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ITSMA

Behavioral Scoring in Account-Based Advertising

Account-based marketing (ABM) has been around for over a decade, first introduced by ITSMA in 2004. It was created “to help marketers stop generic sales pitches and zero in on the essential needs of their most important clients.” Now, 15 years later, we are finally in a place where companies incorporate ABM into their marketing strategies and budgets. Yet, as with every relatively new technique, many marketers are still struggling with measuring the effectiveness of their ABM campaigns, especially scoring accounts before…

New Report Shows ABM is Driving Greater Customer Success

Findings Show B2B Marketers Achieving Better Results as They Get More Sophisticated in their ABM Strategies ITSMA, the B2B marketing leadership co­­­mmunity that pioneered Account-Based Marketing (ABM) in the early 2000s, and ABM leader Demandbase, released, in collaboration with the ABM Leadership Alliance (ABMLA), a research study titled '2018 ABM Benchmark Study'. The study found that 77 percent of B2B marketers believe ABM has driven greater success for their target accounts. ABM programs now account for more than a…

ITSMA Announces Finalists for the 2018 Marketing Excellence Awards

ITSMA, the leadership community for B2B marketers in the connected economy, announced the finalists in its 21st Annual Marketing Excellence Awards Program. The program honors the marketing programs, campaigns, and new initiatives that have demonstrated superior performance in the four most critical aspects of marketing success: strategy and planning, innovation, execution, and business results. The program focuses exclusively on marketing for B2B services and solutions, and highlights the most important dimensions of a…

10 ABM Stats at Your Fingertips

The secret behind the growing popularity of Account-Based Marketing (ABM) is how confident and informed marketers feel while using it. While ABM remains the hottest MarTech topic for 2017, its importance has not grown overnight. While it may seem all geek to newbies, ABM offers very rewarding opportunities for marketers. According to the ABM evangelist, Sangram Vajre of Terminus, “If marketers adopt Account-Based Marketing practices, they will drive revenue in their businesses. I want to do everything I can to help make…