Growth insights, reports, and news for you

Why vertical go-to-market strategies work and how to achieve vertical GTM success.

Despite the unquestionable importance of partner-driven go-to-market strategies and ABM initiatives, they’ve traditionally operated in separate organizational silos. However, a transformative shift is in progress, fueled by client demands for heightened synergy among their suppliers.

Thought leadership development is a balancing act. You need to harness the right stakeholders, at the right time, with the right insights.

Understanding and properly wielding generative AI is essential for adding value in ABM. We'll be digging deeper into this at Marketing Vision 2023.

In the world of ABM and partner marketing, there’s a clear mantra: one team, one strategy, one goal. Alignment is critical to capturing the full value of this exciting, and growing, application of ABM.

Despite the unquestionable importance of partner-driven go-to-market strategies and ABM initiatives, they’ve traditionally operated in separate organizational silos. However, a transformative shift is in progress, fueled by client demands for heightened synergy among their suppliers.

Engaging the C-suite is often a top priority for ABM programs, but reaching the right executives from the right approach, at scale, is no simple task for even the most sophisticated programs.

October is Black History Month, so we want to ‘Salute our Sisters’ by recognizing and honoring the remarkable achievements of some of the most influential and inspiring black women in sales and marketing.  

Your internal audience can help ensure your thought leadership program is top-notch through sharing their expertise and their networks.

In 1993, a book called ‘The One to One Future: Building Relationships One Customer at a Time’ set the stage for a revolutionary approach to marketing.

Account-Based Marketing (ABM) is not a one-size-fits-all strategy. As it gains traction worldwide, it adapts and evolves to fit the distinct characteristics of each region.

In the world of B2B marketing, few strategies have gained as much traction as ABM. This highly personalized approach has not only transformed the way businesses connect with their most valuable customers but also ushered in a new era of marketing sophistication.

Inclusivity isn’t just a buzzword – it needs deliberate actions and even seemingly small gestures can have a profound impact.

B2B marketing faces a crossroads as roles are splitting across departments. CMOs must become customer-centric leaders to ensure relevance, focusing on understanding client needs and spearheading growth.

Generative AI may be much closer than we as marketing professionals like to think - automating marketing processes and even taking on 'creative' tasks that we perhaps think only well-paid humans can do. Is this creative destruction – or just destruction? 

With repeatable B2B thought leadership programs, you no longer need to fight competitors for share of voice.

One fascinating finding from the latest Momentum ITSMA Client Buying Index (CBX), that has stimulated a lot of attention, is the data around ESG (Environmental Social Governance) and DEI (Diversity Equity Inclusion).

Here at Momentum ITSMA, we’re on a mission to create long-term client advantage by blending human and artificial intelligence, particularly generative AI.

While one person’s definition of diversity may differ from another’s, we’re united in our collective responsibility for fostering equity and inclusion in the workplace – and beyond.

Thought leadership experts from PwC and international law firm Simmons & Simmons share their advice on getting the most from your content without increasing your budget or resources.

Over the last few years, the B2B tech industry has been buzzing with discussions about the shift from transactional partner channels to collaborative partner ecosystems. While the hype has often outpaced the reality, evidence suggests the concept is finally translating into tangible changes on the ground.

In 2022 Google Cloud made a strategic decision about its Account-Based Marketing (ABM) program to focus on deepening relationships with existing customers; this initiative was positioned as a pilot ABM team.

CEO of Momentum ITSMA & author of An Executives Guide to ABM, helping firms develop, embed and enable Account Based Marketing strategies.

Google Cloud revamped its ABM approach to become a trusted partner in a customer’s digital transformation journey and elevated its reputation in just six months.