Tuesday, November 13, 2007 - ITSMA · 2012-12-18 · Opportunity for marketing to lead thru shift ... @julieitsma communicate to be relevant to millenials open, smart, immediate,

#ITSMAAC12 Transcript

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At our 2012 Annual Marketing Conference, ITSMA encouraged attendees to follow the conference on Twitter, using the hashtag #ITSMAAC12. We tweeted our notes as well as our observations about the speakers and their content. You’ll also see live links to some of the research speakers referred to during the Conference, as well as live links to the people who followed the Twitter conversation so you can build your own personal Twitter network of B2B services marketers and join the conversation. We’ve organized the tweets according to the agenda. To get the latest information about ITSMA research and events, as well as join a conversation about B2B services marketing, follow ITSMA on Twitter: @ITSMA_B2B.

@ITSMA_B2B If you can't be there in person next week, be there on twitter! ITSMA's Annual Marketing Conference #itsmaac12 http://www.itsma.com/events/marketing-conference-2012/ …

@jeniferh Almost to Cambridge for ITSMA's 12th annual conference! Hoping to learn a few new things.

@jackiekahle Getting ready to start

@SeaNmWhite Ready to start the @ITSMA_B2B At the @CharlesHotel for Annual Marketing Conference

@ITSMA_B2B ITSMA's Annual Marketing Conference about to kickoff in 20 minutes

@julieitsma ITSMA's annual conference is starting. Great speaker lineup.

@julieitsma Marketing needs a new value proposition. Senior execs misunderstand marketing #marketing

@meisenberg Kicking off #itsmaac12 with CEO Dave Munn pic.twitter.com/YBMHTiOj

@julieitsma Not enough senior execs view b2b marketers as strategic

@julieitsma Marketing needs to be a business driver, relationship builder and effective executor #itsmaac12 #marketing

@ITSMA_B2B Marketers need to speak the language of business, not the language of marketing

@julieitsma marketing must be both strategic and tactical #marketing

@julieitsma ITSMA has a six step process for developing value props

@ITSMA_B2B Marketing skills needed analytics, social media, industry knowledge, journalism. New marketers won't all come from marketing

https://www.itsma.com/events/marketing-conference-2012/#agenda

ITSMA ANNUAL CONFERENCE | #ITSMAAC12 Transcript

© 2012 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. | www.itsma.com | MK4743 2

@ITSMA_B2B RT @julieitsma ITSMA has a six step process for developing value props Free Infographic here http://www.itsma.com/research/six-steps-to-crafting-effective-value-propositions/ …

@ITSMA_B2B Next up, Malcolm Frank EVP Strategy & Marketing for @Cognizant

@julieitsma Malcolm Frank from Cognizant on deck

@meisenberg Malcolm Frank CMO @cognizant taking the stage on What's Changing in Marketing

@fmisbell Great introduction to ITSMA conference in Cambridge -- six-step model to develop an effective marketing value proposition

@MaintenanceNet Great opening @ #itsmaac12

@julieitsma We are experiencing an era of significant change and confusion in IT, services and marketing.

@meisenberg You can't understand what's new in Marketing until you understand what is new in IT & services says Malcolm Frank @cognizant

@ITSMA_B2B What's happening in marketing? Social + mobile + analytics + cloud = significant structural changes

@julieitsma New chapter in technology social, mobile, analytics, cloud. Consumerisation of IT

@fmisbell What`s changing in marketing? 3 main trends in IT, services and marketing itself driving these major shifts

@jackiekahle New acronym - the SMAC stack- social+mobile+analytics+cloud

@louisjon @ITSMA_B2B What's happening in marketing? Social + mobile + analytics + cloud = significant structural changes

@meisenberg Intro the SMAC stack - Social + Mobile + Advanced Analytics + Cloud = great time to be in #Marketing

@ITSMA_B2B Era of the "SMAC Stack" RT @julieitsma New chapter in technology social, mobile, analytics, cloud. Consumerisation of IT

@jeniferh SMAC stack Social, mobility, advanced analytics, cloud = consumerizatin of IT

@ITSMA_B2B 10 Billion (with a "B") computing devices in use today...with only 7B people on earth!

@Visible_Expert 10 billion computing devices...assume everyone has a smart device. So what do we do with that power?

@ITSMA_B2B Game changer going from 10B to 50-100B computers by 2020...think beyond the box (PC, tablet, phone) to cars, home, toothbrushes!

@ITSMA_B2B Data under corporate management will grow 50x by 2020, however, number of IT professionals will grow just 1.5 times

@Visible_Expert Game changer. going from 10B to 100B computers by 2020. beyond PC, tablet, phone to cars, home, toothbrushes! #thoughtleadership

@julieitsma We are on the edge of an explosion of data and devices



@julieitsma very few vendors make the shift from one technology era to the next

@jackiekahle 35000 exabytes under mgmt by 2020 #bigdata

@meisenberg Vendors must make transition and disruptive technologies will triumph - go @DocuSign

@fmisbell Confusion in marketplace -- need for vendors to make a transition - new wave drives a transition that leaders need to address

@Visible_Expert Few companies have made the shift to the next disruptive wave. Leaders are dismissive. New players can look like lightweights.

@ITSMA_B2B Leaders dismiss next waves of tech because new providers look like lightweights. Opportunity for marketing to lead thru shift

@julieitsma #itsmaac12 marketing has to lead the change to remain relevant and survive in the next technology wave

@SueatDell Great discussion w Frank Malcolm at what's changing in marketing and how to make a successful shift @cyngumbert

@kelly_crothers Speak the language of business, not the language of marketing - Dave Munn at

@meisenberg "The Grandpa Box" is now what the millennials are calling computers - they now live on their phones and tablets ouch

@julieitsma Virtual speak virtual tech creating disconnect between our personal lives and work lives

@fmisbell Effects of Virtual Technology -- a personal and work life impact defined by location/co-location of people and information

@ITSMA_B2B A big marketing change Tech in personal life is better than in work life & it's what customers have come to expect

@Visible_Expert Shift in our world to Let's create together. #thoughtleadership Makes me think about @ericries Agile. Lean.

@ITSMA_B2B Marketing/comms should be Open, transparent, immediate, smart, honest, informal, flat. You want to build trust not erode it

@ITSMA_B2B Last one Deeply Human! RT @ITSMA_B2B Marketing/comms should be Open, transparent, immediate, smart, honest, informal, flat.

@julieitsma communicate to be relevant to millenials open, smart, immediate, informal, deeply human #marketing

@fmisbell Align services messaging to 8 key attributes and build trust or risk alienating your audience -- great insight

@meisenberg "Always be recommending" like @amazon which drives 35% of Amazon's revenue - can I recommend @DocuSign ;)



@julieitsma Malcolm Frank of Cognizant says services companies need to market with fact-based intimacy #marketing

@ITSMA_B2B Recommendations drive 35% of @amazon revenue. B2B should know customers well enough to make recommendations like B2C does

@SueatDell Huge value in always recommending to your customers - key to listen and understand their needs

@ITSMA_B2B Newspapers, magazines are dying yet marketers still create print brochures. Need to ask the purpose & track the value

@julieitsma when marketing has no money, it has to do things differently.

@kelly_crothers Agree! With focused resources, small teams can do anything - Malcolm Frank

@snakeynag There is a lot of ageism in enterprise marketing. Hmm no surprises why, eh?

@julieitsma marketing has to hire the best people in the world. Mediocre marketers won't cut it. #marketing

@ITSMA_B2B Hiring the best people available will pay off says Malcolm Frank

@knowledgence Marketing has 3 distinctive roles to play business driver, relationship builder, effective executor.

@ITSMA_B2B A big shift for @cognizant Stop interruption marketing in physical places and do content marketing in virtual spaces

@julieitsma with a limited marketing budget, we have to make a choice. Choose targeted content marketing online. #marketing

@fmisbell From interruption marketing in physical places to permission marketing in virtual spaces with content marketing & integration

@ITSMA_B2B With virtual marketing you can track who's viewing, from what devices, what times, etc. Can't get this data from an airport ad

@julieitsma #itsmaac12 mobile device marketing is more than access to same content. Need to appeal to person on that platform in that state of mind

@snakeynag Virtual online marketing is great, but what about Adblock? I haven't seen an online ad in three years. Banners are old school.

@ITSMA_B2B "Tom Sawyer marketing" = engage rest of the organization, partners to speak with consistency & clarity. We're all in marketing

@carmenhill “ @ITSMA_B2B Recommendations drive 35% of @amazon revenue. B2B should know customers well enough to make recos like B2C does”

@snakeynag Malcolm Hall from Cognizant just used Zidanes's headbutt to make a point. Now that is actually cool.

@snakeynag Malcolm Frank from Cognizant, not Hall. Fat fingered that



@SueatDell Frank Malcolm @Cognizant we are all in marketing...importance of speaking w consistency and clarity

@ITSMA_B2B Move from hierarchy to wirearchy. Instead of marketing just to top person, recognize the influencers. Track what gets "forwarded"

@snakeynag Wirearchy. Buzzword alert. Virtual HQ? Then why does Google have the huge campus? fb? And apple. Companies that get big, build.

@fmisbell Fundamental shift from Hierarchy to Wirearchy and from command & control to weaving a virtual web - fascinating business shift

@julieitsma in a highly networked world, only 300 matter. So where do you focus? Find the audience with analytics and leverage network effect

@ITSMA_B2B RT @julieitsma in a highly networked world, only 300 matter. Find the audience with analytics and leverage network effect

@snakeynag The echo chamber effect is dangerous. You can never learn opposing views if you don't step out of comfort zone.

@julieitsma Tap into networks of affiliation.

@ITSMA_B2B Marketers need to tap into networks of affiliation #ITSMAAC12

@snakeynag As marketers, do we just say what people want to hear? Great campaigns didn't. #itsmaac12

@ITSMA_B2B First 2/3 of "marketing" is "market". How much time do you spend in the market? Connect with your clients

@julieitsma Marketers need to connect with clients in person and virtually. Have substantive conversations. Ask for feedback.

@ITSMA_B2B Markets are now a conversation & winning/losing is found in the nuance. Clients can tell if you're really engaged or not.

@snakeynag "Mobile!= book reports on tablets", says Malcolm Frank @cognizant. Agreed!

@snakeynag Romantic Spanish Poetry at #itsmaac12. Little bit of everything here

@ITSMA_B2B Be wary of the highly opinionated "expert" in your marketing dept. Instead, look for someone who can translate the market

@meisenberg Interesting Spanish poem translation by Harvard specialist verses a crowdsourced translation - crowd sourcing much more accurate

@snakeynag Crowd sourcing is useful but can lead to the tyranny of the mean. Many great artists were laughed at when alive by crowds.

@ITSMA_B2B B2B marketers can be authentic by staying true to the brand promise. Do a brand audit & share it (the good & bad) internally



@fmisbell Brand and authenticity -- leverage the brand promise, whatever it may be, and above all be real and achieve transparency

@snakeynag Mostly boils down to this build good, stuff tell the truth, don't try to fool people. Applies to everything, not just marketing.

@fmisbell Great kick-off for the ITSMA Marketing`s New Value Proposition conference in Cambridge MA - authenticity, transparency, brand

@julieitsma Does your marketing communicate your values? It should b/c that is your differentiation, not your feeds and speeds.

@ITSMA_B2B Market your values, not your "speeds & feeds". Values endure. The best brands make choices and stay true to their values

@SueatDell Are you expressing speeds & feeds or are you expressing values? Frank Malcolm

@Infosys_BPO RT @julieitsma Marketing needs to be a business driver, relationship builder and effective executor #marketing

@knowledgence The first 2/3 of marketing is MARKET. Get out there and engage live.

@Infosys_BPO RT @knowledgence The first 2/3 of marketing is MARKET. Get out there and engage live.

@snakeynag Dell VP of Americas Marketing up next. Interesting to see how they turned, " dude, you bought a Dell" around.

@ITSMA_B2B Monique Bonner from @Dell on moving beyond the brand

@meisenberg Monique Bonner @dell vp of marketing of America's speaking Beyond the Brand

@snakeynag Dell set up a BHAG. Echoes of Renault. (BHAG = big hairy audacious goal (MBA buzzword (I know, I know)))

@julieitsma Dell's Monique Bonner says purpose driven companies perform best.

@pambburton Dell's brand journey from 2006 crisis led to comprehensive research

@ITSMA_B2B Dell started brand journey with huge research study. Interviewed 10k customers globally

@snakeynag Dell decided to be more data driven in marketing. That is SO important. We all know about opinions.

@julieitsma Even when selling B2B the brand needs to connect at an emotional level.

@fmisbell VP of Americas Marketing of Dell -- have one brand, own what matters most, true to DNA and elevate to a emotional level

@ITSMA_B2B Dell's purpose is emotionally-driven Delivering tech solutions that enable pple everywhere to grow and thrive

@ITSMA_B2B For brand journey, Dell began by educating employees



@snakeynag Dell vp mkting = “brand is what THEY say it is”. And therein lies the rub. Brands are ultimately defined by market, not co.

@fmisbell Brand is what THEY say it is, an emotional reaction, a whole experience, company-wide, everything you do - not the logo, tagline

@ITSMA_B2B Brand is not a log, a tagline, a product…brand is what customers say about you, an emotional reaction, the whole experience

@ITSMA_B2B RT @snakeynag " brand is what THEY say it is". And therein lies the rub. Brands are ultimately defined by market, not co.

@snakeynag On the other hand, feedback loop. Tell them what brand is, (and live up to it) and u can define it yrself. Have to b authentic.

@knowledgence "Nobody feels a long-term commitment to price." - Monique Bonner, Dell

@Visible_Expert #dell discussing their #branding getting back to Michael's original beliefs and purpose

@ITSMA_B2B Wow. 95% of Dell employees say they understand the brand and their role in delivering the brand.

@snakeynag Litmus test do your own employees WANT to buy your product? If not, you're doing it wrong. (Consumer companies obviously)

@fmisbell Dell results to date -- 95% of Dell employees understand the value of the brand and what it represents, a significant shift

@julieitsma Dell has 100k employees who are brand ambassadors. 95% employees say they know and are comfortable with the brand

@snakeynag 100 people in room, and maybe 5 people tweeting. I'd say social isn't fully appreciated by senior marketers. Compare with SXSW.

@ITSMA_B2B From @Dell use analytics, insights, copy testing, focus groups, message testing before you put things in the market

@jeniferh Customers care what are you going to do for them!! Not that you're #1.

@fmisbell Dell significant value from research & insights before putting programs and messaging in market - showcase emotional connection

@snakeynag I want to know where Dell gets their stock images from. Oddly appealing pictures in this presentation.

@ITSMA_B2B Brand of @Dell is complicated. It’s a complex business w/B2B, B2C, Channels. Have to make sure one is not seen as more important

@julieitsma good point from the audience, b2b decision makers are consumers too. There is a halo effect.

@snakeynag Dude you got a Dell. Example of a marketing campaign getting hijacked.



@snakeynag http://www.urbandictionary.com/define.php?term=Dude%2C%20you%20bought%20a%20Dell%20didn't%20you%3F … to my previous point.

@knowledgence Consider "rural-sourcing" as an alternative to outsourcing work outside of the USA.

@mr_mat_rider RT @meisenberg Vendors must make transition and disruptive technologies will triumph - go @DocuSign

@kelly_crothers Purpose driven marketing drives success for companies, said Monica Bonner- #Dell

@meisenberg Give buyers what they want ITSMA survey results with Julie Schwartz pic.twitter.com/NVgKNwsB

@ITSMA_B2B First insight from buyer research Marketers' predictions of buyer behavior did not match actual buyer behavior.

@fmisbell Julie Schwartz up for Give Buyers What They Want at ITSMA Annual Conference - "don't want pirate stuff"! pic.twitter.com/bkDV7Jup

@donhart "Dear Santa I don't want pirate stuff." Give your customers what they want.

@snakeynag Decline of peers in the purchase process? Or new peers that you haven't picked up?

@ITSMA_B2B 2011 ITSMA research id'd the B2B social buyer (young, digital natives). 2012 research validated that B2B social buyer is REAL.

@ITSMA_B2B Another validated trend for B2B marketers is that solution providers are credible sources of info.

@snakeynag Social media lets you be peers with sol'n providers. Trusted advisors are what drive purchases. Trust above all else.

@SeaNmWhite Bridge the gap of buyer perception and behavior. Research from @julieitsma In 2011 the rise of the B2B social buyer.

@ITSMA_B2B New finding for buyer research is that buyers rely on SALES at all stages of the buying process.

@ITSMA_B2B Peers no longer top source of info in the early stages of the buying process, solution providers are (Peers were top 1999-2010)

@snakeynag Peers no longer that influential in buying decision. Due to tech becoming crazy complex? Can't just buy a box any more.

@ITSMA_B2B The real "a-ha" is that with a proliferation of marketing channels, there really is no silver bullet

@snakeynag Previously, you bought the box your pal at the other company bought. No longer possible.

@ITSMA_B2B Your website is important! The first thing buyers do is search the web for information.

@knowledgence Solution provider SMEs and sales people are the top 2 sources of information - ahead of peers.

@snakeynag Simple lesson build a great website, and do some SEO!



@ITSMA_B2B Buyers use social media to keep up with industry news, id new solution providers, keep up with TL -- NOT to build relationships

@jhowell24 Buyers are using social media most often to keep up with industry news and events... Not to build relationships

@ITSMA_B2B Maybe B2B marketers are out of touch. They have to get out into the market and connect with customers

@snakeynag Also buyers aren't a new exotic species. They are human just like you and me doing the same things we do. Great insight at

@LauraVEM Malcom Frank reminds us that 2/3 of marketing is market

@snakeynag Social buyers = young executives with clout. I.e., learn to speak the language of the google generation (not fb, yet).

@DirkPalder RT @ITSMA_B2B What's happening in marketing? Social + mobile + analytics + cloud = significant structural changes

@ITSMA_B2B Traditional buyers online just as much as social buyers, difference is social buyers use mobile devices (not "grandpa box")

@kelly_crothers Trend- Traditional buyers are becoming more social, study by @julieitsma

@ITSMA_B2B B2B social buyers do own research, traditional buyer more likely to delegate. Opportunity for marketers to reach buyers directly.

@ITSMA_B2B B2B social buyers redefining "peers" to those in their wired network

@VZKIDO @ #ITSMAAC12 ill be RT new insights on How Buyers Consume Information

@pambburton Traditional buyers STILL favor face to face events @julieitsma

@ITSMA_B2B Social buyers look for info everywhere; traditional buyers like research, trade shows, seminars. Marketing to both is hard!

@ITSMA_B2B To reach both buyers, process is the same Build fact-based intimacy, grab attention with thought leadership, create community.

@ITSMA_B2B Conventional wisdom says buyers wait to engage with sales. WRONG! Buyers want to engage sales before they id the shortlist

@pambburton A-HA 70% of buyers do want to engage with sales prior to creating short list

@snakeynag Marketing and sales might be becoming an obsolete dichotomy. Merging together as buying patterns change.

@ITSMA_B2B Marketers need to help sales do thought leadership selling. Read The Challenger Sale http://www.amazon.com/The-Challenger-Sale-Customer-Conversation …



@ITSMA_B2B The B2B social buyers see more value in interacting with sales reps than traditional buyers do, especially in an advisory role

@SeaNmWhite B2B social buyers see more value interacting with sales reps than traditional buyers do, in advisory role don't just sell advise

@pambburton B2b social buyers value sales people to educate them

@MaintenanceNet Buyers rely on sales, however they want to be educated, not sold to. Educate sales to be thought leaders via @julieitsma

@ITSMA_B2B Give buyers what they want access to SMEs, advice from sales rep, easy to use websites, relevant content, peer networking

@meisenberg Enable sales to do thought leadership selling Julie Schwartz

@ITSMA_B2B Marketers are marketing differently, buyers are buying differently; it's time for sales to start selling differently.

@pambburton Enable sales to do thought leadership selling

@ITSMA_B2B Great segue into next speaker, Dimitri Shiry from @DeloitteUS who's responsible for both sales & marketing

@meisenberg Dmitri Shiry - National sales & mktg leader @Deloitte talking to how marketing can get close to revenue - be a profit center

@ITSMA_B2B Love a funny presenter, especially after lunch!

@ITSMA_B2B 3 sales & mktg truths1/It's always about the client 2/We're always marketing & selling 3/Stuff gets done b/c of relationships

@Visible_Expert Enabling #sales to do #thoughtleadership marketing helps create epiphanies with clients. From #b2b research by @julieitsma

@pambburton Dmitri Shiry @Deloitte "stuff gets done because of relationships "

@snakeynag Dmitri Shiry from Deloitte makes a good point about striving for pervasive understanding( of the client) within ones company.

@ITSMA_B2B Without understanding you can't get perspective. You'll be relegated to executing a task. To be strategic, understand the client

@julieitsma ROI is antiquated according to Dmitri Shiry, partner & national leader for sales & marketing, Deloitte

@snakeynag On a lighter note "directionally" seems to be Deloitte's word for 2012.

@julieitsma it is not networking. It is relationship building.

@ITSMA_B2B For marketers, networking isn't enough. They need to build relationships & expand reach beyond core business

@ITSMA_B2B "Ladies & gentlemen, your clients don't care how you're organized." They have a problem that they want solved.



@julieitsma better results with sales and marketing part of the same organization

@ITSMA_B2B #Deloitte put sales & marketing together 4 years ago. Gets marketers closer to revenue

@snakeynag Hah, I just tweeted that sales and marketing need to come together, and here's Deloitte validating that.

@meisenberg Buyers want industry insight, understanding, responsiveness and right solution/team according to Dmitry Shiry @deloitte

@ITSMA_B2B Having the biz engage with client marketers is paramount to provide insight & understanding to client culture

@ITSMA_B2B RT @meisenberg Buyers want industry insight, understanding, responsiveness and right solution/team says Dmitry Shiry @deloitte

@ITSMA_B2B Marketers at #Deloitte are taking the same sales classes as their sales colleagues. Great way to align sales & marketing

@ITSMA_B2B Deloitte says 1:1 marketing is their nirvana. Another term for that is Account Based Marketing (ABM) http://www.itsma.com/insight/account-based-marketing/ …

@fmisbell Cool model by Deloitte to showcase level of interaction and tailoring of the customer experience in a 2x2 grid defines activity

@snakeynag This is what it takes to run the mikes at an ITSMA conference. Heavy stuff! pic.twitter.com/V7218m2y

@chiefmartec Agile Marketing & Rise of the Marketing Technologist http://www.chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation.html … -- my presentation for @ITSMA_B2B marketing conference

@ITSMA_B2B Starting now! RT @chiefmartec Agile Marketing & Rise of the Marketing Technologist http://www.chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation.html …

@julieitsma Scott Brinker starting talk on agile marketing and rise of marketing technologist.

@meisenberg Really interested to hear from @chiefmartec on Agile Mktg and the rise of the marketing technologist

@pambburton Scott Brinker marketers must master speed and complexity @chiefmartec

@julieitsma 5 meta trends in mktg. first is traditional to digital

@meisenberg @chiefmartec giving a nice shout out to @DocuSign board member Mary Meeker and trends report onstage

@ITSMA_B2B Digital really is becoming the backbone of business and life. And where the audience goes, marketing will follow @chiefmartec



@pambburton Awesome watercolor illustrations in your presentation @chiefmartec

@ITSMA_B2B Why are we investing so much in digital marketing? Top reason is measurability. @chiefmartec

@julieitsma 2nd meta trend media silos to converged media

@SueatDell Scott Brinker 1/3 spend more than 50% of marketing budget on digital

@ITSMA_B2B In B2B used to be a huge asymmetry of information; sales was the source of answers. Now, when B2B buyers want info they go online

@ITSMA_B2B Shift to converged media puts burden of responsibility on marketing, but this is where our buyers are. @chiefmartec

@julieitsma 3rd marketing meta trend communications to experience. Coom. Is right message, right audience, right time

@ITSMA_B2B Majority marketing money & time is spent on promotion. It’s one of the reasons marketing hasn’t been seen as strategic

@julieitsma most executives think what #marketing does is Promotion. Marketing is so much more

@SueatDell @chiefmartec every single customer experience is a brands moment of truth

@SeaNmWhite Can't miss follow for all #b2b marketers @chiefmartec Agile Marketing & Rise of the Marketing Technologisthttp://www.chiefmartec.com/2012/12/5-marketing-meta-trends-the-presentation.html …

@julieitsma Fourth meta trend from art and copy to code and data

@julieitsma Third marketing meta trend communications to experience. Comm. Is right message, right audience, right time

@ITSMA_B2B We are in a golden age of marketing software because software has become how we see & touch the world says @chiefmartec

@snakeynag Anyone who quotes Dune has my vote. Muad'dib FTW! @chiefmartec

@ITSMA_B2B Marketing is developing a tremendous dependency on tech. "He who controls the software, controls the marketing" @chiefmartec

@ITSMA_B2B Disconnect between CMOs & CIOs. So who should control marketing tech?

@ITSMA_B2B How to get marketing & IT to work together? Maybe we need a marketing tech office within the marketing org @chiefmartec

@pambburton Create the Marketing Technology Office. Emergence of Chief marketing technologist

@ITSMA_B2B The CMO will spend more on IT than the CIO over next few years. That's why we need marketing technologists @chiefmartec



@ITSMA_B2B Not all marketers need to be technologists, but tech must be part of marketing’s DNA @chiefmartec

@snakeynag Technology needs to be in a marketers DNA. Absolutely. @chiefmartec

@julieitsma Fifth marketing meta trend rigid plans to agile iterations

@meisenberg Traits when looking for a CMO - 21% technical experience as top trait. 13% advertising / agency experience @chiefmartec

@julieitsma 15 minute team meeting what I did yesterday. What I'll do today. Are there impediments in my way?

@ITSMA_B2B What's important in modern marketing/individuals & interactions 2/responding to change 3/customer collaboration 4/experiences

@ITSMA_B2B To make content marketing successful, need an ear to the ground to know what's important. Agile marketing helps @chiefmartec

@ITSMA_B2B For agile marketing, ask yourself “How do we deliver remarkable experiences? How do we adopt to change?” @chiefmartec

@ITSMA_B2B Agile marketing is about shifting the culture towards transparency, tracking, adapting as you go @chiefmartec #ITSMAAC12

@fmisbell Incredible presentation by Scott Brinker of Ion @chiefmartec on Agile Marketing and the rise of the Marketing Technologist

@ITSMA_B2B Has marketing been ignored by IT for too long? Is that why there's such a big disconnect and future big spend on IT by marketing?

@julieitsma Marketers who want speed to market avoid IT. IT bogs them down.

@Armstrong_ITSMA Translating agile software development methodology to the marketing plan Scott Brinker @chiefmartec

@SueatDell Amazing speakers and content on day 1

@ITSMA_B2B What a 1st day at our Annual Marketing Conference. So much info to process...but after Marketing Excellence Awards tonight!

@jeniferh Marketing Excellence Awards kicking off @ITSMA_B2B pic.twitter.com/pzqUpYMd

@meisenberg Drum roll - MEA Marketing Excellence Awards 202 - @DocuSign is a contender

@ITSMA_B2B Driving business with thought leadership MEA gold winner= #BTCongrats!

@ITSMA_B2B Driving business with thought leadership diamond winner is #DeloitteFinancial services

@fmisbell Congrats to BT for their gold award at ITSMA annual conference for Thought Leadership - well done!

@ITSMA_B2B Enabling sales channels marketing excellence award gold winner is#IBM for classroom to client program.



@ITSMA_B2B Enabling sales channels marketing excellence award diamond winner is #Cisco. Congrats!

@ITSMA_B2B Generating & nurturing leads marketing excellence award gold winners are #Cisco & #docusign.

@ITSMA_B2B Generating & nurturing leads marketing excellence award diamond winner is #dell.

@ITSMA_B2B Marketing with social & interactive media marketing excellence award gold winner is #Infosys for "breaking the waves" program.

@ITSMA_B2B Marketing with social &interactive media marketing excellence award diamond winner is #dell. Great program!

@ITSMA_B2B Strengthening client relationships & building loyalty marketing excellence award gold winners are #Microsoft & #optum

@jeniferh @DocuSign - We won the gold award for lead nurturing @ITSMA_B2B pic.twitter.com/TRZD3WtQ

@ITSMA_B2B Strengthening client relationships & building loyalty marketing excellence award diamond winner is #IBM for select access program

@ITSMA_B2B Transforming the marketing organization marketing excellence award gold winner is #capgemini

@fmisbell Winner of the Marketing Transformation award at ITSMA annual conference -- Cap Geminin congrats!

@ITSMA_B2B Transforming the marketing organization marketing excellence award diamond winner is #Tata consulting services (TCS)

@NathanJCowan Congrats to @meisenberg, @jeniferh, & @DocuSign for the @ITSMA_B2B gold award for lead nurturing. Best demand gen team ever.

@cahidalgo RT @ITSMA_B2B Generating & nurturing leads marketing excellence award gold winners are #Cisco & #docusign #itsmaac12 -Congrats @meisenberg

@TCS_News MT @ITSMA_B2B Transforming the marketing organization marketing excellence award diamond winner is Tata Consultancy Services

@shivz13 MT @ITSMA_B2B:Transforming the marketing organization marketing excellence award diamond winner is Tata Consultancy Services #TCS

@TCS_News Press Release TCS wins ITSMA Diamond Award for Marketing Excellence http://bit.ly/11SXewp @ITSMA_B2B

@bijli RT @TCS_News Press Release TCS wins ITSMA Diamond Award for Marketing Excellence http://bit.ly/11SXewp @ITSMA_B2B

@ITSMA_B2B Ready to start day 2 of ITSMA's Marketing Conference. After the intro we have Neil Blakesley from #BT and recent MEA winner

@DirkPalder RT @ITSMA_B2B10 Billion (with a "B") computing devices in use today...with only 7B people on earth!



@snakeynag Back at #ITSMAAC12, bright and early. Excellent day yesterday, looking forward to more of the same. BT, EMC, KPMG, IBM +more presenting

@fmisbell Looking forward to another great day at the ITSMA annual conference on Marketing`s New Value Proposition in Cambridge MA

@Visible_Expert moderating panel on marketing's new value prop this morning. will share insights from #ibm #kpmg #emc leaders

@snakeynag BT talking about bandwidth requirements for London 2012. Half a million hotspots. That's not too shabby.

@fmisbell Sales engagement, Customer engagement and market insight are critical to success in today`s challenging marketplace BT

@snakeynag BT VP marketing Neil Blakesley, "before we start something, we write down why we're doing it". Simple, but often overlooked.

@ITSMA_B2B RT @snakeynag BT VP mktg Neil Blakesley "before we start something we write down why we're doing it" Simple but often overlooked

@jeniferh Always get sales involved in what we do as marketers. Simple but well said by Neil Blakesley with #btglobalservices

@snakeynag "Refrigerator rights" great way to encapsulate the kind of relationship you want with customers. #BT

@ITSMA_B2B Deeper customer insight translates to greater share of wallet for BT Global Services

@Visible_Expert #BT some great thinking about how to equip sales + marketing MyKamLive. Innovative. at

@ITSMA_B2B BT has 54 insight analysts looking for insight to top 150 #BT GS clients.

@ITSMA_B2B Offering relevant and timely insight makes a difference for sales enablement. Marketing is making a real difference at #BT GS

@ByJove Getting ready to present the Social Business use case for Dell's Diamond award win at http://dell.to/ITSMA2012

@snakeynag Ques what's the attrition rate with BT's Insight Analysts? Do people stay long enough to become true experts for deep insight?

@julieitsma Use data to build propensity models to identify opportunities and put those opportunities into the sales plan

@julieitsma when change account teams the hand off is terrible. Marketing insight into the account can bridge the gap.

@ITSMA_B2B BT GS employs Account Based Marketing to develop deep relationships with clients, enabled by cool tech #ABM



@snakeynag BT's integrated tool is rather impressive. Obvsly carefully architected and uses Web 2.0 tech, responsive design.

@ITSMA_B2B "We're helping sales earn more money and that's what they want." --Neil Blakesley, VP BT Marketing

@ITSMA_B2B Truisms for any sales enablement program provide quality data & insight, speak sales' language. Make it EASY

@SeaNmWhite The BT storyteller sales enablement tool is super impressive. I want it.

@Visible_Expert #BT another innovation Storyteller. Facts, figures, graphics, info Helps #sales, #marketing pull together smart, branded content

@ITSMA_B2B BT Marketing has automated the process of adding insights to content for a sales presentation

@ITSMA_B2B Kicker BT wants sales to show the client all the insights they've gleaned. "Important to let the client know we're interested"

@julieitsma BT show the customer the research they do on them. This impresses cust. The cust. will even correct the info and provide more.

@julieitsma BT has mastered automation to effectively create fact-based intimacy for sales and marketing.

@julieitsma for BT, customer insight+ relationships + content + right sales talent = #sales results

@ITSMA_B2B Of the 150 BT clients who have seen KAM live, 30+ have asked to buy it. That's when you know you have cool internal tech

@ITSMA_B2B Next up Kieron Monahan from @arnoldworldwide giving the agency's perspective of B2B Marketing

@ITSMA_B2B No ads on the walls at @arnoldworldwide, just graphs that show their effectiveness with clients.

@julieitsma Biggest issue Arnold WW sees working with #b2b is organizational complexity

@snakeynag Org complexity is the greatest single issue Arnold Worldwide sees. Why am I not surprised?

@ITSMA_B2B Greatest issue @arnoldworldwide sees with B2B marketers is organizational complexity. Not bugets, product focus, anything else.

@pambburton Greatest single issue working with b2b clients is org complexity @arnoldworldwide

@ITSMA_B2B Ken Segall Blog that Kieron Monahan recommends:http://kensegall.com/blog/

@julieitsma it's easy to come up with ideas but hard to get agreement due to organizational complexity

@ITSMA_B2B Choice paralysis leads to lowest common denominator marketing

@jeniferh Love this! "Organizational complexity is the enemy of world class effective creative marketing." #Arnold



@ITSMA_B2B Echoing #BT the right starting place for marketing is customer insights. An insight= surprising truth that makes you think again

@ITSMA_B2B RT @jeniferh Love this! "Organizational complexity is the enemy of world class effective creative marketing." #Arnold

@snakeynag @arnoldworldwide showing a video of Stephen Fry and Rowan Atkinson. Now that's a presentation!

@fmisbell Organizational complexity is the enemy of world-class effective marketing -- insights into marketing from the outside-in

@snakeynag @arnoldworldwide now showing Life of Brian. Monty Python! Am I glad I made it to #itsmaac12 this morning!

@julieitsma Humans are social animals who desperately want to be part of a group, yet assert their individuality.

@ITSMA_B2B "Statistics & facts should be used like a drunk uses a lamppost - for support, not illumination" A fact is not an insight

@julieitsma #marketing value props need to be based on insights, not observations. Insight-based value props create emotional connection

@snakeynag Impossible goals, no recognition. Yup,I used to be a sysadmin, know how that feels. @arnoldworldwide

@fmisbell Customers don`t tell you insights - we need to listen for them (and be ready and willing to do so)

@ITSMA_B2B IT Decision makers see themselves as Patton, Dr House, MacGyver, professor X, superman & Stewie from #Familyguy!

@snakeynag Marketing = satisfying customer needs profitably. That's all the definition you need.

@julieitsma Best creative work comes from a well defined business problem. This only road to world class creative

@ITSMA_B2B If employees can't articulate the company's strategy, you can't expect a customer to understand it.

@snakeynag In summary if you don't know what problem you're trying to solve, you're not going to solve it. Defining the problem is crucial.

@snakeynag & personally, I feel that if you can't define problem in one small sentence with no more than one comma, you're doing it wrong.

@ITSMA_B2B Strategy starts with a clear purpose that is a definitive choice. It defines a unique set of revenue generating activities

@ITSMA_B2B Competitive strategy is created by integrating activities. It can be easily articulated by everyone. If not, it's not a strategy.

@pambburton Strategy can be articulated by everyone. If it can't, it's not a strategy



@fmisbell A customer hourney is comprised of both on-ramps and off-ramps as well as unique opportunities along the way -- great model

@ITSMA_B2B Demo or Die, Show don't tell--choose your catchprhase, but bottom line if you're selling tech show it don't just describe it.

@ITSMA_B2B When @arnoldworldwide builds customer journeys, it solves the problems caused by organizational complexities.

@jrigodanzo Stats and facts should be used like a drunk uses a lampost for support, not illumination

@ITSMA_B2B Now Pauline Weger @Visible_Expert is moderating panel on marketing's new value prop. insights from #ibm #kpmg #emc leaders

@julieitsma KPMG marketers need social media skills and business/financial savvy

@fmisbell Customer panel -- re-skilling for transformation, requirement for business language acumen and social media/marketing - KPMG US

@julieitsma EMC also embracing social media. Analytics skills a big focus

@ITSMA_B2B Marketing leaders reskilling selves, teams in social media, business acumen, data/analytics, marketing automation, client-centric

@julieitsma IBM reskilling to understand customers as individuals. In digital world need a purpose driven brand.

@fmisbell EMC transformation and requirements -- analytics and social media and marketing, integration into CRM and customer data

@ITSMA_B2B Matt Preschern from #IBM the notion of learning and developing skills on ongoing basis more important than ever

@ITSMA_B2B In #KPMG marketingis a key driver in focusing on 3Rs Reputation, revenue, relationships

@fmisbell Developing the Marketing value Proposition - Focus and Impact, key principles and key drivers - KPMG

@ITSMA_B2B #EMC Marketing focuses on measurement of marketing, driving & strengthening brand, close interlock between biz unit & sales

@fmisbell EMC -- services positioned to support overall master brand as a technology company and marketing to support the overall vision

@ITSMA_B2B Clients do not want to be “sold” to. They look to #IBM to help them solve their challenges.

@RoanneNeuwirth Remember an account is not a client and clients don't want to be sold to from @MattPreschern at #ibm

@ITSMA_B2B Biggest #IBM success with clients is a “co-creation” session. Together define the problem and then solve it.



@fmisbell IBM - marketing as a transformation agent, an integrator, leveraging marketing automation based upon a technology platform

@jbreitfelder Amen #B2B RT @julieitsma Best creative work comes from a well defined business problem. This only road to world class creative

@fmisbell KPMG - journey including top account program and bringing with it new tools and processes o support the program

@jbreitfelder Amen 2 #B2B RT @julieitsma IBM reskilling to understand customers as individuals. In digital world need a purpose driven brand.

@julieitsma #Marketing is the transformation driver and engine for#ibm

@ITSMA_B2B Traditional marketer going by the wayside. Keys skills now are sales, sales development, digital media, business, financial.

@fmisbell KPMG -- traditional integrated marketing skills important but growth of sales, sales support, financial skills 4 transofrmation

@julieitsma Best marketing people comes from sales. They are empathetic to the sales challenges.

@ITSMA_B2B Soft skills needed at #EMC marketing empathy for sales, ability to work in matrix, flexibility. Best marketers come from sales

@ITSMA_B2B #EMC marketing looks for specialists, industry expertise. Knowledge of social, digital & analytics. Ability to integrate these.

@ITSMA_B2B #IBM marketing believes you don't need all skills in house. Have to define what is core to your marketing and where you partner.

@fmisbell IBM -- requirement to up skill and transformation comes back to your labor strategy and relate to your core, partnering

@ITSMA_B2B Simple but eloquent Without the right skills you can’t compete.

@snakeynag IBM doesn't view true creative as a core competency, goes outside for that. smart. You gotta know what you're good at and what not

@fmisbell IBM -- define the core marketing skill -- write it down -- and don’t confuse the cost equation with the skills equation

@SeaNmWhite #EMC @bostonpal marketing looks for specialists, industry expertise. Knowledge of social, analytics. Ability to integrate these.

@ITSMA_B2B RT @fmisbell IBM -- define the core marketing skill, write it down -- & dont confuse the cost equation with the skills equation

@julieitsma #ibm Institute for Business Value is the cornerstone of their services strategy. Thought leadership is IBM differentiation



@ITSMA_B2B #IBM Thought Leadership development If you are in services your expertise is what differentiates you, you have to show it.

@julieitsma #EMC has moved from 20 page white paper to "bite-sized" pieces. Clients want thought leadership tailored to them.

@ITSMA_B2B #EMC taking an agile approach to thought leadership, using blogging to test out thought leadership ideas

@fmisbell IBM - in a services business your expertise differentiates you, if you can demonstrate it, it sets you apart

@ITSMA_B2B #KPMG still doing traditional thought leadership but looking at customization, social media

@julieitsma Thought leadership has to be more flexible. Another marketing function where #agility is key.

@fmisbell If you cannot write well then you are not a true marketeer -- importance of this skill especially thought leadership activity

@ITSMA_B2B Writing is still a key skill for marketers, but you don't always need those skills in house.

@snakeynag Writing is a key skill. And brevity is the soul of wit. Strunk & white should be required reading for marketers.

@julieitsma Clients live in industry verticals. They will buy from someone who knows their industry.

@ITSMA_B2B Industry marketing still important. Clients live in industry verticals. To be credible in an industry requires industry expertise

@snakeynag People trust those who have actually done the thing they're claiming to be experts in. Walk the walk, not just talk the talk

@fmisbell Great marketing leader panels at the ITSMA Annual Conference in Cambridge MA today pic.twitter.com/UqNPNYnD

@julieitsma this Is the most exciting and challenging time for marketing. Need to build your skills.

@ITSMA_B2B The most exciting but also most challenging time for marketing professionals Next 3-5 years continue to build your skills!

@fmisbell IBM -- skill building and personal education is everyone’s responsibility especially as change will only accelerate

@wittlake RT @julieitsma #EMC has moved from 20 page white paper to "bite-sized" pieces. Clients want thought leadership tailored to them.

@ITSMA_B2B Breakout sessions with MEA winners. I'm listening to Richard Margetic from #dell on social media. Hope others tweet too

@ITSMA_B2B First thing Dell did was build platform agnostic social media strategy.



@julieitsma #dell pursued it's social media strategy platform agnostic.

@webstrategyplus RT @julieitsma #dell pursued it's social media strategy platform agnostic.

@julieitsma meaningful relationships drive participation in social media. People want to express selves and recognized.

@julieitsma buying fans does not. Work of you want a long term relationship

@ITSMA_B2B Buying fans doesn't work if you want to achieve long term relationships. #social

@julieitsma listening is at the core of #dell platform agnostic #socialmedia strategy

@kennymadden1973 RT @julieitsma #EMC has moved from 20 page white paper to "bite-sized" pieces. Clients want thought leadership tailored to them.

@ITSMA_B2B Facebook is holding fans hostage. Dell can only get message in front of fans by paying FB. Owned platforms are better biz model.

@julieitsma IdeaStorm is #dell social suggestion box. Dell's owned platform. Own your platforms so not hostage to #Facebook!

@fmisbell BT best practices breakout using Thought Leadership to create a sales engagement platform pic.twitter.com/OCm1Qofg

@julieitsma New social media channels were avenues for complaints. Be prepared to respond to turn ranter into raver. Ramp up staff to respond

@julieitsma Educate employees on social media principles, policies and processes. #dell has 28 courses for employees

@julieitsma #dell has launched a social media consulting offer to help others build world class social media strategy and implement.

@julieitsma #numbers drive #dell. Vital to measure #socbiz impact month to month. Reach, engagement, revenue, SEO impact

@julieitsma with social media #dell sees both correlation and causation between social media activity and sales

@ITSMA_B2B To determine health of #social media, #Dell looks at engagement. Broadcast means nothing.

@pambburton Awesome Richard Margetic of @Dell leading session how they built leading social media solution @byjove

@kennymadden1973 RT @itsma_b2b To determine health of #social media, #Dell looks at engagement. Broadcast means nothing.

@julieitsma #Dell has subject matter expert program. Identify, train them, and support them. Feed them Dell content and trends. Report impact



@julieitsma #Dell does more than react to #socialmediaconversations. Also works with thought leaders to lead conversations.

@Visible_Expert TKS! “ @fmisbell Great marketing leader panels at the ITSMA Annual Conference, Cambridge MA today pic.twitter.com/zHaHAlkD”

@snakeynag Social identity, social curation, and visual elements of social media are the next big things, says Richard margentic of #dell

@meisenberg Love @dell "banana rule" on lead timeliness. Bananas like leads expire quickly. You need to address when fresh.

@pambburton Demand generation is a brand experience as much as a source of pipeline and revenue @dell

@pambburton Creative hiring mktg operations team leader former US Army platoon commander @dell

@jill_rowley DocuSign is best-in-class @Eloqua client! @jeniferh @DocuSign - We won the gold award for lead @ITSMA_B2B pic.twitter.com/7umzcD3D

@jill_rowley you mean WINNER! Great work @DocuSign team! @meisenberg Drum roll- MEA Marketing Excellence Awards 2012 - @DocuSign is contender

@ITSMA_B2B Wrap up and then workshops Account Based Marketing, Relationship Marketing or Thought Leadership. Too bad you can't go to all 3

@ITSMA_B2B B2B Marketing Key Takeaways from ITSMA Marketing Conference http://www.alley424.com/onwordsandbusiness/bid/248821/B2B-Marketing-Key-Takeaways-from-ITSMA-Marketing-Conference …

@ITSMA_B2B What's hot in marketing customer/client/market insight. marketing & sales alignment. sales enablement. reskilling marketing.

@knowledgence Time to go beyond standard ROI. Return on RELATIONSHIP (ROR) needs to be a focus to drive long-term and short-term value.

@fmisbell Attending an awesome workshop on How Marketing Can Build a Thought Leader Engine that Drives Revenue - cool and timely!

@julieitsma the rise of the visible expert by Pauline Weger @Visible_Expert

@julieitsma Build rock bands not rock stars @Visible_Expert #itsmaac12

@julieitsma there are so many blogs already. Do we need another blog? Maybe yes. @Visible_Expert

@julieitsma a good tool is Speakerfile @Visible_Expert

@julieitsma content stacks provide publishers with new sources of revenue. Firms like Deloitte dominate this premium space. content trusted?

@julieitsma buyers prefer to buy local but they can't find the local experts. Help your experts be found. @Visible_Expert



@julieitsma SMEs are overwhelmed. They're delivering, recruiting, managing. Then mktg asks them to write/speak. Narrow the focus to help them

@julieitsma help subject matter experts get ideas out of their heads @Visible_Expert

@julieitsma thought leaders need to be like able as well as credible. @Visible_Expert

@julieitsma protect your great ideas. Work with the legal team @Visible_Expert

@julieitsma SMEs are are on every country, so are customers. Can't limit thought leadership to English @Visible_Expert

@snakeynag Final #itsmaac12 tweet Thank you @julieitsma & @ITSMA_B2B for an excellent conference. Learnt tons, look forward to next ITSMA Annual Conf.

@DirkPalder RT @ITSMA_B2B Data under corporate management will grow 50x by 2020, however, number of IT professionals will grow just 1.5 times

@ITSMA_B2B Great marketing event at the @charleshotel. Excellent venue and service. Oh, and the food! Yum. Thank you.

@Visible_Expert Great presenters and discussions among world class #marketer @charleshotel lots of new ideas. TKS to all.

@CharlesHotel Thx for joining RT @visible_expert Great presenters and discussions among world class #marketers. @CharlesHotel lots of new...

@ITSMA_B2B @snakeynag ditto to comments from @julieitsma. Appreciate your contributions, online and off.

@knowledgence Integrate relationship marketing efforts with field sales efforts for targeted accounts.

Tuesday, November 13, 2007 - ITSMA · 2012-12-18 · Opportunity for marketing to lead thru shift ... @julieitsma communicate to be relevant to millenials open, smart, immediate,

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