories of female leadership and workplace empowerment.

Join us for a chance to hear our special guest panellists in conversation: Antonia Wade, Global Chief Marketing Officer, PwC Noreen Biddle Shah, Head of Marketing and Communications, Numis Lauren Sallata, Chief Marketing Officer, Ricoh North America Host: Alisha Lyndon, founder and CEO, Momentum

We encourage you to bring questions and quandaries to pose to the panel, or simply soak up the stimulating conversation.

Find inspiration, expertise and creativity to help you grow your most valuable customers by joining our ABM community and receiving the latest news, views and insights from our team of experts at Momentum: https://bit.ly/3tqiMGl

True leadership knows no boundaries

ITSMA’s 2022 State of the Marketing Profession briefing provides a critical look at the continued impact of the COVID-19 pandemic on marketing, and the marketing trends and priorities for 2022.

The briefing with ITSMA’s Dave Munn and Julie Schwartz is based on ITSMA research, including results from the 2022 B2B Marketing Trends Survey, which reflects responses from nearly 50 senior marketing leaders from our member community.

Key takeaways from the survey are:

- Most marketers are prepared to take on the challenges of 2022
- Budgets and staff are increasing
- Marketing is prioritizing the business objectives that matter most – the 3 Rs: Reputation, Relationships, and Revenue
- We are entering a new era of brand building

Nevertheless, marketers face some key challenges:

- Marketing’s digital transformation
- Talent acquisition, development, and retention
- Ad hoc marketing enablement

The bottom line for marketers this year? Make 2022 the year to raise your game in marketing enablement.

ITSMA's 2022 State of the Marketing Profession

Creativity is the first thing that sets your message apart from your competitors. It’s what gets you noticed. It’s what compels your customers to think, feel, and act. It’s never been more important.
Style and substance: creative marketing trends 2022 is your guide to the visual identities that will cut through and elevate your account-based marketing campaigns this year. Join Momentum’s Creative Director, Mark Braun, Associate Creative Director, Ligia Murphy, and SVP Advisory & Training, Rob Leavitt, for this informal but insightful and research-led talk in which you’ll learn about:

• What creative worked in 2021
• Design trends in 2022
• Marketing asset trends in 2022

Style and substance: creative marketing trends 2022

ABM is now firmly established as the leading enterprise growth marketing discipline. Despite constant disruption and change, ABM continues to drive ever greater business impact for marketers that maintain best practice. However, as ABM’s evolution accelerates and opportunities for ABM to yield greater value broaden, the distinguishing characteristics of the most effective programs are also changing rapidly.

Looking towards 2022, this webcast will feature conversation and commentary around ITSMA’s fifth annual ABM Benchmarking Study conducted with the ABM Leadership Alliance, Embedding ABM: Next Steps for Market Leadership, which highlights ABM’s ongoing success and the five ways that ABM leaders stand apart from others to generate more substantial results.
 
Join Momentum Consulting Director, Adam Bennington, and ITSMA’s Senior VP of Research & Thought Leadership, Julie Schwartz, for this look-ahead where they will unpack the latest insights on ABM program objectives, maturity, budgets, tools, tactics, challenges, metrics, and business results.

Want the latest news from ITSMA?
Subscribe to our newsletters and alerts for ITSMA blog posts, research publications, events and more: https://bit.ly/33lrfPX

Find inspiration, expertise and creativity to help you grow your most valuable customers by joining our ABM community and receiving the latest news, views and insights from our team of experts at Momentum: https://bit.ly/3tqiMGl

Realizing Ever Greater Business Value in 2022

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?
-What are the keys to successfully embedding ABM in the business?
-How has customer engagement behavior and preferences changed as it relates to provider content, programs, and delivery channels?
-How has the role of data, technology, and new approaches changed ABM and what’s next for ABM?

How the Rise of ABM is Changing Marketing

In this 30-minute session, Diane Borska and Lenore Scanlon, leaders of Momentum’s Competitive Intelligence team, will explore the new world of competitive intelligence with our distinguished guest, Leonard Fuld – a pioneer of competitive intelligence. They will discuss:

•	The new mission of CI in a post-pandemic world
•	The potent application of CI in non-traditional arenas
•	The integration of robust customer intelligence into sales and marketing campaigns

Join in the Q&A with Diane or Lenore – submit your questions to: abm@wearemomentum.com 
Visit www.wearemomentum.com for more information.

A new spin on competitive intelligence

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 Rob Leavitt, Senior Vice President, Consulting as he introduces guest speaker, Mark Larwood, Head of Strategic Customer Marketing & ABM, O2, for the final presentation in this series.

Learn about O2's 2020 gold award-winning program, Launching a Tiered Executive Engagement
Programme for O2—Moving from Random Acts to an Orchestrated Approach, in the Orchestrating Executive Engagement category. Hear about their Executive Engagement Program that was created to help strengthen and advance relationships with key customers and to drive strategic engagement that would deliver significant revenue 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 2021 MEA Program is open for submissions through May 21.

Launching a Tiered Executive Engagement Programme for O2

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 Rob Leavitt, Senior Vice President, Consulting, ITSMA as he introduces guest speaker, Lauren Sallata, Chief Marketing Officer, Panasonic, for the sixth presentation in this series.

Learn about Panasonic's 2020 diamond award-winning program, What Moves Us—Team Panasonic, in the Repositioning the Brand category. Hear about Panasonic's campaign to connect with Millennials by highlighting both the innovative technologies that foster progress as well as the passion of employees, celebrities, and partners that share a similar commitment to making things better, both for individuals and communities.

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.

What Moves Us—Team Panasonic

We’re all tired of hearing the words “unprecedented disruption” when discussing the impact of Covid-19 on business.

But, a recent survey of decision-makers around the globe suggests we may have actually underestimated how much the pandemic has affected the large enterprise – and the anxiety that still looms large one year on.

Join Robert Hollier, Director of Consulting and Partner at Momentum, Tamsen Galloway, General Manager at Momentum US, and special guest Claire Darling, CMO of Skybox Security, as they discuss the findings from the latest Customer Buying IndexTM and how this so-called “Age of Anxiety” could affect the way marketers think about their engagement and messaging.

You will come away from the session with a greater understanding of the following:
- How has the pandemic influenced technology purchases?
- Has business resilience improved?
- Does “resiliency” mean different things to different sectors?
- Has the cyber-security threat escalated since “going digital”?
- What do CXOs fear most from a security breach?
- What do marketers need to do to stay relevant?

Be a part of the conversation – submit your questions to Robert and Claire at abm@wearemomentum.com.

The Age of Anxiety | A CBI Insight Event

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, Catherine Dutton, Global Vice President, Marketing, Atos, for the fifth presentation in this series.

Learn about Atos' 2020 diamond award-winning program, Enabling Sales to Accelerate Growth, in the Enabling Sales to Accelerate Growth category. Hear how their deal-based model has delivered extraordinary business growth and has elevated the marketing function to align more closely with sales.

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.

Atos' Winning New Business through Deal-Based Marketing

This exclusive discussion with Mark Kurtz, Worldwide GTM Partner Marketing at Microsoft, shed light on the fundamentals of co-marketing and why it is the missing ingredient for your ABM program. Find out the three top tips to partner marketing success, how to leverage partner content and the best way to unify two sales organisations.

The power of two: how partner marketing can boost sales and build your pipeline

Can any ABM program really be complete without an understanding of what your competitors are doing and saying to your key target accounts? Whether you are an incumbent looking to fend off disruptive rivals or a disruptor looking to dislodge an established competitor in a strategic account, knowing what your opposition is up to is critical.

Why competitive intelligence is the missing ingredient in your ABM program

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