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Four Reasons Why Social Media Listening Is Not Research

A new post by JulieBy Julie Schwartz, ITSMA and Laura Patterson, VEM We recently completed a three-city road show to deliver the results from the 2012 ITSMA/VEM marketing Performance Management Study:...

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15 Marketing Books You’ll Want to Devour

A new post by Julieby Julie Schwartz, ITSMA Do you have some vacation time coming? Some time to relax with a good book in front of a roaring fire or under a palm tree? Already finished the Hunger Games...

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Research Results: The Best that Boston has to Offer ITSMA Conference Attendees

A new post by JulieBy Julie Schwartz, ITSMA, jschwartz@itsma.com Are you coming to ITSMA’s 20th Annual Marketing Conference: The New Face of Marketing? If yes, then you are coming to one of the best...

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Dare to Lead: The Transformation of Marketing

A new post by JulieBy Julie Schwartz, ITSMA, jschwartz@itsma.com Marketing has finally come of age, leaving the data sheets, parties, and swag behind and stepping up to lead the business. But like many...

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How to Get Business Leaders to Pay Attention to Marketing Data

By Julie Schwartz, ITSMA, jschwartz@itsma.com An appalling 12% of CEOs and BU leaders rely on marketing data to make decisions. The percentage drops to 7% for CFOs and finance executives. Despite the...

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What Does a Good B2B Buyer Persona Look Like?

By Julie Schwartz, ITSMA, jschwartz@itsma.com Part of what makes buyer personas such a powerful tool in shaping marketing messages and content development is in the “personal” aspect.  A buyer persona...

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Getting the Golden Nuggets in Personas: Buyer Interviews

By Julie Schwartz, ITSMA, jschwartz@itsma.com The resounding consensus among both respondents to our recent survey who described themselves as “very effective” in using buyer personas and B2B buyer...

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Eight Steps to B2B Solutions Content Marketing Success

By Julie Schwartz, ITSMA, jschwartz@itsma.com Today, you can’t talk about marketing without talking about content. Most of us old-timers (like me!) laugh and say, “Hasn’t marketing always been about...

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The Rise and Rise of ABM

By Bev Burgess,  ITSMA, bburgess@itsma.com Rarely have I seen this much hype since the initial days of E-Business around the turn of the millennium. ABM is hot. It’s everywhere. It has ‘crossed the...

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High-Growth Tech Companies Prioritize Customer Insight and Analytics

By Donna Thach,  ITSMA, dthach@itsma.com How is marketing different in faster-growing B2B tech companies? According to ITSMA’s 2016 Services Marketing Budget Allocations and Trends Study, marketing...

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