Name: Creating new pipeline and winning existing deals in your top accounts
Start: 2023-11-28T16:00:00Z
End: 2023-11-28T16:00:45.000Z
Location: BrightTALK
Rating: 5

With a dedicated focus on services and solutions for the connected economy, our webcasts provide insight to help marketers strengthen reputation, increase revenue, and deepen customer relationships.

We are a world-leading B2B growth consultancy. As pioneers of account-based marketing (ABM), we enable you to embed a customer-first mindset, truly understand your markets, and build the right capabilities.


In 2024, the quest for growth calls for a fresh perspective. Enter the Momentum ITSMA Growth Matrix – a groundbreaking model designed to help you successfully navigate today’s complex market dynamics.

In the third installment of our webinar series – Supercharge 2024 Growth – we go beyond mere problem solving to redefine your approach to the growth challenge:

· Find out how to align resource allocation with strategic growth imperatives, for maximum impact on valuable accounts
· Uncover expert knowledge distilled from comprehensive benchmark data and best practices to supercharge your ABM programs
· Discover actionable strategies that empower you to shape the market by fostering innovation, leveraging established offerings, and adopting a robust go-to-market model
· Understand why a mature approach to ABM is essential to redefine the role of marketing in driving corporate growth
· Explore the need for a new, account-based GTM model, building a sustainable program that enhances reputation, relationships, and revenue

In a shifting landscape, it’s time to confront challenges head on and embrace new strategies for success:

· We'll address the inconsistency in ABM program results, particularly when scaling beyond key accounts and integrating with wider marketing efforts proves tricky
· We'll unpack the complexities of balancing performance and ROI in growth programs, highlighting the need for a nuanced approach marketing leadership
· We’ll delve into mastering the art of ruthless prioritization and effective resource allocation, in a competitive environment where agility and strategic focus are a must

We look forward to seeing you there!

Outperforming the market with strategic client growth

The future of ABM in APAC has never looked brighter as the emergence of AI makes account-centric marketing more accessible than ever before. But is the local market ready to respond? Your teams still need to understand ABM fundamentals and how emerging technologies and tools can help you deliver quick wins in tough market environment. 

Join Cate Sutherland – APAC Consulting Director at Momentum ITSMA and Mari Kauppinen – award-winning marketing leader and advisor with 25+ years in the technology sector, as they discuss the key ingredients to drive performance in 2024. 

Takeaway some practical tips on how to prepare your organization for success with ABM, from learning & development, through to program design and go-to-market execution.

ABM in APAC for 2024: Key ingredients for delivering market-beating performance

“We’re struggling to hit our targets.” “I’m at maximum capacity.” “My team has been cut and morale is low.”

Burnout is on the rise. Marketers are faced with mounting pressure to deliver more with fewer resources while adjusting to organizational change and disruption.

How are you protecting yourself and your team?

Tamara Keserovic, Head of Marketing, Americas Region at Fujitsu and Robert Hollier, Partner at Momentum ITSMA, will share their thoughts on the rise of burnout in marketing and tips on how to tackle the insidious symptoms.

Hosted by Hannah Gresty, Senior Editor - Thought Leadership at Momentum ITSMA

This December webinar will help you prep for a more positive New Year and ensure your team returns from the holidays fired up and ready to tackle the next challenge.

From burnt out to fired up: How to energize your team

Tired of the same old ABM echo chamber? Ready for a fresh perspective? We certainly are, and can’t wait to share it with you. We’re kicking off our webinar series – Supercharge 2024 Growth – to give exclusive insights for your planning.

 The missing ingredients: Why 8 out of 10 ABM programs aren't delivering real growth:

- When buying is becoming harder for clients, sales and marketing leaders are feeling the pressure to generate pipeline, accelerate live opportunities, and secure those big deals.
- ABM is a proven strategy, but it only delivers real impact when it’s done well. The 2023 Global State of Account-Based Marketing report reveals that while ABM programs are performing, there's a big gap when it comes to driving substantial impact where it matters most: revenue growth.
- Discover why your ABM program needs to be more than just a personalized campaign and learn how to bridge the demand-generation chasm.

ABM is a strategy that channels full marketing power to accounts. We’ll discuss why:

- In most organizations, ABM becomes a stop-and-start effort, influenced by leadership changes and a short-term focus.
- ABM programs should play a central role in building long-term reputation and driving year-round sales.
- Generative AI is a catalyst for change, but success depends on aligning the organization and the strategy.
- Marketing leaders must direct marketing at strategic clients and focus on impacting the three Rs – reputation, relationships, and revenue – over time.

We look forward to seeing you there!

Key ingredients to market-beating performance from your ABM program

Key highlights from Momentum ITSMA’s annual Client Buying Index (CBX) research, and the
implications of buyer behaviors and preferences for APAC.

Momentum ITSMA's latest Client Buying Index gives insights into how marketing and sales
can address the challenge of cautious and risk-averse buying teams inside the world’s
largest organizations. In this session, we’ll focus on the key differences surfaced by APAC
participants and the implications for collaborating with fellow decision-makers in North
America and Europe.

Join Cate as she shares key highlights, including:

- The enterprise buying landscape: Key trends across buying cycles in 2023

- What’s working? Where are sales and marketing teams winning?

- Buyer friction: What are your clients facing?

- Where are buying cycles heading, and what can marketing leaders do about it?

- How do you navigate buyer complexity?

Meeting the Cautious Buying Team with Confidence & Conviction in APAC

Understand buyer behavior and preferences through key highlights from Momentum ITSMA's annual Client Buying Index Research.

Meeting the Cautious Buying Team with Confidence & Conviction

In a volatile world, partnerships are a vital driver of growth for B2B solution providers. But what do companies need to do to collaborate effectively on go-to-market with their partner ecosystem? How do you move from a transactional channel to a collaborative ecosystem? What are the implications in terms of programs, processes, organization, platforms. etc.?

Join Momentum ITSMA's Phil Brown and Tom Stevenson, along with special guest Simon Downham, Director, Partner Marketing EMEA, Equinix, for this webcast where they will discuss how the proliferation of partner business models and the nature of partnering has become increasingly multi-dimensional and challenging—offering insights into how to address these new complexities.

Driving GTM Success Through Your Partner Ecosystem

ABMers have made great strides in recent years. Business leaders no longer question whether to invest in ABM. Now, they debate account coverage, scale, and optimization.

But ABM leaders still struggle with sales alignment, campaign customization, and keeping up with constant disruption. While ABM programs deliver significant improvements in engagement and revenue, the full potential is far from realized. How can we change that?

The 6th annual ABM Benchmark Study from Momentum ITSMA and the ABM Leadership Alliance provides great insight into the current state of program development and what sets successful campaigns apart from the rest.

Join Rob Leavitt and Adam Bennington for a deep dive into the new study and to learn the six key initiatives ABMers should emphasize in 2023 and beyond.

They will discuss:

- Program objectives and budgets
- Business metrics and impact
- Top tactics and challenges
- Priorities for 2023 and keys to longer term success with account-based growth

Building on ABM Success: Six Keys to Long-Term Success

Momentum ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we both awarded and shortlisted in 2022 for best performance in marketing B2B services and solutions in categories including, Advancing Marketing’s Digital Transformation, Collaborating with Sales, Deepening Engagement Through Thought Leadership, Embedding ABM Programs, Optimizing ABM Campaigns, and Strengthening and Differentiating the Brand.

Join Megan Ronquillo, Marketing Manager for Epcon Franchising for this second presentation of our complimentary Marketing Excellence Awards webcast series.

Learn about Epcon Franchising's 2022 Diamond winning program, 10 Challenges Campaign, in the Small and Medium Business category.

Momentum ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2023 MEA Program is now open for submissions through May 5. Apply here: https://momentumitsma.secure-awards.com/a

Epcon Franchising's 10 Challenges Campaign

Momentum ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we both awarded and shortlisted in 2022 for best performance in marketing B2B services and solutions in categories including, Advancing Marketing’s Digital Transformation, Collaborating with Sales, Deepening Engagement Through Thought Leadership, Embedding ABM Programs, Optimizing ABM Campaigns, and Strengthening and Differentiating the Brand.

Join Hamish Lardi, Health and Public Service Marketing Leader from Accenture for this first presentation of our complimentary Marketing Excellence Awards webcast series.

Learn about Accenture's 2022 finalist program, Accenture Tackles Diversity National Security Podcast, in the Strengthening and Differentiating the Brand category. 

Momentum ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2023 MEA Program is now open for submissions through May 5. Apply here: https://momentumitsma.secure-awards.com/a

Accenture Tackles Diversity National Security Podcast

Join Momentum ITSMA's Robert Hollier and Lori Weiner on this webcast with special guests from CRB, Fredrik Winterlind, Vice President, Marketing & Communications, and Kristine Thorpe, Director of Sales Services, who will share insights into how they structured a Client Experience Program by modernizing their Customer Satisfaction Program and adding a Client Loyalty Program that focuses on C-level executive relationships.
 
Learn how the research has equipped CRB senior management with critical data and insight to help improve key account satisfaction and loyalty, strengthen relationships, increase advocacy, and accelerate growth.
 
CRB is a leading provider of sustainable engineering, architecture, construction and consulting solutions to the global life sciences and food & beverage industries.

Keys to Improve the Client Experience and Deepen C-level Executive Relationships

ABMers have made great strides in recent years. Business leaders no longer question whether to invest in ABM. Now, they debate account coverage, scale, and optimization.

But ABM leaders still struggle with sales alignment, campaign customization, and keeping up with constant disruption. While ABM programs deliver significant improvements in engagement and revenue, the full potential is far from realized. How can we change that?

The 6th annual ABM Benchmark Study from Momentum ITSMA and the ABM Leadership Alliance provides great insight into the current state of program development and what sets successful campaigns apart from the rest.

Join Rob Leavitt and Adam Bennington for a deep dive into the new study and to learn the six key initiatives ABMers should emphasize in 2023 and beyond.

They will discuss:

- Program objectives and budgets
- Business metrics and impact
- Top tactics and challenges
- Priorities for 2023 and keys to longer term success with account-based growth

This webcast will take place on Thursday 15th December at 11:00 ET / 16:00 GMT. It will be hosted on BrightTALK and available on-demand afterwards.

Marketing to the C-Suite is more important than ever amid the continuous disruptions of the post-pandemic economy. 
 
Executive-level decision makers are moving faster and shifting strategic focus in ways that require solution providers to keep up or get out of the way. But many organizations struggle to connect and build trusted relationships at the CXO level, thus limiting their ability to achieve the trusted partner status that clients value most.
 
Join Rob Leavitt for a deep dive on executive engagement that builds on Momentum’s extensive research with CXO decision makers and hands-on experience with executive engagement programs at some of the world’s leading B2B firms. The session will explore practical approaches to strengthening executive engagement in five critical areas for C-Suite success:
 
*Identifying and understanding the executives that matter most
*Creating content that speaks to executive priorities
*Enabling sales to engage at the executive level
*Designing the right mix of executive-level activities and experiences 
*Measuring performance for continuous improvement

Deepening Executive Engagement: Accelerating Demand with C-Suite Connections

ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2021 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, driving strategic growth, executive engagement, sales collaboration, and thought leadership.

Join Rob Leavitt, SVP, Advisory & Training, Momentum, as he introduces guest speaker, Leslie Cozatt, Head of B2B Corporate Marketing at Optum for this third presentation of our complimentary Marketing Excellence Awards webcast series.

Learn about Optum’s 2021 diamond award-winning entry, C-Suite Persona Thought Leadership Program, in the Advancing Thought Leadership category. Hear about Optum’s persona-driven approach to C-Suite communications that has been enormously effective, primarily because the content and its delivery truly aligns with the needs, pressures, and tensions of each of the three targeted C-suite roles. Statistically, the C-Suite Persona Thought Leadership Program is one of the most successful engagement programs to date at Optum with over 18,000 net new and newly engaged C-suite contacts and 95% of C-suite subscribers interacting with content.

ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2022 MEA Program is now open for submissions through May 20.

Optum's C-Suite Persona Thought Leadership Program

ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2021 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, driving strategic growth, executive engagement, sales collaboration, and thought leadership.

Join ITSMA’s Julie Schwartz, Senior Vice President, Research & Thought Leadership, as she introduces guest speakers, Monica Koedel, Senior Director, Digital Customer Experience, and Julie Andrews, Director, Digital Lifecycle Management from Cisco for this second presentation of our complimentary Marketing Excellence Awards webcast series.

Learn about Cisco's 2021 diamond award-winning program, Cisco Ignites Growth & Customer Success with Partners During 'Year of Scale,' in the Driving Strategic Growth category. Hear about Cisco's partner-focused digital engagement program that delivered unprecedented scale and growth to partners, doubling the number of partners enrolled to more than 6,000 worldwide and closing nearly $1 billion in digital bookings in fiscal year 2021.

ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2022 MEA Program is now open for submissions through May 20.

Igniting Growth & Customer Success (MEA-Winning Case Study by Cisco)

Join us for a stimulating discussion on the marketing studies and trends that have caught our eye – for better or worse – in Q1 of 2022. 

Experts from The Momentum Group will take a critical look at the latest research from Harvard Business Review, Gartner, and McKinsey in this laid-back fireside chat. They will also examine the key themes for our hotly anticipated Customer Buying Index surveys. 

B2B marketing veteran Robert Hollier, Partner & Head of Consulting at Momentum, will be joined in conversation by Diane Borska, SVP, Market Insights, a specialist in competitive intelligence; and Julie Schwartz, SVP, Research & Thought Leadership, head of ITSMA's renowned studies on B2B services and solutions marketing. 

What marketing trends and topics have caught your attention this year? Send your suggestions prior to the event and join our experts in conversation.

Marketing trends 2022: what’s hot and what’s not

ITSMA’s Marketing Excellence Awards (MEA) webcast series showcases programs we awarded in 2021 for best performance in marketing B2B services and solutions in categories including, account-based marketing, brand & reputation, driving strategic growth, executive engagement, sales collaboration, and thought leadership.

Join ITSMA’s Julie Schwartz, Senior Vice President, Research & Thought Leadership, as she introduces guest speaker, Navin Rammohan, Vice President, Segment Head Marketing, Infosys for this first presentation of our Marketing Excellence Awards webcast series.

Learn about Infosys' 2021 gold award-winning program, Hyperscale ABM, in the Driving Strategic Growth category. Hear about Infosys' efforts to transform their marketing execution engine and hyperscale ABM in an ABM Center of Excellence (CoE) to drive long-term growth that influenced a sales pipeline of $7.5 billion at their ABM accounts.

ITSMA’s MEA program honors the pursuit of excellence in strategy and planning, innovation, execution, and business results—key criteria for success in any marketing program. The 2022 MEA Program is open for submissions through May 20.

Hyperscale ABM (Marketing Excellence Award-Winning Case Study by Infosys)

As we head into 2024, creating new pipeline has risen to the forefront of marketing priorities. In many cases, claiming the top spot.

In the second of our webinar series – Supercharge 2024 Growth – we’ll unveil exclusive insights for your strategic planning:

· Discover how marketing can deliver on this mission to create new pipeline and win in existing accounts
· Delve into fresh research shedding light on the buying behaviours of the world's leading organizations
· Uncover the robust case for investing in marketing, and learn how and where to direct that investment to accelerate your pipeline
· Gain clarity on the actions marketing leaders should be taking, and those they should leave behind

From your client's perspective, it's an uncertain world – often high on expectation but low on trust:

· We'll share valuable insights on navigating new complexities
· We’ll highlight where can marketing drive significant value
· We’ll give you a roadmap for marketing to most effectively support sales
· We’ll explain how to orchestrate your people and resources to maximum effect

We look forward to seeing you there!

Creating new pipeline and winning existing deals in your top accounts

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