ABM is a structured approach to developing and implementing highly customized marketing campaign to markets of one. Investment in ABM in 2013 was at an all-time high and predicted to grow even more in 2014.
Nearly all B2B solution providers that measure Account Based Marketing (ABM) ROI find that ABM delivers higher ROI than other marketing initiatives. So why then is the number one ABM challenge getting adequate budget to support ABM programs and resources? Why isn’t investing in ABM an easy decision? Even more importantly, what can you do to ensure that your ABM program builds momentum and continues to deliver outstanding results?
This survey report provides detailed data on the most current status of:
ABM adoption stages
Primary ABM objectives and achievements
Key benefits of ABM for sales and customers
Size and growth of the ABM budget
Measuring ABM results
ABM best practices
In addition, you will get ITSMA’s recommendations on how to document and communicate positive ABM outcomes that will help sustain an ABM program and build momentum.
Methodology
Web-Based Survey
Survey invitations were emailed during October 2013 to ITSMA member and select non-member companies
88 primarily marketers at B2B technology and business services companies completed the survey
ITSMA Analyzed the Data Three Ways
Stage of ABM Adoption
Standardizing & Scaling ABM
Planning, Piloting, & Building ABM
Size of Company (annual revenue)
Less than $500M
$500M–$9.9B
$10B or More
Company Type
Sells products & services
Primarily services
www.fiind.com/featured-solutions/account-based-marketing - Fiind Account-Based Marketing Software powered by AI enables sales and marketing professionals to focus on best-fit accounts based on buying signals.
Account Based Marketing (ABM) is when you implement highly customized marketing campaigns where each account is considered to be a market of one. ABM uses the latest technology to help you send the right messages to influencers who are actively researching products like yours.
https://runfrictionless.com/b2b-white-paper-service/
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA
The recent rise of Account-Based Marketing (ABM) is nothing short of remarkable. From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives.
The 2017 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance highlights the main reason for such dramatic growth: ABM works! In fact, as this research report shows, a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing. Similarly, strong majorities say that ABM drives improvement in the “Three R’s” of strategic marketing: Reputation, Relationships, and Revenue.
This report provides an essential review of the current state of play with ABM in 2017, with data and insight on such issues as budgets and staffing, account selection, collaboration with sales, tools and technology, campaign tactics, programmatic challenges, and business benefits.
In particular, the report explores the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types, but a growing number are experimenting with two of them, and many more plan to move to a blended strategy over the next few years. The research underscores the key challenges marketers are facing and the specific ways they are addressing each type of ABM.
About the Research
159 marketers and related titles from 134 B2B technology and business services companies completed an online survey during June 2017
Company size:
Less than $500 million annual revenue: 52%
$500 million-$4.9 billion: 20%
$5 billion or more: 28%
Job title or level:
VP and above: 22%
Director: 39%
Manager: 29%
Individual contributor: 10%
Location:
North America: 66%
Europe: 21%
Asia/Pacific: 10%
Latin America: 3%
Middle East: 1%
The study also included qualitative interviews with ABM program leaders from 12 companies:
Betterworks
Deluxe
Fujitsu*
HCL
Juniper Networks, Inc.*
KPMG LLP*
Localytics
NTT DATA Services*
O2
Oracle
SAP*
Global B2B Information Services Company
* Denotes member of the ITSMA Account-Based Marketing Council
Additional Data for ITSMA Member Participants
An extended report with additional data from the study, including detailed data and cross-tabs for the three types of ABM, is available to survey participants from ITSMA member companies. Contact Lisa Hafer at lhafer@itsma.com if you are interested in the extended report or a private online briefing.
When it comes to Account-Based Marketing, personalization is key...and expected nowadays. But how do you segment your Total Addressable Market in a meaningful and actionable way? Join Beth Tiltges, Director of Field and Customer Marketing at Demandbase for a look into new ways to create, prioritize and take action on key segments for your business.
Enough Hype - Your Roadmap to Operationalize ABM in 2018G3 Communications
View this #sps17 Webcast on-demand here: http://dg-r.co/2fXxihY
Account-Based Marketing: You know you need it because you keep seeing statistics such as 97% of marketers report higher ROI with ABM than any other tactic, and 300% higher close rates are linked to ABM. But how can you operationalize an ABM program that is “right” for your company?
In this webinar, join The Mx Group’s Tim Cook as he provides an overview on how to crawl, walk and then run in the seven key activities needed to develop and implement ABM initiatives. You’ll get the insights you need, along with a seven-page workbook to create a real roadmap that outlines every element necessary to operationalize ABM for your organization now, in 2018 and beyond.
Orchestrating Omnichannel ABM with B2B Data and IntelligenceDemandbase
The secret to jumpstarting a successful ABM strategy isn’t so secret: start with quality data, add the right orchestration tools and finish o with Sales and Marketing alignment. Of course, knowing what it takes is one thing, putting it all together is another. Join this session with John Hurley to get a step-by-step action plan that will help you move from theory to successful practice.
4 Simple Must-Dos to Orchestrate Successful ABMEngagio
Coming off of a big announcement that day (Radius and Leadspace Join Forces), John Hurley leveraged the momentum and presented the secret to successful ABM. Well, the secret is that there is no secret. Here’s the winning formula: start with quality data, add the right orchestration tools and finish off with sales and marketing alignment. Of course, knowing what it takes is one thing, putting it all together is another.
www.fiind.com/featured-solutions/account-based-marketing - Fiind Account-Based Marketing Software powered by AI enables sales and marketing professionals to focus on best-fit accounts based on buying signals.
Account Based Marketing (ABM) is when you implement highly customized marketing campaigns where each account is considered to be a market of one. ABM uses the latest technology to help you send the right messages to influencers who are actively researching products like yours.
https://runfrictionless.com/b2b-white-paper-service/
ITSMA and ABM Leadership Alliance Leadership Survey: Driving Growth with Thre...ITSMA
The recent rise of Account-Based Marketing (ABM) is nothing short of remarkable. From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives.
The 2017 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance highlights the main reason for such dramatic growth: ABM works! In fact, as this research report shows, a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing. Similarly, strong majorities say that ABM drives improvement in the “Three R’s” of strategic marketing: Reputation, Relationships, and Revenue.
This report provides an essential review of the current state of play with ABM in 2017, with data and insight on such issues as budgets and staffing, account selection, collaboration with sales, tools and technology, campaign tactics, programmatic challenges, and business benefits.
In particular, the report explores the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types, but a growing number are experimenting with two of them, and many more plan to move to a blended strategy over the next few years. The research underscores the key challenges marketers are facing and the specific ways they are addressing each type of ABM.
About the Research
159 marketers and related titles from 134 B2B technology and business services companies completed an online survey during June 2017
Company size:
Less than $500 million annual revenue: 52%
$500 million-$4.9 billion: 20%
$5 billion or more: 28%
Job title or level:
VP and above: 22%
Director: 39%
Manager: 29%
Individual contributor: 10%
Location:
North America: 66%
Europe: 21%
Asia/Pacific: 10%
Latin America: 3%
Middle East: 1%
The study also included qualitative interviews with ABM program leaders from 12 companies:
Betterworks
Deluxe
Fujitsu*
HCL
Juniper Networks, Inc.*
KPMG LLP*
Localytics
NTT DATA Services*
O2
Oracle
SAP*
Global B2B Information Services Company
* Denotes member of the ITSMA Account-Based Marketing Council
Additional Data for ITSMA Member Participants
An extended report with additional data from the study, including detailed data and cross-tabs for the three types of ABM, is available to survey participants from ITSMA member companies. Contact Lisa Hafer at lhafer@itsma.com if you are interested in the extended report or a private online briefing.
When it comes to Account-Based Marketing, personalization is key...and expected nowadays. But how do you segment your Total Addressable Market in a meaningful and actionable way? Join Beth Tiltges, Director of Field and Customer Marketing at Demandbase for a look into new ways to create, prioritize and take action on key segments for your business.
Enough Hype - Your Roadmap to Operationalize ABM in 2018G3 Communications
View this #sps17 Webcast on-demand here: http://dg-r.co/2fXxihY
Account-Based Marketing: You know you need it because you keep seeing statistics such as 97% of marketers report higher ROI with ABM than any other tactic, and 300% higher close rates are linked to ABM. But how can you operationalize an ABM program that is “right” for your company?
In this webinar, join The Mx Group’s Tim Cook as he provides an overview on how to crawl, walk and then run in the seven key activities needed to develop and implement ABM initiatives. You’ll get the insights you need, along with a seven-page workbook to create a real roadmap that outlines every element necessary to operationalize ABM for your organization now, in 2018 and beyond.
Orchestrating Omnichannel ABM with B2B Data and IntelligenceDemandbase
The secret to jumpstarting a successful ABM strategy isn’t so secret: start with quality data, add the right orchestration tools and finish o with Sales and Marketing alignment. Of course, knowing what it takes is one thing, putting it all together is another. Join this session with John Hurley to get a step-by-step action plan that will help you move from theory to successful practice.
4 Simple Must-Dos to Orchestrate Successful ABMEngagio
Coming off of a big announcement that day (Radius and Leadspace Join Forces), John Hurley leveraged the momentum and presented the secret to successful ABM. Well, the secret is that there is no secret. Here’s the winning formula: start with quality data, add the right orchestration tools and finish off with sales and marketing alignment. Of course, knowing what it takes is one thing, putting it all together is another.
In this webinar, ABM practitioners from Drift, ServiceNow and Demandbase will cover three of the biggest game changers in B2B marketing:
• Account-Based Marketing (ABM)
• Conversational Marketing, and
• Their combined superpower – Conversational ABM
You had success with an ABM pilot, and now you have to roll out a full program. Or, as the ABM expert, you are on the hook for implementing an account-based strategy across the organization. No matter where you are on your ABM journey, scaling is hard.
In this two-part webinar series, we will dive into what it means to scale ABM based on your organization’s maturity. ABM is more critical now than ever, BUT there is still a place for some traditional Demand Generation (there we said it!)
Account-based marketing is a hot topic for B2B marketers. But to succeed, ABM campaigns need to align sales, marketing, lead generation and sales development. This framework by Craig Rosenberg of TOPO will help you get started.
The State of Artificial Intelligence in B2B MarketingDemandbase
Demand Metric recently partnered with Demandbase and Salesforce Pardot to better understand the use of Artificial Intelligence (AI) in B2B marketing and the survey results are in!
85% of marketers using Artificial Intelligence believe it will drive double-digit revenue growth within two years.
Join us as we share the results of our ground-breaking research study and get practical advice about how to leverage AI from Peter Isaacson, CMO at Demandbase, and Nate Skinner, VP of Marketing at Salesforce Pardot.
The Next-Generation Sales Development TeamTeleverde
Inside View along with Televerde built a next-generation sales development team utilizing the latest marketing technology. This case study was presented at Sirius Decisions 2019 in Austin.
Compelling B2B Audiences to Engage Through ABMUberflip
Data-driven practices have enabled relatively new strategies for improving content experience personalization and performance such as account-based marketing (ABM).
But what does an effective B2B account-based marketing strategy look like? To help you answer this question, Uberflip commissioned an account-based marketing strategy survey in partnership with Ascend2.
Account Based Marketing + Account Based Sales Development = Account Based E...Engagio
Account Based Marketing (ABM) is not sufficient to reach target accounts. To really connect, you need humans at the tip of the spear. Instead of creating silos, embrace Account Based Everything -- A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
Get Real: Evaluating Your ABM Tech Stack for Maximum ROIDemandbase
There are literally thousands of technologies at our disposal as marketers, but most were not built with B2B marketers in mind. By now you know that account-based marketing is key to your future success, but figuring out which martech is best to support your ABM strategy can seem daunting to say the least.
In this exclusive webinar, you’ll hear B2B expert Howard J. Sewell detail a pragmatic approach to ABM planning, execution, and orchestration. Step by step, Howard will show how to leverage the Opportunity-Based Marketing (OBM) Framework, a stage-based B2B demand marketing model, in determining the best tactics for your ABM initiative and how to measure ROI.
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
Account-Based Marketing is a red-hot topic. There’s a seemingly endless amount of information about why ABM is important, what tools you should be utilizing, and measures of success. But we’ve been so focused on the high-level components that we’ve overlooked the operational elements of ABM that will make or break our success.
It’s time to get beyond the basics. Learn from the sales and marketing teams at InsideView about how they aligned their teams to orchestrate a successful ABM Program.
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and tested and successful program tactics.
Attendees will go back to the office equipped to:
- Identify the right targets for your program
- Use insights to scale personalized ABM “plays”
- Orchestrate motions between demand gen and sales development
- Avoid common obstacles to operationalizing ABM
Account-Based Marketing (ABM) is outperforming traditional B2B marketing on just about every level: from prospecting, through engagement, conversion, retention, cross-selling and beyond.
Now that we know ABM is here and transforming marketing, what can marketers expect in the future?
Join us for a discussion, of what works in ABM, what doesn’t, and what’s going to change everything in the coming year. Each of the members of this star-studded panel has their own way of getting it right.
In this webinar, our experts will show you:
How to practically apply key ABM principals.
What tactics you can use within your own company.
Their experiences of the good, the bad and the ugly side of ABM.
How to develop, scale and operationalise your ABM.
The latest ABM Benchmark Study from the ITSMA & ABM Leadership Alliance.
As organizations strive to sell more solutions, their reps will increasingly face off against a variety of senior- level buying roles. To improve these interactions, sales leaders should adopt a systematic process to help reps. This brief introduces and examines the components of ONE process for selling to senior executives, and explores the options of segmenting the sales force and/or leveraging subject matter experts (SMEs) when looking to reach these buyers.
How to Boost B2B Buyer Experiences with Artificial IntelligenceLeanne Moir
While surveyed marketers believe AI will be transformative and help drive measurable business outcomes, fewer than 20 percent are actually using AI-powered applications today. All that is about to change and it’ll be easier than you might think.
Join this session to better understand the use of AI in B2B marketing and see real-life examples of how organisations are using AI to improve sales and marketing alignment and boost pipeline generation.
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysDemandbase
How do you scale account-based marketing (ABM)? That’s a critical question for many companies right now. Two SiriusDecisions clients, Medidata and Demandbase, are really getting it right with their efforts and we invite you to learn from them and see how to enhance your company’s ABM deployment. For Medidata, ABM in its first year delivered a 714% improvement in senior executive engagement and 159% improvement in marketing sourced pipeline in target accounts. For Demandbase, this meant close rates were doubled, and Annual Contract Values increased by more than 30%.
http://go.siriusdecisions.com/LessonsinScalabilityWebcast
The Next Generation of B2B Advertising: A Conversation with SiriusDecisionsDemandbase
Today’s B2B advertisers are increasingly adopting an Account-Based Marketing (ABM) approach for their media spend. The “why” is clear — focusing on a prioritized list of companies, better aligning with sales, and measurement that reflects real business outcomes.
But ABM also introduces new challenges. How should advertisers define their buying committee? How can they actually reach them? And what does it mean to treat digital ads as a full-funnel channel rather than an awareness play?
Join SiriusDecisions and Demandbase for this webinar, featuring insights on all of the above, as well as a preview of Demandbase’s next-generation Targeting Solution.
In this webinar, ABM practitioners from Drift, ServiceNow and Demandbase will cover three of the biggest game changers in B2B marketing:
• Account-Based Marketing (ABM)
• Conversational Marketing, and
• Their combined superpower – Conversational ABM
You had success with an ABM pilot, and now you have to roll out a full program. Or, as the ABM expert, you are on the hook for implementing an account-based strategy across the organization. No matter where you are on your ABM journey, scaling is hard.
In this two-part webinar series, we will dive into what it means to scale ABM based on your organization’s maturity. ABM is more critical now than ever, BUT there is still a place for some traditional Demand Generation (there we said it!)
Account-based marketing is a hot topic for B2B marketers. But to succeed, ABM campaigns need to align sales, marketing, lead generation and sales development. This framework by Craig Rosenberg of TOPO will help you get started.
The State of Artificial Intelligence in B2B MarketingDemandbase
Demand Metric recently partnered with Demandbase and Salesforce Pardot to better understand the use of Artificial Intelligence (AI) in B2B marketing and the survey results are in!
85% of marketers using Artificial Intelligence believe it will drive double-digit revenue growth within two years.
Join us as we share the results of our ground-breaking research study and get practical advice about how to leverage AI from Peter Isaacson, CMO at Demandbase, and Nate Skinner, VP of Marketing at Salesforce Pardot.
The Next-Generation Sales Development TeamTeleverde
Inside View along with Televerde built a next-generation sales development team utilizing the latest marketing technology. This case study was presented at Sirius Decisions 2019 in Austin.
Compelling B2B Audiences to Engage Through ABMUberflip
Data-driven practices have enabled relatively new strategies for improving content experience personalization and performance such as account-based marketing (ABM).
But what does an effective B2B account-based marketing strategy look like? To help you answer this question, Uberflip commissioned an account-based marketing strategy survey in partnership with Ascend2.
Account Based Marketing + Account Based Sales Development = Account Based E...Engagio
Account Based Marketing (ABM) is not sufficient to reach target accounts. To really connect, you need humans at the tip of the spear. Instead of creating silos, embrace Account Based Everything -- A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
Get Real: Evaluating Your ABM Tech Stack for Maximum ROIDemandbase
There are literally thousands of technologies at our disposal as marketers, but most were not built with B2B marketers in mind. By now you know that account-based marketing is key to your future success, but figuring out which martech is best to support your ABM strategy can seem daunting to say the least.
In this exclusive webinar, you’ll hear B2B expert Howard J. Sewell detail a pragmatic approach to ABM planning, execution, and orchestration. Step by step, Howard will show how to leverage the Opportunity-Based Marketing (OBM) Framework, a stage-based B2B demand marketing model, in determining the best tactics for your ABM initiative and how to measure ROI.
Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...InsideView
Account-Based Marketing is a red-hot topic. There’s a seemingly endless amount of information about why ABM is important, what tools you should be utilizing, and measures of success. But we’ve been so focused on the high-level components that we’ve overlooked the operational elements of ABM that will make or break our success.
It’s time to get beyond the basics. Learn from the sales and marketing teams at InsideView about how they aligned their teams to orchestrate a successful ABM Program.
During this session we’ll discuss actionable and specific ways to create a successful ABM program, how to align sales and marketing teams to drive toward the same success metrics, and tested and successful program tactics.
Attendees will go back to the office equipped to:
- Identify the right targets for your program
- Use insights to scale personalized ABM “plays”
- Orchestrate motions between demand gen and sales development
- Avoid common obstacles to operationalizing ABM
Account-Based Marketing (ABM) is outperforming traditional B2B marketing on just about every level: from prospecting, through engagement, conversion, retention, cross-selling and beyond.
Now that we know ABM is here and transforming marketing, what can marketers expect in the future?
Join us for a discussion, of what works in ABM, what doesn’t, and what’s going to change everything in the coming year. Each of the members of this star-studded panel has their own way of getting it right.
In this webinar, our experts will show you:
How to practically apply key ABM principals.
What tactics you can use within your own company.
Their experiences of the good, the bad and the ugly side of ABM.
How to develop, scale and operationalise your ABM.
The latest ABM Benchmark Study from the ITSMA & ABM Leadership Alliance.
As organizations strive to sell more solutions, their reps will increasingly face off against a variety of senior- level buying roles. To improve these interactions, sales leaders should adopt a systematic process to help reps. This brief introduces and examines the components of ONE process for selling to senior executives, and explores the options of segmenting the sales force and/or leveraging subject matter experts (SMEs) when looking to reach these buyers.
How to Boost B2B Buyer Experiences with Artificial IntelligenceLeanne Moir
While surveyed marketers believe AI will be transformative and help drive measurable business outcomes, fewer than 20 percent are actually using AI-powered applications today. All that is about to change and it’ll be easier than you might think.
Join this session to better understand the use of AI in B2B marketing and see real-life examples of how organisations are using AI to improve sales and marketing alignment and boost pipeline generation.
Account-Based Marketing: Lessons In Scalability & Impact from 2 Client JourneysDemandbase
How do you scale account-based marketing (ABM)? That’s a critical question for many companies right now. Two SiriusDecisions clients, Medidata and Demandbase, are really getting it right with their efforts and we invite you to learn from them and see how to enhance your company’s ABM deployment. For Medidata, ABM in its first year delivered a 714% improvement in senior executive engagement and 159% improvement in marketing sourced pipeline in target accounts. For Demandbase, this meant close rates were doubled, and Annual Contract Values increased by more than 30%.
http://go.siriusdecisions.com/LessonsinScalabilityWebcast
The Next Generation of B2B Advertising: A Conversation with SiriusDecisionsDemandbase
Today’s B2B advertisers are increasingly adopting an Account-Based Marketing (ABM) approach for their media spend. The “why” is clear — focusing on a prioritized list of companies, better aligning with sales, and measurement that reflects real business outcomes.
But ABM also introduces new challenges. How should advertisers define their buying committee? How can they actually reach them? And what does it mean to treat digital ads as a full-funnel channel rather than an awareness play?
Join SiriusDecisions and Demandbase for this webinar, featuring insights on all of the above, as well as a preview of Demandbase’s next-generation Targeting Solution.
Rahul Shrivastava from Cyient Ltd. will tell you: -
• How to know and target the right customer?
• How to put in efforts in the right areas to generate results?
• Knowing which audiences to focus on the most
Making Marketing Relevant to the Business 2013 MPM Study Results WebinarVisionEdge Marketing
Join Laura Patterson of VEM, Julie Schwartz of ITSMA, and Laura Ramos of Forrester for the unveiling of the 2013 Marketing Performance Management Survey Results.
Powering ABM with AI—Rollworks & People.aiRollWorks
The marketing landscape is constantly changing as traditional marketing strategies and technologies give way to increasingly innovative and effective ones. This is in part driven by the ever-growing need to target key customers in more efficient, effective, and measurable ways – driving revenue for businesses while decreasing acquisition costs.
That’s why we’re excited to have RollWorks’ (a division of AdRoll Group) VP of Marketing, Jennifer Toton, sit down with People.ai’s own CMO, Dayle Hall, two experts in ABM and AI respectively, to discuss current and emerging trends and strategies B2B marketers will implement in 2019.
What You’ll Learn
-How quality data will play an essential role in a successful B2B marketing strategy
-Specific ways marketers are leveraging AI to enhance their ABM strategies
-Why and how marketers are moving beyond basic attribution models
-How marketers are leveraging multi-channel prospect engagement
-And much more!
Adetem b2 b marketing mix with siriusdecisions 2015 the pulse european demand...Hervé Gonay
GÉNÉRATION DE LEADS EN B2B : QUEL MARKETING MIX METTRE EN OEUVRE ? Le club B2B de l'Adetem a organisé le 20 Janvier 2016 un atelier sur le meilleur Marketing mix pour la Génération de Leads en B2B. Pour lancer les débats, SiriusDecisions a présenté cette étude de 2015 sur l’efficacité des tactiques de création de la demande en Europe. Nous y apprendrons :
• en quoi l’usage des tactiques a changé
• quels sont les tactiques jugées les plus efficaces par les Marketers B2B européens.
Sirius Decision a enqueté aupres de 470 directeurs de la création de la demande sur le marché européen, en particulier le Royaume Uni, la France, l’Italie, l’Allemagne, l’Espagne et la Hollande. Nous avons demandé a chaque participant d’identifier le mix marketing qu’ils utilisent pour générer des “Inquiries” (un lead dans son état le plus basique), et les faire évoluer a travers les 3 étapes du parcours d’achat: Education, solution et sélection.
Les résultats nous ont montré un changement significatif des tactiques de Marketing Mix comme :
• les white papers,
• les essais en ligne,
• les demandes de devis
• les bannieres en ligne,
• les séminaires,
• le marketing aupres des associations,
• l’acquisition de listes de contact.
La réunion a été animée par :
Hervé GONAY, Directeur Général de GETPLUS et Co-Président du Club B2B de l'Adetem
Account-Based Marketing: Welcome to the New Reality in B2BDemandbase
https://www.demandbase.com/webinar/virtual-marketing-innovation-summit-b2b/
Megan Heuer VP & Group Director, SiriusDecisions
It’s the classic disconnect: While Sales talks accounts and opportunities, Marketing talks segments and solutions. Smart marketers know the secret to fixing this: Account-Based Marketing (ABM). Now a major trend in B2B, ABM aligns marketing efforts with sales goals and customer needs. In this session, we’ll share the types of ABM and how they fit into a best-in-class B2B marketing portfolio. We’ll also explain the toolkit that enables a scalable approach to ABM and improves alignment with Sales. Finally, we’ll share examples of success along with findings from our survey about the current state of ABM in B2B.
Account-Based Marketing: Welcome to the New Reality in B2BDemandbase
https://www.demandbase.com/webinar/virtual-marketing-innovation-summit-b2b/
Megan Heuer, VP & Group Director, SiriusDecisions
It’s the classic disconnect: While Sales talks accounts and opportunities, Marketing talks segments and solutions. Smart marketers know the secret to fixing this: Account-Based Marketing (ABM). Now a major trend in B2B, ABM aligns marketing efforts with sales goals and customer needs. In this session, we’ll share the types of ABM and how they fit into a best-in-class B2B marketing portfolio. We’ll also explain the toolkit that enables a scalable approach to ABM and improves alignment with Sales. Finally, we’ll share examples of success along with findings from our survey about the current state of ABM in B2B.
B2B marketers at top performing companies prioritize customer and market insight, analytics, and measurement. According to ITSMA’s 2016 Budget and Trends Study, customer insight topped the marketing priority list for the year at high growth companies while other marketers ranked it only 20th in importance.
Capitalizing on the opportunities for data-driven, personalized, and insight-led marketing, however, typically requires investment in new approaches, tools, and even organizational changes. While some marketing organizations have forged ahead and are reaping the benefits, most are just getting started.
This survey report provides a deep dive into the current state of insight-led marketing at 133 leading B2B technology and business services companies. The report includes data on such questions as:
-Overall progress in using data and insight to drive marketing decision making and activities
-Leadership, strategy, and organization for insight-led marketing
-Top objectives and challenges for insight-led marketing
The report highlights the differences between leaders and others in insight-led marketing, and includes case studies on how three top firms are benefiting from insight-led marketing: Optum, Symantec, and Thomson Reuters.
The report is available for no additional fee to current ITSMA members that responded to this survey and for sale at member and non-member prices to all others.
Study Methodology
Web-based Survey
-Survey invitations were emailed during August 2016 to ITSMA member and select non-member companies
-133 marketers at B2B technology and business services companies completed the survey
17 Qualitative Interviews
-Adobe
-Booz Allen Hamilton
-CDW
-Ciena
-Cisco
-CSC
-Deloitte
-EMC
-Genpact
-Invetech
-Mindtree
-Optum
-PwC
-SAP
-SITA
-Symantec
-Thomson Reuters
http://www.itsma.com/research/insight-led-marketing-survey/
What Sales Leaders Should REALLY Expect from Marketing AutomationAct-On Software
Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!
What Sales Leaders Should REALLY Expect from Marketing AutomationGleanster Research
Double the bid-to-win ratio for the top 20% highest performing sales reps as a result of marketing automation.
If they used to close 2 out of 10 deals per period, they will close an average of 4 out of 10 qualified and prioritized deals within a year of investing in marketing automation (possibly more). According to research 68% of All Other organizations are passing unqualified leads to sales – which means sales has to search for the needles
By Paul Reynolds. The 2015 ISG Advisor Relations Benchmark investigates how service providers fund and allocate their Advisor Relations budgets and how teams are changing in each region to engage with third-party advisors. Join this session and leave with the information you need to benchmark your own Advisor Relations program.
Similar to ITSMA Online Survey: Account Based Marketing and ROI: Building the Case for Investment (20)
Seizing the Executive Engagement Opportunity: How Executives Engage Study (Pa...ITSMA
Seizing the Executive Engagement Opportunity explores the ongoing impact of the COVID-19 pandemic on B2B executives’ buying behavior for high-consideration, technology-based solutions and consulting services.
Based on a survey in September 2020 with more than 500 senior business and IT executives, this report digs into executives’ business and solution priorities, engagement preferences for various types of content, channels, and information sources, and perceptions of how providers are engaging now and will need to engage in the future.
This report is a follow-on to an earlier ITSMA report published in May 2020: How Executives Engage: Understanding Changing Buyer Behavior in Response to the COVID-19 Pandemic, Part 1.
Together, the two-part study provides critical data and insight for B2B marketers who are focused on building and strengthening relationships and sales at the executive level in the wake of the dramatic disruptions of COVID-19. By September 2020, senior-level B2B buyers had moved well beyond the early reactions to the COVID-19 pandemic and were focusing on new strategies and priorities for growth and innovation even amid an extremely uncertain future.
Seizing the Executive Engagement Opportunity: Responding to Changing Buyer Priorities Amid the COVID-19 Pandemic provides essential data and insight on the priorities, preferences, and perceptions of executive-level B2B buyers as they explore and invest in new technology-based solutions and services.
The report highlights the changing business and technology priorities for business and IT executives nine months into the pandemic, and the preferences that executives now have for content and engagement with solution providers interested in responding to their changing needs.
Specific highlights from the second wave of this year’s study include:
- Changes in IT spending since the pandemic began
- The state of business transformation and top business and technology investment priorities
- Preference for different types of information sources and time spent researching solutions
- The value of thought leadership
- Preferences for different types of online engagement
- Top requirements for earning trust
In this context, the report identifies four essential guidelines for B2B marketers to follow as they adapt and develop their executive engagement programs.
The study includes new survey and comparative survey data from 503 executives from nine regions/countries (ANZ, Benelux, Canada, France, Germany, Nordics, UK, and US) across seven major industry sectors. Most respondents are from $1 billion+ companies. In addition to aggregate data, the full report includes Comparisons: Wave 1 (May 2020) and Wave 2 (September 2020)—North America and Europe Only data and crosstabs by region.
The study was co-sponsored by SAP and Adobe.
Stregthening Executive Engagement: Four Keys to Building TrustITSMA
B2B marketers have long aspired to build “trusted advisor” status with customers and prospects. The hard reality is that our customers have little time or inclination to allow more than a few service or solution providers to achieve that esteemed status.
Amid today’s ongoing market disruption, though, customers are looking for new sources of advice and guidance on the transformation issues that dominate the business landscape.
Strengthening Executive Engagement: Four Keys to Building Trust highlights four principles that B2B marketers can use to guide their efforts to broaden and deepen trusted relationships with senior-level buyers and influencers.
The study, based on international survey data from more than 400 senior business and IT executives, explores the types of content, events, and other activities that executives value most in their own search for useful guidance and support.
Specific highlights from this year’s study include:
- The types of personalization required to connect
- The continued importance of balancing online and offline engagement
- Different ways to engage with millennial decision makers
- The challenge of orchestrating engagement across multiple channels
- The value of “engaging the innovators”
Study Methodology
In Summer 2019, ITSMA conducted a web survey of 406 business and IT executives from companies that purchase technology or consulting solutions for individual contracts over $500,000. These respondents represented larger enterprises, with 70% having $1 billion USD or more in annual revenue from seven different countries/regions: United States, Canada, United Kingdom, France, Germany, Nordics, and Benelux.
Respondents were interviewed in the following vertical markets:
- Financial Services
- Manufacturing
- Healthcare and Life Sciences
- Communications
- Energy/Utilities/Oil/Mining/Gas
- Technology
- Government/Non-Profit/Public Sector
- Other
B2B Marketing Personalization Survey: Valuable Lessons from Industry LeadersITSMA
Two years ago, based on our buyer behavior research, ITSMA introduced the new 4Ps of marketing: personalized, proactive, people influenced, and proven. Today, the 4Ps are more relevant than ever, especially personalization. Buyer expectations continue to rise and technology is constantly evolving. Therefore, everything that marketing does must continue down the personalization path. Marketers need to harness technology to gain greater insight into buyers’ wants and needs and deliver personalized content, however they must not lose sight of the need to make marketing both personalized and personal.
ITSMA’s B2B Marketing Personalization Study, conducted with 69 B2B marketers in March 2019, shows that 36% of respondents believe that personalization is extremely important to their organization’s marketing strategy and plans, and that within two years this figure will more than double. Personalization delivers business results and impacts the 3R’s of marketing – revenue, reputation, and relationships. We asked marketers what impact personalization has on their organization, and for all of these key business metrics, half or more reported that personalization outperforms. In particular, personalization has the strongest impact on client engagement and client relationships.
The report also reveals what the personalization leaders are doing differently from the laggards, and we’ve identified seven key lessons:
Prioritize data and insight to personalize beyond demographics
Augment internal data sources with third party data
Design content for personalization
Personalize throughout the entire relationship cycle
Elevate sales as an important channel for personalization
Encourage data-driven experimentation
Invest in people, not just tools
Personalization is one of the hottest trends in B2B marketing for a very simple reason: It works. Read the executive summary and report to learn more about the findings.
Methodology
Survey invitations were emailed during March 2019 to ITSMA member companies and Marketing Strategist subscribers
69 people completed the survey–Primarily marketers at B2B technology and business services companies completed the survey
55 unique companies represented
Participating Companies
The full report is available at no additional fee to ITSMA member companies that participated in the study. Non-member companies that participated in the study are eligible to receive an executive summary.
Accelerating ABM Impact: The Case for a Blended ApproachITSMA
The movement of Account-Based Marketing (ABM) from marginal to mainstream has been dramatic. Pioneered in the early 2000’s by a handful of large technology and B2B services organizations, ABM has now taken center stage with B2B marketing organizations of all shapes and sizes.
As with many rapid moves into “the next new thing,” however, ABM is also subject to a great deal of confusion and disagreement. Is it best suited for acquiring new clients or expanding within existing accounts? Is it mostly for large enterprise accounts or a broader set of clients and prospects? What tools and tactics are best? Is sales collaboration truly necessary or can marketers mostly go it alone?
The reality is that different approaches to ABM have emerged over the last few years and not everyone is speaking the same language. Companies are moving ahead with different types of ABM objectives, strategies, and initiatives.
Research confirms that companies are finding success with different approaches but also leaving significant opportunities on the table. In response, some of the most successful ABM practitioners are now moving to a blended approach, managing several different types of ABM at the same time with different groups of accounts.
This eBook, jointly produced by ITSMA and Demandbase, is designed to help marketers to pull together the different strands of ABM and make the case for a blended approach. The eBook explains the three main types of ABM that companies are implementing today, why they all have their place in an integrated strategy, and how best to utilize them to provide both breadth and depth with marketing coverage of your most important clients and prospects.
ITSMA Survey Transforming Marketing for the Digital Future: Six Areas of Chan...ITSMA
B2B marketing leaders are moving aggressively to transform their organizations for the digital future.
This ITSMA report, based on interviews with 39 senior marketing leaders from 36 large technology, telecom, and business services firms, documents the current state of marketing transformation and the six key areas of organizational change.
Most important, the report highlights the fact that most companies do not currently have a documented strategy, plan, or framework for transformation, despite the sense of urgency among the survey participants.
Based on the research, ITSMA identified six critical areas of change:
Role of marketing
Thought leadership and content
Sales relationship
Technology infrastructure
Data, analytics, and insight
Organization and culture
Further, the report introduces ITSMA’s Marketing Transformation Maturity Model that marketing leaders can use to guide their strategy, as well as five key challenges to overcome along the way. It also includes examples from five companies leading the way with marketing transformation: Juniper Networks, IBM, Pivotal, Optum, and Cognizant.
Methodology
39 qualitative phone interviews with marketing leaders representing 36 companies
Interviews 30 minutes in length
Conducted during April and May 2017
Geos represented: US, Canada, Europe, Asia/Pac
ITSMA Infographic Six Steps to Engaging the C-SuiteITSMA
The rise of the connected economy and new business strategies has made executive engagement and executive-level selling more important than ever.
ITSMA’s new infographic, based on survey data with 50 senior marketers from leading B2B technology and business services firms, highlights the six ways in which leaders in executive engagement stand apart from their peers, including:
Strategy and planning
Executive insight
Content for conversation
Training and support
Collaborative innovation
Measurement and review
ITSMA Infographic - Marketing Priorities for Executive EngagementITSMA
The rise of the connected economy and new business strategies has made executive engagement and executive-level selling more important than ever.
ITSMA's new infographic, based on survey data with 50 senior marketers from leading B2B technology and business services firms, documents the increasing importance of executive engagement, the focus on reaching new types of executives and accounts, and the wide range of initiatives that marketers are investing in to reach those executives.
The infographic also illustrates the top objectives for executive engagement, investment priorities, and programmatic emphases to ensure success.
ITSMA B2B Services Marketing Budget and Trends 2014 InfographicITSMA
ITSMA’s annual Services Marketing Budget Allocations and Trends survey provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries
The year’s biggest event for B2B services marketers is the ITSMA annual conference, which last year’s featured dozens of speakers, workshops, and smaller events and one-to-one consultations. Presenting were experts and pratitioners from ITSMA, Cisco, CSC, EMC, Dell, IBM, Avaya, Thomson Reuters, McKinsey, Harvard, KPMG, Deloitte, and Oracle.
The breadth of topics covered by speakers demonstrates that marketing’s responsibilities keep expanding. The number of new tools and technologies is also growing fast, which heightens the importance for marketers of planning well, measuring results, and staying connected to internal and external stakeholders. And for all the focus on marketing technology, data analytics, and digital engagement, the biggest takeaway from the conference may be that old-fashioned person-to-person interaction—with customers, internal stakeholders, and marketing peers—is essential for both professional improvement and personal well-being.
ITSMA Recognizes Best in Class Marketing Programs with its 2012 Marketing Excellence Awards
BT, Capgemini, Cisco, Dell, Deloitte, DocuSign, IBM, Infosys, Microsoft, Optum, and Tata Consultancy Services are recognized as B2B Marketing Leaders across six categories.
An international jury of marketing executives and experts selected the winners based on excellence in situation analysis, innovation, program execution, and business results. The awards honor excellence at two levels: diamond and gold.
ITSMA Marketing Strategist Top 10 B2B Marketing StoriesITSMA
In 2010, ITSMA posted nearly 70 pieces of research, articles, and commentaries on our website. Based on clickthroughs and downloads, these ideas were the most popular.
ITSMA's 2010 Marketing Leadership Forum - HighlightsITSMA
Highlights from ITSMA's 2010 Marketing Leadership Forum. With topics such as Technology Marketing, Social Media, Thought Leadership, Client Relationship Programs, etc.
ITSMA Services Marketing Budgets And Benchmarks 2008ITSMA
Services Marketing Budgets and Benchmarks: 2008 Budget Allocations and Trends delivers a detailed look at the state of the services marketing profession as it exists in early 2008. It provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries.
How Customers Choose Solutions Providers 2009ITSMA
ITSMA, in partnership with Pierre Audoin Consultants (PAC), conducted the 2009 version of its acclaimed How Customers Choose research across three continents.
Even in a down budget year, marketers are spending more on Web 2.0. But most are just entering the game. Download this executive summary for best practices and insights including:
* Determining your participation strategy is crucial
* Web 2.0 must be integrated with “traditional” marketing channels
* Web 2.0 is not winning new business but it is having an impact
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.