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:...
View Article15 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...
View ArticleResearch 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...
View ArticleDare 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...
View ArticleHow 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...
View ArticleWhat 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...
View ArticleGetting 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...
View ArticleEight 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...
View ArticleThe 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...
View ArticleHigh-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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